Josh Payton talks about
Ugly Ducklings – Discovering the beautiful opportunities in “low interest” categories
17:30 - Main Theatre
"Opportunity is missed by most people because it is dressed in overalls and looks like work.” The words of Thomas Edison, from over 100 years ago, still ring true today. The most interesting problems for user experience designers to solve are in businesses that most would not consider exciting.
In his talk, Josh Payton, VP, UX at global brand experience agency Huge, will share insights, highlights and innovations from his experiences working with brands in industry verticals often categorised as “low interest”.
His talk will expand on the idea that brands in these categories are full of fascinating opportunities for innovation and disruption. Unlike popular brands, those in commodotised markets with esoteric problems are the ones that offer the most opportunity to innovate and make a difference. Josh uses a selection of case studies to demonstrate first-hand the exciting opportunities offered by working with these complex brands.
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