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UX Word of the Day: Scroll Stopper

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.

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Designing Your CX Dream Team

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 focused on the entire lead experience from digital ad to landing page to email to sales presentation? And then what about the transition to onboarding? And ongoing customer loyalty and upselling?

Your CX team.

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What’s the Difference Between Usability, UX, CX, and Product?

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.

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How Product Management & UX Work Together

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 frameworks.

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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 they had either a) found all the information they needed, or b) hit their limit on reading (i.e., reader fatigue).

There seemed to be good information scent—so it wasn’t until a tester mentioned reaching the “bottom of the page” did I look at the screen again with fresh eyes.

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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 market researchers who were curious about the types of research I conduct as a UX researcher (beyond usability testing). To help answer that question, here is how I may have responded to the fictional RFP.

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