8 Posts by
Pete Underwood

Do you know what your customers need?

15th January 2020
Posted by in Brain Bites: 2 Minute Insights

You may well have heard the famous quote from Henry Ford after he’d invented the revolutionary Model T car:

‘If I’d asked customers what they wanted, they would have said “a faster horse”’

This quote nicely illustrates that a key part of creating a successful product (or service) is understanding what your customers actually need to achieve their goal(s). Just asking customers what they want your product to do will likely give you a list of suggestions that aren’t commercially or technically viable and/or don’t improve a customer’s experience of the product.

What is UX Strategy?

26th March 2019
Posted by in Brain Bites: 2 Minute Insights

As UX matures as a discipline, awareness within organisations of its importance and usefulness is growing. This brings both opportunities and risks.

On one hand, UX may be seen by senior decision makers as fundamental to creating competitive advantage for the business. This gives UX teams the chance to shine and deliver great value for their organisation and its customers. Conversely, this opportunity means UX teams sticking their heads above the parapet and putting themselves in the firing line, highlighting the need to demonstrate their worth.

Applying User-Centred Design To Your Career

12th November 2018
Posted by in Brain Bites: 2 Minute Insights

I was speaking with a friend recently about the difficulties she’s having when it comes to deciding what the next step in her career should be. She’s gained a lot of transferable experience and skills from the jobs she has previously held but hasn’t yet found a role that she wants to build into a career.

There were two key problems my friend and I discussed: Firstly, she didn’t really know which role(s) she was most suited to, and secondly, of the jobs that were seemingly appropriate, which one should she go for?

The Art of Moderation in UX

6th August 2018
Posted by in Brain Bites: 2 Minute Insights

Good research is hard to do; it takes a lot of knowledge and skill to correctly plan and execute a research project, no matter what field you’re in.

One of the most crucial stages of any research study is data collection. The old saying ‘rubbish in = rubbish out’ is particularly true here, because no amount of analysis will deliver the insights you need if you’ve collected insufficient amounts or the wrong type of data (or both!).

When it comes to UX, getting the necessary data to create great experiences often involves observing and speaking with people who represent key user groups. Typically, this means performing user testing, in-depth interviews or focus groups. Given the time and effort it takes to plan and run these activities, you need to be confident that the person you’re relying on to conduct the research sessions knows what they’re doing.

How To Win (UX) Friends And Influence People

As awareness of UX is increasing, user experience professionals may find themselves hired by a company that wants to reap the benefits of UX but doesn’t really understand the process of user-centred design. This can lead to problems in getting approval to conduct UX activities and/or implementing design changes. So, what can you do to increase your influence and demonstrate the value of UX? I’m going to share a few tips to get you started.

How (UX) mature is your organisation?

27th September 2017
Posted by in Brain Bites: 2 Minute Insights

The discipline of UX is not a new one. In fact, its importance within product and service design has been evangelised by Bunnyfoot and other UX experts for a couple of decades now. However, there is still considerable variation across, and within, industries in terms of how UX principles and methods are adopted and used.

Conference round up: UX Strat Europe 2017

29th June 2017
Posted by in Events

Earlier this month I attended the UX STRAT Europe 2017 conference in the heart of Amsterdam along with Bunnyfoot’s CEO Jon Dodd.

Why test your product in the ‘context of use’?

27th September 2016
Posted by in Brain Bites: 2 Minute Insights

Firstly, what is the ‘context of use’?

It’s an obvious thing to say but people don’t live in a vacuum; they’re subject to all sorts of influences which can affect their experience of using products.

These influences can come from a variety of sources, e.g.:

  • The physical environment (e.g. ambient temperature and light levels)
  • Social settings (e.g. are they working alone or in a team? What are the social norms?)
  • The technical environment (e.g. is WiFi available?)
  • Commercial and legal requirements (e.g. what procedures have to be followed?)

All of the things that affect someone’s usage of a product can be defined as the ‘context of use’.

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