AMSTERDAM, Netherlands, 12 November 2025 – Sara Fortier, a Canadian UX staffing CEO, design educator, and Silicon Valley veteran, has partnered with Netherlands’ BIS Publishers to release her highly anticipated book, Design Research Mastery: How to Lead Research That Builds Buy-in and Great Products. The book offers a fresh perspective on the future of design research and provides readers with the tools and skills needed to navigate the evolving landscape of the industry.
Geared towards intermediate-to-senior UX practitioners and learners, Design Research Mastery addresses the growing concern that artificial intelligence and downsizing in the industry may threaten roles in product design, service design, and user experience. Fortier challenges this belief, stating that human-centered design is not disappearing, but evolving. She believes that those who can effectively build stakeholder buy-in and trust, develop actionable insights, strategically communicate with stakeholders, take ownership of research projects, and implement robust methodologies will drive the next era of digital growth in both public and private sectors.
Fortier’s timing for the release of her book could not be more perfect. With the UK Government’s plans to strengthen its £100 billion design sector and the European Union’s reform of design protection laws for the new AI era, Design Research Mastery is a valuable resource for the design community. Fortier hopes that her book will help practitioners align their work with business goals, effectively communicate with stakeholders, and ultimately drive demand for design within organizations.
As proof of the effectiveness of her methods, Fortier shares that her company, Outwitly Inc., a UX talent and training partner, saw its design staffing services generate annual revenue of over $11 million CAD in 2024. Despite industry concerns about automation and workforce disruption, Outwitly reports a contractor renewal rate of over 90% in 2025 and aims to double its staffing growth by the end of 2026.
Design Research Mastery includes research frameworks, templates, and practical tools that Fortier developed and used in her own consulting projects while growing her company. She also shares real-life examples and anecdotes from her career journey, highlighting the importance of her methods in driving success.
Fortier’s goal is to share her insights and tools with the entire industry, including those currently studying design. She has received requests from multiple design professors in the EU for exam copies of the book, showing their interest in guiding future graduates towards making a meaningful impact in the market and achieving career longevity.
As a former Sessional Instructor at Carleton University’s School of Industrial Design in Canada and a Master’s in Interdisciplinary Design, Fortier hopes to continue bridging conversations and sharing key industry knowledge between overseas UX and UXR practitioners. She plans to launch the book in North America in April 2026, following its successful launch in the EU and UK. Fortier’s media ramp-up for the book has included appearances on the This is HCD podcast, hosted by Gerry Scullion of Humana Design in Ireland, and the Insights Unlocked series, hosted by Washington State’s UserTesting.
Fortier believes that every shift in technology is an invitation for design research to rise. She encourages practitioners to examine their own thinking, stay open to change, and act with purpose to expand what their teams and discipline can achieve.
Those interested in learning more about the book and the author can visit designresearchmastery.com. The book is available for purchase on Amazon, the BIS bookstore, and other retailers in the EU and UK. Sara Fortier is available for interviews and additional comments upon request and can be reached through the media contact listed. Additional images of the book cover, spreads, and photographs of Fortier can also be provided upon request. Her last name, Fortier, is pronounced “FORE-tee-YAY.”
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.