Why do UX researchers need to know the business of their clients?

Like any design project should start with who will use a piece of design, it’s important that we know who we are researching for and why. In short, we need to know our client’s needs before we can understand their customer’s needs. While the end-users we speak...

Why we still really like Personas

Over the last decade or so we have been involved in a number of discussions about the value that personas play in the design process. When Jobs-to-be-done (JTBD) started becoming popular, we too thought it was the upgrade to personas that we have been waiting for. But...

Generative vs evaluative UX research

UX research can call on many different research tools and techniques, depending on what needs to be uncovered. The easiest way to group them is to ask if the research question has to do with a solution or not. If the research question is about a concept or design,...

Remote vs in-person UX research

This article is an updated version of one from August 2020 For years we have been advocates of in-person research. Between 2012 and 2017, we (Jacky and Chris) have designed and helped build 4 dedicated UX research labs at Flow Interactive and Deloitte Digital. Over...

Be more customer centric: ThinkRetail [talk]

This a talk that Jacky Smith presented at the 2022 Google ThinkRetail convention in Cape Town South Africa. While How Might We is relatively young, our team have been working together in UX in South Africa for more than 11 years. Back in the day, we used slightly more...

Using journey maps in UX research

Every time a customer interacts with your company, you have the opportunity to further mutual respect and trust. By focussing on getting the business end right, many companies often forget to check in with the very people they aim to please, overlooking customer...