Dear readers and friends, A new article of mine—“So, How Can We Measure UX?”—has been published in the ACM Interactions blog. It’s part two of a three-part series about the proper quantitative measurement of user experience. #2: So, How Can We Measure UX? This one will also be featured in print in the January/February issue… Continue reading So, how *can* we measure UX? (ToDUX Newsletter #6)
Semantics *do* matter (ToDUX Newsletter #3)
Dear readers, Greetings from Barcelona! 👋🏻 I have a new piece on the differences between UX, Digital Product Design, and UX that has been published on my blog as well as on uxdesign.cc. UX vs. Product Design vs. UI Why did I write yet another article dealing with this never-ending discussion? When digital product design… Continue reading Semantics *do* matter (ToDUX Newsletter #3)
UX vs. Product Design vs. UI: The Never-Ending Battle
Digital product design teams are often referred to as “the UX team” or “the UX/UI team,” which are terminologies that can significantly disturb a proper understanding of what UX and digital product design actually are and what a digital product design team does. For one, the user’s experience can’t be designed in the first place, and “doing UX” goes way beyond the scope of digital product design. For another, saying “UX/UI” isn’t meaningful since they’re neither the same nor separable concepts within a process; one can’t “do UI” without also “doing UX.” Generally speaking, digital product design covers design research, interaction design, and visual design, and it’s a much more accurate term for what’s commonly referred to as “UX” or “UX/UI.” We believe a proper understanding of terminology is essential for being able to deliver one’s best possible work as a designer.
User Experience Is an Elusive Thing, or Conversion Rate & Average Order Value Are Not UX Metrics!
In this article, I review six metrics commonly used to measure UX: conversion rate (CR), average order value (AOV), task success rate, time on task, Net Promoter Score® (NPS), and the System Usability Scale (SUS). CR, AOV, and NPS do not fulfil the definition of a UX metric while task success rate, time on task, and SUS do. Still, none of the metrics (alone) is suitable to reliably measure the UX of a digital product.
“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
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.
Design, Vocation, Che Guevara ‒ All the Books I Read in 2018
All the books I read in 2018: Excellent Sheep 💎; The Design of Everyday Things 💎; The Little Book of Hygge; Spelunky; The Subtle Art of Not Giving a F*ck; Che Guevara; How to become a UX leader; Joy, Inc.; Requiem; QualityLand; & The Road To Prosperity 💎.
More Design, More UX … And More Books
I know I was a little negligent of my blog in 2018 and 2019, and I didn't write nearly as much as I would have liked to. But I'm very determined to improve on this again. (As you might have noticed based on the last three articles I published in pretty quick succession before they… Continue reading More Design, More UX … And More Books
The Design Philosophy Behind My New Website
After analyzing my old website, I decided to put more emphasis on (1) identifying and highlighting the pieces of information that are actually useful and (2) a two-dimensional approach to displaying my CV along traditional categories and skills/topics. Moreover, I set myself design constraints that forced me to keep my new website as clean and simple as possible, following the design philosophies of brutalism and Mies van der Rohe.