Recent market reports make the business case for design. Yet, each falls short in defining the steps required to scale design for maximum impact within organizations. Demystifying how to scale the impact of design was the intent behind a recently completed user research initiative, called “Pathways.” This research sponsored by the IIT Institute of Design and in partnership with Capital One, Ford, Google, Phillips Healthcare, Salesforce, and VMLY&R establishes how to scale design operations within organizations and how future roles of design, inclusive of user research, will need to evolve to yield maximum impact.