Lead UX Researcher

Insight leader. Practice builder. Ensuring customer insight shapes experiences across Asda’s digital and ecommerce journeys.

We’re building a high-performing UX team to raise craft, embed customer insight, and deliver exceptional end-to-end experiences. If you’re motivated by complex problems, working at scale, and the opportunity to shape a growing research practice, this is your chance.

This is a hands-on leadership role where you will lead and develop a small team of researchers while shaping how research is done at Asda. You’ll deliver and lead high-impact research that drives better decisions across our digital and ecommerce experiences.

You’ll focus on key areas such as improving the ease of use of Asda Groceries and supporting the growth of George.com across our website and app.

You’ll work at the intersection of product, design, data, and business teams, helping ensure customer insight drives where we focus and how we improve.

At Asda, we serve millions of customers every week, online, in-app, and in-store. Alongside that, George is one of the UK’s leading fashion brands, blending style, quality and value.

We’re on a mission to transform how customers shop, browse, and experience Asda and George digitally, and customer insight is at the heart of that.

We’ve recently completed modernising our digital platforms, and our focus now is on improving the quality of the experience through better understanding of our customers.

This role requires on-site presence at Asda House in Leeds three days per week. We’re really looking forward to having you around!

What You’ll Do:

• Own and lead research delivery across products and services
• Deliver and lead high-impact research that informs key product and business decisions
• Define and uphold research standards, methods, and best practice
• Ensure insight is clear, actionable, and drives meaningful outcomes
• Oversee research planning, prioritisation, and demand across multiple workstreams
• Build and evolve research operations, tooling, and knowledge management
• Line manage and develop mid-weight and senior researchers (current team of 2)
• Lead hiring and onboarding as the team grows
• Partner with Product, Design, CRO, Engineering, and business teams to embed research into ways of working
• Confidently communicate insight and direction to senior stakeholders, influencing where we focus effort and investment
• Evolve research practices and how insight is used across the organisation, including how digital journeys connect into the broader retail experience

What You’ll Bring:

• Strong experience in mixed-method UX research with an end-to-end delivery focus
• Experience using research tools such as UserTesting, dscout, or similar
• Proven ability to turn complex research into clear, actionable insight
• Experience building or shaping research practices, frameworks, and operations
• Experience leading and developing researchers
• Strong stakeholder management and influencing skills, including senior engagement
• Ability to connect customer insight to digital product and ecommerce outcomes
• Confident communicating at senior level
• Experience working in agile, multi-disciplinary product and service teams
• Open to new methods and technologies, including AI, and able to use them to improve the quality, impact, and efficiency of research

Why join us:

• Work on complex, high-impact experiences serving millions of customers every week
• Shape how research is done and what good looks like
• Ensure insight drives product direction and customer outcomes
• Build and evolve a growing research practice

Everything you'll love:

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

You will also get an excellent benefits package including:

• Discretionary company bonus

• Company pension up to 7% matched

• Company Car allowance of £5,700

• 15% colleague discount in store and online

• Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.

• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated

• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves