Creating Personality-Driven Design Experiences

In this week’s episode of the Boagworld Show, we’re joined by none other than Andy “The Pioneer” Clarke. We dig deep into the role of aesthetics in UX, explore how AI can conduct user interviews, and debate how to approach pricing conversations with clients. Alongside our usual banter, you’ll find insights into why design needs personality and how creative direction can add real value, whether you’re designing marketing sites or B2B dashboards.

We also introduce a new AI-powered user research tool, share some standout reading recommendations, and end with the usual Marcus groaner (you’ve been warned).

App of the Week: Whyser

This week we took a look at Whyser, an AI tool designed to conduct user interviews on your behalf. You simply set up your interview goals and questions, and the AI takes care of the rest; scheduling, conducting, and even analyzing interviews.

What impressed us most was how well the AI adapted its questions based on our answers. It felt remarkably natural and even asked follow-up questions relevant to what we’d said earlier. That’s a big deal for those of us who struggle to find time to do interviews at scale.

Whyser isn’t without its drawbacks; it does put a layer between you and your users, which can dilute the empathy you build through real human conversation. But if time or access is limited, this could be a game changer. Especially helpful for teams that rarely get to talk to users directly.

Topic of the Week: Why Aesthetics Still Matter in UX

We hear it all the time: “Design is about solving problems.” That’s true, but it’s not the whole picture. In this episode, we explore the undervalued role of aesthetics in UX and why visual design, art direction, and brand personality still matter.

From Usable to Memorable

We kicked off with a discussion about how too many websites today feel like “colored-in wireframes.” They’re functional but lack soul. The shift toward product-thinking has stripped personality from digital experiences. As Andy put it, “Everything looks like Bootstrap.”

Yet, personality plays a critical role in how users connect with your brand. Whether it’s a SaaS dashboard or a marketing homepage, how a product feels impacts engagement, trust, and even long-term retention. People stick around when something makes them feel something—even if they can’t quite explain why.

The Cognitive Load Link

There’s a practical side to aesthetics too. Good design improves usability not just through layout but also by boosting mood. A more pleasant experience reduces cognitive load, making interfaces feel easier to use.

That means aesthetics aren’t just about making things pretty; they’re a lever for user performance and satisfaction. It’s not fluff; it’s function wrapped in emotion.

Art Direction in Unlikely Places

Andy gave a great example from his time working on a cybersecurity app. Hardly a glamorous field, yet he found space to inject moments of brand personality through microinteractions, onboarding flows, and visual consistency. Even in utilitarian tools, design can reflect a brand’s values and improve the user experience.

As he put it: “You don’t need to delight, but you do need to differentiate.”

Reframing Creativity

The problem, we all agreed, starts in education. Many young designers are trained to focus on flows, not feelings. They're brilliant at getting users from A to B but haven’t been taught how to make that journey enjoyable or memorable.

Andy argued that curiosity is the missing ingredient. Design isn’t just about function, it’s about communication. And communication thrives on references, storytelling, and creativity. He showed us how keeping a library of visual influences, whether it’s old magazine layouts, album covers, or supermarket packaging, can help inject new life into projects.

Selling the Value of Aesthetic Thinking

Websites are easy to build these days. What clients are really paying for is the ability to tell their story well. That’s where we, as designers, add value.

Andy’s take? Spend 95% of your budget on creativity and 5% on implementation. Tools like Squarespace can handle the build, what matters is how it looks, feels, and communicates. That’s where your edge lies.

And when clients say, “But we already have a brand,” the job becomes about interpreting that brand, stretching it into a full visual language, not just slapping a logo onto a template.

So if you’ve felt the creative spark dimming lately, maybe it’s time to step away from your Figma files and pick up an old design annual, flick through a vintage magazine, or just take a walk with curiosity as your guide.

Read of the Week

This week we didn’t highlight specific articles, so no recommended reading to share. That said, the conversation itself was rich with references; from Blue Note album covers to 'Smash Hits' magazine layouts—and might inspire you to go digging through your own design bookshelf.

Listener Question of the Week

We didn’t have a listener question either, but the discussion turned to one that’s always on designers’ minds: How do I handle client feedback without compromising the design?

Andy’s advice was simple but brilliant: only give clients choices over things they can’t mess up. Stakeholders will always want to contribute; so let them. But steer them toward harmless decisions. Let them choose between two acceptable color variations or headline treatments, but don’t give them free rein over critical layout or concept work unless you're okay with every option on the table.

Another smart tip: give clients creative choices using metaphors. Instead of asking “Do you want this to feel formal or informal?” ask “If your brand were a movie or celebrity, who would it be?” It’s a great way to pull out emotional nuance without falling into clichés like “trustworthy” and “professional” (which, let’s face it, everyone says).

And finally, validate your design decisions with user testing. Don’t let testing dictate the design, but do use it to confirm you’re on the right track. That way, you move from subjective opinions to informed decisions and you keep the project moving forward.

Marcus's Joke

And to close the show, here’s Marcus’s joke (we apologize in advance):

Scientists have found that cows produce more milk when the farmer talks to them.

Apparently, it’s a case of in one ear and out the udder.

We’ll leave you to groan in peace.

Thanks for listening, or reading, if you’re one of our show notes faithful. If you enjoyed Andy’s insights, be sure to check out his work over at Stuff & Nonsense. Until next time!

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