Category: User Centricity
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Can a Twyn become a local?
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Move a synthetic user to another country and it can learn to talk like it lives there — credibly, and without making things up. What that does, and exactly where it stops. White Paper 3 in the Twyn validation series.
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What synthetic user research actually produces — a live demonstration
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What synthetic user research actually produces — a live, annotated demonstration of a Twyn interview from question to finding.
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Synthetic users for development
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One of the core ideas behind agile development is that learning should happen continuously — not only at the beginning of a project or right before launch. Yet many product teams still struggle to get enough real exposure to users during development. Access is limited, recruitment takes time, and research…
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VIBE Coding Crushes the Design Process — and Makes Real Designers More Essential Than Ever
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For years, we have worshipped at the altar of The Process. You know the one. User research. Personas. Journey maps. Wireframes. All of it completed before a single line of code is written. All of it delivered in decks that travel up and down the organisation, accumulating feedback, losing specificity,…
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Customer-Centricity Is Not a Workshop: It’s a Power Shift
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Why most enterprises misunderstand what customer focus actually requires. “Customer-centricity” is one of the most overused phrases in corporate life. It appears in strategies, values statements, and town halls. It features in leadership principles and onboarding decks. It is invoked at the start of transformation programs and engraved on the…
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My New “AI Product Trio”:An authentic field report
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What happens when you stop babysitting an AI and start working alongside a surgeon — a field report from the past few weeks. #claudecode #notebooklm #lovable.dev
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Taking creative control of the AI imaging
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Sketch-first, AI-second: how I used “visual assistance sketching” with Nana Banana to regain control in concept development The last few days I’ve been doing a small but telling concept development project for my wife’s creative studio in Copenhagen. We’ve talked for a while about adding a greenhouse in the courtyard…
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Square Life Stages Framework
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What if we’ve been celebrating the wrong milestones all along? Instead of centring our lives around decade birthdays — the 30s, 40s, 50s — what if we began celebrating the ages that actually feel like turning points? Square Numbers and the Shape of a Lived Life As a curious innovator…
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Wave 3 Transformation: The Missing Leadership Layer
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Across large-scale transformations—digital, product, AI, operating model, and culture—a recurring three-wave pattern appears with striking consistency. I have seen it repeat across organizations, industries, and leadership teams for more than fifteen years. Over the past fifteen years, I have worked inside a wide range of large-scale transformations—digital, product, organizational, and…
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Design Thinking Strategy
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Design Thinking Strategy – A Framework for Organisations Ready to Transform Design Thinking has been through cycles. Ten years ago it surged with momentum—high expectations, colourful post-its, and promises of user-centric transformation. Then came the pushback: “It’s hard to scale.” “It takes too long.” “It doesn’t fit our governance.” Many…