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Design isn’t crafting a beautiful, textured button with breathtaking animation. It’s figuring out if there’s a way to get rid of the button altogether.

— Edward Tufte

To be a great UX designer, you need to know a little about a wide range of topics.

A bit about research methods, a bit about design, a bit about human behaviour, a bit about how to organise information, and that’s not all of it.

With so much to learn, it can be hard to know where to begin.

Fear not because we’ve saved you a lot of time and effort by compiling…


Which company has the following as their Brand Purpose?

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.

a) Pepsi Co
b) Heineken
c) Diageo
d) Coca Cola

The answer is….

(A little bit further down the page, so you weren’t tempted to cheat with a cheeky look).

But the point is, if it’s not abundantly clear and blindingly obvious which brand that…


What does it take to become an expert?

The short answer is a combination of theory backed up by a lot of practice. 10,000 hours to be exact if you believe Malcolm Gladwell.

Sadly, there don’t seem to be any shortcuts. You’ve got to do the work to earn the badge.

The hardest part, is getting started on your journey. It can sometimes be so daunting that you’re not really sure where to start. However, as a wise man once said, ‘A journey of a thousand miles begins with a single step.’

With this in mind, we take a look…


One of the most famous Amazonian species is the blue morpho butterfly.

Blue Morpho Butterfly

It is remarkable not only for its size (with a wing span of up to 20 centimetres) but also its eye-catching colour. It’s so bright it looks like someone has altered it in Photoshop.

The strange thing is, it’s wings aren’t actually blue. In fact, they have no colouring at all.

How can this be?

Viewed under a microscope, a blue morpho butterfly’s wings are made up of diamond-shaped scales. Their formation reflects the light in such a way that they appear to be a brilliant blue. …


If you want to build a ship, don’t herd people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.

— Antoine de Saint-Exupery

Idea vs Vision

Having an idea and a clear vision for what you want to achieve is the first step on your journey to success.

So what’s the difference between the two?

The idea is essentially the things you are going to do, they tend to be short term biased, and are objective based.

People can generally understand ideas easily, there are also a lot…


The art of being happy lies in the power of extracting happiness from common things.

— Henry Ward Beecher

The ability to simplify means to eliminate the unnecessary so that the necessary may speak.

— Hans Hofmann

Thanks to a fantastic innovation called the Internet, there is a wealth of advice on every topic imaginable.

This is both a blessing and a curse.

The upside is that it’s now easier than ever to improve; it’s amazing what you can learn just from YouTube and following the right people on Twitter.

The downside is that it’s easy to get overwhelmed and…


The week of March 1st-5th 2021 saw the digital talks of leaders in the creative community for Cannes Lions’ Lions Live.

Many of the speakers were women, and in honour of this year’s International Women’s Day we thought we would collate our favourite quotes.

(With such an impressive roster of speakers, it was very hard to pick favourites but we’ve managed to whittle it down to 8.)

The future of creativity is that we’re finally going to come to terms with the fact that we are part of a gigantic ecosystem and that we need those other industries as much…


You might not be aware that today is ‘ Random Acts of Kindness Day ‘.

The foundation by the same name was set up to promote the importance of doing good for others.

It’s an opportunity to do something thoughtful for someone else and think about how you can incorporate more of this behaviour into your daily life.

Why do we value kindness?

From an evolutionary standpoint, the thinking is that it promotes cooperative behaviour, which was essential to us as a species when resources were scarce.

If you were kind to someone in need, it made them more likely…


As good as it sounds, it wouldn’t be real life if everything went your way all of the time.

That’s why it’s good to know what to do when things eventually do go wrong.

Sure, it’s easy to stick your head in the sand and hope the problem goes away, but it rarely does. As the author, Luca DellAnna wisely states, “Problems grow to the size needed for you to acknowledge them.”

Following the advice below can help you to address the issue before it grows too large to handle.

1. Accept what has happened

Acceptance of what has happened is the first step in…


During the course of the Second World War, an enormous number of bombs were dropped by both sides.

To give you some idea of how many, the US and British Forces alone released 2.7 million tons over Europe.

These bombs were carried to their destination by large and heavily armed aircraft like the Avro Lancaster and Handley Page Halifax.

Due to their size, they were slow and difficult to manoeuvre, making them vulnerable to enemy fighters. So, to avoid being shot down easily, they flew high over their targets.

As a result, they were not particularly accurate — so poor…

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