B2B product / service design can be extremely rewarding.

If you are a person who likes untangling knots, B2B is knotty as hell, but the beauty is: these knots are tangible. These are knots you can wrap your hands around. Sure you’ve got to be able to handle complexity —at times, Rube Goldberg machine level complexity, but it’s all very tangible.

With insight, patience and collaborative design thinking — the ugliest of B2B knots can be untied. The impact is clearly observable, and the feeling of accomplishment? Immense.

Unlike consumer products — defining the group of people you are trying to serve with B2B products is often straightforward. Unlike…

2 things: 1) Strong personas are informed by both Quant Data and Qualitative Research. 2 ) “Synthesis” is an essential Design Thinking moment many people struggle with. My path to mastering this took years of practice and finding the right way to start and end conversations.

As a researcher in FinTech, speaking to people living on the edge economically has been an important part of my work. In-home interviews are an impactful way to get authentic stories that shift minds. That’s brought me to a few very rough neighborhoods and into a lot of living situations I would not otherwise see firsthand.

It has been an education that cannot be gained any other way. Like journalists, researchers have a responsibility to break bubbles. There’s a reasonable amount of getting outside your comfort zone that needs to happen.

I recently read an article about safety when doing…

A few years ago you’d hear “move fast and break things” up and down the halls of tech startups and the big companies trying to emulate them. I watched product folks, designers and engineers move fast. I watched them break things. A lot of times, they broke team morale along the way. Sometimes they lost the trust of their audience.

Trust is fragile, people.

Protect it.

Yes, our jobs are fun, we get to solve big problems. It’s exciting. Don’t let that excitement get the best of you. Slow down.

Here is a list of usability guidelines that anyone can use to evaluate whether their design meets basic usability criteria. You can use these guidelines as a framework for heuristic evaluation (aka, we looked at it and here’s our assessment).

For context, ux strategists tackle generative studies+ evaluative tests:
A generative study is best done before you decide what to build. It’s meant to help you generate ideas about who your product is for and what it could do for them in a specific and meaningful way. …


I was interviewed by People Nerds about my approach to design research.
You can read it here.

Quant data is like a smoke signal that points to an interesting place. Qualitative user research uncovers the story from the ground.

As a UX strategist, I perform qualitative research to advocate for users’ POV. People sometimes ask:

You only spoke to 10 people, so, aren’t your findings just anecdotal?

If I chose 10 random people to talk about topics I chose on my own, yes, my findings would be anecdotal and quite biased. Instead I use quantitative insights culled from surveys, funnel tracking and other analytics to ensure I’m asking the right questions to the right people. The marriage of both Quantitative & Qualitative data ensures we’re having discussions that matter.

Quantitative Data (surveys, tracking & other analytics) provide the WHO, WHAT, WHEN, WHERE of an issue.

Qualitative User Research (interviews, diary studies, deep dives, product tests) provide insight into WHY and HOW things happen and clues to how to make a real impact.

Good research uses a Quant | Qual sandwich.

I start with Quant to identify the important populations, subjects…

While I do not practice Islam daily, I was raised Muslim. In today’s climate, I think it is important to share what mainstream muslims look like. This is what I was taught..

1) Compassion and love are primary. The words “in the name of God most compassionate and merciful” precede EVERY PRAYER in the Koran. Why? For all of history there have been nut jobs out there that try to rewrite and twist every book of power. These words are written hundreds of times throughout the Koran — to keep that message of love central.

2) Honor Mohammad (peace be…

Last week I did a webinar for UserTesting.com where I covered:

  • When, why & how we do design research at Credit Karma
  • The impact of Research & Design Thinking on our teams and our product.
  • The basics of how I plan and facilitate Design Thinking workshops

The slides aren’t the most beautiful thing you’ve ever seen, but it sounds like the audience got a lot out of the content so I’m happy to share it here with you. You can watch this 45 min talk with 15 min of Q&A here:

Free Design Research & Design Thinking Webinar

Early in my career, I supported product design with insights I delivered in User Research Reports filled with bullet points and bite-size clips or quotes. The implicit idea was that I could quickly hand over knowledge in a few choice words. The reality of learning looks different. Reports are easy to scan, but they’re also easy to forget or misconstrue. This article describes how I now create mini-museums and facilitate hands-on workshops, and why it’s much more impactful and fun for everyone. Hope this helps you out.

Getting a range of perspectives is inspiring and roots your strategy in a set of stories that anyone can understand.

In the summer of 2016 I went from being Credit Karma’s first UX…


Independent UX Consultant : YasmineKhan.org

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