"THE PENDULUM": OUR PRODUCT DESIGN METHODOLOGY
What is The Pendulum?
The Pendulum is a UX methodology rooted in shifting perspective to deeply understand how real users experience complexity, not just how they interact with screens, emphasizing lived experience as the foundation for clarity in complex systems.
Why "The Pendulum"?
The Pendulum was created to address why many products feel "almost intuitive" yet still fail: teams think about users without truly becoming them, so the methodology focuses on internalizing the user's lived situation and emotional triggers.
How does it work in practice?
Unlike conventional UX approaches that treat "user-centric" as a slogan, The Pendulum insists on experiencing the user's condition, starting with the unavoidable emotional tension (distress) that drives any action, rather than settling for abstract personas or generic needs.
Public Discourse
The Pendulum is not only a working methodology inside 5IVE UX. It is also an ongoing public conversation, explored through podcasts and external discussions. Below are selected recordings where The Pendulum and its underlying UX thinking are discussed in depth.
The Pendulum Podcast
A short podcast series dedicated entirely to The Pendulum methodology. The series explores the core ideas behind the method, shifting perspectives, user experience as lived experience, and how to work with complexity without oversimplifying it.
Guest appearance: Discussing The Pendulum
In this episode, Yoram Rosner joins an external podcast to discuss The Pendulum methodology, its origins, and how it reframes the way we understand users, systems, and experience.
Abstract thinking: How to create optimal UX solutions
A live talk on divergent thinking and how leaving familiar paths leads to better product decisions.
Articles
Why great UX begins by becoming the user
Imagine a world where no one had yet thought kitchens belonged inside homes. Now, picture the very first person who…
Why real user stories begin with distress
You might never have been an astronaut, a Chinese retailer, or an Iowa farmer, but you have definitely experienced distress.