“Great UX doesn’t happen by accident—it’s built intentionally, by teams that collaborate, innovate, and put the customer at the center of everything they do.”

Scaling a UX team that delivers real impact is both an art and a science. It requires the right mix of talent, structure, and strategy to ensure the team not only grows but thrives. In this Insights Unlocked episode, Susan Rice, VP of User Experience at Workiva, shared her approach to UX team scaling and how it contributes to a customer experience strategy that drives business success.

From structuring UX teams effectively to aligning company-wide KPIs, Susan offers a wealth of insights for leaders looking to grow and empower their UX teams. Let’s explore some of her key takeaways.

The foundation: structuring a UX team for success

One of the most important aspects of building a UX team is striking the right balance between generalists and specialists. At Workiva, Susan inherited a team of 30 UX professionals, structured to optimize collaboration and innovation.

"We have UX designers embedded with squads, forming a triad with product managers and engineers to solve specific problems," Susan explains. "At the same time, we have researchers who take a broader view, looking at the overall customer journey to identify strategic opportunities."

This approach ensures that while individual designers focus on refining specific product areas, researchers and content strategists can step back to identify overarching trends and insights. In addition to UX designers and researchers, Workiva’s UX team also includes content designers and UI designers, who help elevate the clarity and aesthetics of the platform.

Key takeaway:

A well-balanced UX team should include embedded designers working closely with product and engineering, alongside researchers and specialists who bring a broader strategic perspective.

Aligning UX with business goals through shared KPIs

One of the biggest challenges in UX team scaling is ensuring that the work being done translates into measurable business value. At Workiva, the UX team aligns closely with company-wide goals through a shared KPI: customer satisfaction (C-SAT).

“We’re really fortunate that we have shared KPIs across not just R&D but across the company,” Susan says. “That alignment is critical for success because when you have conflicting KPIs, it becomes harder to put the customer at the center of decision-making.”

Rather than measuring UX success in isolation, Workiva’s approach integrates customer experience metrics into broader business objectives. This not only strengthens cross-functional collaboration but also ensures that UX is seen as a key driver of business growth.

Key takeaway:

To demonstrate the value of UX, align its impact with company-wide metrics, such as customer satisfaction or retention. This helps teams stay focused on outcomes that matter.

Innovating through cross-functional collaboration

Fostering a culture of innovation is essential for UX teams that want to scale effectively. One way Workiva achieves this is through its annual Link Conference, a two-week event that combines a hackathon with strategic planning.

“It’s a time when we step away from our day-to-day work and focus on completely new projects,” Susan explains. “We encourage big ideas that help us innovate and push boundaries.”

During this event, teams across UX, product, and engineering come together to explore new concepts, test out-of-the-box ideas, and rethink how they approach user experience. The Link Conference not only drives innovation but also strengthens team collaboration, ensuring that different departments work together toward a shared vision.

Key takeaway:

Encourage cross-functional collaboration through dedicated innovation sprints or hackathons. This allows teams to break out of routine workflows and explore new ways to improve customer experience.

UX in B2B vs. B2C: key considerations for enterprise products

One of the more nuanced discussions in the episode focused on the differences between UX in B2B and B2C environments. While consumer-facing products often prioritize simplicity and aesthetic appeal, enterprise software must balance usability with information density and workflow efficiency.

“For B2B users, our platform is open all day—they’re living in our software,” Susan points out. “That’s very different from a consumer app, where someone pops in for two seconds and then leaves.”

This means that enterprise UX must prioritize efficiency, clarity, and flexibility. While white space and minimalist design work well in consumer apps, B2B users often need access to large amounts of data at a glance.

Key takeaway:

B2B UX should focus on optimizing workflows and balancing information density, rather than simply mimicking consumer design trends.

Bridging the UX talent gap: advice for new designers

With the rapid growth of UX as a discipline, many aspiring designers and researchers struggle to break into the field. Susan acknowledges this challenge and offers practical advice for those looking to stand out.

“My recommendation is to get hands-on experience wherever you can—internships, volunteer work, personal projects. You need to differentiate yourself in a crowded field.”

She also emphasizes the importance of showcasing real-world problem-solving skills in portfolios. Even if someone hasn’t worked in a formal UX role, redesigning an existing experience or conducting independent usability evaluations can be powerful ways to demonstrate expertise.

Key takeaway:

New UX professionals should focus on gaining hands-on experience and building a portfolio that highlights problem-solving, not just theoretical knowledge.

The future of UX: diversity, leadership, and business impact

Looking ahead, Susan is optimistic about the growing recognition of UX at the executive level. She also highlights the increasing presence of women in UX leadership roles, a trend that she finds particularly exciting.

“A couple of years ago, there were very few women in VP-level UX roles. But now, I’m seeing so many more—and it’s really exciting to witness that progress.”

Beyond diversity, she sees UX becoming more deeply integrated into business strategy, with more organizations recognizing its impact on customer satisfaction, retention, and revenue growth.

Key takeaway:

The UX field is evolving, with more leadership opportunities and stronger business alignment. Now is the time for UX professionals to position themselves as strategic partners.

Putting the customer at the center

Susan’s insights serve as a powerful reminder that scaling a UX team isn’t just about hiring more designers—it’s about creating a structure, culture, and strategy that drives meaningful customer impact.

“At the end of the day, it’s about understanding what our customers are trying to accomplish and making that as seamless as possible,” Susan says. “That’s how we create great experiences that drive real business value.”

As UX continues to evolve, leaders who invest in cross-functional collaboration, customer-focused KPIs, and a strong team structure will be best positioned for long-term success.

Episode links: 

• Scaling your UX team: This article delves into strategies for effectively growing UX teams, emphasizing the importance of balancing skill sets and fostering collaboration.
• How to build a customer experience strategy framework: This guide outlines structured approaches to designing and refining customer experiences, highlighting the significance of aligning all departments toward creating seamless interactions.
• Scaling insight for a better customer experience: This resource discusses how organizations can scale their research efforts to enhance customer experience, emphasizing the need for real-time customer insights and continuous iteration.
• Democratize and scale UX research: This webinar discusses empowering entire organizations to gather, analyze, and act on user insights and feedback as an effective strategy.