About two and a half years ago, I introduced the idea of daily ethical design. It was born out of my frustration with the many obstacles to achieving design that’s usable and equitable; protects people’s privacy, agency, and focus; benefits society; and restores nature. I argued that we need to overcome the inconveniences that prevent us from acting ethically and that we need to elevate design ethics to a more practical level by structurally integrating it into our daily work, processes, and tools.

Unfortunately, we’re still very far from this ideal. 

At the time, I didn’t know yet how to structurally integrate ethics. Yes, I had found some tools that had worked for me in previous projects, such as using checklists, assumption tracking, and “dark reality” sessions, but I didn’t manage to apply those in every project. I was still struggling for time and support, and at best I had only partially achieved a higher (moral) quality of design—which is far from my definition of structurally integrated.

I decided to dig deeper for the root causes in business that prevent us from practicing daily ethical design. Now, after much research and experimentation, I believe that I’ve found the key that will let us structurally integrate ethics. And it’s surprisingly simple! But first we need to zoom out to get a better understanding of what we’re up against.

Influence the system

Sadly, we’re trapped in a capitalistic system that reinforces consumerism and inequality, and it’s obsessed with the fantasy of endless growth. Sea levels, temperatures, and our demand for energy continue to rise unchallenged, while the gap between rich and poor continues to widen. Shareholders expect ever-higher returns on their investments, and companies feel forced to set short-term objectives that reflect this. Over the last decades, those objectives have twisted our well-intended human-centered mindset into a powerful machine that promotes ever-higher levels of consumption. When we’re working for an organization that pursues “double-digit growth” or “aggressive sales targets” (which is 99 percent of us), that’s very hard to resist while remaining human friendly. Even with our best intentions, and even though we like to say that we create solutions for people, we’re a part of the problem.

What can we do to change this?

We can start by acting on the right level of the system. Donella H. Meadows, a system thinker, once listed ways to influence a system in order of effectiveness. When you apply these to design, you get:

• At the lowest level of effectiveness, you can affect numbers such as usability scores or the number of design critiques. But none of that will change the direction of a company.
• Similarly, affecting buffers (such as team budgets), stocks (such as the number of designers), flows (such as the number of new hires), and delays (such as the time that it takes to hear about the effect of design) won’t significantly affect a company.
• Focusing instead on feedback loops such as management control, employee recognition, or design-system investments can help a company become better at achieving its objectives. But that doesn’t change the objectives themselves, which means that the organization will still work against your ethical-design ideals.
• The next level, information flows, is what most ethical-design initiatives focus on now: the exchange of ethical methods, toolkits, articles, conferences, workshops, and so on. This is also where ethical design has remained mostly theoretical. We’ve been focusing on the wrong level of the system all this time.
• Take rules, for example—they beat knowledge every time. There can be widely accepted rules, such as how finance works, or a scrum team’s definition of done. But ethical design can also be smothered by unofficial rules meant to maintain profits, often revealed through comments such as “the client didn’t ask for it” or “don’t make it too big.”
• Changing the rules without holding official power is very hard. That’s why the next level is so influential: self-organization. Experimentation, bottom-up initiatives, passion projects, self-steering teams—all of these are examples of self-organization that improve the resilience and creativity of a company. It’s exactly this diversity of viewpoints that’s needed to structurally tackle big systemic issues like consumerism, wealth inequality, and climate change.
• Yet even stronger than self-organization are objectives and metrics. Our companies want to make more money, which means that everything and everyone in the company does their best to… make the company more money. And once I realized that profit is nothing more than a measurement, I understood how crucial a very specific, defined metric can be toward pushing a company in a certain direction.

The takeaway? If we truly want to incorporate ethics into our daily design practice, we must first change the measurable objectives of the company we work for, from the bottom up.

Redefine success

Traditionally, we consider a product or service successful if it’s desirable to humans, technologically feasible, and financially viable. You tend to see these represented as equals; if you type the three words in a search engine, you’ll find diagrams of three equally sized, evenly arranged circles.

But in our hearts, we all know that the three dimensions aren’t equally weighted: it’s viability that ultimately controls whether a product will go live. So a more realistic representation might look like this:

Desirability and feasibility are the means; viability is the goal. Companies—outside of nonprofits and charities—exist to make money.

A genuinely purpose-driven company would try to reverse this dynamic: it would recognize finance for what it was intended for: a means. So both feasibility and viability are means to achieve what the company set out to achieve. It makes intuitive sense: to achieve most anything, you need resources, people, and money. (Fun fact: the Italian language knows no difference between feasibility and viability; both are simply fattibilità.)

But simply swapping viable for desirable isn’t enough to achieve an ethical outcome. Desirability is still linked to consumerism because the associated activities aim to identify what people want—whether it’s good for them or not. Desirability objectives, such as user satisfaction or conversion, don’t consider whether a product is healthy for people. They don’t prevent us from creating products that distract or manipulate people or stop us from contributing to society’s wealth inequality. They’re unsuitable for establishing a healthy balance with nature.

There’s a fourth dimension of success that’s missing: our designs also need to be ethical in the effect that they have on the world.

This is hardly a new idea. Many similar models exist, some calling the fourth dimension accountability, integrity, or responsibility. What I’ve never seen before, however, is the necessary step that comes after: to influence the system as designers and to make ethical design more practical, we must create objectives for ethical design that are achievable and inspirational. There’s no one way to do this because it highly depends on your culture, values, and industry. But I’ll give you the version that I developed with a group of colleagues at a design agency. Consider it a template to get started.

Pursue well-being, equity, and sustainability

We created objectives that address design’s effect on three levels: individual, societal, and global.

An objective on the individual level tells us what success is beyond the typical focus of usability and satisfaction—instead considering matters such as how much time and attention is required from users. We pursued well-being:

We create products and services that allow for people’s health and happiness. Our solutions are calm, transparent, nonaddictive, and nonmisleading. We respect our users’ time, attention, and privacy, and help them make healthy and respectful choices.

An objective on the societal level forces us to consider our impact beyond just the user, widening our attention to the economy, communities, and other indirect stakeholders. We called this objective equity:

We create products and services that have a positive social impact. We consider economic equality, racial justice, and the inclusivity and diversity of people as teams, users, and customer segments. We listen to local culture, communities, and those we affect.

Finally, the objective on the global level aims to ensure that we remain in balance with the only home we have as humanity. Referring to it simply as sustainability, our definition was:

We create products and services that reward sufficiency and reusability. Our solutions support the circular economy: we create value from waste, repurpose products, and prioritize sustainable choices. We deliver functionality instead of ownership, and we limit energy use.

In short, ethical design (to us) meant achieving wellbeing for each user and an equitable value distribution within society through a design that can be sustained by our living planet. When we introduced these objectives in the company, for many colleagues, design ethics and responsible design suddenly became tangible and achievable through practical—and even familiar—actions.

Measure impact 

But defining these objectives still isn’t enough. What truly caught the attention of senior management was the fact that we created a way to measure every design project’s well-being, equity, and sustainability.

This overview lists example metrics that you can use as you pursue well-being, equity, and sustainability:

There’s a lot of power in measurement. As the saying goes, what gets measured gets done. Donella Meadows once shared this example:

“If the desired system state is national security, and that is defined as the amount of money spent on the military, the system will produce military spending. It may or may not produce national security.”

This phenomenon explains why desirability is a poor indicator of success: it’s typically defined as the increase in customer satisfaction, session length, frequency of use, conversion rate, churn rate, download rate, and so on. But none of these metrics increase the health of people, communities, or ecosystems. What if instead we measured success through metrics for (digital) well-being, such as (reduced) screen time or software energy consumption?

There’s another important message here. Even if we set an objective to build a calm interface, if we were to choose the wrong metric for calmness—say, the number of interface elements—we could still end up with a screen that induces anxiety. Choosing the wrong metric can completely undo good intentions. 

Additionally, choosing the right metric is enormously helpful in focusing the design team. Once you go through the exercise of choosing metrics for our objectives, you’re forced to consider what success looks like concretely and how you can prove that you’ve reached your ethical objectives. It also forces you to consider what we as designers have control over: what can I include in my design or change in my process that will lead to the right type of success? The answer to this question brings a lot of clarity and focus.

And finally, it’s good to remember that traditional businesses run on measurements, and managers love to spend much time discussing charts (ideally hockey-stick shaped)—especially if they concern profit, the one-above-all of metrics. For good or ill, to improve the system, to have a serious discussion about ethical design with managers, we’ll need to speak that business language.

Practice daily ethical design

Once you’ve defined your objectives and you have a reasonable idea of the potential metrics for your design project, only then do you have a chance to structurally practice ethical design. It “simply” becomes a matter of using your creativity and choosing from all the knowledge and toolkits already available to you.

I think this is quite exciting! It opens a whole new set of challenges and considerations for the design process. Should you go with that energy-consuming video or would a simple illustration be enough? Which typeface is the most calm and inclusive? Which new tools and methods do you use? When is the website’s end of life? How can you provide the same service while requiring less attention from users? How do you make sure that those who are affected by decisions are there when those decisions are made? How can you measure our effects?

The redefinition of success will completely change what it means to do good design.

There is, however, a final piece of the puzzle that’s missing: convincing your client, product owner, or manager to be mindful of well-being, equity, and sustainability. For this, it’s essential to engage stakeholders in a dedicated kickoff session.

Kick it off or fall back to status quo

The kickoff is the most important meeting that can be so easy to forget to include. It consists of two major phases: 1) the alignment of expectations, and 2) the definition of success.

In the first phase, the entire (design) team goes over the project brief and meets with all the relevant stakeholders. Everyone gets to know one another and express their expectations on the outcome and their contributions to achieving it. Assumptions are raised and discussed. The aim is to get on the same level of understanding and to in turn avoid preventable miscommunications and surprises later in the project.

For example, for a recent freelance project that aimed to design a digital platform that facilitates US student advisors’ documentation and communication, we conducted an online kickoff with the client, a subject-matter expert, and two other designers. We used a combination of canvases on Miro: one with questions from “Manual of Me” (to get to know each other), a Team Canvas (to express expectations), and a version of the Project Canvas to align on scope, timeline, and other practical matters.

The above is the traditional purpose of a kickoff. But just as important as expressing expectations is agreeing on what success means for the project—in terms of desirability, viability, feasibility, and ethics. What are the objectives in each dimension?

Agreement on what success means at such an early stage is crucial because you can rely on it for the remainder of the project. If, for example, the design team wants to build an inclusive app for a diverse user group, they can raise diversity as a specific success criterion during the kickoff. If the client agrees, the team can refer back to that promise throughout the project. “As we agreed in our first meeting, having a diverse user group that includes A and B is necessary to build a successful product. So we do activity X and follow research process Y.” Compare those odds to a situation in which the team didn’t agree to that beforehand and had to ask for permission halfway through the project. The client might argue that that came on top of the agreed scope—and she’d be right.

In the case of this freelance project, to define success I prepared a round canvas that I call the Wheel of Success. It consists of an inner ring, meant to capture ideas for objectives, and a set of outer rings, meant to capture ideas on how to measure those objectives. The rings are divided into five dimensions of successful design: healthy, equitable, sustainable, desirable, feasible, and viable.

We went through each dimension, writing down ideas on digital sticky notes. Then we discussed our ideas and verbally agreed on the most important ones. For example, our client agreed that sustainability and progressive enhancement are important success criteria for the platform. And the subject-matter expert emphasized the importance of including students from low-income and disadvantaged groups in the design process.

After the kickoff, we summarized our ideas and shared understanding in a project brief that captured these aspects:

• the project’s origin and purpose: why are we doing this project?
• the problem definition: what do we want to solve?
• the concrete goals and metrics for each success dimension: what do we want to achieve?
• the scope, process, and role descriptions: how will we achieve it?

With such a brief in place, you can use the agreed-upon objectives and concrete metrics as a checklist of success, and your design team will be ready to pursue the right objective—using the tools, methods, and metrics at their disposal to achieve ethical outcomes.

Conclusion

Over the past year, quite a few colleagues have asked me, “Where do I start with ethical design?” My answer has always been the same: organize a session with your stakeholders to (re)define success. Even though you might not always be 100 percent successful in agreeing on goals that cover all responsibility objectives, that beats the alternative (the status quo) every time. If you want to be an ethical, responsible designer, there’s no skipping this step.

To be even more specific: if you consider yourself a strategic designer, your challenge is to define ethical objectives, set the right metrics, and conduct those kick-off sessions. If you consider yourself a system designer, your starting point is to understand how your industry contributes to consumerism and inequality, understand how finance drives business, and brainstorm which levers are available to influence the system on the highest level. Then redefine success to create the space to exercise those levers.

And for those who consider themselves service designers or UX designers or UI designers: if you truly want to have a positive, meaningful impact, stay away from the toolkits and meetups and conferences for a while. Instead, gather your colleagues and define goals for well-being, equity, and sustainability through design. Engage your stakeholders in a workshop and challenge them to think of ways to achieve and measure those ethical goals. Take their input, make it concrete and visible, ask for their agreement, and hold them to it.

Otherwise, I’m genuinely sorry to say, you’re wasting your precious time and creative energy.

Of course, engaging your stakeholders in this way can be uncomfortable. Many of my colleagues expressed doubts such as “What will the client think of this?,” “Will they take me seriously?,” and “Can’t we just do it within the design team instead?” In fact, a product manager once asked me why ethics couldn’t just be a structured part of the design process—to just do it without spending the effort to define ethical objectives. It’s a tempting idea, right? We wouldn’t have to have difficult discussions with stakeholders about what values or which key-performance indicators to pursue. It would let us focus on what we like and do best: designing.

But as systems theory tells us, that’s not enough. For those of us who aren’t from marginalized groups and have the privilege to be able to speak up and be heard, that uncomfortable space is exactly where we need to be if we truly want to make a difference. We can’t remain within the design-for-designers bubble, enjoying our privileged working-from-home situation, disconnected from the real world out there. For those of us who have the possibility to speak up and be heard: if we solely keep talking about ethical design and it remains at the level of articles and toolkits—we’re not designing ethically. It’s just theory. We need to actively engage our colleagues and clients by challenging them to redefine success in business.

With a bit of courage, determination, and focus, we can break out of this cage that finance and business-as-usual have built around us and become facilitators of a new type of business that can see beyond financial value. We just need to agree on the right objectives at the start of each design project, find the right metrics, and realize that we already have everything that we need to get started. That’s what it means to do daily ethical design.

For their inspiration and support over the years, I would like to thank Emanuela Cozzi Schettini, José Gallegos, Annegret Bönemann, Ian Dorr, Vera Rademaker, Virginia Rispoli, Cecilia Scolaro, Rouzbeh Amini, and many others.

In today’s data-driven environment, it’s becoming more and more possible for you to be asked to create a personal electronic expertise, whether it’s a common website, consumer portal, or indigenous application. However while there continues to be no lack of marketing buzz around personalization systems, we also have very few defined approaches for implementing personalized UX.

That’s where we come in. After completing tens of personalisation projects over the past few years, we gave ourselves a purpose: could you make a systematic personalization platform especially for UX practitioners? A human-centered personalization program that includes data, classification, content delivery, and general objectives can be compared to the Personalization Pyramid, a design-focused type. By using this strategy, you will be able to understand the core components of a modern, UX-driven personalization system ( or at the very least understand enough to get started ).

Getting Started

We’ll assume that you are already comfortable with the fundamentals of modern personalization for the purposes of this article. A nice guide can be found these: Website Personalization Planning. Although Graphic projects in this field can take a variety of forms, they frequently begin with identical starting points.

Common scenarios for starting a personalisation task:

• Your business or client made a purchase to personalize their content management system ( CMS ), marketing automation platform ( MAP ), or other related technology.
• The CMO, CDO, or CIO has identified personalisation as a target
• User data is unclear or disjointed.
• You are running some secluded targeting strategies or A/B tests
• On the personalisation method, stakeholders disagree.
• Mandate of customer privacy rules ( e. g. GDPR ) requires revisiting existing user targeting practices

Regardless of where you begin, a powerful personalization system will require the same key creating stones. These are the “levels” on the tower, as we’ve made them. Whether you are a UX artist, scholar, or planner, understanding the core components may help make your contribution effective.

From top to bottom, the amounts include:

North Star: What larger corporate goal is the personalisation initiative pursuing?
1. Objectives: What are the specific, tangible benefits of the system?
2. Touchpoints: Where will you get personal service?
3. Contexts and Campaigns: What personalization information does the person view?
4. What constitutes a distinct, suitable audience? User Parts
5. Actionable Data: What dependable and credible information is captured by our professional platform to generate personalization?
6. What wider set of data is conceivable ( now in our environment ) to allow you to optimize?

We’ll go through each of these amounts in turn. An associated deck of cards serves as an example of each level’s specific cases to make this more meaningful. We’ve found them helpful in customisation pondering periods, and will include cases for you here.

Starting at the Top

The tower has the following elements:

North Star

With your customisation plan, whether large or small, you aim for a general north star. The North Star defines the (one ) overall mission of the personalization program. What are your goals, exactly? North Stars cast a ghost. The larger the sun, the larger the dark. Example of North Starts may incorporate:

Function: Optimize based on fundamental consumer inputs. Examples:” Raw” messages, basic search effects, system user settings and settings options, general flexibility, basic improvements
1. Self-contained personalisation component is a feature. Examples:” Cooked” notifications, advanced optimizations ( geolocation ), basic dynamic messaging, customized modules, automations, recommenders
2. User knowledge: Personal consumer experiences across various user flows and interactions. Examples: Email campaigns, landing pages, advanced messaging ( i. e. C2C chat ) or conversational interfaces, larger user flows and content-intensive optimizations ( localization ).
3. Solution: Highly distinctive, personalized solution experiences. Example: Standalone, branded experience with personalization at their base, like the “algotorial” songs by Spotify quite as Discover Weekly.

Goals

Personalization can aid in accelerating designing with user intentions, as in any great UX design. Goals are the military and quantifiable metrics that may prove the entire program is effective. Start with your existing analytics and calculation system, as well as metrics that you can benchmark against. In some cases, new targets may be ideal. The most important thing to keep in mind is that personalisation is not a desired outcome. Popular targets include:

• Conversion
• Time spent on work
• Net promoter score ( NPS)
• Consumer satisfaction

Touchpoints

Touchpoints are where the personalisation happens. This will be one of your biggest areas of responsibility as a UX custom. The connections available to you will depend on how your personalization and associated technology features are instrumented, and should be rooted in improving a person’s experience at a certain point in the trip. Touchpoints can be multi-device ( mobile, in-store, website ), as well as more specific ( web banner, web pop-up, etc. ). Several examples are given below:

Channel-level Points

• Email: Role
• Email: When is the email open?
• In-store display ( JSON endpoint )
• Native app
• Search

Wireframe-level Touchpoints

• Web overlay
• Web alert bar
• Web banner
• Web content block
• Menu on the web

If you’re designing for web interfaces, for example, you will likely need to include personalized “zones” in your wireframes. Based on our next step, contexts, and campaigns, the content for these can be presented programmatically in touchpoints.

Contexts and Campaigns

Once you’ve identified some touchpoints, you can decide what kind of personalized content a user will receive. Many personalization tools will refer to these as” campaigns” ( so, for example, a campaign on a web banner for new visitors to the website ). These will be displayed programmatically to specific user segments at specific touchpoints, as defined by user data. At this stage, we find it helpful to consider two separate models: a context model and a content model. The context helps you consider the level of user engagement at the personalization moment, for instance, if they are just casually browsing information rather than engaging in a deep dive. Think of it in terms of information retrieval behaviors. The content model can then guide you in deciding what kind of personalization to use in the context ( for instance, an” Enrich” campaign that features related articles might be a good substitute for extant content ).

Personalization Context Model:

1. Browse
2. Skim
3. Nudge
4. Feast

Personalization Content Model

1. Alert
2. Make Easier
3. Cross-Sell
4. Enrich

If you’d like to read more about each of these models, check out Colin’s Personalization Content Model and Jeff’s Personalization Context Model.

User Groups

User segments can be created prescriptively or adaptively, based on user research ( e. g. via rules and logic tied to set user behaviors or via A/B testing ). You will need to consider how to treat the logged-in visitor, the guest or returning visitor, for whom you may have a stateful cookie ( or another post-cookie identifier ), or the authenticated visitor at the least. Here are some examples from the personalization pyramid:

• Unknown
• Guest
• Authenticated
• Default
• Referred
• Role
• Cohort
• Unique ID

Actionable Data

Every organization with any digital presence has data. It’s important to inquire about how to use the data you can ethically collect on users, its inherent reliability and value, and what is the term for “data activation.” Fortunately, the tide is turning to first-party data: a recent study by Twilio estimates some 80 % of businesses are using at least some type of first-party data to personalize the customer experience.

First-party data has a number of benefits for the user experience, including being relatively simple to collect, more likely to be accurate, and less susceptible to the” creep factor” of third-party data. So a key part of your UX strategy should be to determine what the best form of data collection is on your audiences. Several examples are given below:

There is a progression of profiling when it comes to recognizing and making decisioning about different audiences and their signals. As user numbers increase in terms of time, confidence, and data volume, it varies more granularly.

While some combination of implicit / explicit data is generally a prerequisite for any implementation ( more commonly referred to as first party and third-party data ) ML efforts are typically not cost-effective directly out of the box. This is because optimization requires a strong data backbone and content repository. But these approaches should be considered as part of the larger roadmap and may indeed help accelerate the organization’s overall progress. You’ll typically work together to create a profiling model with key stakeholders and product owners. The profiling model includes defining approach to configuring profiles, profile keys, profile cards and pattern cards. a scalable, multi-faceted approach to profiling.

Pulling it Together

The cards serve as a starting point for an inventory of sorts ( we offer blanks for you to customize your own ), a set of potential levers and motivations for the personalization activities you aspire to deliver, but they are more valuable when grouped together.

In assembling a card “hand”, one can begin to trace the entire trajectory from leadership focus down through a strategic and tactical execution. It serves as the foundation for the workshops that both co-authors have conducted to build a program backlog, which would make a good article topic.

In the meantime, what is important to note is that each colored class of card is helpful to survey in understanding the range of choices potentially at your disposal, it is threading through and making concrete decisions about for whom this decisioning will be made: where, when, and how.

Lay Down Your Cards

Any effective personalization plan must take into account near, middle, and long-term objectives. Even with the leading CMS platforms like Sitecore and Adobe or the most exciting composable CMS DXP out there, there is simply no “easy button” wherein a personalization program can be stood up and immediately view meaningful results. Having said that, all personalization activities follow a common grammar, similar to how every sentence contains nouns and verbs. These cards attempt to map that territory.

The personalization space is real, between the dream of getting it right and the worry of it going wrong ( like when we encounter “persofails” similar to a company’s constant plea to regular people to purchase additional bathroom seats ). It’s an particularly confusing place to be a modern professional without a map, a map, or a strategy.

Because successful personalization is so dependent on each group’s skill, technology, and market position, there are no Lonely Planet and some tour guides for those of you who want to personalize.

But you can ensure that your group has packed its bags rationally.

There’s a DIY method to increase your chances for victory. You’ll at least at least disarm your boss ‘ irrational exuberance. Before the group you’ll need to properly plan.

It’s known as prepersonalization.

Behind the audio

Take into account the DJ have on Spotify, which was introduced last year.

We’re used to seeing the polished final outcome of a personalization function. A personal have had to be conceived, budgeted, and prioritized before the year-end prize, the making-of-backstory, or the behind-the-scenes success chest. Before any customisation have goes live in your product or service, it lives amid a delay of valuable ideas for expressing consumer experiences more automatically.

How do you decide where to position personalisation wagers? How do you design regular interactions that hasn’t journey up users or—worse—breed mistrust? We’ve discovered that several budgeted programs foremost needed one or more workshops to join key stakeholders and domestic customers of the technology to justify their continuing investments. Create it count.

We’ve witnessed the same evolution up near with our clients, from big tech to budding companies. In our experience with working on small and large personalization work, a program’s best monitor record—and its capacity to weather tough questions, work steadily toward shared answers, and manage its design and engineering efforts—turns on how successfully these prepersonalization activities play out.

Effective workshops consistently save time, money, and overall well-being by separating successful future endeavors from unsuccessful ones.

A personalization practice involves a multiyear effort of testing and feature development. It’s not a switch-flip in your tech stack. It’s best managed as a backlog that often evolves through three steps:

1. customer experience optimization ( CXO, also known as A/B testing or experimentation )
2. always-on automations ( whether rules-based or machine-generated )
3. mature features or standalone product development ( such as Spotify’s DJ experience )

This is why we created our progressive personalization framework and why we’re field-testing an accompanying deck of cards: we believe that there’s a base grammar, a set of “nouns and verbs” that your organization can use to design experiences that are customized, personalized, or automated. You won’t require these cards. But we strongly recommend that you create something similar, whether that might be digital or physical.

Set the timer for your kitchen.

How long does it take to cook up a prepersonalization workshop? The evaluation activities that we suggest including can ( and frequently do ) last for weeks. For the core workshop, we recommend aiming for two to three days. Details on the essential first-day activities are included in a summary of our broad approach.

The full arc of the wider workshop is threefold:

Kickstart: This specifies the terms of engagement as you concentrate on the potential, the readiness and drive of your team, and your leadership.
1. Plan your work: This is the heart of the card-based workshop activities where you specify a plan of attack and the scope of work.
2. Work your plan: This stage consists of making it possible for team members to individually pitch their own pilots that each include a proof-of-concept project, business case, and operating model.

Give yourself at least a day, split into two large time blocks, to power through a concentrated version of those first two phases.

Kickstart: Apt your appetite

We call the first lesson the “landscape of connected experience“. It looks at the possibilities for personalization in your organization. A connected experience, in our parlance, is any UX requiring the orchestration of multiple systems of record on the backend. A marketing-automation platform and a content-management system could be used together. It could be a digital-asset manager combined with a customer-data platform.

Create a conversation by mentioning consumer and business-to-business examples of connected experience interactions that you admire, find familiar, or even dislike. This should cover a representative range of personalization patterns, including automated app-based interactions ( such as onboarding sequences or wizards ), notifications, and recommenders. These cards contain a catalog, which we have. Here’s a list of 142 different interactions to jog your thinking.

It’s all about setting the tone. What are the possible paths for the practice in your organization? Here’s a long-form primer and a strategic framework for a broader view.

Assess each example that you discuss for its complexity and the level of effort that you estimate that it would take for your team to deliver that feature ( or something similar ). In our cards, we break down connected experiences into five categories: functions, features, experiences, complete products, and portfolios. Size your own build here. This will help to draw attention to the benefits of ongoing investment as well as the difference between what you deliver right now and what you want to deliver in the future.

Next, have your team plot each idea on the following 2×2 grid, which lays out the four enduring arguments for a personalized experience. This is crucial because it emphasizes how personalization can affect your own ways of working as well as your external customers. It’s also a reminder ( which is why we used the word argument earlier ) of the broader effort beyond these tactical interventions.

Each team member should decide where their focus should be placed for your product or service. Naturally, you can’t prioritize all of them. Here, the goal is to demonstrate how various departments may view their own advantages over the effort, which can be different from one department to the next. Documenting your desired outcomes lets you know how the team internally aligns across representatives from different departments or functional areas.

The third and final kickstart activity is about filling in the personalization gap. Is your customer journey well documented? Will data and privacy protection be a significant challenge? Do you have content metadata needs that you have to address? It’s just a matter of acknowledging the magnitude of that need and finding a solution ( we’re fairly certain that you do ). In our cards, we’ve noted a number of program risks, including common team dispositions. For instance, our Detractor card lists six intractable behaviors that prevent progress.

Effectively collaborating and managing expectations is critical to your success. Consider the potential obstacles to your advancement in the future. Press the participants to name specific steps to overcome or mitigate those barriers in your organization. According to research, personalization initiatives face a number of common obstacles.

At this point, you’ve hopefully discussed sample interactions, emphasized a key area of benefit, and flagged key gaps? Good, you’re ready to go on.

Hit that test kitchen

Next, let’s take a look at what you’ll need to create personalization recipes. Personalization engines, which are robust software suites for automating and expressing dynamic content, can intimidate new customers. They give you a variety of options for how your organization can conduct its activities because of their broad and potent capabilities. This presents the question: Where do you begin when you’re configuring a connected experience?

What’s crucial here is to avoid treating the installed software like a dream kitchen from some imaginary remodeling project ( as one of our client executives memorably put it ). These software engines are more like test kitchens where your team can begin devising, tasting, and refining the snacks and meals that will become a part of your personalization program’s regularly evolving menu.

Over the course of the workshop, the ultimate menu of the prioritized backlog will come together. And creating “dishes” is the way that you’ll have individual team stakeholders construct personalized interactions that serve their needs or the needs of others.

Recipes have ingredients in them, and those recipes have ingredients.

Verify your ingredients

Like a good product manager, you’ll make sure you have everything ready to cook up your desired interaction ( or figure out what needs to be added to your pantry ) and that you validate with the right stakeholders present. These ingredients include the audience that you’re targeting, content and design elements, the context for the interaction, and your measure for how it’ll come together.

This doesn’t just involve identifying requirements. Documenting your personalizations as a series of if-then statements lets the team:

1. compare findings to a common method for developing features, similar to how artists paint with the same color palette,
2. specify a consistent set of interactions that users find uniform or familiar,
3. and establish parity between all important performance indicators and performance metrics.

This helps you streamline your designs and your technical efforts while you deliver a shared palette of core motifs of your personalized or automated experience.

Create a recipe.

What ingredients are important to you? Consider the construct of a who-what-when-why

• Who are your key audience segments or groups?
• What kind of content will you offer them, what design elements, and under what circumstances?
• And for which business and user benefits?

Five years ago, we developed these cards and card categories for the first time. We regularly play-test their fit with conference audiences and clients. And there are still fresh possibilities. But they all follow an underlying who-what-when-why logic.

In the cards in the accompanying photo below, you can typically follow along with right to left in three examples of subscription-based reading apps.

1. Nurture personalization: When a guest or an unknown visitor interacts with a product title, a banner or alert bar appears that makes it easier for them to encounter a related title they may want to read, saving them time.
2. Welcome automation: An email is sent to a newly registered user to highlight the breadth of the content catalog and convert them to happy subscribers.
3. Winback automation: Before their subscription lapses or after a recent failed renewal, a user is sent an email that gives them a promotional offer to suggest that they reconsider renewing or to remind them to renew.

We’ve also found that cocreating the recipes themselves can sometimes be the most effective way to start brainstorming about what these cards might be for your organization. Start with a set of blank cards, and begin labeling and grouping them through the design process, eventually distilling them to a refined subset of highly useful candidate cards.

The workshop’s later stages could be characterized as shifting from focusing on a cookbook to a more nuanced customer-journey mapping. Individual” cooks” will pitch their recipes to the team, using a common jobs-to-be-done format so that measurability and results are baked in, and from there, the resulting collection will be prioritized for finished design and delivery to production.

Architecture must be improved to produce better kitchens.

Simplifying a customer experience is a complicated effort for those who are inside delivering it. Beware of anyone who contradicts your advice. With that being said,” Complicated problems can be hard to solve, but they are addressable with rules and recipes“.

When a team overfits: they aren’t designing with their best data, personalization turns into a laughing line. Like a sparse pantry, every organization has metadata debt to go along with its technical debt, and this creates a drag on personalization effectiveness. For instance, your AI’s output quality is in fact impacted by your IA. Spotify’s poster-child prowess today was unfathomable before they acquired a seemingly modest metadata startup that now powers its underlying information architecture.

You can withstand the heat without a doubt.

Personalization technology opens a doorway into a confounding ocean of possible designs. Only a disciplined and highly collaborative approach will produce the necessary concentration and intention for success. So banish the dream kitchen. Instead, head to the test kitchen to save time, preserve job security, and avoid imagining the creative concepts that come from the doers in your organization. There are meals to serve and mouths to feed.

This organizational framework gives you a fighting chance at long-term success as well as solid ground. Wiring up your information layer isn’t an overnight affair. However, if you use the same cookbook and the same recipes, you’ll have solid ground for success. We designed these activities to make your organization’s needs concrete and clear, long before the hazards pile up.

Your time well spent is being able to assess your unique situation and digital skills, despite the associated costs associated with investing in this kind of technology and product design. Don’t squander it. The pudding is the proof, as they say.

The same holds true for those of us who are currently employed in design and development. Having worked on the web for about three years at this point, I’ve seen the typical wax and wane of concepts, strategies, and systems. Every day we as developers and designers re-enter the familiar pattern, a brand-new technology or thought emerges to shake things up and completely alter the world.

How we got below

I built my first website in the mid-’90s. Design and development on the web back then was a free-for-all, with few established norms. For any layout aside from a single column, we used table elements, often with empty cells containing a single pixel spacer GIF to add empty space. We styled text with numerous font tags, nesting the tags every time we wanted to vary the font style. And we had only three or four typefaces to choose from: Arial, Courier, or Times New Roman. When Verdana and Georgia came out in 1996, we rejoiced because our options had nearly doubled. The only safe colors to choose from were the 216 “web safe” colors known to work across platforms. The few interactive elements (like contact forms, guest books, and counters) were mostly powered by CGI scripts (predominantly written in Perl at the time). Achieving any kind of unique look involved a pile of hacks all the way down. Interaction was often limited to specific pages in a site.

The development of internet requirements

At the turn of the century, a new cycle started. Crufty code littered with table layouts and font tags waned, and a push for web standards waxed. Newer technologies like CSS got more widespread adoption by browsers makers, developers, and designers. This shift toward standards didn’t happen accidentally or overnight. It took active engagement between the W3C and browser vendors and heavy evangelism from folks like the Web Standards Project to build standards. A List Apart and books like Designing with Web Standards by Jeffrey Zeldman played key roles in teaching developers and designers why standards are important, how to implement them, and how to sell them to their organizations. And approaches like progressive enhancement introduced the idea that content should be available for all browsers—with additional enhancements available for more advanced browsers. Meanwhile, sites like the CSS Zen Garden showcased just how powerful and versatile CSS can be when combined with a solid semantic HTML structure.

Server-side language like PHP, Java, and.NET took Perl as the primary back-end computers, and the cgi-bin was tossed in the garbage bin. With these improved server-side equipment, the first period of internet programs started with content-management methods (especially those used in blogs like Blogger, Grey Matter, Movable Type, and WordPress ) In the mid-2000s, AJAX opened doors for asynchronous interaction between the front end and back end. Pages now no longer needed to reload their pages ‘ content. A crop of JavaScript frameworks like Prototype, YUI, and jQuery arose to help developers build more reliable client-side interaction across browsers that had wildly varying levels of standards support. Techniques like image replacement enable skilled designers and developers to use fonts of their choosing. And technologies like Flash made it possible to add animations, games, and even more interactivity.

These new methods, standards, and technologies greatly boosted the sector’s growth. Web design flourished as designers and developers explored more diverse styles and layouts. However, we still relied heavily on hacks. Early CSS was a huge improvement over table-based layouts when it came to basic layout and text styling, but its limitations at the time meant that designers and developers still relied heavily on images for complex shapes ( such as rounded or angled corners ) and tiled backgrounds for the appearance of full-length columns (among other hacks ). All kinds of nested floats or absolute positioning ( or both ) were necessary for complicated layouts. Flash and image replacement for custom fonts was a great start toward varying the typefaces from the big five, but both hacks introduced accessibility and performance problems. And JavaScript libraries made it simple for anyone to add a dash of interaction to pages, even at the expense of double, even quadrupling, the download size of basic websites.

The web as software platform

The front-end and back-end symbiosis continued to improve, leading to the development of the modern web application. Between expanded server-side programming languages ( which kept growing to include Ruby, Python, Go, and others ) and newer front-end tools like React, Vue, and Angular, we could build fully capable software on the web. Along with these tools, there were additional options, such as collaborative build automation, collaborative version control, and shared package libraries. What was once primarily an environment for linked documents became a realm of infinite possibilities.

Mobile devices also increased in their capabilities, and they gave us access to internet in our pockets at the same time. Mobile apps and responsive design opened up opportunities for new interactions anywhere and any time.

The development of social media and other centralized tools for people to connect and use resulted from this combination of potent mobile devices and potent development tools. As it became easier and more common to connect with others directly on Twitter, Facebook, and even Slack, the desire for hosted personal sites waned. Social media provided connections on a global scale, with both the positive and negative effects.

Want a much more extensive history of how we got here, with some other takes on ways that we can improve? ” Of Time and the Web” was written by Jeremy Keith. Or check out the” Web Design History Timeline” at the Web Design Museum. A fun tour through” Internet Artifacts” is also provided by Neal Agarwal.

Where we are now

It seems like we’ve reached yet another significant turning point in the last couple of years. As social-media platforms fracture and wane, there’s been a growing interest in owning our own content again. There are many different ways to create websites, from the tried-and-true classic of hosting plain HTML files to static site generators to content management systems of all kinds. The fracturing of social media also comes with a cost: we lose crucial infrastructure for discovery and connection. The IndieWeb‘s Webmentions, RSS, ActivityPub, and other tools can assist with this, but they’re still largely underdeveloped and difficult to use for the less geeky. We can build amazing personal websites and add to them regularly, but without discovery and connection, it can sometimes feel like we may as well be shouting into the void.

Especially with efforts like Interop, browser support for CSS, JavaScript, and other standards like web components has increased. New technologies gain support across the board in a fraction of the time that they used to. I frequently find out about a new feature and check its browser support only to discover that its coverage is already over 80 %. Nowadays, the barrier to using newer techniques often isn’t browser support but simply the limits of how quickly designers and developers can learn what’s available and how to adopt it.

We can prototype almost any idea today with just a few commands and a few lines of code. All the tools that we now have available make it easier than ever to start something new. However, the upfront cost these frameworks may save in initial delivery eventually comes down as the maintenance and upgrading they become a part of our technical debt.

If we rely on third-party frameworks, adopting new standards can sometimes take longer since we may have to wait for those frameworks to adopt those standards. These frameworks, which previously made it easier to adopt new techniques sooner, have since evolved into obstacles. These same frameworks often come with performance costs too, forcing users to wait for scripts to load before they can read or interact with pages. And frequently, when scripts fail ( whether due to poor code, network problems, or other environmental factors ), users are left with blank or broken pages.

Where do we go from here?

Hacks of today help to shape standards for tomorrow. And there’s nothing inherently wrong with embracing hacks —for now—to move the present forward. Problems only arise when we refuse to acknowledge that they are hacks or when we refuse to take their place. So what can we do to create the future we want for the web?

Build for the long haul. Optimize for performance, for accessibility, and for the user. weigh the costs of those user-friendly tools. They may make your job a little easier today, but how do they affect everything else? What does each user pay? To future developers? to the adoption of standards? Sometimes the convenience may be worth it. Sometimes it’s just a hack that you’ve gotten used to. And sometimes it’s holding you back from even better options.

Start with standards. Standards continue to evolve over time, but browsers have done a remarkably good job of continuing to support older standards. The same isn’t always the case with third-party frameworks. Sites built with even the hackiest of HTML from the’ 90s still work just fine today. The same can’t be said about websites created with frameworks even after a few years.

Design with care. Consider the effects of each choice, whether your craft is code, pixels, or processes. The convenience of many a modern tool comes at the cost of not always understanding the underlying decisions that have led to its design and not always considering the impact that those decisions can have. Use the time saved by modern tools to think more carefully and make decisions with care rather than rushing to “move fast and break things.”

Always be learning. If you constantly learn, you also develop. Sometimes it may be hard to pinpoint what’s worth learning and what’s just today’s hack. Even if you were to concentrate solely on learning standards, you might end up focusing on something that won’t matter next year. ( Remember XHTML? ) However, ongoing learning opens up new neural connections, and the techniques you learn in one day may be useful for guiding future experiments.

Play, experiment, and be weird! The ultimate experiment is this web we created. It’s the single largest human endeavor in history, and yet each of us can create our own pocket within it. Be brave and try something new. Build a playground for ideas. Create absurd experiments in your own crazy science lab. Start your own small business. There has never been a place where we have more room to be creative, take risks, and discover our potential.

Share and amplify. As you play, experiment, and learn, share what has worked for you. Write on your own website, post on whichever social media site you prefer, or shout it from a TikTok. Write something for A List Apart! But take the time to amplify others too: find new voices, learn from them, and share what they’ve taught you.

Make a move and make it happen.

As designers and developers for the web ( and beyond ), we’re responsible for building the future every day, whether that may take the shape of personal websites, social media tools used by billions, or anything in between. Let’s incorporate our values into the products we produce, and let’s improve the world for everyone. Create that thing that only you are uniquely qualified to make. Then share it, improve it, re-use it, or create something new. Learn. Make. Share. Grow. Rinse and repeat. Everything will change whenever you believe you’ve mastered the web.

In reading Joe Dolson’s recent piece on the intersection of AI and accessibility, I absolutely appreciated the skepticism that he has for AI in general as well as for the ways that many have been using it. In fact, I’m very skeptical of AI myself, despite my role at Microsoft as an accessibility innovation strategist who helps run the AI for Accessibility grant program. As with any tool, AI can be used in very constructive, inclusive, and accessible ways; and it can also be used in destructive, exclusive, and harmful ones. And there are a ton of uses somewhere in the mediocre middle as well.

I’d like you to consider this a “yes… and” piece to complement Joe’s post. I’m not trying to refute any of what he’s saying but rather provide some visibility to projects and opportunities where AI can make meaningful differences for people with disabilities. To be clear, I’m not saying that there aren’t real risks or pressing issues with AI that need to be addressed—there are, and we’ve needed to address them, like, yesterday—but I want to take a little time to talk about what’s possible in hopes that we’ll get there one day.

Alternative text

Joe’s piece spends a lot of time talking about computer-vision models generating alternative text. He highlights a ton of valid issues with the current state of things. And while computer-vision models continue to improve in the quality and richness of detail in their descriptions, their results aren’t great. As he rightly points out, the current state of image analysis is pretty poor—especially for certain image types—in large part because current AI systems examine images in isolation rather than within the contexts that they’re in (which is a consequence of having separate “foundation” models for text analysis and image analysis). Today’s models aren’t trained to distinguish between images that are contextually relevant (that should probably have descriptions) and those that are purely decorative (which might not need a description) either. Still, I still think there’s potential in this space.

As Joe mentions, human-in-the-loop authoring of alt text should absolutely be a thing. And if AI can pop in to offer a starting point for alt text—even if that starting point might be a prompt saying What is this BS? That’s not right at all… Let me try to offer a starting point—I think that’s a win.

Taking things a step further, if we can specifically train a model to analyze image usage in context, it could help us more quickly identify which images are likely to be decorative and which ones likely require a description. That will help reinforce which contexts call for image descriptions and it’ll improve authors’ efficiency toward making their pages more accessible.

While complex images—like graphs and charts—are challenging to describe in any sort of succinct way (even for humans), the image example shared in the GPT4 announcement points to an interesting opportunity as well. Let’s suppose that you came across a chart whose description was simply the title of the chart and the kind of visualization it was, such as: Pie chart comparing smartphone usage to feature phone usage among US households making under $30,000 a year. (That would be a pretty awful alt text for a chart since that would tend to leave many questions about the data unanswered, but then again, let’s suppose that that was the description that was in place.) If your browser knew that that image was a pie chart (because an onboard model concluded this), imagine a world where users could ask questions like these about the graphic:

• Do more people use smartphones or feature phones?
• How many more?
• Is there a group of people that don’t fall into either of these buckets?
• How many is that?

Setting aside the realities of large language model (LLM) hallucinations—where a model just makes up plausible-sounding “facts”—for a moment, the opportunity to learn more about images and data in this way could be revolutionary for blind and low-vision folks as well as for people with various forms of color blindness, cognitive disabilities, and so on. It could also be useful in educational contexts to help people who can see these charts, as is, to understand the data in the charts.

Taking things a step further: What if you could ask your browser to simplify a complex chart? What if you could ask it to isolate a single line on a line graph? What if you could ask your browser to transpose the colors of the different lines to work better for form of color blindness you have? What if you could ask it to swap colors for patterns? Given these tools’ chat-based interfaces and our existing ability to manipulate images in today’s AI tools, that seems like a possibility.

Now imagine a purpose-built model that could extract the information from that chart and convert it to another format. For example, perhaps it could turn that pie chart (or better yet, a series of pie charts) into more accessible (and useful) formats, like spreadsheets. That would be amazing!

Matching algorithms

Safiya Umoja Noble absolutely hit the nail on the head when she titled her book Algorithms of Oppression. While her book was focused on the ways that search engines reinforce racism, I think that it’s equally true that all computer models have the potential to amplify conflict, bias, and intolerance. Whether it’s Twitter always showing you the latest tweet from a bored billionaire, YouTube sending us into a Q-hole, or Instagram warping our ideas of what natural bodies look like, we know that poorly authored and maintained algorithms are incredibly harmful. A lot of this stems from a lack of diversity among the people who shape and build them. When these platforms are built with inclusively baked in, however, there’s real potential for algorithm development to help people with disabilities.

Take Mentra, for example. They are an employment network for neurodivergent people. They use an algorithm to match job seekers with potential employers based on over 75 data points. On the job-seeker side of things, it considers each candidate’s strengths, their necessary and preferred workplace accommodations, environmental sensitivities, and so on. On the employer side, it considers each work environment, communication factors related to each job, and the like. As a company run by neurodivergent folks, Mentra made the decision to flip the script when it came to typical employment sites. They use their algorithm to propose available candidates to companies, who can then connect with job seekers that they are interested in; reducing the emotional and physical labor on the job-seeker side of things.

When more people with disabilities are involved in the creation of algorithms, that can reduce the chances that these algorithms will inflict harm on their communities. That’s why diverse teams are so important.

Imagine that a social media company’s recommendation engine was tuned to analyze who you’re following and if it was tuned to prioritize follow recommendations for people who talked about similar things but who were different in some key ways from your existing sphere of influence. For example, if you were to follow a bunch of nondisabled white male academics who talk about AI, it could suggest that you follow academics who are disabled or aren’t white or aren’t male who also talk about AI. If you took its recommendations, perhaps you’d get a more holistic and nuanced understanding of what’s happening in the AI field. These same systems should also use their understanding of biases about particular communities—including, for instance, the disability community—to make sure that they aren’t recommending any of their users follow accounts that perpetuate biases against (or, worse, spewing hate toward) those groups.

Other ways that AI can helps people with disabilities

If I weren’t trying to put this together between other tasks, I’m sure that I could go on and on, providing all kinds of examples of how AI could be used to help people with disabilities, but I’m going to make this last section into a bit of a lightning round. In no particular order:

• Voice preservation. You may have seen the VALL-E paper or Apple’s Global Accessibility Awareness Day announcement or you may be familiar with the voice-preservation offerings from Microsoft, Acapela, or others. It’s possible to train an AI model to replicate your voice, which can be a tremendous boon for people who have ALS (Lou Gehrig’s disease) or motor-neuron disease or other medical conditions that can lead to an inability to talk. This is, of course, the same tech that can also be used to create audio deepfakes, so it’s something that we need to approach responsibly, but the tech has truly transformative potential.
• Voice recognition. Researchers like those in the Speech Accessibility Project are paying people with disabilities for their help in collecting recordings of people with atypical speech. As I type, they are actively recruiting people with Parkinson’s and related conditions, and they have plans to expand this to other conditions as the project progresses. This research will result in more inclusive data sets that will let more people with disabilities use voice assistants, dictation software, and voice-response services as well as control their computers and other devices more easily, using only their voice.
• Text transformation. The current generation of LLMs is quite capable of adjusting existing text content without injecting hallucinations. This is hugely empowering for people with cognitive disabilities who may benefit from text summaries or simplified versions of text or even text that’s prepped for Bionic Reading.

The importance of diverse teams and data

We need to recognize that our differences matter. Our lived experiences are influenced by the intersections of the identities that we exist in. These lived experiences—with all their complexities (and joys and pain)—are valuable inputs to the software, services, and societies that we shape. Our differences need to be represented in the data that we use to train new models, and the folks who contribute that valuable information need to be compensated for sharing it with us. Inclusive data sets yield more robust models that foster more equitable outcomes.

Want a model that doesn’t demean or patronize or objectify people with disabilities? Make sure that you have content about disabilities that’s authored by people with a range of disabilities, and make sure that that’s well represented in the training data.

Want a model that doesn’t use ableist language? You may be able to use existing data sets to build a filter that can intercept and remediate ableist language before it reaches readers. That being said, when it comes to sensitivity reading, AI models won’t be replacing human copy editors anytime soon. 

Want a coding copilot that gives you accessible recommendations from the jump? Train it on code that you know to be accessible.

I have no doubt that AI can and will harm people… today, tomorrow, and well into the future. But I also believe that we can acknowledge that and, with an eye towards accessibility (and, more broadly, inclusion), make thoughtful, considerate, and intentional changes in our approaches to AI that will reduce harm over time as well. Today, tomorrow, and well into the future.

Many thanks to Kartik Sawhney for helping me with the development of this piece, Ashley Bischoff for her invaluable editorial assistance, and, of course, Joe Dolson for the prompt.

I have a creative side. What I do involves science. It is a secret. Instead of letting it get done by me, I do it.

I am imaginative. This brand is never appropriate for all creatives. Not all people see themselves in this manner. Some innovative individuals incorporate technology into their work. That is their perception, and I regard it. Perhaps I also have a little bit of envy for them. However, my thinking and being are unique.

Apologizing and qualifying in progress is a diversion. That’s what my mind does to destroy me. I’ll leave it alone for today. I may regret and then qualify. After I’ve said what I originally said. which is sufficient.

Except when it is simple and flows like a wine valley.

Sometimes it does. Maybe what I need to make arrives right away. When I say something at that moment, I’ve learned not to say it because people often don’t work hard enough to acknowledge that the idea is the best idea even when you know it’s the best idea.

Sometimes I just work until the thought strikes me. Maybe it arrives right away, but I don’t remind people for three weeks. Often I blurt out the plan so quickly that I didn’t stop myself. like a child who discovered a prize in one of his Cracker Jacks. I occasionally manage to escape this. Yes, that is the best plan, but often others disagree. They don’t usually, and I regret losing my joy.

Joy should be saved for the meeting, where it will matter. not the informal gathering that two different gatherings precede that appointment. Nobody understands why these discussions occur. We keep saying we’re going to get rid of them, but we end up really trying to. They occasionally also excel. But occasionally they detract from the actual labor. Depending on what you do and where you do it, the ratio between when conferences are valuable and when they are a sad distraction vary. also who you are and what you do. I’ll go back and forth once more. I have a creative side. That is the topic.

Occasionally, a lot of hours of diligent and diligent work ends up with something that is rarely useful. Maybe I have to accept that and move on to the next task.

Don’t inquire about the procedure. I have a creative side.

I am imaginative. I have no power over my goals. And I have no power over my best tips.

I can chisel aside, surround myself with information or photos, and occasionally that works. I can go for a move, which occasionally works. There is a Eureka, which has nothing to do with boiling pots and sizzling oil, and I may be making dinner. I frequently know what to do when I awaken. The idea that may have saved me disappears almost as frequently as I become aware and a part of the world once more as a thoughtless wind of oblivion. For imagination, in my opinion, comes from that other planet. The one that we enter in ambitions and, possibly, before and after dying. But authors should be asking this, and I am not a writer. I have a creative side. Theologians should circulate large armies throughout their artistic globe, which they claim to be true. But that is yet another diversion. And one that is miserable. Whether or not I am innovative or not, this may be on a much larger issue. But that’s not how I came around, though.

Often, the outcome is evasion. And suffering. You are familiar with the adage” the tortured musician”? Even when the artist ( this place that noun in quotes ) attempts to write a sweet drink jingle, a call in a worn-out comedy, or a budget request, it’s true.

Some individuals who detest the idea of being called artistic perhaps been closeted artists, but that’s between them and their gods. No offence here, that’s meant. Your wisdom is also true. My needs are own, though.

Designers are recognized as artists.

Disadvantages are aware of cons, just like queers are aware of queers, just like real rappers are aware of genuine rappers. People have a lot of regard for designers. We revere, follow, and nearly deify the great types. Of course, it is dreadful to revere any person. We’ve been given a warning. Better is what we are. We are aware that people are really people. They argue, they are depressed, they regret their most critical decisions, they are weak and hungry, they can be violent, and they can be as ridiculous as we can if, like us, they are clay. But. But. However, they produce this incredible issue. They give birth to something that was unable to arise before them or otherwise. They are the inspirations of thought. And I suppose I should add that they are the mother of technology because it’s just lying it. Ba ho backside! That’s done, I suppose. Continue.

Because we compare our personal small accomplishments to those of the great ones, designers denigrate them. Wonderful video I‘m not Miyazaki, though. That is brilliance right now. That is glory straight out of the mouth of God. I created this drained tiny thing. It essentially fell off the back of the pumpkin truck. And the carrots weren’t actually new.

Artists is aware that they are at best Some. That is what Mozart’s creatives do, also.

I am imaginative. In my hallucinations, my former innovative managers are the ones who judge me because I haven’t worked in advertising in 30 times. And they are correct to do so. When it really matters, my mind goes flat because I am too lazy and complacent. There is no treatment for artistic mania.

I am imaginative. Every experience I create has the potential to make Indiana Jones look older while snoring in a deck head. The more I pursue creativity, the faster I can finish my work, and the longer I brood and circle and gaze blankly before I can finish that job.

I can move ten times more quickly than those who aren’t creative, those who have simply been creative for a short while, and those who have just been creative for a short time in their careers. Only that I spend twice as long putting the work off as they do before I work ten times as quickly as they do. When I put my mind to it, I am so confident in my ability to do a wonderful career. I am completely dependent on the excitement scramble of delay. I also have a fear of the climb.

I don’t create art.

I am imaginative. hardly a performer. Though as a child, I had a dream that I would one day become that. Some of us criticize our abilities and like our own accomplishments because we are not Michelangelos and Warhols. At least we aren’t in elections, which is narcissism.

I am imaginative. Despite my belief in reason and science, my decisions are based on my own senses. and sit in the aftermath of both the successes and disasters.

I am imaginative. Every term I’ve said these may irritate another artists who have different viewpoints. Ask a question to two artists, and you’ll find three responses. No matter how we does think about it, our debate, our passion for it, and our responsibility to our own truth, at least in my opinion, are the best indications that we are creative.

I am imaginative. I lament my lack of taste in almost all of the areas of human understanding that I know very little about. And I put my taste before everything else in the things that are most important to me, or perhaps more precisely, to my passions. Without my passions, I had probably have to spend time staring living in the eye, which almost none of us can do for very long. No seriously. Actually, no. Because living is so difficult to handle when you really look at it.

I am imaginative. I think that when I’m gone, some of the good parts of me will stay in the head of at least one additional person, just like a family does.

Working frees me from worrying about my job.

I am imaginative. I worry that my little present will disappear unexpectedly.

I am imaginative. I’m too busy making the next thing to devote too much time to it, especially since practically everything I create did achieve the level of success I conceive of.

I am imaginative. I think there is the greatest secret in the process. I think I have to consider it so strongly that I actually made the foolish decision to publish an essay I wrote without having to go through or edit. I swear I didn’t do this frequently. But I did it right away because I was even more frightened of forgetting what I was saying because I was afraid of you seeing through my sad movements toward the wonderful.

There. I believe I’ve said it.

Humility, a writer’s most important quality, has a great circle to it. What about sincerity, an business manager’s important value? Or a surgeon’s? Or a student’s? They all have excellent sounding voices. When humility is our guiding light, the course is usually available for fulfillment, development, relation, and commitment. We’ll discuss why in this section.

That said, this is a guide for developers, and to that conclusion, I’d like to begin with a story—well, a voyage, actually. Along the way, I’m going to render myself a little vulnerable. I call it:

The Ludicrous Pate of Justin: A Tale

When I was coming out of arts school, a long-haired, goateed novice, write was a known quantity to me, design on the web, however, was riddled with complexities to understand and learn, a problem to be solved. Although I had formal training in typography, layout, and creative design, what piqued my interest was how these traditional skills could be applied to a young online landscape. This theme may eventually form the rest of my job.

But I drained HTML and JavaScript publications until the early hours of the morning and self-taught myself how to code during my freshman year rather than student and go into write like many of my friends. I wanted—nay, needed—to better understand the underlying relevance of what my design decisions may think when rendered in a website.

The so-called” Wild West” of website layout existed in the late 1990s and the early 2000s. Manufacturers at the time were all figuring out how to use layout and visual connection to the online environment. What regulations were in place? How may we break them and also engage, entertain, and present information? How was my values, which include sincerity, respect, and connection, coincide with that on a more general level? I was eager to find out.

Even though I’m referring to a different time, those are amazing factors between non-career relationships and the world of layout. What are your main passions, or ideals, that elevate medium? The main themes are the same, basically the same as what we previously discussed on the immediate parallels between what fulfills you, independent of the physical or digital realms.

First within tables, animated GIFs, Flash, then with Web Standards, divs, and CSS, there was personality, raw unbridled creativity, and unique means of presentment that often defied any semblance of a visible grid. Splash screens and “browser requirement” pages aplenty. Usability and accessibility were typically victims of such a creation, but such paramount facets of any digital design were largely (and, in hindsight, unfairly) disregarded at the expense of experimentation.

For instance, this iteration of my personal portfolio site (” the pseudoroom” ) from that time was experimental if not a little overt with regard to how the idea of a living sketchbook was conveyed visually. Quite skeuomorphic. This one involved sketching and then passing a Photoshop file back and forth to experiment with various customer interactions with fellow artist and dear companion Marc Clancy, who is now a co-founder of the creative task organizing app Milanote. Finally, I’d break it down and script it into a modern layout.

Along with pattern book pieces, the site even offered free downloads for Mac OS customizations: pc wallpapers that were successfully style experimentation, custom-designed typefaces, and desktop icons.

GUI Galaxy was a design, pixel art, and Mac-centric news portal that graphic designer friends and I developed from around the same time.

Design news portals were incredibly popular at the time, and they now considered Tweet-sized, small-format snippets of relevant news from the categories I previously covered. If you took Twitter, curated it to a few categories, and wrapped it in a custom-branded experience, you’d have a design news portal from the late 90s / early 2000s.

We as designers had changed and developed a bandwidth-sensitive, award-winning, much more accessibility-conscious website. Still ripe with experimentation, yet more mindful of equitable engagement. There are a few content panes here, with both Mac-focused news and general news (tech, design ) to be seen. We also offered many of the custom downloads I cited before as present on my folio site but branded and themed to GUI Galaxy.

The presentation layer consists of international design, illustration, and news author collaboration, and the backbone of the website was a homegrown CMS. And the collaboration effort here, in addition to experimentation on a’ brand’ and content delivery, was hitting my core. We were creating something bigger than just one of us and establishing a global audience.

Collaboration and connection transcend medium in their impact, immensely fulfilling me as a designer.

Now, why am I taking you on this trip through design memory lane? Two reasons.

First of all, there’s a reason for the nostalgia for the” Wild West” era of design that so many personal portfolio and design portals sprang from the past. Ultra-finely detailed pixel art UI, custom illustration, bespoke vector graphics, all underpinned by a strong design community.

The web design industry has experienced stagnation in recent years. I suspect there’s a strong chance you’ve seen a site whose structure looks something like this: a hero image / banner with text overlaid, perhaps with a lovely rotating carousel of images ( laying the snark on heavy there ), a call to action, and three columns of sub-content directly beneath. Perhaps there are selections that vaguely relate to their respective content in an icon library.

Design, as it’s applied to the digital landscape, is in dire need of thoughtful layout, typography, and visual engagement that goes hand-in-hand with all the modern considerations we now know are paramount: usability. accessibility. Load times and bandwidth- sensitive content delivery. A user-friendly presentation that connects with people wherever they are. We must be mindful of, and respectful toward, those concerns—but not at the expense of creativity of visual communication or via replicating cookie-cutter layouts.

Pixel Issues

Websites during this period were often designed and built on Macs whose OS and desktops looked something like this. Although Mac OS 7.5 is available, 8 and 9 are not very different.

How could any single icon, at any point, stand out and grab my attention, fascinated me? In this example, the user’s desktop is tidy, but think of a more realistic example with icon pandemonium. How did it maintain cohesion among the group, for example, if an icon was a part of a larger system grouping ( fonts, extensions, control panels )?

These were 32 x 32 pixel creations, utilizing a 256-color palette, designed pixel-by-pixel as mini mosaics. This, in my opinion, was the embodiment of digital visual communication under such absurd constraints. And often, ridiculous restrictions can yield the purification of concept and theme.

So I started doing my homework and conducting research. I was a student of this new medium, hungry to dissect, process, discover, and make it my own.

I wanted to see how I could use that 256-color palette to push the boundaries of a 32×32 pixel grid while expanding the concept of exploration. Those ridiculous constraints forced a clarity of concept and presentation that I found incredibly appealing. I was thrust into the digital gauntlet because of it. And so, in my dorm room into the wee hours of the morning, I toiled away, bringing conceptual sketches into mini mosaic fruition.

These are some of my creations that made use of ResEdit, the only program I had at the time, to create icons. ResEdit was a clunky, built-in Mac OS utility not really made for exactly what we were using it for. Research is at the center of all of this endeavor. Challenge. solving problems. Again, these core connection-based values are agnostic of medium.

There’s one more design portal I want to talk about, which also serves as the second reason for my story to bring this all together.

This is the Kaliber 1000, or K10k, short for. K10k was founded in 1998 by Michael Schmidt and Toke Nygaard, and was the design news portal on the web during this period. With its pixel art-fueled presentation, attention to detail paid to every aspect of every detail, and many of the more well-known designers of the time who were invited to be news authors on the site, well… it was the place to be, my friend. With respect where respect is due, GUI Galaxy’s concept was inspired by what these folks were doing.

For my part, the combination of my web design work and pixel art exploration began to get me some notoriety in the design scene. K10k eventually added me as one of their very select group of news writers to the website’s content.

Amongst my personal work and side projects —and now with this inclusion—in the design community, this put me on the map. My design work has also begun to appear on other design news portals, as well as in publications abroad and domestically as well as in various printed collections. With that degree of success while in my early twenties, something else happened:

I actually changed into a massive asshole in about a year of high school, not less. The press and the praise became what fulfilled me, and they went straight to my head. They inflated my ego. I actually felt somewhat superior to my fellow designers.

The victims? My design stagnated. My evolution has stagnated, as is its evolution.

I felt so supremely confident in my abilities that I effectively stopped researching and discovering. When I used to lead myself to iterate through concepts or sketches, I leaped right into Photoshop. I drew my inspiration from the smallest of sources ( and with blinders on ). Any criticism of my work from my fellow students was frequently vehemently dissented. The most tragic loss: I had lost touch with my values.

Some of my friendships and blossoming professional relationships almost ended up being destroyed by my ego. I was toxic in talking about design and in collaboration. However, thankfully, those same friends gave me a priceless gift: sincerity. They called me out on my unhealthy behavior.

Although it was something I initially rejected, I eventually had a chance to reflect on it in depth. I was soon able to accept, and process, and course correct. Although the realization made me feel uneasy, the re-awakening was necessary. I let go of the “reward” of adulation and re-centered upon what stoked the fire for me in art school. Most importantly, I returned to my fundamental values.

Always Students

Following that temporary decline, my personal and professional design journey advanced. And I could self-reflect as I got older to facilitate further growth and course correction as needed.

Let’s take the Large Hadron Collider as an example. The LHC was designed” to help answer some of the fundamental open questions in physics, which concern the basic laws governing the interactions and forces among the elementary objects, the deep structure of space and time, and in particular the interrelation between quantum mechanics and general relativity”. Thank you, Wikipedia.

Around fifteen years ago, in one of my earlier professional roles, I designed the interface for the application that generated the LHC’s particle collision diagrams. These diagrams are the depiction of what is actually happening inside the Collider during any given particle collision event and are frequently regarded as works of art by themselves.

Designing the interface for this application was a fascinating process for me, in that I worked with Fermilab physicists to understand what the application was trying to achieve, but also how the physicists themselves would be using it. In order to accomplish this, this role requires,

I cut my teeth on usability testing, working with the Fermilab team to iterate and improve the interface. To me, their language and the topics they discussed seemed foreign. And by making myself humble and working under the mindset that I was but a student, I made myself available to be a part of their world to generate that vital connection.

I also had the opportunity to observe the physicists ‘ use of the tool in their own homes, on their own terminals, during my first ethnographic observation. For example, one takeaway was that due to the level of ambient light-driven contrast within the facility, the data columns ended up using white text on a dark gray background instead of black text-on-white. They could read through a lot of data at once and relieve their strain in the process. And Fermilab and CERN are government entities with rigorous accessibility standards, so my knowledge in that realm also grew. Another crucial form of communication was the barrier-free design.

So to those core drivers of my visual problem-solving soul and ultimate fulfillment: discovery, exposure to new media, observation, human connection, and evolution. I checked my ego before entering those values, which opened the door for those values.

An evergreen willingness to listen, learn, understand, grow, evolve, and connect yields our best work. I want to pay attention to the words “grow” and “evolve” in particular in that statement. If we are always students of our craft, we are also continually making ourselves available to evolve. Yes, we have years of practical design experience behind us. Or the focused lab sessions from a UX bootcamp. or the work portfolio with monograms. Or, ultimately, decades of a career behind us.

However, remember that “experience” does not equate to “expert.”

As soon as we close our minds via an inner monologue of’ knowing it all’ or branding ourselves a” #thoughtleader” on social media, the designer we are is our final form. The creator who we can be will never be there.

Ever since I was a boy, I’ve been fascinated with movies. I loved the characters and the excitement—but most of all the stories. I wanted to be an actor. And I believed that I’d get to do the things that Indiana Jones did and go on exciting adventures. I even dreamed up ideas for movies that my friends and I could make and star in. But they never went any further. I did, however, end up working in user experience (UX). Now, I realize that there’s an element of theater to UX—I hadn’t really considered it before, but user research is storytelling. And to get the most out of user research, you need to tell a good story where you bring stakeholders—the product team and decision makers—along and get them interested in learning more.

Think of your favorite movie. More than likely it follows a three-act structure that’s commonly seen in storytelling: the setup, the conflict, and the resolution. The first act shows what exists today, and it helps you get to know the characters and the challenges and problems that they face. Act two introduces the conflict, where the action is. Here, problems grow or get worse. And the third and final act is the resolution. This is where the issues are resolved and the characters learn and change. I believe that this structure is also a great way to think about user research, and I think that it can be especially helpful in explaining user research to others.

Use storytelling as a structure to do research

It’s sad to say, but many have come to see research as being expendable. If budgets or timelines are tight, research tends to be one of the first things to go. Instead of investing in research, some product managers rely on designers or—worse—their own opinion to make the “right” choices for users based on their experience or accepted best practices. That may get teams some of the way, but that approach can so easily miss out on solving users’ real problems. To remain user-centered, this is something we should avoid. User research elevates design. It keeps it on track, pointing to problems and opportunities. Being aware of the issues with your product and reacting to them can help you stay ahead of your competitors.

In the three-act structure, each act corresponds to a part of the process, and each part is critical to telling the whole story. Let’s look at the different acts and how they align with user research.

Act one: setup

The setup is all about understanding the background, and that’s where foundational research comes in. Foundational research (also called generative, discovery, or initial research) helps you understand users and identify their problems. You’re learning about what exists today, the challenges users have, and how the challenges affect them—just like in the movies. To do foundational research, you can conduct contextual inquiries or diary studies (or both!), which can help you start to identify problems as well as opportunities. It doesn’t need to be a huge investment in time or money.

Erika Hall writes about minimum viable ethnography, which can be as simple as spending 15 minutes with a user and asking them one thing: “‘Walk me through your day yesterday.’ That’s it. Present that one request. Shut up and listen to them for 15 minutes. Do your damndest to keep yourself and your interests out of it. Bam, you’re doing ethnography.” According to Hall, “[This] will probably prove quite illuminating. In the highly unlikely case that you didn’t learn anything new or useful, carry on with enhanced confidence in your direction.”  

This makes total sense to me. And I love that this makes user research so accessible. You don’t need to prepare a lot of documentation; you can just recruit participants and do it! This can yield a wealth of information about your users, and it’ll help you better understand them and what’s going on in their lives. That’s really what act one is all about: understanding where users are coming from. 

Jared Spool talks about the importance of foundational research and how it should form the bulk of your research. If you can draw from any additional user data that you can get your hands on, such as surveys or analytics, that can supplement what you’ve heard in the foundational studies or even point to areas that need further investigation. Together, all this data paints a clearer picture of the state of things and all its shortcomings. And that’s the beginning of a compelling story. It’s the point in the plot where you realize that the main characters—or the users in this case—are facing challenges that they need to overcome. Like in the movies, this is where you start to build empathy for the characters and root for them to succeed. And hopefully stakeholders are now doing the same. Their sympathy may be with their business, which could be losing money because users can’t complete certain tasks. Or maybe they do empathize with users’ struggles. Either way, act one is your initial hook to get the stakeholders interested and invested.

Once stakeholders begin to understand the value of foundational research, that can open doors to more opportunities that involve users in the decision-making process. And that can guide product teams toward being more user-centered. This benefits everyone—users, the product, and stakeholders. It’s like winning an Oscar in movie terms—it often leads to your product being well received and successful. And this can be an incentive for stakeholders to repeat this process with other products. Storytelling is the key to this process, and knowing how to tell a good story is the only way to get stakeholders to really care about doing more research. 

This brings us to act two, where you iteratively evaluate a design or concept to see whether it addresses the issues.

Act two: conflict

Act two is all about digging deeper into the problems that you identified in act one. This usually involves directional research, such as usability tests, where you assess a potential solution (such as a design) to see whether it addresses the issues that you found. The issues could include unmet needs or problems with a flow or process that’s tripping users up. Like act two in a movie, more issues will crop up along the way. It’s here that you learn more about the characters as they grow and develop through this act. 

Usability tests should typically include around five participants according to Jakob Nielsen, who found that that number of users can usually identify most of the problems: “As you add more and more users, you learn less and less because you will keep seeing the same things again and again… After the fifth user, you are wasting your time by observing the same findings repeatedly but not learning much new.” 

There are parallels with storytelling here too; if you try to tell a story with too many characters, the plot may get lost. Having fewer participants means that each user’s struggles will be more memorable and easier to relay to other stakeholders when talking about the research. This can help convey the issues that need to be addressed while also highlighting the value of doing the research in the first place.

Researchers have run usability tests in person for decades, but you can also conduct usability tests remotely using tools like Microsoft Teams, Zoom, or other teleconferencing software. This approach has become increasingly popular since the beginning of the pandemic, and it works well. You can think of in-person usability tests like going to a play and remote sessions as more like watching a movie. There are advantages and disadvantages to each. In-person usability research is a much richer experience. Stakeholders can experience the sessions with other stakeholders. You also get real-time reactions—including surprise, agreement, disagreement, and discussions about what they’re seeing. Much like going to a play, where audiences get to take in the stage, the costumes, the lighting, and the actors’ interactions, in-person research lets you see users up close, including their body language, how they interact with the moderator, and how the scene is set up.

If in-person usability testing is like watching a play—staged and controlled—then conducting usability testing in the field is like immersive theater where any two sessions might be very different from one another. You can take usability testing into the field by creating a replica of the space where users interact with the product and then conduct your research there. Or you can go out to meet users at their location to do your research. With either option, you get to see how things work in context, things come up that wouldn’t have in a lab environment—and conversion can shift in entirely different directions. As researchers, you have less control over how these sessions go, but this can sometimes help you understand users even better. Meeting users where they are can provide clues to the external forces that could be affecting how they use your product. In-person usability tests provide another level of detail that’s often missing from remote usability tests. 

That’s not to say that the “movies”—remote sessions—aren’t a good option. Remote sessions can reach a wider audience. They allow a lot more stakeholders to be involved in the research and to see what’s going on. And they open the doors to a much wider geographical pool of users. But with any remote session there is the potential of time wasted if participants can’t log in or get their microphone working. 

The benefit of usability testing, whether remote or in person, is that you get to see real users interact with the designs in real time, and you can ask them questions to understand their thought processes and grasp of the solution. This can help you not only identify problems but also glean why they’re problems in the first place. Furthermore, you can test hypotheses and gauge whether your thinking is correct. By the end of the sessions, you’ll have a much clearer picture of how usable the designs are and whether they work for their intended purposes. Act two is the heart of the story—where the excitement is—but there can be surprises too. This is equally true of usability tests. Often, participants will say unexpected things, which change the way that you look at things—and these twists in the story can move things in new directions. 

Unfortunately, user research is sometimes seen as expendable. And too often usability testing is the only research process that some stakeholders think that they ever need. In fact, if the designs that you’re evaluating in the usability test aren’t grounded in a solid understanding of your users (foundational research), there’s not much to be gained by doing usability testing in the first place. That’s because you’re narrowing the focus of what you’re getting feedback on, without understanding the users’ needs. As a result, there’s no way of knowing whether the designs might solve a problem that users have. It’s only feedback on a particular design in the context of a usability test.  

On the other hand, if you only do foundational research, while you might have set out to solve the right problem, you won’t know whether the thing that you’re building will actually solve that. This illustrates the importance of doing both foundational and directional research. 

In act two, stakeholders will—hopefully—get to watch the story unfold in the user sessions, which creates the conflict and tension in the current design by surfacing their highs and lows. And in turn, this can help motivate stakeholders to address the issues that come up.

Act three: resolution

While the first two acts are about understanding the background and the tensions that can propel stakeholders into action, the third part is about resolving the problems from the first two acts. While it’s important to have an audience for the first two acts, it’s crucial that they stick around for the final act. That means the whole product team, including developers, UX practitioners, business analysts, delivery managers, product managers, and any other stakeholders that have a say in the next steps. It allows the whole team to hear users’ feedback together, ask questions, and discuss what’s possible within the project’s constraints. And it lets the UX research and design teams clarify, suggest alternatives, or give more context behind their decisions. So you can get everyone on the same page and get agreement on the way forward.

This act is mostly told in voiceover with some audience participation. The researcher is the narrator, who paints a picture of the issues and what the future of the product could look like given the things that the team has learned. They give the stakeholders their recommendations and their guidance on creating this vision.

Nancy Duarte in the Harvard Business Review offers an approach to structuring presentations that follow a persuasive story. “The most effective presenters use the same techniques as great storytellers: By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved,” writes Duarte. “That tension helps them persuade the audience to adopt a new mindset or behave differently.”

This type of structure aligns well with research results, and particularly results from usability tests. It provides evidence for “what is”—the problems that you’ve identified. And “what could be”—your recommendations on how to address them. And so on and so forth.

You can reinforce your recommendations with examples of things that competitors are doing that could address these issues or with examples where competitors are gaining an edge. Or they can be visual, like quick mockups of how a new design could look that solves a problem. These can help generate conversation and momentum. And this continues until the end of the session when you’ve wrapped everything up in the conclusion by summarizing the main issues and suggesting a way forward. This is the part where you reiterate the main themes or problems and what they mean for the product—the denouement of the story. This stage gives stakeholders the next steps and hopefully the momentum to take those steps!

While we are nearly at the end of this story, let’s reflect on the idea that user research is storytelling. All the elements of a good story are there in the three-act structure of user research: 

• Act one: You meet the protagonists (the users) and the antagonists (the problems affecting users). This is the beginning of the plot. In act one, researchers might use methods including contextual inquiry, ethnography, diary studies, surveys, and analytics. The output of these methods can include personas, empathy maps, user journeys, and analytics dashboards.

• Act two: Next, there’s character development. There’s conflict and tension as the protagonists encounter problems and challenges, which they must overcome. In act two, researchers might use methods including usability testing, competitive benchmarking, and heuristics evaluation. The output of these can include usability findings reports, UX strategy documents, usability guidelines, and best practices.

• Act three: The protagonists triumph and you see what a better future looks like. In act three, researchers may use methods including presentation decks, storytelling, and digital media. The output of these can be: presentation decks, video clips, audio clips, and pictures. 

The researcher has multiple roles: they’re the storyteller, the director, and the producer. The participants have a small role, but they are significant characters (in the research). And the stakeholders are the audience. But the most important thing is to get the story right and to use storytelling to tell users’ stories through research. By the end, the stakeholders should walk away with a purpose and an eagerness to resolve the product’s ills. 

So the next time that you’re planning research with clients or you’re speaking to stakeholders about research that you’ve done, think about how you can weave in some storytelling. Ultimately, user research is a win-win for everyone, and you just need to get stakeholders interested in how the story ends.

Learn more at Duct Tape Marketing at Why Tiny Research Might Be the Major to Sustainable Success by John Jantsch.

In this episode of the Duct Tape Marketing Podcast, John Jantsch speaks with neuroscientist, writer, and entrepreneur Anne-Lauren Le Cunff about [ …] Why Tiny Experiments Are the Antidote to Goal Obsession with Anne-Laurenff Host: John Jantsch | Guest: Anne-Laurenff Book: Tiny Experiments: How to Live Freely in a Goal-Obsessed World Website: NessLabs.com

Learn more at Duct Tape Marketing at Why Tiny Research Might Be the Major to Sustainable Success by John Jantsch.

As a product builder over too many years to mention, I’ve lost count of the number of times I’ve seen promising ideas go from zero to hero in a few weeks, only to fizzle out within months.

Financial products, which is the field I work in, are no exception. With people’s real hard-earned money on the line, user expectations running high, and a crowded market, it’s tempting to throw as many features at the wall as possible and hope something sticks. But this approach is a recipe for disaster. Here’s why:

The pitfalls of feature-first development

When you start building a financial product from the ground up, or are migrating existing customer journeys from paper or telephony channels onto online banking or mobile apps, it’s easy to get caught up in the excitement of creating new features. You might think, “If I can just add one more thing that solves this particular user problem, they’ll love me!” But what happens when you inevitably hit a roadblock because the narcs (your security team!) don’t like it? When a hard-fought feature isn’t as popular as you thought, or it breaks due to unforeseen complexity?

This is where the concept of Minimum Viable Product (MVP) comes in. Jason Fried’s book Getting Real and his podcast Rework often touch on this idea, even if he doesn’t always call it that. An MVP is a product that provides just enough value to your users to keep them engaged, but not so much that it becomes overwhelming or difficult to maintain. It sounds like an easy concept but it requires a razor sharp eye, a ruthless edge and having the courage to stick by your opinion because it is easy to be seduced by “the Columbo Effect”… when there’s always “just one more thing…” that someone wants to add.

The problem with most finance apps, however, is that they often become a reflection of the internal politics of the business rather than an experience solely designed around the customer. This means that the focus is on delivering as many features and functionalities as possible to satisfy the needs and desires of competing internal departments, rather than providing a clear value proposition that is focused on what the people out there in the real world want. As a result, these products can very easily bloat to become a mixed bag of confusing, unrelated and ultimately unlovable customer experiences—a feature salad, you might say.

The importance of bedrock

So what’s a better approach? How can we build products that are stable, user-friendly, and—most importantly—stick?

That’s where the concept of “bedrock” comes in. Bedrock is the core element of your product that truly matters to users. It’s the fundamental building block that provides value and stays relevant over time.

In the world of retail banking, which is where I work, the bedrock has got to be in and around the regular servicing journeys. People open their current account once in a blue moon but they look at it every day. They sign up for a credit card every year or two, but they check their balance and pay their bill at least once a month.

Identifying the core tasks that people want to do and then relentlessly striving to make them easy to do, dependable, and trustworthy is where the gravy’s at.

But how do you get to bedrock? By focusing on the “MVP” approach, prioritizing simplicity, and iterating towards a clear value proposition. This means cutting out unnecessary features and focusing on delivering real value to your users.

It also means having some guts, because your colleagues might not always instantly share your vision to start with. And controversially, sometimes it can even mean making it clear to customers that you’re not going to come to their house and make their dinner. The occasional “opinionated user interface design” (i.e. clunky workaround for edge cases) might sometimes be what you need to use to test a concept or buy you space to work on something more important.

Practical strategies for building financial products that stick

So what are the key strategies I’ve learned from my own experience and research?

1. Start with a clear “why”: What problem are you trying to solve? For whom? Make sure your mission is crystal clear before building anything. Make sure it aligns with your company’s objectives, too.
2. Focus on a single, core feature and obsess on getting that right before moving on to something else: Resist the temptation to add too many features at once. Instead, choose one that delivers real value and iterate from there.
3. Prioritize simplicity over complexity: Less is often more when it comes to financial products. Cut out unnecessary bells and whistles and keep the focus on what matters most.
4. Embrace continuous iteration: Bedrock isn’t a fixed destination—it’s a dynamic process. Continuously gather user feedback, refine your product, and iterate towards that bedrock state.
5. Stop, look and listen: Don’t just test your product as part of your delivery process—test it repeatedly in the field. Use it yourself. Run A/B tests. Gather user feedback. Talk to people who use it, and refine accordingly.

The bedrock paradox

There’s an interesting paradox at play here: building towards bedrock means sacrificing some short-term growth potential in favour of long-term stability. But the payoff is worth it—products built with a focus on bedrock will outlast and outperform their competitors, and deliver sustained value to users over time.

So, how do you start your journey towards bedrock? Take it one step at a time. Start by identifying those core elements that truly matter to your users. Focus on building and refining a single, powerful feature that delivers real value. And above all, test obsessively—for, in the words of Abraham Lincoln, Alan Kay, or Peter Drucker (whomever you believe!!), “The best way to predict the future is to create it.”