Collaborative Journey Maps

In many organizations, the design team does some research then retreats to their tower to conjure deep magics that turn note filled notebooks into a customer journey map. At least that’s what it looks like to their peers. Journey diagrams capture tons of detailed info about users, processes, and systems. The best teams share the same understanding of the user’s journey. Instead of having your team wonder where you got this information or how you came to these conclusions, have

Continue reading
Abacus Closeup

Stop Counting Clicks

Every user interaction is a decision. Every decision can lead to an exit. So the more options we offer, the more exit opportunities we create, which will reduce the probability of conversion. Right? Well… In fact, the number of interactions a user makes is in no way directly related to conversion rates. It might be a surprise, but there is no statistical evidence to prove that this widely held belief is true. When establishing the amount of clicks that are

Continue reading

Forms: The Complete Guide—Part 4

In which we take a look at selection-dependent inputs, and see that they’re a lot more simple to put together than they look. Forms. They’re often the bane of users’ online lives. But it doesn’t look like they’re going away any time soon. So its up to us, UX designers, to make them as smooth and easy to use as possible for our users while still reaching the best business outcomes. If we prototype our forms, we can get them

Continue reading

Three Ways to Improve Your Design Research with Wordle

“Above all else show the data.” –Edward Tufte Survey responses. Product reviews. Keyword searches. Forums. As UX practitioners, we commonly scour troves of qualitative data for customer insight. But can we go faster than line-by-line analysis? Moreover, how can we provide semantic analysis to project stakeholders? Enter Wordle. If you haven’t played with it yet, Wordle is a free Java application that generates visual word clouds. It can provide a compelling snapshot of user feedback for analysis or presentation. Using

Continue reading