Widening the Aperture: The Case for Taking a Broader Lens to the Dialogue between Products and Culture
Summary
We’re all ultimately charged with making our products as useful and beloved as possible, but in order to do that, researchers must widen the aperture of user research. Usability, user journeys, and the like are critical, but the reality is that wider cultural factors provide the filter through which people experience your product. We need to dedicate more attention to how wider cultural factors shape what people need from a product experience—the dialogue between the wide and the narrow apertures are crucial to creating beloved, essential products. In this talk, Neil Barrie, Co-Founder and CEO of TwentyFirstCenturyBrand, shares his perspectives on research’s role in helping companies build deeper, meaningful relationships with customers based on his work building the brands of the likes of Airbnb, Pinterest, Headspace, Pepsico, Monzo and Bumble. His talk will address: How culture is the lens through which people experience products Why products are the catalyst to purpose, facilitating behavior changes that can take marketing years to achieve What we can learn from insider cases of culturally driven UX innovation from leading unicorns like Flo Health, Pinterest and Airbnb
Key Insights
-
•
User research should expand from a narrow user-product focus to include a three-way dialogue between user, product, and culture.
-
•
Culture consists of shared values, beliefs, rituals, and symbols that deeply influence how people experience brands and products.
-
•
Embedding cultural insights at a leadership level increases user research influence on business and brand strategy.
-
•
Creating a triple win cultural role requires alignment between company commitment, user needs, and wider cultural tensions.
-
•
Differentiation through cultural relevance can avoid the 'wind tunnel UX effect' where products become indistinguishable.
-
•
Focusing on edge user cases rather than homogenous personas uncovers breakthrough insights beneficial for all users.
-
•
Overlaying cultural context on traditional journey maps reveals new opportunities for product and brand innovation.
-
•
Successful brands like Airbnb, Pinterest, and Flow Health integrate culture into product innovation to achieve commercial growth and social impact.
-
•
Triangulating multiple data sources including macro trends, first-party data, and policy inputs strengthens cultural insight synthesis.
-
•
Technology platforms can leverage AI-driven tools to track cultural trends and subcultures for focused brand strategies.
Notable Quotes
"We are at an inflection point where what got us here won't necessarily get us to a thriving future."
"Culture is the lens through which we experience our lives and products today."
"If something is culturally resonant, it can shortcut to usefulness in a way that doesn’t seem entirely rational."
"Brands and products become two sides of the same coin when user insights have a seat at the top table."
"Differentiation can be a challenge because much best practice UX results in a wind tunnel effect."
"Bumble’s feature of women making the first move was a powerful cultural lift addressing a huge challenge."
"A company needs a triple win cultural role speaking to its commitment, user needs, and wider cultural tension."
"Starting from specific, edge user groups often leads to more powerful breakthroughs than middle-of-the-road personas."
"Overlaying cultural dialogue on user journey maps uncovers insightful tensions and opportunities."
"Crisis is an opportunity, and user research must claim a louder, prouder voice on brand leadership."
Or choose a question:
More Videos
"Whiteness isn’t about color; people of all colors can reinforce white supremacy."
Victor UdoewaBeyond Methods and Diversity: The Roots of Inclusion
March 26, 2024
"I know I will fail, but I will fail in small increments rather than bet everything and fail big."
Bill ScottLean Engineering: Engineering for Learning and Experimentation in the Enterprise
May 14, 2015
"Sometimes accommodating 20% of users with special needs improves the experience for the entire 100%."
Lija HoganContexts of Use: A Framework for Connection
December 9, 2021
"Design producers love their creative tools and want reporting to be automated, not manual."
Aurobinda Pradhan Shashank DeshpandeIntroduction to Collaborative DesignOps using Cubyts
September 9, 2022
"We act as the connective tissue that runs in our teams and help them run more efficiently."
Jilanna WilsonDistributed DesignOps Management
February 26, 2019
"Language is hard, and we use anthropomorphic words like reasoning and thinking to describe what the model does technically."
Peter Van DijckBuilding impactful AI products for design and product leaders, Part 3: Understand AI architectures: RAG, Agents, Oh My!
July 30, 2025
"Management consultants sell solutions to problems, not just research data, which is why they command high fees."
Nicole Aleong Michaela Mora Prayag Narula Brianna SylverWhat UX research can learn from other research practices [Advancing Research Community Workshop Series]
September 14, 2023
"The shown reasoning wasn't the actual reasoning. It was just a pretty story to get us to trust it."
Beth ChappellLeading through ambiguity: Supporting a design team relearning their craft
June 9, 2026
"Today’s speakers come from real world companies facing real consequences for their choices about AI."
Llewyn PaineDay 1 Using AI in UX with Impact
June 10, 2025
