Avoiding unconscious bias in marketing
Review representation, labels and default scenarios for narrow assumptions. Test copy against varied real use cases without inventing customer identities.
Putting planning and trade-offs into practice
Planning connects business goals to customer tasks and prioritised pages and functions. Separate confirmed needs, research hypotheses and future ideas.
Checking the result
Give near-term work inputs, an owner and an inspectable result before deciding the next step. Retain reasons for rejecting alternatives.
