KPI-Centered Design

Despite evidence that employing a human-centered design (HCD) approach to product design yields a strong competitive edge, many companies neglect HCD or don't even consider it in the first place. One reason for that is probably that many who think they're working user-centered are practicing something entirely different: KPI-Centered Design. This article inquires into different forms of design processes, into the differences between proper HCD and KPI-Centered Design, and how a resonable compromise can look like: Formulating hypotheses based on evidence rather than just KPIs or gut feeling, and complementing quantitative experimentation with more qualitative insights.

5 Foolproof Conversion Rate Optimizations for Your E-commerce Business

When hearing conversion rate optimization, many think of the application of psychological principles such as social proof or scarcity. But before employing those, e-commerce businesses first have to get their fundamentals down—which many don't. In this article, I present five foolproof (and proven) ways to optimize your conversion rate: optimizing your checkout, getting rid of shipping costs (as much as possible), focusing on usability, getting rid of dark patterns, and gaining a deep understanding of your customers.

Herr Keller und die “umweltfeindlichen” Umweltspuren

Der neue Düsseldorfer OB Keller bezeichnet die Umweltspuren in der Stadt als "umweltfeindlich" und möchte sie daher abschaffen, obwohl ihre Wirkung durch ein wissenschaftliches Gutachten belegt ist. In diesem Artikel analysiere ich die Antworten des Rathauses auf meine Anfrage nach Belegen für Herrn Kellers Behauptungen. Das Fazit: Sie entbehren jeglicher Grundlage und es konnten keinerlei Fakten präsentiert werden. Stattdessen wird deutlich, dass Herr Keller die Umweltspuren lediglich abschaffen möchte, weil sie seiner Klientel ‒ Pendlern mit Benziner oder Dieselauto ‒ unbequem sind.

Practical Approaches to Customer Centricity in Product Development

Products often tend to be technology-driven, without actually solving a real problem of real users ‒ we see companies and products fail every day because money was invested in the wrong idea. In contrast, a truly customer-centric approach ensures you enter the right market with the right product, thus increasing user experience, loyalty, and profitability ‒ a win-win situation. One format for user-centered innovation projects are Design Sprints, which allow for a first validation of a product idea within a week.

My First Article for The Next Web

"It was during my Bachelor’s thesis that I first came into contact with user research; and after that, I fell in love with anything usability and UX design. Today, I’m a UX Manager and take care of a wide variety of design topics. But when you simply look at my diplomas, you wouldn’t expect any… Continue reading My First Article for The Next Web

Product Discovery ‒ A Systematic Approach for Customer Research Methods

There is a plethora of customer research methods out there and it can be difficult to stay on top of things when it comes to choosing the right method for a given research question. Specifically in the realm of product discovery, when it comes down to being able to decide whether an idea generates business value or not, certain methods lack validity or are not properly applied. In this article, André Morys provides an overview over when to use which (combination of) methods(s) for product discovery.

Successful E-commerce Personalization in 3 (Relatively) Easy Steps

An effective personalization strategy should be treated as a design problem with a structured framework of ideation, implementation, and evaluation. Co-creation workshops are used to brainstorm audiences and personalized content based on credible hypotheses, which are then implemented and continuously monitored to assess the performance of the personalization strategy and individual campaigns. A good strategy focuses on UX while helping with achieving business goals.

How to Build and Lead User Experience (UX) Teams

This article presents 9 guidelines for building and leading UX teams. They are based on what I learned from the people who led me as well as my own experience: recruit diverse talent; set up a process (and iterate); involve other teams from the start; be fair; have regular ceremonies; pass on knowledge; have a vision; ask questions (a lot); and make UX visible.