How to turn UX Research insights into action: A step-by-step guide

Why Research Alone Isn’t Enough

Running a UX research study is only the first step,what happens next is what really matters. Too often, research insights sit in reports without leading to real change in product design, strategy, or development.

• Prevents research from getting stuck in reports
• Clearly assigns ownership & deadlines
• Ensures research leads to real product improvements
• Keeps teams aligned on next steps

That’s why we use the Who, What, When Framework to help startups and product teams map clear next steps after research findings are agreed upon.

How to Use the Who, What, When Framework

Once your UX research sprint is complete, it’s time to map out your next steps using this framework.

Step 1: Organise Your Findings

Summarize the most important findings from your research and prioritise what matters. Not every insight will lead to immediate action.

• Critical issues that must be fixed immediately
• Opportunities for iteration that could enhance the product
• Long-term research learnings for future development

 Example Insight:
"Users struggle to find the pricing page, leading to a 20% drop-off at the conversion stage."

Step 2: Define the Who, What, When Actions

Now, break down your next steps using the Who, What, When Framework.

• Who-Who is responsible for making the change?
• What- What specific action needs to happen?
•  When- When does this need to be completed?

Example Action Plan:

• Who: Product Designer
• What:Update site navigation to make the pricing page more visible
• When: By next sprint planning session

Step 3: Assign Ownership & Track Progress

Make sure every action has an owner. You can check in weekly or bi-weekly to review progres (sometimes these quick catch ups are called a stand)

• Add next steps to your backlog, sprint planning, or roadmap

• Run quick feedback loops to see if the changes solve the problem

For startups, speed and agility are crucial—you can’t afford for UX research to sit in a document collecting dust. 

• Keep it simple & clear.Don’t overcomplicate tasks. Define actionable, specific next steps.
  
  
• Align with business & product goals. Research actions should tie into broader company objectives.
• Make actions measurable .Set clear KPIs to track the impact of research-driven changes.
• Communicate findings effectively.Share insights in sprint reviews, standups, or team meetings.
• Iterate continuously .Research is an ongoing process; track what works and refine as needed.

Ready to take action on your research findings? Use the Who, What, When Framework and start making impact today!