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12 Less Obvious Usability Issues to Look For

I often compare usability testing to juggling in the middle of a 3-ring circus—there’s a lot happening all at once and it’s easy to miss (or misinterpret) what you’re seeing. During a recent usability study, I noticed that a few participants stopped scrolling about halfway down the page. At first, I assumed it was because … Continue reading “12 Less Obvious Usability Issues to Look For”

Case Study: UX Research & Strategy Proposal to Drive Revenue Growth

Each year, the QRCA (Qualitative Research Consultants Association) holds a contest for its members to respond to a fictional RFP. I joined the QRCA in late 2018 and was unaware of the contest until the finalists presented their proposals at the January 2019 QRCA conference (which were all excellent!). At the conference, I met several … Continue reading “Case Study: UX Research & Strategy Proposal to Drive Revenue Growth”

4 Tips for Measuring Customer Problems

Customer problems erode your bottomline. Chip away at them using a human-centered approach to design solutions, and then continually measure performance using CES (customer effort score). If you’re not sure where or how to begin measuring the impact of design, I recommend starting with CES. 1) It’s easy to collect and track over time. 2) … Continue reading “4 Tips for Measuring Customer Problems”

Can Design Be Measured? Design Metrics for Data-Driven Organizations

Sales. Orders. Average Order Value. Churn. What do all of these things have in common? They are all examples of metrics that companies obsessively measure. What’s a critical metric that more than half of companies aren’t tracking? Design. Design can be measured. In fact, design must be measured. Good design has a direct impact on … Continue reading “Can Design Be Measured? Design Metrics for Data-Driven Organizations”

28 Reasons to Invest in UX Research

A common misconception about UX research is that it only involves usability testing or websites and apps. In reality, testing websites and products to ensure they’re easy to use is a very small part of the user research discipline. Instead, think of UX researchers as business strategists. They live at the intersection of customer needs … Continue reading “28 Reasons to Invest in UX Research”

How to Uncover Customers’ Problems

When optimizing your website, product, email program, or retail experience—think beyond A/B testing by continuously seeking new customer problems to solve. Gartner has proven that eliminating or reducing customer effort is the best way to improve customer loyalty. Here are 16 ways to find customer problems and incrementally improve the user experience: 1. Contextual inquiry … Continue reading “How to Uncover Customers’ Problems”

How to Differentiate Your Brand Using UX Research

Tired of getting beat by competitors on price, promotional offers, or product mix? Fight back with a differentiated experience that solves customers’ unmet needs. Customer-obsessed companies are winning. Companies that aren’t, risk going bankrupt. Innovation can be found by partnering with start-ups and gaining exposure to new ways of thinking and new technology. Partner, but … Continue reading “How to Differentiate Your Brand Using UX Research”

How to Persuade Your Leaders to Invest in UX

What can you do when your boss or your organization’s leaders say “no” to design? An ongoing challenge shared by many UX professionals is getting the green light to move forward on a solution to improve the user experience. Believing UX is the right thing to do isn’t enough. As UX strategists, we must categorically … Continue reading “How to Persuade Your Leaders to Invest in UX”

8 Ways to Share User Research Findings & Customer Insights

Now that your UX research has been synthesized and shaped into a compelling story backed by data — what’s the best way to get it into the hands of decision-makers (and the rest of the team)? 1. Repeat. Repeat. Repeat. What’s the saying about repeating something 7 times before it sinks in? True or not, … Continue reading “8 Ways to Share User Research Findings & Customer Insights”

24 Best Practices for Optimizing a Customer Lifecycle Communication Program

Your organization is supported by talented and passionate people who want to deliver the best possible customer communication. There’s a lot to say. You want customers to renew their subscription or buy more stuff. You’re responding to customer service and tech support questions. There are statuses, receipts, and acknowledgments to send. Satisfaction survey results to … Continue reading “24 Best Practices for Optimizing a Customer Lifecycle Communication Program”