From Primary research

Generalist or specialist? Why experience design is neither and both

Throughout my time working in digital design, every trend seems to have followed this pattern: generalists rule, then specialists rule, then generalists rule again, then the specialists have it. In the early 2000’s, digital designers were coders and graphic designers and UXers in one (generalists), then graphic designers got involved and ‘web design’ meant designing…

Researching attitudes to cholesterol diagnosis for Unilever (TMW)

In their attempt to make their cholesterol-lowering support more meaningful, Unilever wanted to understand the broader issues at play for people suffering with high cholesterol. As a complex and asymptomatic condition, we needed to highlight the reasons why so many people choose not to pursue diagnosis and treatment by conducting qualitative research.   The outcomes…

‘The Bar’ experience for Diageo (TMW)

I worked with TMW to help Diageo build ‘The Bar‘; a cocktail making site designed to help their customers make the mixed drinks that would improve their experience of Diageo products.   Experience strategy was new to Diageo, so I used a collaborative research and design process, which was well received and very effective in…