Simon Rubens - Ethnographic research and usability testing

Simon brings expertise in ethnographic user research and testing.
Simon is Director of New Experience in London.

Ethnographic research explores what customers actually do rather than what they say they do or purport to want. It's an effective way to build a deep understanding of customers, to identify unmet needs, and to create a foundation for real product and service innovation. Techniques include observation, video analysis, diary keeping and in-context interviews.

Usability testing is fundamental to the user centred design process and can take place at any time in the design and innovation cycle. Early testing is valuable to establish a baseline before any strategy or design work takes place. It then has a role throughout the design process from concept development through prototype development to ensure the evolving solution is useful and usable to its users. Contrary to popular belief usability testing does not have to be expensive, nor does it necessarily require sophisticated testing facilities.

Simon has extensive experience in user research and has worked with a large variety of clients. Previously Simon was Director of User Research at leading e-services company Sapient where he led important projects for clients like UKonline, Unilever and Goldman Sachs. In his 20-year career Simon has also worked for Saatchi & Saatchi and lectured in usability at Coventry University. He has a BSc in Psychology and an MSc in Ergonomics and is a frequent speaker at conferences.

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