Lead UX Researcher with Incredible Advice for PhDs

Name: Vasudha Chaudhari (she/her)

PhD: Learning & Technology, The Open University, 2020

What is your current job?

I'm currently a Lead Quantitative UX Researcher at Expedia Group, based in London, United Kingdom. I lead the Partner Experience Measurement Program, where I use data and research to improve the experience of our travel partners.

In my role, I lead the measurement strategy for partner experience at Expedia Group. I design and analyse large-scale surveys, build metrics frameworks , and use statistical modelling to understand what drives partner satisfaction. I work closely with product, design, and engineering teams to ensure decisions are informed by data. I also mentor researchers, run workshops, and help democratise research insights across the organisation.

What is your favorite thing about your job?

I enjoy seeing how insights from research inform product decisions, enhance experiences, and ultimately improve things for travelers.

What is the most important skill you developed or experience you had during your PhD that now helps you in your current position?

The most important skill I developed during my PhD was the ability to frame complex, messy problems into structured research questions and choose the right methods to answer them. This skill helps me every day in industry, where problems are often ambiguous and require both critical thinking and methodological flexibility. My experience with mixed methods and working closely with professionals during my PhD also taught me how to translate research into practical, actionable insights, something that's essential in my current role.

How did you build the skills necessary for your current role?

I built the skills for my current role through a mix of academic training, hands-on industry projects, and continuous learning. My PhD gave me a strong foundation in research design, mixed methods, and statistical analysis.

To bridge the gap to industry, I took online courses in UX research, survey design, and data visualisation (e.g - Coursera, Udemy), and learned tools like R and SQL. Mentoring others and collaborating with cross-functional teams also sharpened my communication and stakeholder management skills. Participating in design sprints and product workshops during my PhD and post-PhD work helped me understand how research fits into fast-paced product development.

How did you find this position? What were the career steps you took to get to where you are now?

I saw the job ad posted on LinkedIn and reached out to a contact at Expedia to ask for a referral. Their recommendation helped me get my foot in the door, and I was then able to progress through the interview process.

MSc Geology ➡️ Diploma in Computer Science ➡️ Domain Consultant at Shell ➡️ Quality Assurance certification ➡️ Quality Assurance consultant ➡️ MSc Learning & Technology ➡️ PhD graduate ➡️ Product management certification ➡️ UX Researcher ➡️ Lead UX Researcher

If someone is interested in a similar role, what would you recommend they start doing now to prepare?

If someone is interested in a similar role, I’d recommend they start by building a strong foundation in both research methods and data analysis. Become familiar with survey design, statistics, and tools such as R, Python, or SQL. At the same time, learn the basics of UX and product development through online courses, books, or internships. Start a portfolio by conducting your own small research projects or collaborating with nonprofits or startups.

Networking is also key! Connect with people in the field, ask questions, and seek mentorship. Most importantly, practice translating research into actionable insights, as that's what makes research valuable in industry.

Why did you decide to not pursue a career in academia?

I realised I was more drawn to applied, real-world impact than academic publishing. While I loved the intellectual freedom of academia, I wanted to see my work directly influence products, people, and decisions. The slow pace, uncertainty of funding, and pressure to publish didn’t align with how I wanted to grow.

It wasn’t an easy decision. I’d invested years in my academic path, but once I experienced working in cross-functional product teams and saw how research could drive meaningful change at scale, the choice became clear. It felt like the right fit for my skills and values.

What advice do you have for someone getting their PhD and looking to pursue a career outside of academia?

Here are a few pieces of advice I’d offer to someone doing their PhD and considering a career beyond academia:

1. Think of your PhD as training, not a destiny. It gives you powerful skills: critical thinking, research, and problem-solving, which are incredibly valuable in many industries.

   
   

2. Start exploring early. Don’t wait until you’re writing your thesis to think about what’s next. Attend industry events, talk to professionals, do internships or freelance work if you can.

   
   

3. Learn to speak the language of industry. Translate your academic skills into business terms!

   
   

4. Build a portfolio of applied work. Whether it’s consulting, collaborations, side projects, or volunteering, show that you can apply your skills in practical settings.

   
   

5. Network intentionally!!! Informational interviews, LinkedIn outreach, and communities like ADPList can open doors and help you understand what roles align with your strengths.

   
   

6. Let go of perfection. You don’t need to have it all figured out. Career paths outside academia are often non-linear, and that’s a strength, not a flaw.

Lastly and most importantly, remember - you are not leaving academia behind, you’re just taking your knowledge to new places where it can thrive.

Are there any components of your identity you would like to share, including how they have impacted your journey?

Yes!! I'm a woman of colour, an immigrant, and a parent, and each part of my identity has shaped my journey in meaningful ways. Navigating academia and then transitioning into industry often meant working harder to prove myself in spaces where people like me were underrepresented.

Being a mother during my PhD taught me resilience, time management, and the importance of boundaries. My lived experience also helps me bring empathy and inclusivity into my research work! I’m always thinking about whose voices are being heard and whose are missing. While it hasn’t always been easy, these aspects of my identity have deepened my perspective and strengthened my commitment to creating more equitable, human-centered systems.

And for those interested, what was your main area of research?

During my PhD, I studied how finance professionals learn and adapt during uncertain times, like economic crises or sudden industry changes. I explored how they manage their own learning (called self-regulated learning), and how technology can support them in doing this. I interviewed professionals, ran surveys, and designed a tool to help them reflect and learn better during uncertainty. My research combined psychology, education, and workplace learning.