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Understanding the user who isn't you

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My background

After studying cognitive psychology, first at Sussex and then at Cambridge, I became interested in designing to respond to people’s needs and I took up a postdoctoral fellowship in the Typography and Graphic Communication Department at Reading University.

During the 1990s I set up and led the human factors team in the London office of the international design consultancy, IDEO, developing their user-focused design methods.

I have been working independently since 2000 and this has brought opportunities to expand my work beyond the traditional remit of a design consultancy. Now I work with organisations to develop user- and customer-focused products and services; and also support their focus on customers through consultancy and training.

See the publications section for information about some of my published work.