Nicole Balsamo is the Head of Marketing at Outset, the professional-grade platform for AI-moderated research. She leads the team defining what it means to do research at depth and at scale, and makes sure the market knows the difference between a demo-grade tool and the real thing.
At Outset, Nicole works at the intersection of category creation and go-to-market strategy, helping enterprise research teams across UX Research, Market Research, and Consumer Insights understand what becomes possible when AI can listen, see, and understand, not just transcribe.
She’s a regular presence at the industry’s leading research events, from Quirk’s to TMRE to IIEX, and is known for bringing real case studies to the stage: no hype, just evidence. Her recent work has brought forward research from teams at Indeed, Microsoft, Nestlé, and HubSpot, showing how practitioners are using AI-moderated methods to make faster, more confident decisions.
Sessions
Oct 27
11:35 AM - 11:55 AM PDT
Blue Stage
Customer Experience & Journey
Qualitative Depth at Scale
Travel & Hospitality
Measuring What Makes an Experience Magical: Uber’s MagUX Framework and the Future of Experience Research
What makes a digital experience feel magical—and how can teams measure it at scale? Franklyn Graham, Ph.D., will share how Uber developed MagUX, a research-backed framework that turns people’s stories about great app experiences into eight measurable elements, from ease of use and personalization to emotionality and discovery. Tested with nearly 10,000 people across Uber’s user groups, MagUX gives teams both an overall score and specific signals they can use to guide product decisions. The session will also explore how research teams can use platforms like Outset to gather rich customer feedback, uncover meaningful themes, and turn those insights into questions they can measure and act on.
Key Takeaways:
A practical way to define “magical” experiences: Start with people’s stories, identify the themes that matter, and translate them into clear survey questions.
A model for measuring experience at scale: See how Uber’s eight MagUX elements combine into domain scores and an overall score.
Ways to put experience insights to work: Learn how teams can track sentiment over time and use research findings alongside conversion metrics to make better product decisions.
