What do you do when you have multiple design directions and no way to decide what's "best"? Some will go with their gut, because evidence feels slow and expensive. Others will do massive amounts of research, because getting it wrong feels worse than getting it late. But what if there’s another way: one that offers confidence at no additional cost?
Drawing on 10+ years working with enterprise organisations (with infinite budgets), and now advising startups that have zero budget and even less time, I’ll show you how to quickly get to confident design decisions.
Using real examples from my work with clients, I’ll take decisions that product teams were stuck on, and show how to use existing data and insight to stretch the research you already have - including how to use new technologies to your advantage, areas where AI is helpful, and where it can mislead you.
