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Useful Transparency vs Performative Transparency: a Service Design Lesson from a 30-minute cafe wait
Last month, I visited Zhuhai, a coastal city in Mainland China.
Mar 4
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Evelyn So (Thinker & Co.)
6
1
Service Design Case Study: Backstage Excellence, Frontstage Failure
Recently, a snowstorm-affected trip has given me an opportunity to evaluate an airline’s service design during time of crisis.
Feb 18
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Evelyn So (Thinker & Co.)
2
1
Stakeholder Interviews - a Good Question to Ask
Stakeholder interviews often focus on what people do.
Feb 3
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Evelyn So (Thinker & Co.)
6
Most Popular
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AI Tool Review - Working with Cursor as a Non-coder
May 7, 2025
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Evelyn So (Thinker & Co.)
8
3
1
Service Design isn't just for large corporations
Aug 6, 2025
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Evelyn So (Thinker & Co.)
11
2
1
Designing for the Aging Population
Sep 3, 2025
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Evelyn So (Thinker & Co.)
8
4 Ways AI Can Make Your User Interviews Better (and Easier)
Apr 9, 2025
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Evelyn So (Thinker & Co.)
8
4
3
Celebrating my Failure
Dec 20, 2024
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Evelyn So (Thinker & Co.)
7
5
2
Rapid Prototyping with AI: Lessons from skipping Wireframes
Feb 26, 2025
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Evelyn So (Thinker & Co.)
6
4
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Recent posts
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Why User Experience Starts Outside Your Product or Service
How a user experiences a product or service is highly influenced by what’s in the marketplace.
Jan 20
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Evelyn So (Thinker & Co.)
4
2
From Mobile-first to Mobile-only
Do you work on your laptop or your phone?
Jan 6
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Evelyn So (Thinker & Co.)
1
2
1
The Hidden Cost of Building Everything Users Ask For
I once designed a remote control for interactive TV (see picture above).
Dec 23, 2025
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Evelyn So (Thinker & Co.)
3
2
The importance of planning for exception paths in CX
When designing services, it’s tempting to focus solely on the ideal path — the way the experience should work when everything goes right.
Dec 9, 2025
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Evelyn So (Thinker & Co.)
4
2
1
Are you solving the right problem?
Heard an interesting project war story the other day.
Nov 25, 2025
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Evelyn So (Thinker & Co.)
3
1
The power of the "Who, What, How, When, Where" framework for project success
I was first introduced to the “Who, What, How, When, Where” thought framework in graduate school.
Nov 11, 2025
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Evelyn So (Thinker & Co.)
1
2
1
Build log #13: A web app for ADHD task breakdowns
It’s been a while since I posted a build log.
Oct 28, 2025
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Evelyn So (Thinker & Co.)
1
1
Why Service Design Blueprints Matter even if Process Maps exist
Recently I joined a project with more than 2 years of history.
Oct 14, 2025
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Evelyn So (Thinker & Co.)
5
1
Promoting UX in projects - lessons learned
Graduate school did not teach me how to handle a central part of my career: how to justify the need for User Experience (or Customer Experience or…
Oct 1, 2025
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Evelyn So (Thinker & Co.)
2
1
Acting on User Feedback
You have collected a lot of user feedback and now it is time to make sense of it all.
Sep 17, 2025
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Evelyn So (Thinker & Co.)
2
1
Designing for the Aging Population
Inclusive Design
Sep 3, 2025
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Evelyn So (Thinker & Co.)
8
Equating UX with UI is missing the point
“UX/UI” is a Misleading Term
Aug 20, 2025
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Evelyn So (Thinker & Co.)
2
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