User Insights

KISS – Keep it simple stupid

December 1, 2016

Panic call from an 87 year old relative of mine last week – the TV had stopped working! For 87 she is pretty hale and hearty, she lives independently, drives, goes out walking the dog each day and attends lots of WI, Probus and U3A events so she is not stupid – indeed probably well […]


Electricity Shock

November 28, 2016

I have been had! I have just been stung for a 52% increase in my business electricity bill and I missed it! After getting over the annoyance at both the electricity company and myself, the lessons to be learnt are about how we all process information whether on paper or screen. I thought I was […]


B2B sites – harder to use than B2C sites?

November 9, 2016

We work with clients in all sectors undertaking usability testing on all sorts of sites with all sorts of users – one day it is wine buyers on an eCommerce site, the next it is process engineers buying steam systems. Inevitably one looks for patterns in all this data. One I see is that B2B […]


Unknown Unknowns

October 4, 2016

Donald Rumsfeld famously received a lot of stick for his “Unknown Unknowns” speech about the lack of evidence linking the government of Iraq with the supply of WMD. However, the Intelligence services have long used the Johari Window approach, an idea created in 1955 by two American psychologists, Joseph Luft and Harrington Ingham: ‘unknown unknowns’ […]


Tell them about the drill, not the hole

September 5, 2016

I recall being taught about features & benefits in the marketing part of my MBA. We were told nobody wants a drill – they want a hole. The drill is just a means to an end, so you have to talk about the benefits of the hole not the features of the drill. However, often this does […]


Supplier portals – a UX nightmare!

August 25, 2016

  Supplier portals must rate as one of the worst areas for UX experiences. Have you been unfortunate enough to have to use the Bravo portal or the ProContract service – horrid, yes? I can only assume they think we will jump through any number of hoops to get their business so they don’t have […]


Hamburgers don’t give off scent!

August 2, 2016

Like many commentators we think the increasing trend of using hamburgers at desktop screen resolutions is a triumph of bad design over good usability. Primarily because it hides the links. Hamburgers give off no scent for users’ goals, it makes them think – not a good idea – rather than just word match. This example […]


Why I got Brexit wrong

July 20, 2016

I don’t know about you but I found the Brexit vote quite a shock, I did not believe for a moment that the UK would vote to leave. On reflection, one of reasons for this is that I move in circles where most people were remainers. I know few leavers, or people who will admit […]


How to use Personas

July 20, 2016

We are often asked to produce personas for websites, and will diligently research and craft these, but how can you use these effectively rather than let them gather dust in the bowels of the organisation. Here are our top tips for making sure they get used and add value: They need to be visibly present […]


Martha Lane Fox and a vision of a united and robust digital economy

July 6, 2016

Martha Lane Fox wrote a thoughtful (as ever) piece in The Sunday Times last weekend in which she talks about spreading “digital skills to unite the nation”. In the wake of the Brexit vote she argues for an inclusion agenda in which the 12.6 million adults in the UK with no digital skills must have […]