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To understand user needs and customer value you can’t just “talk with customers” or “ask users what they need”. Researchers accidentally taint customer data when they don’t control biases. Biases are human nature, and just by acting normally you are creating flawed insights. Business decisions from tainted data increase costs, contribute to product failure, and result in lost revenue. If you’re going to talk with customers and users, come learn what to avoid and control.
Audience: User researchers, designers, product leadership, BA, and anyone who connects with customers and users to influence design decision making.
Darren is the managing director of Specific Clarity (www.specificclarity.com). Before co-founding Specific Clarity, Darren worked at Microsoft, AT&T Bell Laboratories, Lucent Technologies, LexisNexis, and IBM. He was a US representative to the standards body of the UN’s agency for information and communication technologies. He has degrees from Dartmouth College and Rutgers College. He holds 11 US patents, 6 international patents, and has 172 patent citations. Darren is based in Dayton, OH, and when he isn't creating better UX, he is a husband, a dad, a beekeeper, a sculptor, and a painter.