Michael Campbell

Product management, Design & Research for Digital Products & Services.

Portfolio & Linked in below, but first, a mini manifesto...

Do User Centred Design

Diagram showing a process of involving humans ad the Research, Concept, Detail, Deliver and Monitor stages

A design process that ensures
fit for purpose by
involving users at each stage of the process

..because you get feedback faster with more detail

but choose your battles.

you shouldn't assume you know everything, but nor should you assume you know nothing

Matrix with two axis: Problem clarity & Risk. When clarity is low and risk is low, do less research, when high do more.

❤️ Deductive reasoning

For when you can watch a user:

We’ve seen 👀 a user to this...

Therefore, I think 🤔 if we change this...

this will happen 🧪.

When you can't: Analytics, Participatory research, Critique, Culture, Heuristic evaluation

Use Job Stories to document requirements

When.. I want to... ...so that

define a requirements in terms of what the user it trying to achieve and why.

Map user journeys

Journey map showing a user's experience of a service interacting with various touch points

Design experiences, not just screens.


Draft a user experience, get feedback early, and specify in high fidelity.

a screenshot of a prototype in Figma. It shows a how a user can navigate from one screen to another.

More me

Get in touch on Linked in or check out my portfolio