On April 23rd, 2025, our co-founders, Shrey and Shivam, had the opportunity to attend Insight Out 2025 in San Francisco, hosted by Dovetail. The event brought together the brightest minds in UX and research, diving deep into the future of user experience and the power of data-driven decision-making.

What struck us most at the event? Jakob Nielsen's profound insight:
"UX today is like clean water. You only notice it when it’s broken."

This statement resonated with us because it encapsulates the very nature of modern UX: invisible, essential, and often taken for granted. As UX moves from a competitive differentiator to a baseline expectation, the question remains: How do we prove its value when it’s barely noticed?

At Userology, we’re tackling this challenge head-on. We’re on a mission to scale research, enabling teams to turn small usability insights into major business decisions. Through cutting-edge tools, we’re making testing faster, smarter, and more efficient — helping organizations stay ahead in the ever-evolving UX landscape.

The New Era of UX: From Magic to Infrastructure

In the early days of UX, making simple tweaks could lead to substantial gains. UX was new, exciting, and felt almost like magic. Fast forward to today, and the game has changed.

At Insight Out 2025, the conversation focused on one key theme: UX is no longer a luxury; it's a utility.

The UX ROI curve has flattened. In the past, improvements in user experience brought significant returns with relatively minimal investment. Today, the returns are smaller, and the investment is higher. But that doesn’t mean UX is any less important — in fact, it’s more foundational than ever.

Key Takeaways:

• UX is now like electricity or water — invisible, yet essential.

• Measuring the impact of good UX is harder because it's become the baseline expectation.

• Today’s investments in UX are about creating a sustainable foundation for growth, not just quick wins.

AI and the Future of UX: A Partnership, Not a Replacement

Another major theme that emerged at the event was the role of artificial intelligence in UX. The conversation wasn’t about replacing designers with machines — it was about using AI to amplify human decision-making.

At Userology, we firmly believe that AI has the potential to revolutionize the way we conduct usability testing. Tools powered by AI can analyze massive amounts of data in real-time, offering insights that would otherwise take weeks or even months to uncover.

But the real magic happens when AI and human expertise work in tandem. AI can find patterns, suggest optimizations, and surface trends at scale. However, human judgment remains critical in interpreting those insights and applying them in meaningful ways.

How Userology Is Driving UX Innovation

At Userology, we’re committed to pushing the boundaries of UX research. Our AI-powered tools are designed to help teams scale their research efforts and unlock insights in a fraction of the time it used to take.

With Userology, you can:

• Access a 10M+ user pool for testing and feedback.

• Set up usability tests in just a few clicks — no waiting weeks for results.

• Make data-backed decisions on the fly — without the slowdowns of traditional research.

By integrating AI into the research process, we’re enabling teams to move faster while ensuring they don’t compromise on the quality of insights. Our tools empower product teams, designers, and researchers to quickly identify the small details that drive user trust and decision-making.

Looking Ahead: The Future of UX Research

The future of UX is all about scaling insights and making research a seamless part of the product development cycle. As UX becomes more foundational, it’s imperative that teams have access to the tools and technologies that allow them to scale their research without slowing down.

At Userology, we’re excited to continue innovating in this space. With AI-backed usability testing, we’re helping teams identify insights quickly, implement changes faster, and ultimately deliver more impactful user experiences.

A big thank you to Dovetail and Jakob Nielsen for sparking these invaluable conversations. We left Insight Out 2025 with a renewed sense of purpose — ready to continue transforming UX research for the better.