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Scott Plewes

Scott Plewes

Chief Strategy Officer

If You can Scope your UX Design Exactly you Probably are Doing it Wrong

Organizations relying on UX Checklists run into trouble. On the surface they are doing a lot of things right; getting feedback from users, hiring people with UX qualifications, iterating and delivering customer journeys, usability test results, and so on. But these teams often fail if they don’t have a deep understanding of the connection between all these items, the necessary leadership experience in UX, and a well-informed and integrated research program. In short, apply a UX framework.

And sadly, sometimes, these organizations abandon UX completely because it didn’t seem to deliver to its potential. And it didn’t because the organization didn’t understand the difference between truly integrate the UX framework and mimicking only some of its elements.

Some additional things to know about UX Checklists vs. UX Frameworks:

  • A framework you can adjust on the fly as you learn or constraints change or as an organization matures in its ability to deliver exceptional UX.
  • You do some UX work, like usability testing, but it doesn’t mean you’ve done it right. Checking off a procedure is not checking off an accomplishment.
  • Working within a UX framework, you always know why you are doing a certain activity and its connection to business and user value.
  • If you are new to UX and took something like a two-week course in UX and are applying everything you learned; it’s a start, but at best it’s a checklist level activity.
  • A framework is not a UX-only activity; it’s interdisciplinary by nature.
Scott Plewes

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods. Scott has a master’s degree in Theoretical Physics from Queen’s University.


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Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.