Author:

David Sherwin is a creative director and and interaction designer that has created or co-authored multiple books and toolkits that help people become better problem solvers and business thinkers. Currently, he is a an Interaction Design Director at frog, a global innovation firm, and a Senior Lecturer at California College of the Arts in the BFA in Interaction Design program. In his free time, he mentors designer-led startups for The Designer Fund, as well as speaks and teaches internationally at many conferences and design schools. He lives in Oakland, California, with his wife, the poet and writer Mary Paynter Sherwin.

A Five-Step Process For Conducting User Research

Imagine that this is what you know about me: I am a college-educated male between the ages of 35 and 45. I own a MacBook Pro and an iPhone 5, on which I browse the Internet via the Google Chrome browser. I tweet and blog publicly, where you can discover that I like chocolate and corgis. I’m married. I drive a Toyota Corolla. I have brown hair and brown eyes. My credit-card statement shows where I’ve booked my most recent hotel reservations and where I like to dine out.

A Five-Step Process For Conducting User Research

If your financial services client provided you with this data, could you tell them why I’ve just decided to move my checking and savings accounts from it to a new bank? This scenario might seem implausible when laid out like this, but you’ve likely been in similar situations as an interactive designer, working with just demographics or website usage metrics.

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