AMY ANDREWS

Study

Psychology
Endinburgh

Work

User Experience Planner
BBH

Future

Advertising

I was attracted to a degree in psychology because I’m interested in what makes people tick, and how we understand others. That same curiosity made the field of UX design and planning particularly enticing to me as a soon-to-be graduate; improving user experiences means understanding people from data, a real life application of my degree! I’m used to collecting and statistically manipulating data to inform a specific hypothesis, in order to better understand individuals in their environment. But my degree has also shown me that people are complex and can be explained in hundreds of compatible or conflicting different ways. That’s central to appreciating that they won’t always react in the way you expect. From my understanding, advertising depends on being able to predict audience reactions, and I’ve been well prepared for the challenges this entails. I can’t believe how quickly the industry is moving to embrace the newest technologies and make sure the user experience permeates every part of our lives. Since I have started my internship in UX Planning i have learnt how to condense large amounts of research and data into one user profile. I’m hoping that my future in the industry allows my better learning of exactly how data about real people can have a real impact on end-products. I’ve still got a lot to learn!

"Improving user experiences means understanding people from data, a real life application of my degree!"