Marketing Strategy and Innovation Blog

Some Inspirational UX Quotes

Here are a few quotes that should provide some mid-week inspiration. Some are fairly familiar and other are new gems:

“It’s the total experience that matters. And that starts from when you first hear about a product… experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.”
Don Norman, 2008

“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”
– Steve Jobs

“Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.”
– Charles Mingus

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The Importance of Content in the Customer Experience

Colleen Jones at UX Magazine published a poignant article today entitled, Using Content to Grow Customer Relationships. She speaks about the value of enhancing communication, sometimes in lieu of features, to nuture customer relationships. In so doing, companies can create richer experiences by improving the business-human connection. She advocates for focusing on messaging not only for customer acquisition, but very importantly for retention and loyalty.

Jones writes:

“Because your site’s content mediates customer relationships, it offers an opportunity to deepen those relationship,”

and

“… content that supports customer relationships is not merely documentation or filler or marketing blast or user interface. It is an extension of a company’s best people. Viewing content in this way implies that content should, among other things

  • sound human, not machine-like
  • be helpful
  • have an appropriate tone
  • reflect social norms such as politeness
  • represent the company’s personality and values”

The article gives various examples of delighting users through content to enrich the customer’s experience. Finally, Jones encourages us to “… view content less as a means of transacting relationships and more as an opportunity to make them flourish.”

Designing the Mobile Home Screen According to Nokia

Extending the conversation around its “blood, sweat and tears” process, Nokia’s design team tells the story of the making of its upcoming N97 homescreen. Discovering at the outset that, “of the total time you spend using your mobile phone, on average 85 per cent of that time is spent on your homescreen,” the team went through a robust three step process that consisted of:

  1. Observation and data gathering on a global scale on perspectives of personalization.
  2. Exploration of concepts and prototypes, including free-form design from customers.
  3. Validation and testing of the proposed homescreen.

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Designing and Evaluating Gestural Interfaces

Touch continues to be a big topic in user experience and product development. I recently came across two articles that add great points to the continuing dialog:

Design Considerations for Touch UI

This article enumerates five major pointers for designing effective touch interfaces, namely:

  1. Design for immediate access
  2. Keep gestures smart and simple
  3. Leverage clear mental models
  4. Design for real hand sizes
  5. Touch feedback is key

See the full article or summary video.

Evaluating Gesture Usability

Kevin Arthur, whose site is dedicated to touch interface usability, shares a rough draft for evaluating gestures. He advocates for the need to have “reliable and repeatable evaluation techniques for gestures,” applicable to all forms of touch: touchpad, touchscreens, and free-form. The draft outlines some distinctions of gestures:

  • Gestures are inter-related.
  • Gesture interfaces typically don’t have affordances.
  • Gestures don’t just need to work — they need to not work when they’re not supposed to.
  • For touch gestures things like finger size and fingernails can make a very big difference so it’s important that the test participants are representative.

I agree that there are greater considerations in testing gestures, particularly around learnability, feedback, consistency, and accuracy.

Follow the developing article.

Don Norman on User Experience Design

I encourage everyone in product development and service industries to watch the talk which Don Norman gave at UX Week last year (video below). I finally had a chance to watch the video that was released earlier this year, and heard many gems. It’s great to hear the father of User Experience design advocate for the fundamental elements of good design, while also challenging the scope of the field to aid in its evolution.

Norman mentions:

  • “Know your users” – it’s still the most fundamental principle of design
  • The importance of terminology. He prefers the term people not users.
  • The essence of experience design is people’s memory. Every interaction contains good and bad, but it’s the final impression that matters.
  • There is a huge need for UX professionals to consider their audience: not the user, but clients and businesses. He advocates that we should “learn to speak the language of business,” including using numbers to sell our ideas.


Don Norman | UX Week 2008 | Adaptive Path from Adaptive Path on Vimeo.

Web Analytics and User Experience Design

Without user experience design to ground and inform it, trying to make sense of web analytics results in conjecture. On the other hand, user experience design without analytical testing to validate and fine-tune it can only be informed guesswork.

Analytics data is useful when it is utilized to measure success of goals and to understand performance issues. The elements of the user experience design field, such as user-centered design and usability paradigms, help to make sense of such data. In addition, while data can measure lack of success, it can not tell provide solutions; it takes a user experience specialist that has training and experience in optimizing such systems to offer potential solutions.

Just as analytics needs user experience design, the UX field also needs analytics. Otherwise, how can we tell that a redesign is effective? Perhaps the new design results in fewer sales, shorter user lifetime, higher bounce rate. There is absolutely no way to know such things without quantitative testing. I cannot begin to tell you how many times I’ve witnessed seasoned experience designers being shocked by the unanticipated shortfalls or successes of their work when put to the test by analytics or other data-driven testing.

ClickZ, a popular information website for digital marketers, has an interesting post about how analytics and user experience design can work together. In the post, the author interviews ClickZ’s own associate director of user experience, Aaron Louie. In the interview, Louie states

[User experience design and analytics] are subservient to higher-level goals. In performance marketing, what drives both analytics and user experience are the business goals and user goals. We ask the fundamental questions: “Why does the site exist?” “What do you want users to do?” and so on. The answers to these questions determine what we design and how we measure the performance of that design….

During discovery, we review the baseline analytics to look for potential problem issues. We then collaborate with the analytics team to conduct the goals analysis, connecting high-level user and business goals to measurable user behaviors. During design, we collaborate with the optimization team to identify and generate design variants for A/B and multivariate testing. And then post-launch, we supplement analytics data with user surveys and usability testing, providing the “why” for the “what.” Then we repeat steps one through four.

I encourage you to read the full interview.

Dimensions of Compelling Mobile Experiences

Dave Zuverink, a Senior User Research Specialist on Adobe XD’s Mobile and Devices team, wrote a compelling article on the five dimensions of successful mobile application experiences. He lists:

Compelling Mobile Experiences Dimensions
Mobile Experiences Dimensions
  1. Core: the fundamentals which support the principle “form follows function”
  2. Social: taking advantage of the platform’s intrinsic communication focus
  3. Contextual: being aware of physical location (also, based on comments in the article, other applications)
  4. Cloud: back-up and optimization
  5. Multi-screen: functioning across multiple devices

Thinking of the user’s experience in these dimensions can bring a much more cohesive and useful experience, which I agree will be much more compelling. Of course, each of these elements can be broken down even further, and I think the contextual piece is extremely important.

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Visual Design Lead Leaves Google: Couldn’t Stand Design by Numbers

Douglas Bowman, largely credited with building the visual design team at Google, left the company on Friday, March 20. On his last day he wrote his reasons for leaving on his blog, Stopdesign. In the post he states his frustration with data dictating design and leaving barely any room for creativity. Bowman writes:

Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such minuscule design decisions.

Bowman further writes that in a company such as Google decisions are reduced to simple logic problems relying solely on data for solutions. However, he see the data acting like a crutch, “paralyzing the company and preventing it from making any daring design decisions.”

He closes by saying that although he “can’t fault Google for this reliance on data… [he] won’t miss a design philosophy that lives or dies strictly by the sword of data.”

Bowman and other visual designers’ recent departures from Google have created somewhat of a stir. Many take issue with the role and respect that visual designers have within a data-driven culture such as Google. However, for me, this has rehashed an everlasting debate that I have had many times with some brilliant individuals about the roles of art and science in functional design. When and to what extent should design be dictated by creativity, uniqueness, divergence as well as art, and when should it be dictated by empirical data and methodologies?

We founded Montparnas on the steadfast belief that data-driven design results in optimal user experiences. I stand by this assertion. However, I also value uniqueness and aesthetics as integral parts of any experience and realize that some projects require more art and less science to create experiences that are emotionally captivating. And while it is easy to measure click-through rates, it is much more difficult to measure brand loyalty and the value of brand fanatics such as many BMW owners.

This is a huge question without a simple answer – only beliefs and stances.

Google’s User Experience Director Speaks About Design Challenges

BuisinessWeek has a great Q&A with Google’s Director of User Experience, Irene Au. In the article, Irene Au is asked about Google’s approach to design and brand coherence across different Google products. Not surprisingly, Google has a very scientific approach to experience design, heavily rooted in quantitative methods:

[Engineers] and analysts pore over streams of data to assess the impact of experiments with colors, shading, and the position of every element on the page. Even changes at the pixel level can affect revenue….

A lot of our design decisions are really driven by cognitive psychology research that shows that, say, people online read black text against a white background much faster than white against black, or that sans serif fonts are more easily read than serif fonts online.

When asked if “decisions are based on data rather than on subjective opinion of what might look good,” Irene responded:

A lot of designers want to increase the line height or padding in order to make the interface “breathe.” We deliberately don’t do that. We want to squeeze in as much information as possible above the fold. We recognize that information density is part of what makes the experience great and efficient. Our goal is to get users in and out really quickly. All our design decisions are based on that strategy.

I am an unwavering proponent of data-driven design because I have personally witnessed seemingly minuscule design changes make immense impacts. The only way to capitalize on these effects was through data-driven testing to find the optimal solution.

However, I also believe that science can work with art and not against it. Aesthetics have impacts that are very hard to measure. Many of those effects can have long-term consequences for product loyalty or can affect the overall brand value in ways that are not measured in completion times or conversion rates–just take a look at good ‘ol Apple.

Irene Au also speaks about “brand coherence,” which is really a question about the consistency of the user experience across Google’s products. For those in the user experience field, it is an obvious fact that inconsistency and conflicting interaction paradigms cause user error, frustration, and product abandonment. Thus, it was no surprise to me to hear of Google’s conviction to align user experience paradigms across all their products. Irene states, “Inconsistency drives Larry and Sergey crazy.” Well, it drives everyone else crazy too, so kudos to making it a priority.