Sarah Gibbons is a former NN/G employee. At NN/G she worked on design and management; taught Live Online Training; and created articles and YouTube videos on various topics, such as service design and design thinking.
Empathy maps help UX teams visualize user attitudes and behaviors, building a shared understanding of end users while highlighting gaps in existing user data.
Nondevelopers are building complex agentic AI systems on intuition developed through many hours of experimentation, YouTube videos, and Reddit threads.
Stakeholder obstacles aren't character flaws; they're structural problems with practical fixes. Learn strategies to increase UX maturity through direct user observation, streamline stakeholder involvement, manage difficult personalities with intention, align competing goals, navigate cultural communication styles, and establish working process.
Simple, relatable ways to explain complex UX strategy concepts like UX vision, goals, OKRs, and outcomes. Translate UX strategy into language anyone on your team can understand.
AI agents now interact with digital interfaces alongside humans. Designing for both requires rethinking what "user" means and prioritizing accessibility.
Outcome-oriented design shifts how we approach UX in the AI era. Instead of designing single interfaces, designers now define adaptive frameworks that respond to individual user goals rather than optimizing for average user needs.
Affinity diagramming reveals hidden patterns by clustering information into themed groups. This foundational UX method builds team alignment and transforms complex research data into actionable insights.
As AI becomes central to service delivery, traditional service metrics must evolve — new measures will assess AI-to-AI performance, human-AI collaboration, data quality, and user trust.
