There’s a belief that runs quietly (sometimes not so quietly) through a lot of research conversations we have had over the years: the more respondents you have, the more you can trust the data. Bigger sample, better research. It sounds mostly reasonable....
No. Here’s why. I’ve been in UX for a long time, long enough to remember when we usability tested everything. Fifteen years ago, I ran a usability test on a password reset flow and then spent hours writing a report about why people got stuck trying to change their...
As a research team, we’ve spent over five years conducting qualitative research in various industries, with a strong focus on financial services. One of the most interesting aspects of what we do is seeing trends emerge at scale over time. This led to us host our...
“Talk to me about solutions, not problems” – Every business executive at some point. Humans don’t like problems. We want problems to be fixed as quickly and easily as possible. We like solutions. A story about a problem that does not end with a solution is a...
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...
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