“Growth Marketing Considered Harmful” Published in i-com

I'm proud that my article "Growth Marketing Considered Harmful" has been published in the latest issue of i-com ‒ Journal of Interactive Media. Abstract: In today’s e-commerce industry, conversion rate optimization is often considered essentially the same as user experience optimization. In addition, there is a strong focus on quantitative experimentation, which some deem a… Continue reading “Growth Marketing Considered Harmful” Published in i-com

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.

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.

Jobs To Be Done in a Nutshell

The theory of Jobs To Be Done explains that too much focus on socio-demographic data and correlations hurts companies. Rather, you have to gain a deeper understanding of your customers, who "hire" your product to help them do certain jobs under certain circumstances. For instance, you don't buy a video game console because you're male and over 30. You hire it to, e.g., do the job "connect with friends".

Schrödinger’s Website

Before you receive feedback from users, the user experience and usability of your website are both 'good' and 'bad' at the same time.* Through a good design process you can only raise the chances of user experience and usability manifesting as 'good'** once the feedback arrives. * That is, the factors $latex x$ and $latex… Continue reading Schrödinger’s Website