ABSTRACT
Most companies would claim to design products and services that are simple to use. In reality, there’s never been a better time to be a purveyor of UX research tools. Every organization seems to want to “take the temperature” of their customers. The client was concerned they weren’t recruiting the right kind of people or maybe the analysis wasn’t right. Dogmatism is the tendency to lay down principles as undeniably true, without consideration of evidence or the opinions of others. Bias means a special influence that sways one’s thinking, especially in a way considered to be unfair. Obscurantism is the practice of deliberately preventing the full details of something from becoming known. Customer conversations are analyzed, interpreted and then presented as fundamental truths. Iterative design and usability testing become a new mantra. Most of them are probably white, male and cis-gendered–or at least the ones who make the important decisions.
