Episode web page ----------------------- 📢📣 NEW REPORT 📣📢 Are you wondering how people really feel about generative AI chatbots like ChatGPT? How are they being used in business? How are they changing productivity? What makes AI chat attractive or unattractive to users? And what does it all mean for a company building AI features? Check out our new global AI benchmark study, including a survey, a user shootout between the four top AI chatbots, and video of AI users sharing how they feel. The study included Australia and Singapore, so you’ll get results that are specific to our part of the world. Get your copy now Generative AI chatbots: overhyped but still underestimated ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- Show Notes In this episode of Insights Unlocked, UserTesting’s Blair Fraser dives into a fascinating discussion with Emma Whitby and Aleks Gojkovic from the BBC's User Experience and Design (UX&D) team. Emma and Aleks share insights from their work on a project designed to help one of the BBC’s most valued audiences—retirees—transition from traditional broadcast services to digital platforms. They reveal how combining empathy-driven UX research with big data insights has led to a deeper understanding of this generation's unique challenges and needs, and discuss the innovative storytelling and design approaches that help build inclusive, accessible digital experiences. Key Themes Discussed: Designing with empathy for retirees in a digital world Emma and Aleks share how they approached researching a user group that has long relied on broadcast services. Through community interactions and storytelling, they uncovered the daily reliance this audience places on TV and radio for structure, connection, and companionship. Emma and Aleks reveal how this research influenced their approach to human-centered design for a traditionally underserved audience. The power of storytelling in UX research UX research at the BBC goes beyond data points—Emma and Aleks highlight the importance of empathy and storytelling to convey user needs. They explain how using narrative alongside data helped them capture the attention of stakeholders and build emotional connections, transforming research findings into actionable insights. Using big data to drive strategic decisions Aleks discusses the role of big data in understanding and validating the significance of retirees as a core BBC audience. By blending quantitative data with qualitative insights, the UX&D team was able to highlight business opportunities and challenge common biases, underscoring how inclusive design can drive both user satisfaction and business success. Innovative collaboration with the BBC’s Blue Room Learn how the UX&D team partnered with the BBC’s Blue Room, a tech demo lab, to bring their insights to life through 3D digital recreations of retirees' living spaces. These interactive exhibits provide stakeholders with a firsthand look at the accessibility challenges retirees face, sparking innovation in designing user-friendly digital services. Shaping the future of inclusive design at scale Emma and Aleks discuss the ongoing impact of their project across the BBC, which has inspired collaboration and changes in product strategies. They share how, by focusing on retirees’ needs, they are challenging assumptions and advancing inclusive design practices that resonate with diverse audiences. Episode Links: BBC’s Global Experience Language (GEL) BBC What is UX&D? BBC UX&D on LinkedIn Aleks Gojkovic on LinkedIn Blair Fraser on LinkedIn
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into an inspiring story of digital inclusivity with guests Emma Wippe and Alex Gokovic from the BBC's User Experience and Design team. They'll be sharing how they are bridging the digital divide for retirees, bringing empathy to the forefront of design, and crafting digital experiences that truly serve everyone.
Enjoy the show. Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, doers and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And joining us today as host is UserTesting's Blair Frazier, a staff product designer here at UserTesting and based in our Edinburgh office. Welcome to the show, Blair. Hey, everyone. Good to be here.
And we have two guests joining us today, Alex Gokovic and Emma Whippy from the BBC's UX&D team. Alex is a senior designer researcher and Emma Whippy is a design researcher, both on the UX&D teams. Welcome to the show, Alex and Emma. Hey. Thanks so much for having us.
Emma, Alex, I'm super excited to talk to you both today. So welcome. And as we get started, I would love for you to tell us a bit about your own journeys into UX research and design. Emma, maybe you could go first.
Yeah. So I actually worked in the music and events industry for years and I was looking for something new and I came to the BBC as an assistant to the heads of design. So it was a really amazing opportunity and it meant I was able to get like a real feel for the discipline of UX.
And luckily people around me saw my potential and they were actually the ones that inspired me to apply for the role of design researcher. And as you can see, I've never left. But I think, yeah, the reason I've stayed is that I've had the opportunity to work across lots of different products and services here.
And I've been given the opportunity to get out and talk to audiences about so many exciting new projects. I tend to always kind of think about this role as kind of helping our senior leadership team to get to know our users. And to kind of continually remind them just how different our audience base is here at the BBC. Cause you know, we're a public organization, public service organization.
So we really do need to understand our users needs and their motivations and their behaviors. So we can really ensure that we're providing value for all. And I think that's, what's great about working here. You know, our field trips are carried out far and wide and they can be anything from kind of leading co-creation workshops with teenagers in schools.
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