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 is at an inflection point, requiring broader cultural engagement.
-
•
Cultural understanding can redefine the value of user research.
-
•
Effective user research should integrate insights on cultural trends, societal needs, and community values.
-
•
Brands must adopt a 'triple win cultural role' focusing on user needs, company goals, and cultural relevance.
-
•
Innovative examples from companies demonstrate how cultural insights can enhance product accessibility and user experiences.
-
•
User research should aim for a wider dialogue between users, culture, and products rather than a narrow focus on user-product interactions.
-
•
Diverse user insights contribute to distinct and meaningful product differentiation.
-
•
User researchers can leverage cultural narratives to influence brand perception and societal impact.
-
•
The integration of user research with brand strategy is increasingly essential in a tech-focused landscape.
-
•
Being proactive about cultural concerns can lead to significant business and societal benefits.
Notable Quotes
"A crisis is also a gift; it forces clarity of thinking and brave action."
"The emergence of youth culture and the internet has drastically changed how people participate in culture."
"The practice should be about putting people at the heart of experiences and brands."
"When brand and product work together, you can achieve what 20th century brands couldn't."
"The cultural lens is essential for creating differentiated user experiences."
"Companies must commit to cultural roles that resonate authentically with their users."
"Crisis is an opportunity; the world needs user research to have a louder voice."
"User research can influence the biggest issues of our time, one interaction at a time."
"Understanding cultural narratives can shortcut the user experience to increased engagement."
"Every brand can treat cultural insights as a strategic asset for growth."
More Videos
"Never underestimate your ability to change the world through design."
John MaedaMaking Sense of Enterprise UX
June 9, 2016
"These thinking styles allow us to start filling in gaps for people who feel unsupported."
Indi YoungThinking styles: Mend hidden cracks in your market
January 8, 2025
"It doesn't matter what the insight is if no one does anything with it."
Chris ChapoData Science and Design: A Tale of Two Tribes
May 13, 2015
"The social dynamics of technology adoption play a critical role."
Elizabeth ChurchillExploring Cadence: You, Your Team, and Your Enterprise
June 8, 2017
"We faced challenges as individuals like human connections and networking."
Rusha SopariwalaRemote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
June 9, 2022
"The design industry is primed for a movement towards ethical practices and accountability."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"Every once in a while, it's okay to turn your video off."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"Getting to know your stakeholders helps foster collaboration and understanding."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"We should help our users follow a process and understand what could be useful for us and why."
Matteo GrattonCan Data and Ethics Live Together?
October 1, 2021
