Introduction: As a field, we have tended to look at user-experience design (UXD) as a data-driven design process, anchored by usability studies, and anchored in fulfilling user needs and expectations. How then might technical and professional communication (TPC) curricula respond to evolving trends in user-experience (UX) scholarship and pedagogy? About the case: Addressing this question, we share our programmatic journey, a teaching case that represents more than a decade of reflection and evolution, culminating in the launch of a redesigned major and a UXD minor in a stand-alone department at a regional, primarily undergraduate teaching-focused university. Situating the case: Our programmatic identity began to shift toward a designer mindset that embraced three core frames for professional action–information design, problem solving, and civic engagement—and three complementary design tenets—empathy, advocacy, and bricolage. Methods/approach: To better understand this shift, we recognized the need for a multimethod approach of data gathering. Beginning with an annual assessment of our introductory and capstone courses, we collected data through examination of key course artifacts, through department self-studies, which includes surveys, interviews, and focus groups with relevant stakeholders, and through an external review. Results/discussion: Our self-study data indicated that our students would benefit from stronger audience awareness and design competencies. From these data, we discuss curricular revisions, which include creating a UXD minor. Conclusions: We conclude this article by considering the following three questions: 1. What strategies might other programs consider if they want to design empathy-driven UX pedagogy that is responsive to prevailing scholarly and pedagogical trends? 2. Why might programs cultivate student-researchers as UX bricoleurs? 3. What might other programs expect from student-researcher UX bricoleurs?

In this article, we explore connections among rhetoric, usability studies, user-centered design, and civic engagement as core concepts for developing a systemically aware Rhetoric of Advocacy for technical communicators. We propose a model for visualizing scenarios and stakeholders that is based on the structure of atoms. The Atomic Model for Technical Communication provides a visual model for mapping projects and for framing the kind of dialog that we associate with a Rhetoric of Advocacy.