What Product Doctor did in 2015

2015 Brands I worked with

Some Clients from 2015

First off – here’s to a happy, healthy and rewarding 2016!

In 2015 I worked with innovators from startups to large organisations; practising, teaching and coaching people-centred brand, proposition and product/service development. (Some call this “Customer Development”).

I have further evolved my range of “insightful and engaging” workshops, designed to reduce wasted time and money by making sure we deliver what end users and customers want throughout the product lifecycle. My next workshop is a “User Research Masterclass” – one of the CPD Certified “Short Courses for Entrepreneurs” at UCL and is on 8th March. UCL have kindly offered my contacts 50% off (reducing the price to £100) with discount code: “ProductDoctor”. You can book here: http://bit.ly/1OVeyrD. Let me know if you plan to come along – be great to see you!

To maintain diversity in my portfolio, I always leave time for new projects, so read on – I hope it will spark opportunities for us to work together:

1. Large Organisations
I have been helping Pearson, the largest education company and book publisher in the world, get lean (i.e. to become more profitable). Over the past 9 months I have established a new Product Coach programme to expedite digital innovation across the product lifecycle using lean, data driven and user-centred approaches. I have focussed on contextualising toolkits and methodologies to help product teams become more relevant to their target segments. We received Best Innovation Culture and Best Innovation Program awards at the 2015 Corporate Entrepreneur Awards in both US and UK, beating Unilever, Guardian Labs and Coca Cola.

As part of this programme, I have been running my workshops encouraging participants to admit risky assumptions they are making about how people think and behave, turn these assumptions into testable statements, design research to gather evidence to reduce those risks, choose the right research methods and practice how to have the most effective customer conversations. From these workshops, I produced a series of internal training videos which are to be watched across the global business.

While the internal challenges for large organisations to innovate has not changed over the past 10 years, there is an explosion of startup and SMEs harnessing opportunities offered by new technology, finding innovative and relevant ways to reach their target customers. If you are experiencing these challenges in your organisation and want to sharpen your approach, perhaps we can start talking…

Here I am with lovely Pearson colleagues: Shannon, Hope, Shirley, Stef (and said award!)

2. Smaller Organisations & Startups
I have had a brilliant range of hands-on research projects this past year – including a new holistic fitness app called Kiqplan from Fitbug; a service helping the visually impaired; a pay as you go music service and an innovative messaging service. I have helped them develop brand, value proposition, feature set, roadmap and usability.

So before you engage expensive agencies or decide not to do it at all (arghhh!) give me a shout – I’ll also offer to train your staff as we go through the process.

3. Industry, Community & Education
I hosted a Startup Village at Apps World (Informa) for Mobile Monday London where 12 companies had the opportunity to showcase their new products and make great connections. I was a judge at Battlehack London, Braintree’s flagship hackathon (part of PayPal) and for the IPA’s (Institute of Promotional Advertising) annual awards.

I worked with the newly awarded OBE Dr Sue Black, creating new business models for #techmums, which set her up to get a place on the Barclays Accelerator.

Through my Directorship at Azenby, I have continued to work with GSMA (the global association for the mobile telecoms industry) providing mobile industry training alongside the wonderful Bill Best – we have a great deck covering technical, regulatory, business models and ecosystem changes – industry history lessons also offered in the portfolio!

In addition to UCL, I have delivered workshops for General Assembly, Apps World Startup Launchpad (as part of a “DIY Series” with Hai Media), App Promotion Summit, London Agile Practitioners Meetup, Accelerators and finally returning to my annual stint at Over the Air Hackathon.

Presentations, insights, outcomes and testimonials are here on my website. Be great to hear your news and about any interesting ways we can work together in 2016 – feel free to also pass on the discount code to my Masterclass.

Best and thanks for reading!


User Research Masterclass – CPD at UCL 8th March 2016

1-day User Research Masterclass: Developing User Driven Products delivered by Julia Shalet, Product Doctor download

When is it?   Tuesday, 8 March 2016 from 09:00 to 17:00. The course is part of a series from UCL Advances at UCL in London

Who is it for?   Entrepreneurs, Product Managers, Designers and Marketers who seek a deeper understanding of their customers and users to inform proposition and product development.

What does it cover?   Many products fail as they are based on assumptions about the problems that people may have, what solutions they want and how they are going to behave when you put that solution in their hands.

This workshop will encourage you to face these assumptions; take a scientific approach to validate them using a structured framework and to develop your ability to carry out effective research – with lots of hand-on practice with your own case studies throughout the day.

The Workshop is in 4 parts:

Part 1 – Identify the risky assumptions we have made about how people feel, think and behave
Part 2 – Design research experiments to test out those risky assumptions with the right people
Part 3 – Get tips on how to carry out the different types of User Research to get at those assumptions
Part 4 – Work out what to do with results you get

Enter “ProductDoctor” for a 50% discount, reducing the price down to £100. Book here


Guest Post from Bill Best on Apps & Mobile Operators


Bill Best – my first ever boss’s boss’s boss!

I went along to ExCel for the 7th edition of Apps World to find out what’s hot and what’s not. Apps World claim 10,000 visitors over the two days and 350 exhibitors from across the planet of the Apps.

A long standing friend of mine and a fellow frequent attendee to Mobile World Congress and its previous incarnations used to call that event the annual bump. He didn’t mean everyone is continually walking into each other – but with 80,000 attendees there is more than a bit of that going on. No, he meant it’s where you continually and regularly bump into so many people you know from the industry. So for me the big difference here is no bumps – what does that tells us about where the MWC crowd are and what’s important to them these days?

MWC has striven over the last few years to fully represent all seven layers in the classic OSI model as well as the ever burgeoning mobile eco-system. So layer 7, Applications, is well represented at MWC. Here at AppsWorld this is all about layer 7 and only layer 7. As the name implies, this is the Apps show! It does what it says on the tin. Are Apps important to Telco’s and Tier 1 vendors? It would seem not judging by their lack of interest and participation at this show. And isn’t that very strange because Apps is not just where it’s at today – it’s where the money is and where contact with the billions of mobile device users occurs. Without doubt, mobile device user’s moments of truth are though the apps they use.

So why stacks 1-6 are away doing whatever they need to do today, stack 7 comes out to play and takes centre stage. Much of what goes on at AppsWorld is about sustaining the App eco-system and it’s largely a B2B show but small B to small B in the main. Of the 300 or so exhibitors here this week, how many will be big and even very big B’s in the coming years? Who are the ones likely to get to escape velocity and become a moon-shot? I wish I knew. I am sure there are some who will make it big which does increases my amazement on why so much App activity carries on under the Telco radar. Have they given up getting in on App monetisation?

Perhaps that’s the case but I note a distinct change of tone coming from MNOs recently and an acceptance of the argument put forward by OTT and App players that they help carriers sell more data and that is good for the carrier. Certainly Vodafone’s recent half-year results seemed to support this. They told us that Data traffic in H1 grew 75% and the desire for Apps drives smartphone adoption meaning that Vodafone now have 29.9 million 4G customers across 19 countries with 9.7 million of them coming in H1 alone! Although these numbers are impressive that still only equates to 20% of their European customer base taking a 4G service. And here is the nub of it all: customers who move to 4G typically buy bigger data packages and see their data consumption double, and average usage per smartphone customer in Europe is up 39% year-on-year. I can hear Silicon Valley saying ‘told you so.’ The real growth is still ahead of us and is it customers’ desire to use apps that will encourage them to take up 4G price plans.

Let’s get back to what the data generators are up to. Well, Apps for everything is the phrase of the day as you would expect. There really does seem to be an App for everything you want to do and a whole lot more for things we never thought we needed! Innovation and invention is what will make the difference to the winners and the losers and we know that the vast majority of Apps on the market never make any money. So taking some time to get your App proposition right seems a very good thing to do. Our very own Julia Shalet was on hand to give start-ups some vital tips in the Launchpad zone. Julia told us “Don’t build it until you have looked users in the eye and see what their response is. Go validate all the assumptions you have made about how people feel and behave before you go too far”. Sound advice indeed. You can see Julia’s full presentation here:


Having the great idea is one thing. Getting the App built these days seems pretty straightforward judging by the sheer number of App builders there were promoting their services at the show. The tough part has always been the turning the App into a commercial service. The quality assurance, the de-bugging, the payment method (it’s really nice to get paid!), the customer experience, the analytics, the asset inventory, and anything else that’s needed to make the App a commercial success. It is here I saw a big difference between the show this year and that of a couple of years back when I last attended. The support eco-system is now very strong. An App developer doesn’t have to go it alone and reinvent things that are necessary but don’t add value to the proposition. The plug-ins are now abundant.

I hope next year I may bump into some of my colleagues from the MNO and Tier 1 vendor world. There really is a lot that they can learn from a day out at Apps World 2016!

Defining Experiments at OTA 2015

It was back to Over The Air last week and a new way to get people to think about reducing risks in the assumptions they make about people. I ran a very interactive workshop where people got to work on their own products. My intention is to make Product Doctor experiences INSIGHTFUL and ENTERTAINING so I was pleased to get a few laughs and the comments below:

“…a challenging but fun workshop on product development at #ota15…just a pity it wasn’t longer…I am going to use what I have learnt today at my workshop on Monday to design some research experiments”

OTA Session 2015

We were working on the honesty to admit assumptions we are making and then how to turn them in to SMART research experiments (Specific, Measurable, Attainable, Realistic and Timely). I didn’t use this acronym in the workshop itself so as not to expose my 1990s corporate experiences, but frankly, it does work well as a checklist. The participants worked in groups around great real-life case studies offered up by people working on them in the room using the process you will see in slide 4 of this powerpoint.

It’s great working with examples from the room – the range always fascinates me and we got to some really tightly defined experiments. The products ranged from testing out whether reminding people on a daily basis of their achievements improves their self esteem; whether children would still use phones if they had child-lock on them; whether an online whiteboard would improve willingness to study; whether different people in a business need different security levels on their internal systems; whether there was an appetite for business to buy “speed enhancing software for their e-commerce sites and finally how to improve take up of a co-working area “oystercard”.

Key areas of discussion were:

1). How important looking in the eyes is rather than using surveys when trying to assess pain levels and whether they are great enough to pay for solutions. How can you assess real pain without doing that?!

2). How easy it can be to get face to face in the natural environment rather than sending out a survey or getting on the phone. There seems to be a natural tendency to shy away from meeting people in the flesh, which is why we do a practice session later on in the workshop. e.g. if you are researching how people behave in co-working spaces, go there to observe and question people.

3). How easy it would be to do a smoke and mirrors mock up of a product to get it in to people’s hands and test out the reactions that you think it is going provoke. e.g. set up a manual text service sending positive messages to people rather than asking them whether they might like the idea.

4). Making sure that you are using evidence already available before designing your own experiments e.g. in the realm of education, there must be a lot of research showing the positive impacts of white boards used in the right way. Massive savings on time and money.

5). How important it is to research with customers who are buying the product, as well as the people who might just be using the product e.g. in the case of parents buying products for their children – research assumptions you have made with both groups.

6). How research output can be turned into the key proposition message. e.g. using quoted e-commerce site owners description of their pain as the proposition messages to others in their position.

So that was it for another year – always delighted to be a part of the grassroots hub-bub that is OTA. Big thanks to the participants of the workshop, all of whom got involved and to Dan, Margaret and Matthew & Team for having me back.

Product Doctor offers training, workshops, consultancy and qualitative research to help innovating product owners, marketers & entrepreneurs develop meaningful propositions, brands & products. Contact: Julia@productdoctor.co.uk.

Scrum Masters running Experiments

I ran a session with the Agile Practitioners Meetup last week – it was an extract from workshops I run including those at The Mobile Academy.  It was a very effective demonstration of how to “co-curate” using examples and best practice from the room. With scrum masters from many different businesses including Read International, GiffGaff, Natwest, TFL, Squirrel and Pearson, there were lots of examples of assumptions being made about how customers feel, will behave and problems that they have.

Working in groups, each of these businesses was able to use the format in the presentation below to define experiments to reduce those risks. Critique flowed freely with good discussions took on topics like “Is Linkedin really a good way to recruit respondents?”, “How useful are surveys at enabling you to understand real pain felt by a customer?”, “How to use research sessions as a way to get Developers customer centricity”.

I urge Scrum Masters to share this approach with Product Owners as it will help them to truly represent their customers. It matters not if you deliver a product perfectly if it is not what the customer wants or needs.

Here is some feedback from a willing Scrum Master!

The Mobile Academy next runs from 1 Oct – 3 Dec at Idea London in Shoreditch. Get £100 off with code: Leanmob

Confronting Assumptions & Reducing Risks

I have just got back from App Promotion Summit London – one of my favourite events of the year – which the very smart James Cooper (alumni of the Academy) has been running for the past 3 years. Over-subscribed and full to the brim – even on tube strike day! I was given a great opportunity by James to run a workshop where I got to try out a new framing for my campaign to keep people at the centre of digital innovation. Through my work with Pearson I have recently been introduced to the language of “Experiments” and “Experiment Boards”. It was a brilliant opportunity to try out a new tool – I am pleased to say that it worked well and I shall definitely be including it in my session at the next Academy. Thanks to all the participants of the workshop for helping to validate my own experiment and to Pearson for the fresh thinking. An experiment within an experiment – how exciting!

The job of an Experiment is to test out things that we believe to be true today so that we can save time and money tomorrow. 

APSLondon 2015

Some of the Workshop Participants – @fleurelliott @mercerjamie (me:@jewl) @wongston @designrichly @vestorach

We start in the same place – the challenge is to first list out all assumptions that you have made; then identify which are the riskiest. Work out where the assumptions can be corroborated, in other words, where you can find evidence to reduce the risk. That could be desk research – market stats / proof points already established from “similars”. Understand then that the riskiest assumptions are often those about how people feel and how they are going to behave and so you need to go find evidence to reduce them.

Enter the “Experiment Boards”, listed below in “references”. Having studied these, I have devised this short list of questions to help with the definition of the experiment. Behind each one, is a discussion of course.

1 Goal: What is it that we’re trying to learn / prove? Have we assumed a customer problem or behaviour?
2 People: Who is our customer / user? What are our recruitment criteria? Where will we find them?
3 Logistics: How are we going to conduct our experiment? When? Who will carry out the experiment? Where?
4 Measurement: What will make our test a success?
5 Outcome: What did we learn?

Here is the presentation that I used to facilitate the session that includes the design of the experiment.

I asked the group to offer up case studies based on the products that they were working on and I asked them to talk about assumptions they had made and how they could test those out. They then got the opportunity to work with others in the room to help them define experiments.

Some great examples came from Rich Brown, Co-Founder at I know this great little place in London. They wanted to test out their proposition and see if the appetite was there. They put up a Facebook Page and a a single pre sign-up landing page with a “free forever” message. They managed to get 40,000 Facebook fans and 110,000 pre launch sign ups. Rich also talked about a small Facebook advertising campaign that he ran and the high levels of success he gained there.

Simon Wong, Marketing Manager at What Now Travel talked about how he can be frequently found on Leicester Square, talking to tourists about features and showing his App with well constructed, uniform research scripts – like it!

The specific assumptions that were offered up to work on included

  • Have we focussed too closely on one target segment so that we may alienate others through our product positioning, marketing and design?
  • How do we know that our App will be habit-forming (necessary for the business model) rather than just used as a one – off?
  • Have we chosen the right feature to major on? It felt like the decision has been made without data.
  • Will what worked in one geographic market translate to another?

Attendees found it useful to get help from others in the room to work through the design of their experiments. One of the most challenging parts was to identify the “Goal” in a small enough component part to test. The group realised that a number of experiments may need to be defined and carried out and so they got involved with breaking down assumptions to a more granular level. There were deep discussions around how to design experiments to check assumptions made about people’s sentiment – but that is another session and blog entirely.

Talking to users / customers face to face is a good way to crack many of these experiments – in the presentation is also a check-list for how to carry out good customer conversations. The point about this particular session is that here is an approach that makes you stop and question your assumptions. It can be used at any point of the product development process, but best that you start early on (yes, before anything is even built) and then keep checking yourself as you move forward.


As referenced above, this is an extract from the next The Mobile Academy, for innovators who #needtoknowmobile. The next course starts 1st October and runs for 10 weeks, Tuesday and Thursday evenings. Industry experts deliver practical sessions in business, design and how to work with mobile technology. Currently £100 off with code “Early”. 

Hoorah – the Industry responds to battery life problem…

At last, here is some response to the biggest issue that I find when talking to people about their mobile service: the battery life of their phone – but does it go far enough?

Wireless Charging

And hoorah for EE – here’s another great way to crack it (although no good for rural folk!)

 EE gives free portable battery chargers to all customers – The network is giving you a battery boost with a free charger you can swap for a fully charged replacement in any EE store

Full Article: http://www.cnet.com/uk/news/ee-giving-free-portable-battery-chargers-to-all-customers/

Start Up Advice

ffwd-logoYesterday I returned for an afternoon of mentoring on the first day of the new FFWD London Pre-Accelerator cohort.

Here are six themes that recurred:

1). Where is it you personally are trying to go?
I asked a number of founders where they actually wanted to go with their product – what was their personal vision? Some were after an exit and others wanted to be the CEOs of their business seeing their roadmap through to highly profitable businesses.

The responses were interesting in that not many had considered this question and once we played out the various answers, the relevance of asking the question early on became apparent. For example, take a business offering software packages to automate accounting processes: If they were building to sell out to one of the big four, they are more likely to focus their product set and proposition to client and personnel within those large organisations. If they were to be a self-managed independent business, they might be more likely to adopt a licence fee business model that caters for smaller sized firms and even to consider targeting the end clients / companies who employ the accountants, with offers that could reduce their accounting fees.

2. The Gift of a Physical Offering in a Digital Space
If your offering has a physical element to it there are a whole range of opportunities open for you to engage with and market to your end customer. Example: a “find a flatmate” business – why not set up a Meet Up group that invites those looking for flatmates to get together and meet each other? What a great way to find out what questions they ask each other – informing the questions you are going to build in to your online / mobile form. You will also be able to spot trends that help you to identify your market segments – as an example, perhaps this is very attractive to females of a particular age and situation?

It is interesting to draw a parallel with Match.com, who started fully online and have now integrated physical meetups and events to bolster their offering. As an ongoing strategy, having a physical element to your offering helps people to engage more deeply with your brand as they meet you, feel the atmosphere that you create and at the same time, help you to develop your offering. Win Win!

3. Understanding all the People in your Universe: People Centred Innovation
As we try to identify our target user and customer, we also come across different people that are in our scene / our “universe”. I tried out a quick exercise where some of the founders listed out the different groups of people that are in their universe. These are not necessarily customers or users, but potential collaborators, influencers and people in the value chain. Understanding all of these different people is incredibly useful. Profiling who is in your scene is an important piece of research – it can challenge what category you have put them in to – perhaps you discover new distribution channels or new end customers. This really can only be carried out in person. Look in to the eyes of people; feel their emotion; see their response; understand their motivation; then you can talk from a position of knowledge rather than assumption. I guarantee you will always find out something that you didn’t know.

Example: A discussion around the accounting landscape identified that a group initially thought of as potential customers could actually be a distribution channel.

4. Start on your Doorstep
The start up London scene is immense – with so many accelerators, courses, incubators and so on. If you are lucky enough to have a proposition where your target user is in this scene already, then it is somewhat of a gift – you are already on the inside! For example, the people that run the FFWD London programme are linked with a lot of the other players on the scene and no doubt have ways to get to the various co-ordinators of the many programmes and their databases. So, use it!

Another variation on this theme of doorstep starting with a fashion duo working on a new idea to offer affordable but high end dresses. They suspect their prime segment to be working women in their early 30s – many of whom you will find in this scene – a great place to start. An interesting follow on question came from this fashion duo – they knew that it was not a great idea to carry out early concept testing with their friends – although they are target market. The advice in this case is to ask friends and colleagues to introduce you to someone that fits their particular profile, so you are quite rightly more removed from the respondent.

5. Opening the Kimono
Creating an MVP is critical to getting your product out of the door. As we all know, it enables you to gather early feedback, create an early adopter base who will help co-design your future product and it starts your brand journey. I found myself encouraging some of the founders to be bolder in their brand vision. I think that it is good to sell a vision as long as you are not making promises to deliver particular functionality in specific timeframes.

Example: An App that enables restaurant go-ers to find out more about the menu is part of a broader vision to bring smaller restaurateurs the kind of analytics that are available to larger establishments, without the accompanying price tag. The business model is that the restaurant will be paying to be on the system. So why not sell them the broader vision; they are an early adopter of the first feature set and the intention is that they are in for the long haul journey.

Open the kimono – give them a flash of what you have – there is a strong marketing message associated with being the first in. Often benefits (usually price related) will follow for them in the longer term. Again, these early adopters will be the ones that inform your future product. Stay close to them. There is no harm with labelling your MVP – “BETA” is a known and accepted label for example – it means that there may well be clunks and a limited product set as this is an early stage of the product.

6. Don’t hide your Light under a Bushel
I met three founders who were building products based on their own insider-industry experience. With so much digital innovation out there, it is really important to show credibility and not be afraid to shout about it!

Example: One of the founders is 25 and is building an online training offering for entrepreneurs of “lifestyle” businesses. It sounded initially clichéd, with concepts like “gamification”. I boldly asked his age and what experience he had that qualified him to be coaching others. He went on to tell me (in a very modest way) how he had built up three successful offerings all profit-generating. I suggested that part of his elevator pitch would be to start with a bio of his top three successes (I don’t apologise for always thinking in threes!). Instant credibility. Not just another online training platform: a business built around sharing his personal experience.

A Happy 2015!

This is extracted from an update that I put on to Linkedin to mark the turn of the year:

I want to wish you, my Linkedin friends, a happy, healthy, fun and successful 2015.

As I like to maintain an interesting and varied portfolio of work, I always leave time to work on new projects. So I thought I would let you know about my plans for 2015 in case you see opportunities where we might work together. Upskill! Gather User Understanding! Change the Status Quo! Read on…

As Product Doctor, I have been helping startups through to corporates become more efficient and learn how to do their own customer development with my series of “DIY User Research” workshops. They include Pearson, UCL (where it has been certified with a CPD), some London Accelerators and the British Computer Society (BCS). So if you want to save time and money by making sure you are delivering what end users and customers want, I can share my practical and interactive research toolkits with you.

Keeping current and hands-on, I have also been helping small to large organisations (from wearables to fashion) develop their proposition, starting always with user understanding. Some of this is through my role as “Product Doctor in Residence” at Idea London – a joint venture between UCL, Cisco & DC Thomson. Perhaps you too might like some hands-on help getting closer to your users?

Through my directorship at Azenby, I have been working with new hires at GSMA helping them to appreciate the life changes for mobile operators over the past 20 years. I am also delighted to be one of the judges for the GSMA’s brand new Young Mobile Innovator Global Mobile Award this year (under 25 year old innovators check this out!). It’s an honour for me at Azenby to work with such industry heroes – one of whom just received an OBE in this year’s honours list. We continue to work with an impressive client list helping them to navigate through market changes as the industry evolves.

The Mobile Academy continued to grow in 2014, with two more courses, a total of 210 alumni to date and net promoter (advocacy) scores that show our participants love it as much as Apple users love their iPhones – and that is a whole lot! The next London course, hosted by UCL (University College London), will run in September. Brand new for 2015 is the opportunity to licence our pioneering tried and tested model for “community based learning”. I am really excited about extending the benefits beyond London and working with some more educational institutions to help digital innovators with holistic, practical and honest mobile-know-how.

I help to run Mobile Monday London and I organised a range of events in 2014 – including the final heat of the UKTI CeBIT stand competition; a debate on Cloud at Google; a wonderfully diverse Demo Night and our finale where we were able to provide 24 startups a free stand at Apps World. We reach 14.5k people from technical folk to marketers and CEOs to those starting their careers – so it provides a great opportunity for partners who are looking for ways to reach the wider community and address hot topics of the day.

Over the past few years I have worked in unfamiliar areas (for example, Brixton Village on Retail and UCL on Education) designing and delivering new models that encourage innovation. Each year I make room for new projects. So if you need someone to help you get your game-changer off the ground, I look forward to hearing from you. I also go over to San Francisco around twice a year should you have West Coast based work…

Once again – happy new year and do let me know your news in return. Best – Julia

Making the call on Usability fixes

Getting input from a wonderfully engaged audience!

A great question from the back!

We got in to one of my favourite discussions at one of my DIY User Research workshop at FFWD London.  I demonstrated how to run a number of different types of research and had the group practice for themselves.  One great question was around how diligent to be on fixing user experience glitches.

Years of research with the youth market has shown that they do not necessarily like to use products that are too “scripted” – at the extreme, experiences that have in-built tutorials. They tell me that half the fun of starting to use a new app or product is to work out how to use it. That is part of the “game” (their language). They enjoy learning how to use a product and are happy to find their own way around. So fixing every single little glitch might not be a good thing to do – crazy though it may sound.

Now having said all of that, I need to temper it

1) “Hygiene” processes need to be as simple and pain-free as possible. Examples of “hygiene” being registration, sign in, and most importantly, payment! Serious impact for your business if there are any issues here.

2) It does somewhat depend on the product and the segment. If you are a mobile banking app, people are using you for efficiency and convenience – and a glitchy experience is going to put people off and reduce their confidence – the last thing a bank needs. This is also a good example of where you need to think about the segment. My first point above is a younger user, but it would seem that older users, experiencing a banking app would not really find working it out “fun”. Annoying, more like.

3) The product could be SO worth it! My example here is Pinterest. I love Pinterest. It is really useful for me to discover and organise home decor images for my pending house move (fingers crossed!) and I love the convenience of being able to share my boards. There are lots of incidents where I feel that the product is not intuitive and where I am forced through tutorials for new features. But I love it – so useful – and honestly, my love is not diminished by these usability downers.

I love running these workshops – the conversations that flow, the light bulbs that go off and the questions that make me think. Please comment away on this post.