Sep 14, 2017Journey mapping to understand customers’ emotionsWe know that as people and as consumers, our decisions are colored by emotions. As marketers, we’re interested in giving the people making decisions about our products a great experience. To do that, we turn to research. Our questions: How could our products help people’s lives? What problems are people…Customer Experience5 min readCustomer Experience5 min read
Sep 14, 2017How do people make decisions? On emotions.“Decisions are always colored by emotions” — an excerpt from Alberto Ferreira’s talk at UXPA International 2017. Is this true? We like to think of ourselves as rational beings. We read most of the Amazon reviews before buying, and we don’t trust ads before completing our own research. …Marketing5 min readMarketing5 min read
Sep 14, 2017Should you be focusing on qual or quant research?A: It depends. Read this if you’re looking for research inspo. Some researchers take a hard approach to data, either falling squarely on the side of the numbers (quantitative data) or on the other side, the one of focus groups and individual consumer feedback (qualitative data). But the richest insights…UX8 min readUX8 min read
Sep 14, 2017Deeper than Demographicsor, customer segmentation and persona development Predicting the future isn’t just for mystics. With big data, we’ve got a much stronger predictive capacity. We can collect little pieces of information that define our customers’ lives. We can start small, at their email address, and grow from there to find out…UX8 min readUX8 min read
Sep 14, 2017Why are they called wireframes? An etymologyAs a UXer, I’m used to fielding the question, “What’s user experience?” To describe my job, I don’t say, “I conduct research with end users and then design wireframes.” Well, I used to, but I got plenty of head tilts. “What are wireframes?” Instead, now I say “I design website…Design2 min readDesign2 min read
