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Visualising Design Research

How to put down your bullet points and pick up a pencil…

Nick prototyping a customer journey map

I’ve almost given up on delivering written reports as a UX research output, favouring video and large scale visuals instead. (I explain why here)

How to:

In this article I’ll walk through my process and the tools I use, in the hope you can do something similar for your clients.

This is also a way to share some of the content of a few talks I gave in NY and SF in 2015, about visualising design research.

My talk ran through how I’ve blended communication styles from former careers in art and architecture to communicate the types of insights we find in UX research projects, where I’ve found traditional reports just don’t cut it.

One thing I wanted to be sure my audiences took away was a feeling of “I could totally give that a go on my next project”.

So if after reading this article you’re not thinking like that, I’ve missed the mark. Doh.

Here’s one I prepared earlier:

Design research illustration by Nick Bowmast

For ‘Ward life’, a project for a healthcare client – I was asked for only visual deliverables, as the team found the video/poster combo so compelling on our previous project it left the report in the dust. 

Knowing there would be a visual at the end, I photographed the process so I could share it.

The goal was to understand the social and emotional experience of patients in a shared hospital ward situation. I partnered with a chaperone (who’s also a natural interviewer) and we hit the wards – spoke to nurses, patients, their families etc., emerging later with insights – as you do.

This part of a research project is where you need to start considering how best to communicate what you’ve found…


Here are the steps I took to convert a set of findings into this visual:

FIRST: Lay out your key insights.

These can be single words, or statements.
Arrange these in a way which best frames the messages you want to communicate.

Group around themes and sub-themes, relationships, this one feeds into that one etc.
While doing this I’m thinking of a narrative. A starting point and the flow, or the way I want the viewer to take in the content.
In this case I’ve grouped the insights around:

  • The patient’s context
  • Their mindset and moods
  • Environmental factors which contribute to their experience
  • The importance of distraction
  • The psycho-social aspects of being in the shared ward, and in a single room.

… and as I’m doing it I’m realising, how these relate to each other.

Thinking in two dimensions.

This is a bit like ‘storyboarding’ – you’re essentially weaving a story, frame by frame.
I’ve found moving the parts around directly on paper is a great way to build a story, and helps me join the dots between the things I’ve found and what they mean.


You’ll need to be acting out a dialogue in your mind, between the content and the audience… converting this dialogue into a visual format. Think about the story you want to tell, where you want to place the accent and importance, and the quotes you want to use (speech or thought bubbles).

Rather than drawing all the ‘things’ I’ve just drawn text boxes or a description of what it should convey, like here it might be ’Patient in bed with ipad’ so my collaborators have an idea what I’m thinking.
Working at this basic level means it’s easy for people to contribute, add texture or meaning where it’s needed. (Like suggesting ‘patient wearing headphones’ etc.)

Add people and props.

This is the part where you literally put the people in the picture and think about the words and phrases you want to use.


Your audience will be drawn to illustrations of people and the text immediately connected to these, so give thought to where you want this attention. At this stage I use a few stick or bubble figures with speech bubbles as placeholders to give myself, (and sometimes a client) a sense of how we could portray what’s going on in the moments / interactions in the patients’ world.

Make a list, and go shopping.

When I’m feeling happy with the arrangement and have an idea of which parts of the story should be supported by illustrations , it’s time to give the stick figures an upgrade.
I literally list out all the drawings I need and think about which ones I can draw, and which ones I’ll need help for.

And when I say help, I mean Google Image Search. Here I typed in ‘Hospital bed’ to get an idea how these looked from a couple of angles. If you’re not so confident at drawing these things from screen, try printing them out and tracing them. Just hold them up to a window if it’s from a photo.

Keep it simple.

I try to avoid drawing busy scenes, so reduce illustrated elements to only where they will add value and support the narrative.
This means blob-headed androgynous people, sometimes without arms and other details. My experience is that it’s about what’s written in the speech bubble rather than whether your sketch of a person is wearing trainers or brogues. That’s why you didn’t realise the person pushing the tea trolley was male or female, let alone naked (!)

As you can imagine a finer level of detail can be handy at times, for example I could have had a stethoscope round the neck to identify a doctor in this image, but it wasn’t important enough to add it.

By the end of this you should have line drawings on paper ready to be scanned so you can put them into a digital document.


Get digital.

Open up a layout program that handles images and text. (I use Adobe Indesign) and set a massive document size. This one was about 1400mm wide x 900mm high. (You’re going to print this out BIG).


From here, use the ‘Text box’ tool to add in all your text as individual elements, then import your scanned drawings and go to work arranging these, being faithful to your paper mock-up.

Establish hierarchy.

Ok, it’s bit of a high-falooting word, but once I’ve got all the content loosely arranged I usually go about assigning a few type ‘styles’ so I can use sizing and bold etc. Creating this visual hierachy adds prominence and weight where it’s needed.


I’m usually thinking – “If someone’s only going to spend one minute looking at this, what do I want to be sure they’ll take in?”

… then assign extra weight to those elements. It’s not just a matter of making things bigger, sometimes giving more space around them can help with this.

Boxes and arrows.

It’s no coincidence that software toolkits have boxes, arrows, shapes and lines. This combo (and text of course) is all you really need, and doesn’t take long to get the hang of.

In this visual I’ve used boxes to say ‘these belong together’ some triangles for big arrow heads, and for the floor and walls I used the line tool where you just keep clicking corner points, then choose a colour for the ‘fill’.

After text and speech bubbles, (an oval and a triangle joined together) arrows are one of the hardest working tools in the box – particularly for non-linear artefacts like this one.  They help guide the viewer around, and show the links and sequence of things.
Indesign or even much less sophisticated programmes will have an easy toolbox and menu of line and arrow types, thin ones, fat ones… Mix it up!

Colouring in.

I keep things in black-white and greys as long as possible to make sure the message is getting across without colour, then go to Adobe Kuler to pick a palette of 3-5 colours, using some to add depth, and one or two for accents.


I recommend you call your local print shop, ask them how wide their roll is, and make this the shortest dimension of the printout.

Printing a UX research poster
A ‘wall sized’ visual (as opposed to individual A3 printouts) gets more eyeballs.

A poster provides a shared experience, get’s people out of their seat and generates the sort of response and conversation that matters to your project.

If you’ve read this far, you probably agree that ‘generating conversations that matter’ is a job text based reports all-too-often fail at.

So …pick up your pencil and start a conversation.




Patterns in design research. (Video)

Steve Portigal answering classic design research questions.

As the business and design worlds adopt design research, I see patterns.

One of those patterns lies in the questions I’m asked by new clients.
Sometimes they are new to qualitative research, and increasingly they’ve done some lightweight interviewing as part of an innovation or design thinking exercise and want to know more.

My confidence in answering these questions builds over time, so to hear a design research veteran tackle the same questions … that’s gold.

Steve Portigal (@portigal) is one of the legends of design research. He wrote the book about interviewing users and talks regularly about how to uncover insights to UX and product development audiences. Audiences who ask the same questions.

Two, from Nine.

In one of those talks, the Q&A session at the end is a standout.
Two things are clear from the way he answers nine classic and super-relevant questions:

  1. He’s also been asked these many, many times before.
  2. Context is everything and it often simply ‘depends’.

I’ve listed them below in super brief format, but it’s all in the nuances so watch the Q&A to hear the way Steve wraps years of experience into answering each of these. (I’ve started the video at the Q&A).

Here are the questions, and my super short answers:

Q: One on one’s or Groups?
A = One on ones. (Don’t say the other F word).

Q: How do you know when you’ve done enough interviews?
A = Depends, but 30 is a big number.

Q: How do you avoid bias from the client or in the sample?
A = Accept and work with it.

Q: When should we do it ourselves vs have other people’s go out and do the
interviews for us?
A = Depends, and collaboration can work in many ways.

Q: How do you prioritize all the questions to be able to answer all of them right?
A = Work with the client to nail it down.

Q: What would be the right team size in the field?
A = Two

Q: Can you use something like Skype or Google Hangouts to
interview them?
A = Yes, but there are significant tradeoffs.

Q: How to deal with users who just keep on talking in an interview?
A = Be polite but firm. Cut your losses if necessary.

Q: How do you go about recruiting people / how do you convince strangers to do interviews?
A = Use a recruiter. Respect and honour people’s time.

Watching the whole talk you’ll get an appreciation for the complexity of navigating and balancing the business needs with effectively conducting ethnographic fieldwork.

There’s a lot to it and through the years Steve has collected enough stories to publish another book, this time about remarkable encounters in the field and what we can learn from them.
One of those encounters is written by yours truly, involving a research participant who breaks a few laws during a diary study. Yes, illegal insights.

Stay tuned for those.

Userpalooza? Are you blinded by UX language?


Two solid arguments for how the language and terms so ubiquitous in UX can (but shouldn’t) mask, or blind us to what really matters.

Harry Brignull (@harrybr) ‘s tweet:



…And Genevieve Bell (@feraldata) ‘s comment:
(From this video @23:20)

“I find the language of users to be profoundly alienating.

There’s a convenience in talking about users, it lets you imagine that the only moment that matters is the moment that someone is encountering the thing you have built but the reality is that human beings exist in a myriad of circumstances beyond the point they intersect with your thing and if we’re not paying attention to all of that we miss things.

For me there is an industry shorthand around talking about users and user experience but if it’s not ultimately grounded in an idea about humanity and people, you make stuff that doesn’t matter, or you make stuff that doesn’t work.”

See the person.

I agree with Harry and Genevieve. These labels can conveniently mask limiting beliefs in business.

Teams need to see past the collective label of user, patients, customers, citizens to SEE THE PERSON. …to view the wider context of their lives and to understand where their product can add value.

In my experience, audiences examined one-by-one, then shared in the same way can help undo a team’s tendency to view people as a collective and afford a catch-all label.

This means letting individual people (and their glorious differences and similarities) shine through when sharing UX research findings, rather than treating them as segments or personas.

When we use tools like personas they pretend to be the ‘aggregate’ of individuals but can also act as a smoke screen, putting distance between the people designing and those using the product.

Connecting with an individual is the atomic level of empathy, but it’s also the most powerful.

That’s why I feel it’s fine to work back from the individual to a collective for a set of common needs, but ‘users’ should be represented in their own context, as the unique individuals they are.

My shout. Free tickets to UX homegrown


…but you’ll need one of the two free tickets I’m packing

Yes, it’s my shout…

’seems on any given week there are a couple of UX conferences going down somewhere in the world.

But in New Zealand we might get one or two in a good year.

Couple that with our ‘cultural cringe’ factor, – a common belief that things which come from ‘overseas’ must be better – and you can see why Kiwi UX people working in NZ would be salivating over the speaker line ups and workshop offerings of conferences abroad.

Then there’s UX New Zealand coming up on 12-14 October in Welly, which promises many imported speakers amongst a few of our own…

But … beware of false gods.

While there’s no shortage of international speakers touring the circuit with their slide decks in tow, (most of which you can snaffle on online) Don’t overlook the talent and inspiring stories in our own back yard.

…and that’s what UX Homegrown is about.

It’s on the 22nd of this month in Auckland and here’s how it’s pitched…

UX Homegrown is a one day submission-based and community-curated conference with the goal of growing the level of practice across our whole community. We have the best stories, not the easiest to find – our community’s stars and untold stories from unexpected places that help us all to to become better UX practitioners

So, get over your Tall Poppies (Another great Kiwi syndrome) and be part of what makes NZ a great place to be in UX.

Now, on to those two free tickets.

I’d like to give a student a chance, and a ‘switcher’ – who’s wanting to move out of their career into UX.

As you may have read, I stumbled into this field of work through a lucky break – someone gave me a chance in a time there were no UX conferences to be inspired by.

So if you are, or know a student (or someone between jobs) who’d like to attend but could do with a hand rummaging up the dosh, get in touch here for a chance to be inspired

And if you, or someone you know is UX curious, wanting to shift into the world of user centred design (from their current job) hit me here.

First in best dressed!

See you there!


Facing up to brutal UX home truths

Nick Bowmast takes a UX reality checkI’ve had to take a big swig of my own medicine. It tasted awful.
Here, I’ll share the embarrassing but enlightening story, and the 5 lessons I’ve learned.

For the past few years I’ve been moonlighting with a product business on the side of my design research work. In doing so, I’ve become an accidental entrepreneur.

The product is called Mr. Tappy, a filming tool for mobile UX research.

At first I was scratching an itch, but it’s grown to become more than that.

Mr. Tappy has been my own little ‘start-up university’, and a customer experience petri dish I’ve loved experimenting with.

I’ve learned more than I’ve earned, and the learnings have been humbling at times. Especially humbling, because I’ve been working in the field of user centred design and UX for so long.

last week was one of ‘those’ times.

One of those times, because IT HAPPENED TO ME.
I fell into the same trap I help others get out of, or avoid altogether.
I was drowning in the details… so close to my product I lost sight of the end-user’s perspective.

Having been through a decade of user centred design projects, this is fairly embarrassing to admit. I of anyone should have a warning bell or something…

Well, maybe a little flashing light on my dash… which I ignored.

Because: MUST IMPROVE THE PRODUCT!… Over the years I had fallen for the process of product development, become fanatically focused on supply chain, production, distribution…
…all along the way making micro details just that fraction better – according to me.


WRONG. I had lost sight of customer needs.. the very source of inspiration to launch this product.

The crux came when I had to add some information about a new feature to the website…

I was so proud of the new development surely it had to go on the home page… The customers NEED to know.

WRONG. This was just one of dozens of assumptions I’d made about my customer in the gradual process of complexifying, irrelevising and ambiguization of the website over 4 years.

I needed to take a large dose of my own medicine, and that came in the shape of a UX person with fresh, experienced eyes. That person was Zef Fugaz, one of NZ’s veterans of digital.

The brief was a one-pager with the instruction to be brutally honest.

Now I’ve swallowed the bitter-sweet pill and am on the right track, but amongst Zef’s analysis was a killer visual of my trail of assumption. A one image summary. Super simple, but oh-so-very telling.
He showed me my home page as it had changed over 4 years:


My landing page had become a stranding page.

It speaks for itself, and that’s just the home page.

Five things I learned after taking the reality pills.

  1. ‘Design by assumption’ is a trap which lures you in slowly.

  2. It’s bloody hard to maintain a user centred perspective when you’re at the coal face.

  3. Even when you’re dealing with customers every day, it’s easy to become blind and deaf to their needs.

  4. Fresh, independent and outside perspective is hard to beat, but you have to be open to it.

  5. And the most telling … ‘I wish I’d done this years ago’.

Yep. that last one is the echo of every product team after they’ve run their first UX research sessions.

I’d heard this dozens of times before, but when I uttered it myself it really hit.

I think that’s what they call empathy.

For a look into my petri dish, you can read the Mr. Tappy story on the soon-to-be unbloated website.

Are you cut out for design research?


I’m currently ‘recovering’ from an intense project – interviewing criminals for a week.

…A project during which a relative I was staying with questioned whether I was cut out for my job…

“I’m beginning to think you might not be cut out for this work Nick.

You’re getting too involved..

…It’s affecting you too much”

This really struck a nerve with me and I’ve been thinking of it ever since.

The project (for the Department of Corrections) was the most intense I’ve worked on. 

It really stretched me – with interviews ranging from young offenders through to ‘lifers’ on parole, murderers on methadone and some fully patched members of notorious NZ gangs.

The interviews usually took place in Corrections’ facilities, sometimes in homes, and were always chaperoned.

Bowmast Design Research

With the amount of prison ink I saw, there was no need for patches to identify gangs.

The sessions often opened emotional cans of worms and my initial fears soon gave way to tears in the eyes of the people I was interviewing as they told their stories, and described what it was like to be a client of the DoC.

At the end of each day I was returning home emotionally shattered, and needed equally to have some down-time and to share what were humbling, powerful, and usually sad stories.

Yes – the project was affecting me. Their stories were percolating in my mind and there wasn’t room for much else.

I was immersed, and I believe that’s what it takes to uncover insights. I mean, it’s called ‘deep dive’ research for a reason.

A colleague pointed out how in counselling there’s a risk of transference of emotion from client to counsellor, and how it’s important to regulate your feelings, but I’m not sure there are such rules for design and ethnographic research.

My thoughts centred around the people, their struggles and triumphs, the intrigue of prison life, and the underlying design challenge of what it takes to create positive change in these lives.

Yes – every service has to be designed, and public sector social services are increasingly taking a human centred approach to improving the way they interact with the people they serve.

In the past few years I’ve interviewed ‘users’ of social and public services who are in vulnerable situations – hospital patients in emergency wards, victims of bullying and others. Every time I’ve been ‘effected’ much more so than when the project is around a consumer product involving the lighter sides of our lives.

But if you dig deep enough, there is always emotion. I’ve had people drawn to tears in interviews about topics as dry as mortgages, and the individuals’ stories stay with you far beyond the ‘empathy’ they generate for the ‘end user’.

It’s an occupational hazard I’m prepared to bear and on a project like this, if you’re not being ‘effected’ … then you’re probably not doing the work justice.

Which customers are you talking to?

User research recruiting. Inspiration at the edges

Click for a large version to help your team broaden the net.

A common oversight in user research recruiting is to avoid ‘rejectors’ of a product or service.

The thinking goes something like:

“If they’d never use the product, what could we possibly learn from them?”

This attitude stems from product teams seeking validation. In their desire to hear ‘good news’ about their idea they’ll go after easy-to-recruit ‘advocates’ (usually by mining their social media followers).

Everyone loves good news – so – what are they missing out on?

Contrast & Perspective

If you’re designing a bike sharing scheme and only talk to people who currently ride, or drivers open to the idea of bike sharing, you’re missing a tasty bite of the biscuit…

Go talk to that woman who used to ride, but now has a raft of real life experiences resulting in reasons she’ll never ride a bike in the city again, let alone a shared one!

This woman would be classed as a ‘rejector’ and would be ‘screened out’ of most recruit briefs I’ve seen, but I’ll often try to include people like her.

Including these ‘hard to reach’ people in your user research provides vital contrast and perspective. Their different attitudes, behaviours and values provide new lenses through which to view your product, challenging it’s place in the market.

These alternative viewpoints help define who your core customers are, what matters to them and how your product meets their need.
And it’s not just bikes that have pulling power – Great products and services convert people to the value they offer, so make sure you’re testing the ‘pull’ of your proposition by including the people who might be the hardest to convert.

I often find myself drawing a version of the diagram above for clients. It basically says ‘recruit from the edges’.

When planning a recruit during design research, clients sometimes refer to a bell or adoption curve, but I find it’s difficult to imagine where these ‘hard-to-reach-but-worth-the-effort’ types live on the curve. Perhaps my version is a kind of bird’s eye view of the bell curve.

Representative vs. Revealling

If you’re running a 1000 person survey it makes total sense for the shape of your sample to be representative of your market, but when you’re running a qualitative study with perhaps only a dozen or two participants, you want to be sure they are representative of the challenges your customers present, rather than being an accurate slice through the bell curve.

And to make sure you’re testing your product’s pulling power, I’d suggest you go for some people just outside the edges and even fleeing. Their attitudes to your product will help you turn up the contrast, and maybe even push you in new directions.

Nine nourishing nuggets

It’s summer in NZ, and I’ve deliberately taken time to nourish my professional self.

Inspiration came from 5 podcasts, 2 books and a 2 short but atmospheric films.

I’d squirrelled dozens of potentially inspiring articles, podcasts and videos over the year, waiting to filter them for quality, then absorb them… undistracted, to the sound of cicadas.

Blog pic

If I had better photoshop skills I wouldn’t have had to stage this photo.


A few were memorable, including:

  • A peculiar ‘outsider view’ on UX research,
  • Podcasts on social research and why people do what they do,
  • Interviews with designers I admire about their work, and approaches to product development,
  • A couple of rather chilling ethno-books by people who gave their all to understand another people.
  • A couple of gorgeous videos spotlighting the beauty of heavy manufacturing – sheffield style,
  • A short surf adventure in Iceland, captured in inimitable ironic Kiwi narrative.
  • … and some envy-inducing lifestyle portraits of people who’ve made creativity into a lifestyle,

Here’s a snapshot of each, and why I found it worthy brain fodder for my work in design / research:

5 Podcasts

UX seduction at Etsy
Journalism meets UX research. This account of the interviewee’s perspective in a ‘usability test’ is a surreal experience given I’ve conducted hundreds of these sessions in my time.
The host of the podcast feels more like they’ve been part of an experiment than ‘helping improve a product’, and (tries to) delve into the ethics behind the way e-commerce sites steer our minds.
Hearing this makes me want to interview the interviewees from user research sessions to find out what level of cynicism and undercurrents of curiosity really does ship as standard with participants in these studies.

‘The big interview’ with Thomas Heatherwick & Monocle
I used to ride past his office in London when the models for his ‘rolling bridge’ were in the window, but the bridge hadn’t become a reality.

Now it’s in his back catalogue, and Terence Conran has declared Thomas Heatherwick ‘the Leonardo Da Vinci of our time. … a handle he’s clearly not comfortable with.
Though he gets a bit earnest at times, I was taken by his lack of ego. A humble designer untethered to a medium with a solid worship of idea over process.

He reminds me at times of the profile of Marc Newson, who in ‘Urban Spaceman’ share the same comments about being material and subject matter agnostic as a designer.

Thinking allowed
Fascinating sociology podcasts from the BBC. Laurie, the curious interviewer frames up myriad topics beautifully, then chats with people who’ve studied people in that context.

It’s good stuff. Highly conversational, so you don’t need to wade through the academic fluff as you find out about things like what motivates middle class kids who want for nothing but become drug dealers, or changing attitudes to how we navigate our careers, to children’s changing attitude to money.

Perfect podcasts for a walk around the block. If your block takes about 20 mins.

Paul Adams on Product
Never short on an opinion, and always worth listening to, Paul Adams is quite the influential voice on what it takes to make a great digital product.

We worked together at Flow, a company since absorbed into Europe’s largest UX consulting agency. Now – after serving a Silicon Valley sentence – He’s putting his learnings into play at Intercom, in Dublin, where he’s using what he refers to as the ’6-6-6’ roadmap for product development.

For those who (like me) suffer fatigue from the newfangled recipes for success, it’s summed up here as a 2min read, but the podcast is worth a listen to any product strategy or team leader.

Guerilla interviews in South Auckland 
This is guerrilla street interviewing at it’s best, by a master who really connects.
John Campbell’s authentic and probing dialogue makes you feel like you’re there with him. This is all laid down with brilliantly executed post production to stitch the story together.
There’s only a couple of these articles, but they are worth a listen, as he interviews people at the low end of the socio-economic spectrum, and very quickly gets down to brass tacks about their day to day struggle to live in our biggest city.

2 books:

On the run, with Alice Goffman

Reading this book is a little like a personal account of living in the series ‘the wire’…
…but instead of an HBO production crew, it’s seen through the lens of an ethnographer.

New York book review calls it an ‘ethnographic classic’, but it’s also been controversial.

Alice, a middle class academic moved in and spent six years living in a troubled Philadelphia neighborhood and saw first-hand how teenagers of African-American and Latino backgrounds are “funneled down the path to prison”.

This is journalism meets ethnography, and you’d expect rigour from the daughter of the “most important sociologist of the last 50 years” … So reading about her in-the field practices of note taking, logging of events etc. .. I shudder to imagine how much data she was wading through while examining these lives at such close range.

Academic sociologists felt she was too close to her subjects and took liberties in the way she wrote, while Journalists, (likely stunned at the depth and richness of her account) simply picked holes in the details, dismissing it’s value as a true account.

If you haven’t got the time to read the book… here’s a TED

Patched. when ethnography goes underground.
This book is the result of New Zealand’s largest ever study of gangs in NZ, with much of the story captured via a long and dangerous ethnography.

“I hung out with the gangs” says Jarrod Gilbert, and the stories he’s dredged up paint a rich and sometimes raw picture of this part of our social history.
He spent six years researching gangs, which meant drinking with them, listening to them, tuning motorbikes together and figuring out what to say and what not to say. He admits he was “on the wrong end of a couple of beatings” and his liver took a beating as well.

This all led to a prize-winning academic book, Patched, but like Alice and her book on life as a fugitive in Philadelphia, This author too has had their work controversially discredited by authority (in this case the Police) because he was too close to the subjects.

 2 Short films

For some eye candy I soaked up these two gems:

Barry Can’t arf Weld.
A totally gorgeous piece of atmosphilm – this short but powerful video essay rips into you with sound and motion.
Follow the journey of a few kilos of molten metal all the way to becoming a railway bogey. It’s so raw, noisy and dirty it makes you want to reach for the Swarfega.

…But then you kinda wish you could don a pair of steel caps and join in the fun in the dark and forbidding bowels of this Sheffield foundry.

‘Brass monkey’ surfing in Iceland.
A somehow timeless surfing ‘roadie’ flick. Filmed in in Iceland of all places by three Kiwi wax-heads mad enough to take this on.
Equal parts warming and super frosty, with the kind of dry, tongue-in-cheek-narration to bring you along on the romance of the trip.

Oh, did I say 9?

… come on, just one more …

As a some-time architect of my own lifestyle. I’m a hoover for inspiration … pondering other people’s existence. … and here at Freunden von Freunden (friends of friends) is where I found a stack:

These are styled portraits showcasing the lives of a privileged few creative people who have made a life from what they love and seek and create. Including a few Kiwis

Ok, and one more makes 11

I’ve also been piecing together a wee story about my own product development – of Mr. Tappy, a mobile UX research tool. I’m as proud as I am surprised with how it’s evolved.

Great to have found the time to indulge, and now share some brain fodder and use some of those muscles which -during the year- only get a 2 minute workout on short articles.

Thanks for reading and here’s to 2016!



The UX gender spectrum…


Does UX research attract more women than men?

I sometimes refer to the various roles within UX as running along a spectrum from research at one end to design at the other. It might be more convenient than realistic, but I’ve found it’s a pretty solid metaphor when asking colleagues where along the spectrum their deep skill-set lies or where they have the most fun.

…but I’d never considered each end of the spectrum might attract a different gender.

In fact, after moving from earlier careers of men and machines, I’ve enjoyed working in what’s seemed like a gender-balanced environment of UX / user centred design. I’ve even spoken out before on this when I’ve felt things weren’t quite representative.

Top Tip from IDEO's (hu)man Centred Design Toolkit.

Top Tip from IDEO’s (Hu)man Centred Design Toolkit. (2009)

So last month when speaking about visualising design research to audiences in New York and San Francisco I was surprised to notice men were significantly out-numbered by women.

In one talk there was only one man in an audience of dozens,
Another talk, only two men.

This made me wonder… was this representative of the profession?

This job ad for a design researcher at an agency in Minneapolis seems to suggest so…

designresearcher worrell2

In this ‘People understanding company’ in Europe, women outnumber men two to one.


… and a LinkedIn search seems to think so too:

A search for ‘design researcher’ in the SF Bay Area returns 26 women and 4 men in the first 30 results.

So, if there is a pattern like the rudimentary graph above…

  • Why is this?
  • What is it about the profession, that attracts more women than men?
  • Is it that women are somehow suited to design research? Why is that?
  • Has it always been this way, or is it changing?
  • What does it say about the other end of the spectrum?

And – on a professionally embarrassing note – how did I miss such a fundamental demographic trend in my own industry, given that spotting patterns in people is a core part of my work?

Perhaps some of you lovely men AND women readers can answer some of these curly questions?


New York … New focus

Tour of user centred New York businessesI’m off to New York with Better by Design, for a fresh take on being customer centred – shifting focus to a different type of customer…

The customer of design.

Prevalent models like Lean Startup, Design Thinking, Jobs To Be Done etc. all stress a primary need to understand the end user of the product. In fact, it’s hard to find a contemporary ’best practice’ example of design or product development which doesn’t include ‘getting out of the building’, ‘walking in their shoes’ or having ‘empathy’.

…But there’s little thought given to the customer of user centred design – the business decision-maker considering investing in the often unquantifiable value this approach will bring, and wanting assurance they’re doing the right thing by leading their team down this path.

Who’s walking in their shoes?
Where’s the empathy for them?

Being a coach with Better by Design certainly takes this direction, and joining 25 Kiwi CEOs on a tour of NY businesses offers a great opportunity to take a taste of my own medicine by getting closer to my own customers.

The businesses we’ll visit have all been built on or have adopted a customer centred approach, from mainstays like Ideo & Google, to more ‘recent’ arrivals IBM (who’ve hired hundreds of designers in the last year) and a bunch of more ‘Kiwi sized’ product and service companies.

At each business we’ll get a taste for their approach and hear how they believe they’ve applied it in their business, through staff culture, product attributes or the way they decide ‘what next?’.

Yes, a great set of case studies to learn from, but my interest lies in the response of the curious but yet-to-be-convinced CEO or Product Manager who’s perhaps too close to their product or has lost connection with their customers’ world.

What does a user centred approach look like to them?
I’ll be looking to see what resonates, what scares them, what raises eyebrows, or triggers an inhale through the teeth.

Plenty to learn, and as with all customer insights work, the answers to these questions lie beneath the surface and between the lines. So if you’re in New York in Late October, that’s where you’ll find me.

Oh, and I’ll be speaking at New York’s UXLab hosted by Motivate – so hope to meet some locals for another kind of learning opportunity.