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
"For the first time, I was able to advocate for funding directly for the research function at high executive levels."
Nalini KotamrajuResearch After UX
March 25, 2024
"Care less about being certain and more about being effective."
Dean BroadleyNot Black Enough to be White
January 8, 2024
"It can be so tiring to be the only one constantly saying this has to be done differently."
Denise Jacobs Nancy Douyon Renee Reid Lisa WelchmanInteractive Keynote: Social Change by Design
January 8, 2024
"Failure isn’t discouraging; it’s an opportunity to learn and improve your approach."
Kim Fellman CohenMeasuring the Designer Experience
October 23, 2019
"Not every project needs to be responded to; not every RFP needs a proposal."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"Don’t just think about design systems as an artifact but as a living ecosystem connecting people, tools, and products."
Nathan CurtisBeyond the Toolkit: Spreading a System Across People & Products
June 9, 2016
"Our researchers talk regularly to the CEO and are closely involved in product decisions, making research highly impactful here."
Greg PetroffThe Compass Mission
March 10, 2021
"Culture is the sticky glue holding us together but flexible enough to allow us to move in new directions."
Chloe Amos-EdkinsA Cultural Approach: Research in the Context of Glocalisation
March 27, 2023
"We brought all the user journeys together with UX designers, content designers, product owners — it wasn’t just analytics and research in isolation."
Mackenzie Cockram Sara Branco Cunha Ian FranklinIntegrating Qualitative and Quantitative Research from Discovery to Live
December 16, 2022
