Whatever you call it — popup, overlay, modal, or popover — people just hate it. Five things you should avoid when using popups.


When talking about popups, most people tell me that they are aiming to generate leads and that they use pop-ups to grab users attention and possibly convince them to leave information about their interests, their company, or their contact details.

How I deal with little budgets, no time and complex organisations.

Creating delightful digital experiences means to design and develop something that can be shipped to the users. Unsurprisingly, this highly involves software development.

In my experience, there are three main categories of software development environments: 1. start-ups; 2. large organizations that started to develop their own software to support and deliver their main services; 3. the classic Agency-Client pod.


Usually, start-ups rise from an original idea that aims to solve a specific problem that is still largely or completely unresolved. They focus on this one set of user goals…

Three essential principles to provide delight and empowerment:

  1. Aim for a valuable outcome

Desirability, feasibility and viability are the three elements that I focus on when I start a new project. There is no value in delivering something that is not wanted by the users, is not a viable option for the business and it is not technically feasible.

2. The creative process is for the whole team

Adopting a User Experience Designer mindset will help you to make better decisions.

I’m glad I attended TEDxLondon 2019 «Beyond Borders». There were so many ideas and stories I found deeply inspiring. Among those, there was one from the neuroscientist Dr. Kris De Meyer that pushed me to think: proving yourself wrong will make you more…right.

Dr. De Meyer explains how we tend to justify our decisions and to advocate for them, almost preaching, to gain consensus in our close circle and to demonstrate how right we are.

He illustrates this process with a pyramid. At first, when we still…

The human mind is amazing. Here are four things to do when it tries to trick us.

As a UXer, I find human behaviour very interesting and recently I had the opportunity to explore what is known to many as impostor syndrome.

What is the Impostor Syndrome

Who is familiar with Tolkien’s tales will know that most hobbits are not curious at all. They are not explorers, they are creatures of habits, anyone different is queer and not worth much respect. All Hobbits like is eating cakes, drinking tea and chit-chatting with other respectable Hobbits.

Now, what does this have…

Kids up to four years old do it extremely well. Adults, quite often, extremely bad. Here is the one thing we need to do to ask better questions.

Not surprisingly, asking good questions is one of the most effective way to foster creativity and innovation. People, though, seem to stop asking good question after passed the age of four, when a lot of us starts primary school.

Why is that? Someone even thinks that school kills creativity, but this is yet another story and I don’t think it’s the only thing that makes us bad at asking questions.

I’ll explore…

The value of Design goes beyond just “design”

In the aftermath of the latest Maeda’s annual design in tech report publication, in an interview with Fast Company, John Maeda declares that «design is not that important». He says so even if studies prove that design led organisations thrive more than others. Only Designers can fully appreciate the truth of Mr. Maeda statement.

Who works in projects following a users centred design approach knows that designers alone are not enough: working in a multidisciplinary team is essential to the success of the project.

A typical project team

Designers know that to ship something that has real value, the team needs to look after…

Design thinking is a human-centered approach to innovation. Tim Brown

That’s the cry of a very passionate and principled designer who’s lost sight of the bigger picture. Here is why.

When I first started to present my design solutions to clients, one of the most frustrating experience was to have the client rejecting a design that was thought through in every detail.

One time, I had to present my work on personas and a user journey, tailored on a user research where I used 3 techniques (field observation, semistructured interviews and diary study) to dig into the users mindsets and journey. I was excited and looking forward to presenting findings…

User Experience Design (UXD) has been defined in many ways, many times. But what does exactly achieve a team that applies UXD methodologies?

Spoiler alert: innovation.

Here you find why UXD brings innovation and the 5 principles that help teams to innovate.


The Design thinking approach to innovation suggests that innovation can only exist when a product what has been designed is

  • Desirable
  • Valuable
  • Feasible
Design thinking is a human-centered approach to innovation. Tim Brown

These three factors pose three main questions: what is desirable for the people we design for? What is valuable for that certain business? …

In 2016, I moved to London from San Francisco and was thrilled to find an extremely dynamic design culture.

In Silicon Valley, Big Data has become the dominant driver for digital design. Here in London I was pleased to find a community of design-thinkers that welcome qualitative research and that values all the User Centred Design approach and techniques. One thing of particular interest was to see the client as a key element of the process.

Co-Creating in London

In the US and in Europe, I worked in agencies that advocate for Co-Creation: a process proven to be beneficial to…

Sara Traversari

User Experience Strategist in New York. Ask me about UX, sci-fi books, and cognitive tricks. Visit www.saratraversari.it to see my work.

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