Jul 11, 2010 Posted by bradz

Personifying a Product: The Breakup Letter

There are many things happening now in the field of design research. And I am not talking specifically about marketing and communications design research, rather research that will help us design, build and bring more meaningful things into the world. “The Breakup Letter is a design research tool that Smart Design uses to understand the emotional connection between people and their products,... read more

Jun 30, 2010 Posted by bradz

Evidence That Personas Are Effective

In creating effective experiences, I have always found that developing personas helped our design teams better align their mindset with the users we were targeting. This is often a daunting task especially when faced with  high profile public brands whose message transcends among a diverse user base. Many believe that it requires a large research investment to properly inform a persona. That is not always... read more