This year marks the 20th anniversary of the UXalliance, a global network of 26 UX research and design firms from 29 countries spanning five continents and covering over 100 key markets. To celebrate this milestone, we sat down with Gavin, one of the five founding members of the UXalliance, to discuss the organization’s history, guiding principles, and the benefits it brings to clients.
Q: What was the original goal of the UXalliance? What need did it intend to fill when you first came together?
Gavin: Back in the day, we were a bit frustrated with traditional market research. It was all about attitudes which focused on what people said they wanted, not what they actually did. We wanted to connect with like-minded firms that understood behavioral research—observing what people do when they interact with products because the interaction is where products and services are experienced. This engagement is more important because it all about behavior. As products were sold around the world, we needed to find firms who focused on behavior and not market research. So, the UXalliance started with just five countries (US, UK, Germany, France and Spain). Each country was represented by one firm as a “meeting of the minds”.
Q: What were the guiding principles of the UXalliance in the early days, and how have they evolved over the past 20 years?
Gavin: Initially, we had a “one country, one firm” rule. This prevented competition among members, so we could freely share knowledge about costs, labor rates, and recruiting strategies. This helped us bid more efficiently and understand each other’s businesses. We shared financial information, staffing approaches, and training programs—insights we wouldn’t share with competitors in the same country. We also learned about how different cultures were engaging in new technologies.
Over time, globalization changed everything. Multinational companies started using multiple vendors in different countries. The UXalliance adapted, moving away from strict exclusivity to what makes the most sense for clients, research efficiency and quality. Now, clients can choose the best partner for their needs, even if it means working with multiple members. This also led to members offering services in multiple countries.
Q: The UX Alliance has been around for 20 years, what are the benefits to clients of this long-term partnership?
Gavin: There are five benefits I often cite:
- Global reach, Local expertise: We offer global research and design with local insights. Our network of partners understands the nuances of different markets, ensuring your research is culturally relevant.
- Consistency and quality: By meeting face-to-face every six months (2005 right up to COVID), we were able to discuss quality, share technology, and align our approaches. This commitment to quality means clients can expect the same high standards across all countries.
- Cost savings: Because we have a pre-vetted network, clients don’t have to spend time and resources finding and vetting individual research firms. The alliance alleviates some sales costs, which lowers clients’ costs.
- Trust and reliability: We built trust among members. Clients can be confident that their research will be conducted professionally and successfully, no matter where it takes place.
- Knowledge sharing: The UXalliance facilitates the sharing of knowledge and best practices among its members, allowing everyone to stay up-to-date on the latest UX trends and techniques. We also began hosting a UX Masterclass conference during each of our face-to-face meetings more than 15 years ago. This year will mark the 22nd UX Masterclass, which will be held in Bangalore, India, hosted by our partner Peepal Design. Our clients in these markets benefit from UX experts from 25+ countries coming together to share global insights.
Q: Why did the UX Alliance remain separate agencies instead of merging into a single business?
Gavin: We considered merging many times, but there were several challenges. The valuations of smaller companies change frequently, and some companies have investors with different priorities. Creating a fair voting system was overly complex. You also have strong leadership in markets around the world so priorities would be different. Through it all, we found that quality of research was paramount. And we could achieve this as separate companies with clients benefiting from our collaboration and shared standards and ultimately, preferred pricing could be provided with this efficiency.
Q: Any final thoughts on the UX Alliance’s 20th anniversary?
Gavin: It’s been an incredible journey. We’re proud of the long-lasting relationships we’ve built and the impact we’ve had on the UX field. The personal connections truly go back 20 years. We have seen families grow and those bonds ensure that when we do research abroad that our teams are safe and projects will be successful because of the history we built. We all support each other because our shared experiences. We also get a lot smarter over the years where we are constantly evolving and adapting to meet the changing needs of our clients. Ultimately, a partnership doesn’t last 20 years if you don’t enjoy working together – and that’s a big part of it! Here’s to another 20 years of collaboration and innovation!