From Latin ‘to make thin’. In Cybernetics, it means to decrease, or constrain, a variable within a system. The variable could be the variety itself, or a volume of a signal, or any other aspect within or without a System. A convergent activity that selects and excludes. A partner term with Amplification. (See also ‘Amplification’).
Professional background
A cross-functional, multi-disciplinary, product design leader with 21 years hands-on commercial experience, working for businesses from micro-, right up to PLCs. Most of my experience has been in Enterprise SaaS, but also with local and national brands such as The AA, Stella Artois, Tesco, Hotel Chocolat, etc. I have been in leadership roles for 7 years. Currently Head of Design & Research, EU Amazon Payment Products. Previously Head of UX, and Head of Product, at a FTSE 250 business.
I’ve had a significant exposure to Data Science (incl. ML and AI) and I’m passionate about combining Qualitative (Human-centred Design, ISO 9241-210:2019) with Quantitative (statistical data science, ISO 20252:2019) research.