UX: A Process or a Task?
Gene is an interaction designer. During a sales call, he’s asked if he “does UX.” He assures the client that he does, and the client asks why he isn’t a…
Changing the language and culture of marketing
From ‘campaigns’ to ‘conversions’ to ‘heroes’, marketing culture is about a religious war to acquire new customers and win new market share. But just like most wars, once the customer…
Measuring Customer Loyalty With A Repurchase Matrix
One key predictor of future company growth is customer loyalty. It's such an important customer metric, I have a chapter dedicated to measuring loyalty in Customer Analytics For Dummies. There…
Scannability: Principle and Practice
As writers, it’s easy for us to think that whatever topic has held our interest throughout the stages of research, synthesis, and composition will also pull our readers through to…
Digital doors and windows
The more digital an organization becomes the more distant it becomes physically from its customers. By 2020 there will be a million less business-to-business sales people in the US, according…
Designing For Explicit Choice
If you’re a UX designer, you’ve probably designed a lot of forms and web (or app) pages in which the user needs to choose between options. And as a designer,…
Insight led by data not gut instinct
Over the years I’ve developed a survey technique that looks absolutely crazy and unworkable. Every time I present it to people their immediate gut instinct reaction is: “This won’t work!…
Your Guide to Online Research and Testing Tools
The success of every business depends on how the business will meet their customers’ needs. To do that, it is important to optimize your offer, the website, and your selling…
Video: How To Create UX Personas
A persona is a representation of a type of customer. Personas answer the question, “Who are we designing for?” and they help to align strategy and goals to specific user…
How to Respond to Typical UX Project Challenges
After nine years of building a robust UX consulting practice within a large software consulting firm, I sort of expect certain things. For one thing, I expect that the people…