JTBD, STBD, BTBD, PTBD. . . ?

Jobs to be done, services to be done, brands to be done, products to be done??? Where’s the line drawn?

The “Jobs To Be Done” exercise has been powerful for budding founders and executives of all company sizes to ensure they’re delivering and…

I am not the persona, and the persona is not me.

Ch-ch-ch-Changes

We’ve spoken about the advantages and disadvantages of both User Personas and Customer Journey maps. And while these tools are…

Fossilizing people into models. What do we gain and what do we lose?

Back in the 1980’s Apple democratized computers by integrating Xerox Parc’s intuitive GUI, which was more usable and easy to understand by the common population.

Well-crafted personas have great benefits!

In 1983, Alan Cooper created the first design persona, realizing how focusing on real…

Highs and Lows of Modeling People

Personas have always been an interesting yet controversial topic in today’s User Experience field…

Mental Models: A Tool to Design for Fluidity

In a typical design research process, we designers can get very excited after we have created personas and journey maps respectively. Then we tend to get questions from other business counterparts asking what if people changed their behaviors, how do…

Journey Maps: abstract direction to concrete next steps

A wise mentor told me that Design is all about turning the abstract into concrete. One of the main ways humans turn our abstract thoughts into concrete reality is simply through writing it down.

X marks the spot

We’ve spoken about what makes an experience and how user personas can play an important (though by no means perfect)part in…

Choosing the Right User Journey Mapping Approach