Thinking
Ideas, observations and practical lessons from twenty-five years of improving digital, physical and AI-assisted experiences.
This is where FabUX publishes the thinking behind the work: how people make decisions, where experiences lose clarity, and what careful observation can reveal before important decisions are made.
Topics
Eye tracking is one of the strongest tools I have used for understanding real behaviour. Not because it produces more data, but because it exposes assumptions, hesitation and moments of confusion that are easy to miss.
Explore eye trackingUser-centred thinking about AI, organisational context, implementation and human judgement.
Explore Foundation thinkingLatest thinking
As AI becomes part of how organisations communicate, deliver services and make decisions, the experience still belongs to people.
Read articleAI needs business ambition, customer understanding, brand principles and operational context to work consistently.
Read articlePublishing an AI policy is only the start. Permission, boundaries and review need to work in everyday practice.
Read articleField guide
A practical guide for heritage, museums and visitor attractions.
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