43 minutes | Jul 15th 2020

Measure Twice, Cut Once—Featuring Andrew Benson and John Dusek

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In this episode we cover:Andrew Benson & John Dusek Introduction [1:00]Why did Andrew and John start “Straight Line Theory” in 2002? [1:35]What is User Experience (UX) design? [4:05]How is UX different than UI (User Interface)? [7:35]How do “usability tests” actually  work? [8:30]Where does UX fit with a company thinking about doing a bigger digital transformation? [9:47]Digital empowers customers. How do you ensure that giving customers new  freedoms also makes it easier for them to use digital products? [10:57]How does a company get started improving digital experience for customers? [15:05]UX fits in everywhere from a digital transformation perspective. How does collaboration with users work? How does the prototyping process work?  [16:20]How does Straight Line Theory continue to operate and collaborate with users during the COVID-19 crisis?  [18:20]How do you focus your UX research given all the different digital devices available for users? [22:28]Rapid Fire! Fun facts and fast answers with John and Andrew [24:35]Wrap Up Questions: How do John and Andrew stay current with changing customer expectations and digital possibilities? [30:10]Kathy and Gino’s “Key” Takeaways [34:07]Links & Resources: Connect with John Dusek on LinkedInConnect with Andrew Benson on LinkedInLearn more about Straight Line TheoryGet to know the "Nostos" Business Community"Key" Takeaways:UX design is focused on 4 phases: Research, Refine, Test, DefineIt's so important for companies to watch users actually use their digital products to identify pain points, inconsistencies and what is working.The key to successful UX design is a "measure twice, cut once"  mentality. Usability testing is critical.The customer should influence the way the technology is built, not the other way around.John's Favorite Band to See Live: Durand Jones and the IndicationsAndrew's Favorite Musician: Prince  
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