Rethinking Retailer Customer Loyalty Programs

Do coupons and points create real customer loyalty? Or do they just teach customers to wait for discounts? Rather than building loyalty programs based on frequency or spend, more retailers should leverage the mountains of data they already have about their customers to create personalized in-store and online experiences. How might a clothing retailer orchestrate … Continue reading “Rethinking Retailer Customer Loyalty Programs”

UX Case Study: Landing Page Trust Cues

Whenever I can, I experiment with new UX research methods and UX research share-outs. And every once in awhile… I discover an unexpected by-product during my experimentation. This time, I was pleased to uncover accessibility insights in addition to answering my original research question: “what makes a website trustworthy or credible?” Research Background So backing … Continue reading “UX Case Study: Landing Page Trust Cues”

What to Do When A/B Testing No Longer Yields Results

Why aren’t people completing your lead gen form or buying? If you’ve been optimizing your landing pages and experimenting with marketing offers, but see flat or minimal gains, it might be time to talk to your audience and get inside their heads. There are several different ways to figure out why your landing page is … Continue reading “What to Do When A/B Testing No Longer Yields Results”

What Separates Mid-Level UX Designers from Senior UX Designers?

What are the key differences between a junior, mid-level, and senior UX designer? I think most people agree that years of experience has little correlation with level of talent. Paired with the right mentor, grit, and tenacity, I can easily imagine a junior designer quickly becoming a star performer. In examining this question, I’m less … Continue reading “What Separates Mid-Level UX Designers from Senior UX Designers?”

UX Case Study: Online Appointment Web App

My challenge: Design an online appointment scheduling interface for a national photography company. Discovery activities: Define business requirements Research activities: Benchmark web analytics Conduct contextual inquiries Conduct comparative analysis Conduct usability tests UX design activities: Create use cases Create user flows Create annotated wireframes Create clickable prototype For this project, I primarily worked with a … Continue reading “UX Case Study: Online Appointment Web App”

Create a Business Case Using CX Research

Use rigorous customer research to build your business case and solve customer experience problems. Create a CX Business Case In building a business case for customer experience, I use the following template to demonstrate how I will answer critical business questions. What is the business question and which research method is best to answer that … Continue reading “Create a Business Case Using CX Research”

How to Tie CX to Revenue

Companies obsessed with customer experience (CX) enjoy lower acquisition costs, deeper customer loyalty, reduced sales cycles, higher revenues, and many more benefits than their unobsessed counterparts. But not every company achieves rockstar status by investing in CX. Why not? Some companies apply CX principles too sporadically to be effective. But the main reason is most … Continue reading “How to Tie CX to Revenue”

UX Word of the Day: Cognitive Load

How many times have you run into a grocery store without a list — confident you will be able to remember everything you need — and then returned home missing one or more items? It’s not just you. It’s hard to keep several thoughts in our brains at the same time. Cognitive Load The amount … Continue reading “UX Word of the Day: Cognitive Load”

Museums Need a Customer Experience Revolution

UX is everywhere, even museums. Upon visiting my third museum during a recent trip to Washington DC, it struck me that museums don’t seem to be designed with CX principles in mind. As much as I enjoy learning about history, politics, and science — and exploring museums — I was mostly disappointed with my experiences. There … Continue reading “Museums Need a Customer Experience Revolution”

Customer Journey Mapping in 5 Steps

A customer journey map (CJM) is a powerful communication tool. Like a user flow on steroids — a journey map visualizes the path a customer takes to get from point A to point B, their obstacles, thought process, emotions, and how or where they completed each activity. Here is my 5-step process for creating a research-based customer … Continue reading “Customer Journey Mapping in 5 Steps”