Issue #22

Apple famously doesn't use focus groups. Why? Probably because focus groups tell you what you want to
Issue #22
By Ross Chapman • Issue #22 • View online
Apple famously doesn’t use focus groups. Why? Probably because focus groups tell you what you want to hear. Steve Jobs said “people don’t know what they want until you show it to them.” Journalists were quick to say that he didn’t listen to customers and even Apple’s own team said that they didn’t test. 
So what do they do instead? They’re bold. They cut features and iterate on what’s core to a product or service. 
This issue is about how design can be bold and how widely-held notions can be flipped - I hope you enjoy it.
Thank you for supporting this newsletter.

UX Design
UX designers need to be bold
UX designers need to be bold
Design doesn't deserve a seat at the table
WeWork UX
User Research
How to do user research the right way
How a non-intuitive user interface can create a great user experience
UX in eCommerce
Best advice I ever got about eCommerce that changed everything
Ecommerce drives House of Fraser sales growth
Coolness
If work is digital, why do we still go to the office?
Man accidentally 'deletes his entire company' with one line of bad code
Here's to being bolder next week!
Did you enjoy this issue?
Ross Chapman

A weekly collection of product design, user research, cycling and coolness from @rosschapman of @etchuk

Carefully curated by Ross Chapman with Revue. If you were forwarded this newsletter and you like it, you can subscribe here. If you don't want these updates anymore, please unsubscribe here.