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Michael Richter


Michael Richter, Director Zühlke Academy, speaker at CX Day Swisscom

Michael Richter

Academy Director,
Zühlke Engineering Ltd

Speaker at Customer Experience Day, 11 May 2017

"Listening between the lines."

Listening to users is of course extremely important, but regrettably not always the right thing to do. Very often they want the opposite of what they say. And it’s not unusual when there’s a difference between what they think they’re doing and what they actually do. So how you involve users in the prototyping process is a key aspect. It takes more than interviews and observation. Users have to try things out and see what works for them. Looking beyond the clichés and listening between the lines is crucial. Taking the development of a new remote control for Phonak hearing aids as an example, Michael Richter shows what really matters in UX prototyping.

Michael Richter’s first experience of user tests goes back 25 years to the usability lab of a large Swiss bank. Since then, he has worked as a consultant, trainer, project manager, author and lecturer in user-focused product development. He is currently Director of Zühlke Academy and President of the UX Switzerland professional association. He teaches at various Swiss universities of applied sciences, sits on a range of professional committees and is author of successful specialist books.

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