During a recent vacation at Universal Studios Orlando (which is actually 2 separate parks), I thought I had a mental model of how public lockers work. Universal Studios broke my mental model. Twice.
If you’ve ever been inside the Minneapolis skyway—the human-size hamster tunnel—you immediately understand the critical need for clear wayfinding. The skyway system is notoriously confusing. Each building owns their branch of the skyway system—so signage is terribly inconsistent or non-existent.
I love introducing the concept of “information scent” to non-UX designers. They almost always find the concept fun to say and empowering. Once non-designers understand the definition of information scent—the ability to use design and copy to pull users deeper into an experience—concerns about “the fold” and “number of clicks” quickly fade away.
I think we all agree? Every dimension of the customer experience needs attention. But who is responsible for pulling all the parts together into one cohesive, seamless experience? The digital advertising team is out finding leads. The sales team works on converting leads, while the email marketing team optimizes their nurture campaigns. But who is … Continue reading “Designing Your CX Dream Team”
In the world of experience design and research, the lines are easily blurred between usability and user experience as well as user experience and customer experience. But then where does product fit? And brand? I’ve seen others describe these relationships in concentric circles or Venn diagrams. I see them as a hierarchy.
If you’re reading this, you likely already believe high quality, rigorous customer research is the most direct path to product success and business outcomes. Below are several research methods—beyond usability testing—product teams can use to build better, more successful products.
Not all business problems are customer problems. (Customers couldn’t care less that you aren’t generating enough sales leads.) Not all customer problems are business problems. (A tech company probably doesn’t care that their app doesn’t work on a PalmPilot.) So, how do companies find the right problems to solve? They leverage product management and UX … Continue reading “How Product Management & UX Work Together”
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”
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”
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.