Head of value creation at Lego Ventures, a part of the wider LEGO Brand Group that is responsible for seeking out and investing in innovative startups & entrepreneurs, Rob Lowe, takes our judge’s Q&A.
Do you have a favourite app or website, in terms of the design and user experience?
I’m a gamer and recently played Sayonara Wild Hearts on Apple Arcade – a beautiful audio-visual experience that transcends the device you are playing it on. It is the closest you will ever come to an interactive music album!
Which industries, in your opinion, tend to deliver the worst user experiences, and why?
Some e-commerce sites are just terrible, with awful checkout flows and almost counter-intuitive product categories and discovery mechanics. Surely someone must have worked out a better way to deal with the GDPR pop-ups than the current intrusive eyesores we have right now?
What has been the greatest game changer within UX and usability over the past 10 years
Definitely the advent of the touch screen as the primary interface with the digital world, taking over from mouse, keyboard etc. It allows for a much more human interaction – and (hopefully) more intuitive, tactile interaction.
What do you think are the biggest challenges companies face utilising UX?
Thinking like the user versus thinking like a developer – two fundamentally different perspectives. Actually neither are always 100% correct, but it is important to understand the trade-off between usability/simplicity/over-simpicity and intricacy/safety/feature-packing.
Do you have any UX-pet peeves?
Apps that haven’t been optimised for iPhone X and above, and when you swipe across the bottom it moves you to another app. Grrr.
And finally, if you could have any superpower what would it be – and why?
Being able to fly so I could get round the world without having to go through airport security.
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