How to Improve the User Journey on Your Website

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From the moment a user lands on your website until they either leave or convert into a customer, a series of steps lead them from one point to another. Buyer personas represent your typical customer and help address pain points your customers have as well as predicting actions specific audiences might take. About 63 percent of marketers use buyer personas when creating content.

From my experience, here are some steps to help improve your user’s journey once you develop your target audience’s unique buyer persona. Continue reading How to Improve the User Journey on Your Website

Designing for Meaningful Social Interactions

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The age of cheap “like”-hunting needs to come to an end. It all started innocently enough with likes and tweets. Then in a few years, we suddenly ended up with governments scoring people and masses manipulated into meaningless activities to generate more ad revenue.

But it doesn’t have to be that way. Now the time has come for us—designers, working on digital products—to step up our game and act like real gatekeepers. Continue reading Designing for Meaningful Social Interactions

Where Do Design and Business Strategy Meet? Design Thinking

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Design is a logical art. It’s the thought process behind the first mark on a page. It’s empathy applied systematically. It’s creative through abductive reasoning.

In other words, designers are no strangers to strategy. Yet even designers themselves forget that the world of design is much larger than mockups and prototypes. This “capital D” conception of design is often referred to as “design thinking,” a problem-solving framework that can be applied across any number of problem domains and at any scale.

Continue reading Where Do Design and Business Strategy Meet? Design Thinking

How to Create a Smart Home Product People Actually Want to Use

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For all the hype around the Internet of Things, most people are still content to control their homes manually. A recent Gartner survey found that they don’t mind getting up to adjust the temperature or turn off the lights, and 58 percent of respondents actually prefer the idea of standalone devices to connected ones.

If you’re scratching your head, you’re not alone. If having a connected home makes life easier, why are consumers so skeptical? Who wouldn’t want to control their lights or blinds right from the couch?

IoT’s UX issue

The trouble is that not all household IoT devices make consumers’ lives easier. Before the smart home of the future can become the standard, that needs to change.

Continue reading How to Create a Smart Home Product People Actually Want to Use

UX Writing: The Case for User-Centric Language

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If I asked you what is one of the biggest problems on websites today, I’m willing to bet you wouldn’t say it has anything to do with words.

But what if I told you it does?

Let’s talk about user-centric language.

One research group describes the usability problems that result from something as simple as using the wrong words on websites:

“Writers often use the language they are most familiar with when describing offerings on websites, without realizing that those terms are unknown to their readers. Unfortunately, site visitors often don’t understand those company- or industry-specific words and phrases.”

In fact, a repeated challenge on websites is that words (“terminology”) and even how the content is organized (“content structure”) reflects the organization’s internal understanding of their own products and services, rather than an external user’s understanding of that company’s products and services.

This problem happens frequently, rearing its ugly head when:

  • companies use feature-laden language to describe their products and services instead of talking about how these products and features benefit customers;
  • websites use nomenclature on navigation menus that’s recognized by internal audiences but not external ones; and
  • navigation menus use an audience-based navigation scheme—confusing, because not all users on your website know or realize what audience they fall into—rather than a task-based one.

When there’s limited time to do UX research, examining the language on your website can be a last priority. But no website—or digital product—can meet its goals without considering whether the language in its interface is user-centric.

Continue reading UX Writing: The Case for User-Centric Language