In this episode we cover:

• Andrew Benson & John Dusek Introduction [1:00 ]
• Why did Andrew and John start “Straight Line Theory” in 2002? [1:35 ]
• What is User Experience (UX) design? [4:05 ]
• How is UX different than UI (User Interface)? [7:35 ]
• How do “usability tests” actually  work? [8:30 ]
• Where does UX fit with a company thinking about doing a bigger digital transformation? [9:47 ]
• Digital empowers customers. How do you ensure that giving customers new  freedoms also makes it easier for them to use digital products? [10:57 ]
• How does a company get started improving digital experience for customers? [15:05 ]
• UX fits in everywhere from a digital transformation perspective. How does collaboration with users work? How does the prototyping process work?  [16:20 ]
• How does Straight Line Theory continue to operate and collaborate with users during the COVID-19 crisis?  [18:20 ]
• How do you focus your UX research given all the different digital devices available for users? [22:28 ]
• Rapid Fire! Fun facts and fast answers with John and Andrew [24:35 ]
• Wrap Up Questions: How do John and Andrew stay current with changing customer expectations and digital possibilities? [30:10 ]
• Kathy and Gino’s “Key” Takeaways [34:07 ]

Links & Resources: 

• Connect with John Dusek on LinkedIn
• Connect with Andrew Benson on LinkedIn
• Learn more about Straight Line Theory
• Get to know the "Nostos" Business Community

"Key" Takeaways:

• UX design is focused on 4 phases: Research, Refine, Test, Define
• It's so important for companies to watch users actually use their digital products to identify pain points, inconsistencies and what is working.
• The key to successful UX design is a "measure twice, cut once"  mentality. Usability testing is critical.
• The customer should influence the way the technology is built, not the other way around.

John's Favorite Band to See Live: Durand Jones and the Indications
Andrew's Favorite Musician: Prince