I once worked on a project where we uncovered a lot of unexpected distrust from users in a digital service. My role was to utilise user research to uncover the reasons behind the distrust. Not an easy task. You can’t ask people why they don’t trust something. Well, you can, but you...
Think back to the ‘Just say No to drugs’ and other campaigns to raise awareness. What’s the most common theme through their message? It’s wrong to do drugs, you are a loser if you do them, you’re killing yourself etc. Did any of those judgemental, moralising messages...
I often feel that brands, particularly online-only ones, can feel a little… off. Many of them don’t feel like they are speaking to me as a human, and most have a very clear intention to sell me something. And that turns me off. Duck Duck Go offers an example of a brand that feels very...