“The consumer is the most important part of the production line.” - W E Deming, founder of Total Quality Management (TQM). One of the most important assets a company can own is knowledge about it’s customers. …

Great UX eliminates future effort for everyone — “Life can only be understood backwards; but it must be lived forwards”¹ — (Søren Kierkegaard) According to the World Economic Forum (July 2020), on average an employee’s working life is calculated at almost 40 years. It’s major when you consider how much of our lives are required in the duty…

Lessons from Acting to practice empathy in UX Design — “The greatest form of knowledge is empathy, for it requires us to suspend our egos and live in another’s world.” (Plato) A common advice for someone embarking on Entrepreneurship is, ‘don’t solve a pain point for customers that you’ve never experienced for yourself’ — the lesson being that the lived…

Baselining the purpose of experience design — There seems to be a growing (and healthy) trend to actively question the models and methods we use as Designers. There’s also been some scepticism about the role Designers (with a capital ‘D’) play in the micro-decisions that make up our experience of the modern world. Over the last couple…

A brief introduction to Applied Cybernetics in UX — Behind the popularity of ‘Design Thinking’ and ‘Systems Thinking’ there are rigourous academic sciences. Way back in the origin story of Design Thinking, there is Design Science. Likewise, Systems Thinking is a popularised, but highly scaled-down version, of Systems Science. Design thinking is a way for people to solve problems…