SDXD - San Diego Experience Design

Overview

SDXD (San Diego Experience Design) is one of the largest design communities in the San Diego area, bringing together UX designers, researchers, product managers, and design enthusiasts. As Head of User Experience and a Board Member, I applied UX research methodologies to understand and grow our community.

This role demonstrated how human factors and UX research principles can be applied beyond product design—to building and scaling communities.

The Challenge

When I joined the board, SDXD had approximately 2,500 members but faced several challenges:

• Engagement Plateau: Membership growth had stagnated and event attendance was inconsistent
• Member Needs Unknown: Limited understanding of what members actually wanted from the community
• Retention Issues: Members would join but not actively participate or return to events
• Content Relevance: Events and content weren't always aligned with member interests and career stages

My Approach

UX Research for Community Understanding

I treated the community like a product, applying rigorous UX research methodologies to understand our "users" (members):

• Conducted member surveys to identify needs, pain points, and content preferences
• Analyzed engagement data to understand participation patterns
• Created member personas representing different career stages and interests
• Mapped the member journey from discovery to active participation

Research-Driven Programming

Based on research insights, I redesigned our approach to events and content:

• Developed event formats aligned with identified member needs (portfolio reviews, mentorship sessions, skill workshops)
• Created content tracks for different experience levels (students, early career, senior practitioners)
• Introduced feedback loops to continuously improve programming

Consistent UX Research Touchpoints

I implemented regular research touchpoints to maintain engagement and continuously improve:

• Post-event surveys to gather immediate feedback
• Quarterly member check-ins to track satisfaction and evolving needs
• A/B testing of event formats and communication strategies
• Churn analysis to understand why members became inactive

Stakeholder Alignment

Partnered with product owners (other board members) to align business goals with user experience strategies:

• Presented research findings to the board to inform strategic decisions
• Advocated for member-centric approaches in all community initiatives
• Balanced sponsor/partner needs with member value

Key Deliverables

• Member research reports with actionable insights
• Community member personas and journey maps
• Redesigned event programming strategy
• Engagement tracking dashboard and KPIs
• Feedback collection and analysis framework

Results & Impact

Skills Demonstrated

• Leadership: Board-level strategic decision making and cross-functional collaboration
• UX Research: Surveys, user interviews, persona development, journey mapping
• Data Analysis: Engagement metrics, churn analysis, A/B testing
• Stakeholder Management: Presenting to board, aligning diverse interests
• Community Building: Event programming, member engagement, retention strategies

Key Takeaway

This experience reinforced that UX research methodologies are universally applicable. The same principles I use in medical device human factors— understanding users, identifying needs, iterating based on feedback—drove measurable growth in a community context. It also developed my leadership skills in managing stakeholders and driving strategic initiatives.