26 / 11 / 18

From engineering to behavioural research

Guy Redwood’s ‘ruthless open-mindedness’ led him from studying electrical engineering to founding SimpleUsability. Principles of neuroscience are applied to improve the effectiveness of websites, mobile apps and packaging. Attracted by the already thriving digital sector in Leeds, Guy moved the business in 2005, taking a floor in a converted flax spinning mill  built in the early nineteenth century by industrial pioneer John Marshall (also featured in the book). Participants in special workshops view recordings of their own eye movements and are questioned carefully about thoughts, emotions and motivations that influenced their engagement with the screen.