Rosenfeld Media

Believe it or not, Steve Portigal’s UX research classic Interviewing Users came out ten years ago, back in 2013. A few things about user research have changed since then, to put it mildly, so we at Rosenfeld did two things: we convinced Steve to write a second edition (coming out October 17), and to join us on the Rosenfeld Review to discuss all the things that have changed. In addition to being an author, Steve is a user researcher, consultant, and teacher. He helps companies grow their businesses, culture, and brands by interviewing users. He also helps companies build more mature in-house research practices. Having been on both sides of the interviewing process – as both interviewer and interviewee – Steve can empathize with both roles. Over the last decade, he has seen user research evolve from a focus on consumer products to company culture and supportive technologies in the B2B space. Effective research, in addition to data gathering, involves analysis and synthesis. Steve defines analysis as brea

Sahibzada Mayed and Lauren Lin will be speakers at the upcoming DesignOps Summit on October 2-4, 2023. Their talk, “Cultivating Design Ecologies of Care, Community, and Collaboration,” will showcase the intersection of care-centeredness and design operations. Lauren has wanted to be a designer since she was in third grade. What kind of designer? An “everything” designer! From a young age, she embraced the idea that “you can design anything” from fashion to environments to moods and feelings. Today she employs ethical research practices and co-design to shift power and amplify youth voices, design toys, and bring play into her work at Ideo Play Lab. Mayed has a social service and social impact background. Through a community-oriented storytelling approach, they co-lead strategy and research at Cause and Affect, a relational design consultancy in Canada. Lauren and Mayed’s partnership began with conversations and exploration about what they could do to shift power dynamics and create more cohesive and eng

Zariah Cameron is Co-Director of Community + Research and the founder of AEI – Advocate, Educate, Innovate Black Design. She will be a speaker at October’s DesignOps Summit on streamlining an inclusive design practice. Many companies and corporations have good intentions when it comes to inclusive design. But too often that’s where things both start and stop. Zariah helps companies operationalize their inclusive design principles and ideals by looking at design from all angles and instilling effective processes. When exploring ideals of equity and inclusivity, many confuse inclusivity with accessibility. Accessibility is a fine place to start, but it’s just the beginning. Accessibility tends to be passive while inclusivity is active. Inclusive design proactively seeks out the marginalized, the underserved, and minority groups. It doesn’t make assumptions but seeks input, feedback, and follow-through. For many companies, the most effective way to pursue inclusive design is to work with grassroots organiz

Jay Bustamante has always been about conserving time and resources by building tight processes to create efficiencies in his life and work. In all the jobs and positions he’s held, he would notice gaps, consult with stakeholders, find solutions, and fill those gaps. Eventually he learned there is a name for this type of work: DesignOps. Today Jay is a DesignOps leader and an experienced strategist at VMware. And he’ll be a speaker at the October 2023 DesignOps Summit. When it comes to streamlining and building efficiencies, AI seems like a no-brainer, right? Not so fast. AI brings big expectations and can result in a lot of frustration if proper groundwork isn’t laid. DesignOps teams that proactively facilitate collaboration between engineers, business teams, end users, and other stakeholders can save time, money, and greatly increase the likelihood of a successful product that will reflect the company’s values. In this episode, Jay and Lou explore the following concerning AI: • Good data makes all the di

Jenae Cohn is executive director at the Center for Teaching and Learning at UC Berkeley and, along with Michael Greer, author of the new book Design for Learning: User Experience in Online Teaching and Learning. Jenae and Michael’s book helps designers create compelling educational content. Think of it as required reading for anyone designing an online course, webinar, training, or workshop. Designing a platform intended to educate goes beyond traditional UX design. Jenae’s book does the following: • Looks at the science behind learning and articulates how to help someone be a learner • Helps designers understand the complex array of needs that learners have and create more purposeful learning experiences Learning is motivated by social interactions and emotions. In fact, the learning process is typically social, and most are motivated knowing that they’re not learning in isolation but in or for community. Designers should capitalize on these motivations. Tips for making online learning more social: •

Not too long ago, Donna Lichaw, author of The User’s Journey, was helping companies solve product problems by organizing the experience of a product or service into a narrative arc where the user is the hero. Then she ran into a question that she couldn’t shake — a question that, once answered, would morph her business from product development to leadership development. The question unveiled a people problem rather than a product problem. “We don’t have problems bringing products into the world. We have problems getting along with everyone, feeling good about our work, building team morale, dealing with internal fighting. We’ve been helping our customers be heroes. How can I be a hero?” Over seven years of researching how to help leaders be heroes, she found inspiration in a variety of places, including Gestalt therapy, narrative therapy, and executive and somatic coaching. Her conclusion can be found in her new book, The Leaders Journey: Transforming Your Leadership to Achieve the Extraordinary. Think

Boon Yew Chew is senior principal UX designer at Elsevier and an IxDA local leader and board alumn. He will be a speaker at the upcoming 2023 Enterprise UX Conference on June 6th and 7th, delivering a session on “Making Sense of Systems – and Using Systems to Make Sense of the Enterprise.” Systems thinking can seem abstract and theoretical, but Boon reveals some unexpected ways that systems thinking can have a profound impact on individuals and relationships within organizations. Who knew that systems thinking could be an emotional intelligence tool? Lou and Boon begin today’s episode by discussing the history of systems thinking and how it developed in the ‘40s and ‘50s, mostly within scientific communities, and grew into other fields and disciplines. It offered a new way of thinking about how things develop and change over time. Boon goes on to describe his path into systems thinking and how, with its holistic, big-picture perspective, there is little room for blaming individuals when problems are vie

Ren Pope has a passion for all things data, information, and knowledge, and he strives to make them more accessible, organized, and enduring. You may be surprised that this conversation about information architecture takes us back to classic Greek philosophy, specifically ontology, which is concerned with the nature of being—that is, what is real and not real. What is inside a computer cannot be seen, yet it is real in the sense that it has value and can impact reality. And as a modern ontologist, Ren wants to make information accessible and useful. That often starts with assigning names to things—nouns and verbs to label the functions of an organization so that things can be indexed, searched, retrieved, crosslinked, and so that relationships can be defined through metadata. It’s a complicated process for small businesses and consultants, and the challenges rise exponentially for enterprises with multiple departments and silos. With 60 years of shared experience, Ren and Lou remember when companies were

Erica Jorgensen is one of Rosenfeld Media’s newest authors with the publication of her book, Strategic Content Design: Tools and Research Techniques for Better UX. ( https://rosenfeldmedia.com/books/strategic-content-design/ ) With a background in journalism, her book draws on her experiences as a content designer with the likes of Chewy, Microsoft, Slack, Amazon, Starbucks, Nordstrom, and Expedia. Erica’s book is a toolkit of research techniques for anyone struggling to create content that makes an impact. Not all companies have dedicated research budgets or teams, yet research can save us from redos and yield more targeted, effective content. Without research, you may be flying blind without even realizing it. We assume the words and phrases on our websites and apps are effective, and a little due diligence can confirm those assumptions or enlighten us about something that was previously completely outside our awareness. Erica warns us to be prepared because content research will open proverbial cans

Lisanne Norman entered the tech field as a UX researcher in 2015 and quickly advanced to lead researcher at Dell, then Visa. She founded Black UX Austin and was the UX lead researcher at Gusto. And then she left in 2022. Because she had had enough. And because she wanted to make a difference. She is now co-director of DEI at the Hotchkiss School in Connecticut. In today’s interview, Lisanne shares her career journey and the tools she acquired in various positions along the way. We get a glimpse of what it’s like to be a Black woman in tech. We also get a hint at what it might take to keep a Black woman (or other individuals from marginalized groups) in the space. We hear of the microaggressions that can and do occur in the workplace, and Lisanne helps us imagine the exhaustion of functioning in such an environment day after day. She has worked in established, entrenched cultures and in young, seemingly flexible startups, and she found that both environments are lacking in their efforts to bring marginaliz

Jill has been listening to customers and clients for over 20 years. She has worked for organizations like Etsy and Blue Apron, and has since started Field Notes Consulting, a research and strategic planning practice serving both public and private sectors. She is method-agnostic, harnesses full-stack research, and interrogates all data to get to the real data or the root cause. While hard data and numbers are important, data alone does not equal insight. Making sense of the data often requires listening to customers, human-scale frameworks of things like journeys and experience mapping, and, of course, minimizing researchers’ biases. It’s often the outside-in perspective that brings it all together to give us insight that will highlight consequences and implications. Jill is a champion of what she calls “interventions” and doing interventions across silos. She shares an example from her time at Blue Apron that beautifully illustrates how one research silo can lose direction without insight from other silo

Prayag Narula is the founder and CEO of Marvin, a tool for qualitative researchers. Prayag will also be a speaker at the Advancing Research Conference where he’ll share the stage with Rida Qadri, a research scientist at Google. Humans have been doing quantitative research for thousands of years – well, for as long as math has been around. Qualitative research, on the other hand, is fairly new to human history, emerging only in the 20th Century. And qualitative research has taken a backseat to what Prayag calls “the tyranny of math,” the prevailing attitude that if research is not math-based, it’s not valid. But that doesn’t diminish the importance of qualitative data. Decisions at all levels are made based on qualitative data every day. Here are some characteristics of qualitative research: • Qualitative research is scientific and has been used in the social sciences for scientific discovery for six decades. • Qualitative data is highly variable and semi-structured, so creating software for it has en

Sheryl is the author of the soon-to-be-released Closing the Loop: Systems Thinking for Designers: https://rosenfeldmedia.com/books/systems-thinking-for-designers/ With a background in journalism and political science, and having worked at or with Adaptive Path, Substantial, Frog, Ikea, Microsoft, and the Gates Foundation, Sheryl has an interest in the big picture of systems thinking and how it applies to designers. Working on projects of enormous scale that could directly or indirectly affect thousands or millions of people can put researchers and designers in a state of paralysis as they realize the potential consequences of their work. Systems thinking can help move us out of that state of paralysis and into one of thought, collaboration, and action. Sheryl explains how systems thinking fills the gaps that design thinking alone can leave behind. • Expand your scope from the user to anyone who could be affected by the product. • Don’t just ask how the product will be used. Asked why the product is

Authors Maria Giudice & Christopher Ireland join Lou to discuss their new book, Changemakers: How Leaders Can Design Change in an Insanely Complex World, which comes out on January 17. Get a taste of what they cover in the book, from systems thinking to navigating change, and how to look broadly at patterns to understand the context in which you are establishing change. The authors explain the wide range of industries they drew from in their research and interviews, as well as the highly emotional aspect of changemaking in society today. Bonus: they share some tools you can use to become a changemaker. Maria recommends: The Knowledge Project podcast - interviews with an eclectic range of people. Host Shane Parrish is one of the best interviewers Maria has ever heard! https://fs.blog/knowledge-project-podcast/ Christopher recommends: Non-profit Interact Project, which provides free design education to kids in underserved communities. https://www.inneractproject.org/ Get the book: https://rosenfeldmedia.

Lou has Rich Mironov, CEO of Mironov Consulting, as his guest. Rich runs a blog and has been writing for over 20 years about business and the psychology that goes into product management. Together, they discuss ways that Product Management and UX can work more fluidly together. They dive into how you can bring your team together so everyone is working on the same page. Rich brings some nuggets of advice he has collected over his many years in the industry and touches on the talk he will be giving at Rosenfeld Media’s Design in Product Conference. https://rosenfeldmedia.com/events/futures/

Lou sits down with Catt Small, Director of Product Design at All Turtles, who will be speaking at the Design in Product Conference on December 6, 2022. They discuss how designers and product managers can learn each other’s lingo and build relationships that will make both their jobs easier. Together, they sort through different workplace scenarios that new and more seasoned designers can encounter and Catt dispenses wisdom she has picked up throughout her career. Register to attend the conference: https://rosenfeldmedia.com/events/futures/design-in-product/register/ Catt is a product design leader, game maker, and front-end web developer. She is currently the Director of Product Design at All Turtles, a globally distributed product studio solving meaningful problems. Catt has done design work for companies of all sizes including Asana, Etsy, SoundCloud, and Nasdaq. She started coding around the age of 10 and designing at the age of 15. She graduated from SVA with a BFA in Graphic Design in 2011 and later re

Lou talks with Whitney Hess as she discusses her vast career in UX design and transition into coaching. She breaks down the different methodologies and philosophies she utilizes with each client and how she embodies her work beyond her coaching. Together, Whitney and Lou discuss the different risks and leaps of faith she has had to take during her career and how that ultimately led her to be a more effective coach. Whitney recommends: Upperlimiting is a concept by Gay Hendricks from his book The Big Leap. Here's an article on the hidden barriers that get in the way of us moving from our Zone of Excellence to our Zone of Genius. https://experiencelife.lifetime.life/article/overcome-your-upper-limits/ Whitney Hess is a coach, writer, and designer on a mission to put humanity back into business. She believes empathy builds empires. Whitney helps creative leaders design their careers and accelerate their missions. Her techniques help people gain self-awareness, identify blind spots, navigate obstacles, and br

Lou sits down with Kara Kane, one of the curators of the Civic Design Conference, to discuss her role in the public sector and how that’s changed over the years. They preview the narrative she and her team have put together for the conference as well as discuss the challenges and victories she has faced through her career that have left her with her current optimistic view on the growth of civic design in the public sector.

Lou sits down with Christian Crumlish, a product and UX leadership consultant at Design in Product, where he also hosts a product/UX community. Together they discuss the challenges that Design and Product traditionally have faced. They explore the intersection of these two functions and the need for a long overdue conversation: how Design and Product can be better partners. Christian is named as the curator of the newly announced Design in Product conference, hosted by Rosenfeld Media on December 6, 2022. They go on to discuss how this event will help designers and researchers better understand the challenges that product people face in order to improve their working relationship. https://rosenfeldmedia.com/events/futures/design-in-product/

Lou sits down with co-founder and executive director of the Public Policy Lab, Chelsea Mauldin. She gives us a preview of the talk she will be giving at the upcoming Civic Design Conference, Nov. 16 - 18th. They dive deeper into the intersection of design in the public sector and how that can look when dealing with all levels of government policy. Chelsea briefs Lou on how her nonprofit partners with government personnel to develop policy, and how the civic design community is growing today. She also discusses the different struggles her nonprofit faces versus those in the private sector.