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Scott Plewes

Scott Plewes

Chief Strategy Officer

Need You Look at a Product Design to Evaluate It?

Understandably, anyone from a technical architect to the CEO might want to look at a product or “play with it” to evaluate it. However, it doesn’t make sense when you stop and think about it momentarily. If they hate it, yet every customer loves it (and wants to pay for it), it’s a great product for both the customer and the business. While it is unrealistic to be this extreme, there are opportunities to reframe your approach:

  • Determine the key business and experience metrics upfront and use them for evaluation, not internal design reviews.
  • Get the organization familiar with using artifacts like personas. It encourages internal people who review the product to look at it from a customer/user perspective.
  • Bring the idea of “it doesn’t matter what we think, it’s what the customer thinks” to the beginning of the project, not halfway through.
  • When using internal design reviews, learn how to weigh the feedback. Are the comments connected to the user research, or are they personal preferences?
  • When you get a project/product that does this and is successful, then make sure you include the above as part of the story for success. People like to copy success.

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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About Akendi

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.