How to research and design for humans, not users
summary
Advocates replace “UX” with HX and show concrete methods: run field studies plus pre/post surveys and in-person usability tests; a Pegasystems CRM study finds IT buyers chronically exhausted so designers cut choices and surface benchmarked tasks; a Daily Table grocery study uses observation and paper surveys (one shopper writes “eating healthy for the first time”) and produces window signage emphasizing flavors, prices, ingredients; combine qualitative probes with analytics, test 24‑hour persona questions, and refuse automation or projects that remove needed human agency.
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chapters (19)
- 0:00Introduction
- 0:40About Woods Creative
- 2:15Agenda
- 10:55Understanding Poetry
- 14:18Context matters
- 15:47Human behaviors often misread
- 18:37Digital is part of a larger experience
- 20:33A little too easy
- 23:37Digital vs tangible experiences
- 28:40Case study
- 34:57Core human values
- 36:25Do the right work
- 38:27Digital experience
- 39:51Emotional experience
- 41:45Consistent branding
- 43:30Big data
- 44:13Validate data
- 46:19Abbe Nexus
- 46:59Tactics
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