Cindy Brummer on B2B UX Design, the Problem with Personas, and More
Update: 2023-06-16
Description
Cindy Brummer is the CEO and Creative Director of Standard Beagle Studio, an award-winning UX agency for digital B2B products that she built from the ground up. With a career beginning in TV news, she moved into UX design as the field was burgeoning and went on to teach a UX/UI bootcamp at the University of Texas at Austin.
In a conversation with host Rebecca Kalogeris, Cindy talks about her winding career path, navigating interpersonal dynamics in a consulting environment, and the nuances of UX design in B2B projects – when the end user trying to complete a task might be a developer using a platform to set up an integration or a nurse completing a clinical trial.
The two also discuss:
Are you a designer eager to level up your strategic impact? Pragmatic Institute's Business Strategy & Design course is tailored to empower designers with the tools and knowledge to align their user-centered work with key business objectives.
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Unlock the power of storytelling in design. Engage teams, create alignment, and craft compelling narratives with Pragmatic Institute's Influence Through Storytelling course.
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In a conversation with host Rebecca Kalogeris, Cindy talks about her winding career path, navigating interpersonal dynamics in a consulting environment, and the nuances of UX design in B2B projects – when the end user trying to complete a task might be a developer using a platform to set up an integration or a nurse completing a clinical trial.
The two also discuss:
- Why teaching UX is like chicken sexing
- How Cindy builds alignment and trust with stakeholders, and brings them into decision-making, to ensure a project is successful
- Her guidance for new grads entering UX design, from reading widely to being comfortable with ambiguity
- Why she believes most personas are “total crap” and how she takes a behavior-first approach to creating personas
- The implications of AI on UX roles
- ...and more
Are you a designer eager to level up your strategic impact? Pragmatic Institute's Business Strategy & Design course is tailored to empower designers with the tools and knowledge to align their user-centered work with key business objectives.
Learn More
Unlock the power of storytelling in design. Engage teams, create alignment, and craft compelling narratives with Pragmatic Institute's Influence Through Storytelling course.
Learn More
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