Heidi Austin

Research Leader

My formal title is UX Researcher, but most days I feel more like a product strategist: the person telling teams what to build, not just how. That instinct started long before UX, back when I spent six years as a classroom teacher. Reading a room full of eight-year-olds and figuring out what's actually going on underneath the behavior you can see turned out to be the best research training I never knew I was getting. A marketing and communications degree gave me the other half of the job: how to tell that story so people act on it instead of filing it away. Nine years and one career change later, that combination still shapes how I work: mixed-methods research that influences roadmaps at the senior level, with a habit of pioneering AI-powered research ops so the insight actually scales. Off the clock, I'm mom to two little kids, a pretty serious home baker, and never happier than on a New England beach.

Front UX Conference
Speaker — "Research to Reality"
BuiltIn
Featured: The Shift Toward Human-Centered Design
Anthem Awards
2nd Place, DEI Service & Product Innovation
Elevate Your UX Career
Podcast guest — "Empathy Meets Strategy: Building Better Products Through..."

Experience

2025–Present
SeatGeek
Staff UX Researcher & Manager
Shaping company-wide research strategy and priorities; player-coach manager for a junior researcher.
2023–2025
SeatGeek
Lead UX Researcher
Pioneered AI-powered UXR agents and a research democratization program active 1.5+ years.
2021–2023
SeatGeek
Sr. UX Researcher
Mixed-methods research forming the Live Experience journey map and its 5 product workstreams.
2019–2021
Year Up
Director, Experience Design & Strategy
Built a UX practice from scratch across 4 business units.
2013–2019
Salem Public Schools
Third Grade Teacher & Curriculum Specialist
Nominated MA Teacher of the Year.

Case Studies

Case Study 01 · Strategic
The Live Experience Journey
A mixed-methods deep dive that turned into a 3-year product roadmap for SeatGeek's day-of-event experience.
Role
Lead Researcher
Team
SeatGeek Fandom
Method
Mixed-methods
Outcome
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Case Study 02 · Segmentation
The Loyalty Equation
Segmentation and interviews that revealed the equation behind SeatGeek's most loyal fans, and a 3-year roadmap to build more of them.
Role
Research Lead
Team
Growth, Lifecycle Marketing
Method
Quant segmentation
Outcome
7-segment playbook
Case Study 03 · Strategic
Redefining Discovery: A Diary Study on How Fans Decide
A three-week diary study that uncovered five guiding principles for how fans discover events, and became a company priority.
Role
Research Lead
Team
Demand: Product, Design, Data
Method
Secondary research, diary study
Outcome
Company priority, 5 guiding principles
Case Study 04 · Vision
Beyond the Seat: Testing What Sells the Experience
Concept testing and Kano analysis that informed a vision for how SeatGeek sells experiences, not just seats.
Role
Research Lead
Team
Design, PM, Research
Method
Concept testing, Kano
Outcome
3 shipped levers