User involvement is critical in large-scale agile software development (ASD). User representatives help address challenges in user involvement, such as access to users and trouble balancing the expectations of development teams and users. However, research primarily focuses on development-side user representatives like product owners or user experience designers, overlooking user-side representatives (URs) who bring practical expertise and bridge communication between users and development teams. This highlights a gap in understanding UR roles in large-scale ASD for fostering effective collabo-ration. In this paper, we ask the following research question: What are the roles, responsibilities, and challenges of user-side representatives in large-scale agile software development? To answer this question, we conducted an exploratory case study within a large public organization in Norway. Through interviews, focus group interviews, and document analysis, we identified two critical UR roles: implementation coordinators (ICs) and change agents (CAs). ICs act as contact points at the county level, overseeing planning, coordination, training, and the follow-up of implementing software releases. CAs in each county’s local offices manage activities such as facilitating requirements elicitation, testing software quality, training users, sharing knowledge, and following user requests. These roles facilitate the communication of user needs and expectations within large and distributed organizations, supporting alignment between development efforts and user requirements and complementing the roles and responsibilities of development-side user representatives.