In the latest episode of the Rosenfeld Review, Lou sits down with Neil Barrie, the co-founder and CEO of TwentyFirstCenturyBrand, to delve into the intriguing intersection of brand building, culture, and user experience research. Neil, an outsider in the realm of user research, brings a fresh perspective from the world of brand research; you can hear more from him at the Advancing Research 2024 conference in New York City, March 25-26.

Neil emphasizes the need for researchers to adopt a cultural lens when designing product experiences. Drawing from his extensive experience working with influential brands like Airbnb, Bumble, Headspace, and others, Neil suggests that by understanding and leveraging wider cultural factors, researchers can break free from the incremental nature of product development and create more memorable, distinctive, and influential brands.

The conversation touches upon the "wind tunnel effect," where products and services, much like cars in the 90s, risk becoming efficient but less distinctive. Neil argues that by paying attention to cultural factors and experiences, researchers can uncover breakthroughs that go beyond the interchangeable norms of the industry.

Neil’s insights highlight the transformative potential of cultural understanding in user research, offering researchers a valuable lens to navigate the ever-evolving landscape of product experiences.

What You'll Learn from this Episode:
 - The importance of adopting a cultural lens in user research to achieve breakthroughs
 - The concept of the "wind tunnel effect" and its impact on product development
 - Examples from brands like Pinterest, showcasing the power of cultural understanding in shaping user experiences
 - The dialogue mapping technique for evaluating how brands communicate certain themes and how people perceive them

Quick Reference Guide:
[0:11] - Lou’s introduction of Neil Barrie
[3:03] - A discussion on the wind tunnel effect in research
[4:24] - Frameworks for understanding culture
[5:41] - Examples from Pinterest
[11:29] - Plug for Advancing Research 2024
[13:23] - The tools of a brand strategy expert
[17:18] - One challenge, multiple perspectives
[19:29] - Reconciling disconnects in research
[22:00] - The qualities needed for this type of research
[24:13] - Neil’s gift for the audience

Resources and Links from Today's Episode:
Advancing Research 2024, New York City, March 25-27, 2024 https://rosenfeldmedia.com/advancing-research/2024/
A Colorful View From the Top – a book featuring candid interviews with luminaries of color who made it to the top in various fields. https://www.amazon.com/Colourful-View-Top-Twenty-One-Extraordinary/dp/1408715791/
The Deluge by Stephen Markley https://www.amazon.com/Audible-The-Deluge/dp/B0B4YTWP7K/

Decoding Culture: A Lens for Research Breakthroughs with Neil Barrie

In the latest episode of the Rosenfeld Review, Lou sits down with social scientist Tricia Wang, coiner of the term “thick data,” and formerly a partner at  Sudden Compass. Tricia is passionate about research and AI. She envisions massively improved research outcomes and opportunities for researchers, but only if researchers take the lead in incorporating AI into their work. Rather than seeing themselves as “users” of AI tools, researchers must work as AI’s “shapers,” serving as its senior partner.

Tricia’s vision is to cease the fear-mongering surrounding the subject of AI and instead embrace the amazing opportunities for growth and better work by becoming active in the control of AI’s future. 

What You'll Learn from this Episode:
 - The truth about the potential for AI use in research and the gift that it actually is
 - The difference between a “user” and a “shaper” in the digital age
 - The importance of taking an active role in the development of AI in the future
 - How being an asset class dehumanizes us as people

Quick Reference Guide: 
[0:16] - Lou’s introduction of Tricia Wang
[2:52] - Tricia discusses our future and how we talk about AI
[3:49] - Thoughts on the narrative of fear-mongering we have in the West about AI
[5:47] - The relationship between humans and AI
[5:59] - A new framework: users vs shapers
[9:07] - The problem with taking on a passive role with a technology unlike anything we have ever seen
[11:06] - People who use AI successfully are active shapers
[15:33] - Info on Advancing Research 2024
[17:23] - How users, shapers, and AI affect the field of research
[20:42] - The existential question of what it really means to be a researcher
[31:28] - Tricia’s advice concerning using AI in research
[35:07] - Tricia’s gift for the audience
[38:34] - Tricia wants to hear from you

Resources and Links from Today's Episode:
Tricia Wang https://www.triciawang.com/
Sudden Compass https://www.suddencompass.com/
James Bridle, Ways of Being: Animals, Plants, Machines: The Search For A Planetary Intelligence  https://www.amazon.com/Ways-Being-Machines-Planetary-Intelligence/dp/0374601119
Brett Christopher, Rentier Capitalism: Who Owns the Economy, And Who Pays For It?
https://www.amazon.com/Rentier-Capitalism-Owns-Economy-Pays/dp/1788739728 
Advancing Research 2024 https://rosenfeldmedia.com/advancing-research/2024/

Angry and Passionate about what AI means to Researchers with Tricia Wang

Aurelius Podcast - Episode 66 highlights with Audrey Crane:

- Defining Shadow Design and its potential impact on your organization
- Audrey and her team’s research study on Shadow Design
- Shadow IT and it’s correlation to Shadow Design
- Risks and implications of Shadow Design in the product development process
- How to uncover if Shadow Design is happening at your company

Episode 66: Shadow Design with Audrey Crane

Aurelius Podcast - Episode 67 highlights with Janna Bastow:

- Using UX research to inform product roadmaps
- Stories about how to avoid major code and product rollbacks by simply conducting good UX research
- Using customer needs to truly innovate and avoid building a better competitive copycat product 
- How to avoid building a Frankenstein product

Episode 67: Customer Feedback with Janna Bastow

Leah Buley and Joe Natoli have teamed up to make something great (check out the reviews on Amazon!) even greater. How? Well, considering that The User Experience Team of One: A Research and Design Survival Guide was written more than a decade ago, it was time to revisit the content and make it even more relevant for today’s UX teams. After all, times have changed. 

But the fundamental principles of the original book haven’t changed. They are as solid today as they were 11 years ago. What has changed is that the methods have been adapted for the speed of change in today’s businesses. 

Joe says it best: “These methods are shorter. They're simpler. They’re more direct in a lot of ways, and they cut to the chase in a way that longer processes don’t. I've met plenty of senior people who are throwing up their hands and going, ‘We're doing all the things. Why isn't this working?’ And the truth is, they're kind of overworking and overthinking. Everything in this book is practical and direct and gets you from point A to B. I just don't think there's any better way to get there.”

What You'll Learn from this Episode:
 - About Leah’s experience as a solo UX practitioner and the inspiration behind the first edition of UX Team of One
 - How the UX field has changed over the past decade
 - How the second edition aims to provide comprehensive yet practical UX methods that can be applied in various organizational settings
 - About the shortcomings of UX boot camps and educational programs 
 - A perspective that balances UX advocacy with business objectives and the reality of corporate politics
 - How to navigate and thrive in a UX career despite industry challenges, focusing on practical, adaptable methods and tools.

Quick Reference Guide:
0:46 - Introduction of Leah and Joe
1:33 - The User Experience Team of One, second edition
6:46 - Large or small team, Leah and Joe’s book is comprehensive without being overwhelming 
8:58 - Righting wrongs
12:14 - What’s new in the second edition – striving to do more with less
15:58 - Break - plug for the Rosenverse
18:20 - The current shitstorm
21:39 - On speed
24:40 - On toolkits. Tools and methods are two different things. 
28:16 - Who needs The User Experience Team of One?
30:45 - Leah and Joe’s gifts for the audience

Resources and Links from Today's Episode:
Rick Rubin’s The Creative Act https://www.amazon.com/Creative-Act-Way-Being/dp/0593652886 
Jakob Bro, jazz guitarist https://jakobbro.com/web/ 
Confessions of a Pricing Man by Hermann Simon https://www.amazon.com/Confessions-Pricing-Man-Affects-Everything/dp/3319203991 
Bonfire of the Vanities by Tom Wolfe https://www.amazon.com/Bonfire-Vanities-Tom-Wolfe/dp/0312427573 
The User Experience Team of One: A Research and Design Survival Guide by Leah Buley and Joe Natoli https://rosenfeldmedia.com/books/the-user-experience-team-of-one-second-edition/

Making a Classic Even Better with Leah Buley and Joe Natoli

Unlocking User Insights_ The Power of UX Research

How can we utilize GenAI in User Research when developing new products. 

GenAI in User Research

User research is the linchpin behind the core services we rely on in every part of our lives.

A fundamental part of the work is inclusive design (also known as universal design) to ensure all products and services work for everybody - regardless of age, ability or circumstance.

In our latest episode of The Digital Lighthouse, Softwire’s Research Principal, Callum Bates, delves into all the moving pieces that ensure no stone is left unturned when creating exceptional experiences for everyone.

The role of inclusive design in government services

I used Notebook LM to create my essay into an AI podcast.

Summary
This research explores how agentic AI can improve access to government services, particularly for individuals with cognitive challenges. Employing a mixed-methods approach—including interviews and user journey mapping—the study identified key difficulties users face navigating complex systems, such as fragmented information and inefficient processes. A proposed solution framework introduces an AI assistant offering personalized guidance, streamlined information gathering, and real-time support while addressing ethical considerations such as data privacy and bias mitigation. The research concludes that carefully designed AI has significant potential to empower vulnerable populations by simplifying complex interactions with government services.

How migth Agentic AI support users of Government Services?

In dieser Spezialausgabe berichtet Matthias direkt von den Konferenzen UX360 und UXDX aus Berlin. Mit dabei: fünf exklusive Interviews mit führenden Stimmen aus UX Research und UX Design. Unter anderem spricht Barbara Koop (Philips) über risikoreduzierendes Design im Gesundheitswesen, Inga Scharfenberg (Freenet) über Sandbox-Testing jenseits klassischer A/B-Tests, Utkarsh Seth (Google) über echten Impact und Planung als kritischer Faktor im Research, Lloyd Yoo (Stravito) über Sichtbarkeit von Insights im Unternehmen und Conor Joyce (Microsoft) über den Wandel vom Design- zum Interaktionssystem im Zeitalter von AI.
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Und die Episode zeigt auf, dass auch UX Research an einem Wendepunkt steht und dass die zentrale Frage nicht mehr lautet „Welche Methode nutzen wir?“, sondern: „Wie erzeugt unser Insight nachweisbare Wirkung?“
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ZEITSTEMPEL  |  
[00:00:00] Intro  |  
[00:01:44] ENGLISCH: Barbara Koop, Head of Usability @ Philips  |  
[00:06:53] DEUTSCH: Inga Scharfenberg, Manager Market Research & Customer Advocacy @ Freenet  |  
[00:12:48] ENGLISCH: Utkarsh Seth, Senior Staff UX Manager @ Google  |  
[00:23:04] ENGLISCH: Lloyd Yoo, Principal – UXR / Sales Director @ Stravito  |  
[00:29:49] DEUTSCH: Takeaways von UX360  |  
[00:31:58] ENGLISCH: Connor Joyce, Senior User Researcher @ Microsoft  |  
[00:38:47] DEUTSCH: Takeaways von UXDX  |  
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LINKS UND RESSOURCEN
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Barbara Koop, Head of Usability @ Philips  |  
- LinkedIn: https://www.linkedin.com/in/barbarakoop/  |  
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Inga Scharfenberg, Manager Market Research & Customer Advocacy @ Freenet  |  
- LinkedIn: https://www.linkedin.com/in/inga-scharfenberg-6a170a1b7/  |  
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Utkarsh Seth, Senior Staff UX Manager @ Google  |  
- LinkedIn: https://www.linkedin.com/in/utkarshseth/  |  
- Buch: https://www.amazon.de/dp/B0F3B4JZVV  |  
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Lloyd Yoo, Principal – UXR / Sales Director @ Stravito  |  
- LinkedIn: https://www.linkedin.com/in/lloydyoo/  |  
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Connor Joyce, Senior User Researcher @ Microsoft  |  
- LinkedIn: https://www.linkedin.com/in/connectconnor/  |  
- Newsletter: https://eiap.substack.com/  |  
- Buch: https://www.google.de/books/edition/Bridging_Intention_to_Impact/7xANEQAAQBAJ  |  
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DANKE FÜR DEIN FEEDBACK UND SUPPORT  |  
Wie sollen wir in Zukunft mit englischsprachigen Interviews umgehen – Englischer Originalton oder lieber automatische Übersetzung? Lass es uns in den Kommentaren wissen!
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Abonniere auch gerne den Podcast auf deiner Lieblingsplattform und teile ihn mit deinem UX-Netzwerk.
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Noch mehr UX-Wissen gibt’s unter:
www.germanupa.de
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UX in diesem Monat | Mai 2025 - Live von der UX360 & UXDX 2025

Lou Rosenfeld talks with a LOT of brilliant, interesting changemakers in the UX world and beyond. Subscribe to the Rosenfeld Media podcast for a bird's eye view into what shifts UX faces, and how individuals and teams can respond in ways that drive success.

Industry experts discussing design and product strategy. Hear from leaders how they are solving the right problems and building products and features that matter most.

Dieser Podcast wird produziert von der German UPA. Sie ist die größte Vertretung für Fachkräfte aus dem Bereich User Experience (UX) und Usability im deutschsprachigen Raum. www.germanupa.de

The Digital Lighthouse is a podcast for CTOs and other tech leaders looking to navigate their organisation through endless disruption and turbulence. Packed full of real life stories and insights, this podcast serves as your guiding light - wherever you are in your journey and whatever challenges you face.

New tracks tagged #user research