UX Research Helps Product Owners Place Bets » Akendi UX Blog

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Scott Plewes

Scott Plewes

Chief Strategy Officer

Any new product or service has some risk, no matter how well-researched and designed. The product owner and business has to live with that risk, and often in a very personal way. When doing research, it is helpful to understand their perspectives on the risk, not just the user’s perspective on experience. This combined approach will help you do the most valuable research for your business.

Other things to keep in mind:

  • While of course it’s not gambling in the sense of betting on racehorses or card games, for the people whose job relies on the success of a new product/service, it feels just as risky, so it’s worth checking in with them on the experiences they had in the past, good or bad, with UX research.
  • Because of this inherent risk, follow-up field research is just as crucial as initial-needs research. Sometimes, missing the mark, even a little, can have significant business consequences. Hence, it’s essential to be out there to course-correct if needed.
  • If you are a researcher, present yourself as an enabler to lower product risk. To better connect with your business/product colleagues.
  • In some ways, a sirloin steak and a hamburger are not that far apart in content in terms of a product, but the impression to the customer is significant. Your relationship and understanding of the product owner’s perspective and challenges might make that key difference in the final product.
Scott Plewes

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods.

Scott has a master’s degree in Theoretical Physics from Queen’s University.

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