2 decades of experience in scientific, user-centric digital design have taught me two things:
- effective designs change behaviour
- nobody can reliably predict which designs are going to be effective
When you have complex humans interacting with complex digital products, you get a fiesta of unpredictable, non-linear effects.
Opinions — even expert ones — will only get you so far.
The good news is that finding a better design is possible with the right tools and an explorer's approach.
If you're intrepid enough to throw your cherished assumptions into the crucible, I'd like to talk with you.
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I write about evidence-based product strategy, how to experiment in a complex adaptive world, mapping, sensemaking, and how to be profitably wrong.
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