Startups
Free Up the World’s Best Entrepreneurs to Keep Inventing

Thomas Edison wasn’t just known for his startup, the Edison Company. He was known as an inventor — and a prolific one at that. He contributed to innovations, including the phonograph, the light bulb, the motion picture camera, and others. In generating ideas and inventions that had a profound and lasting impact on the world, Edison became synonymous with invention. How do we free up the world’s best entrepreneurs to keep inventing today? Silicon Valley isn’t producing new “Edisons” to keep inventing. These days, Silicon Valley has become synonymous with the concept of the

Free Up the World’s Best Entrepreneurs to Keep Inventing
Branding
Centered Logos Hurt Website Navigation

The green highlighting on this clickmap shows where users clicked when they attempted to navigate to the homepage. Since the Koshka logo is centered, many users accidentally clicked the leftmost link Under $29 to get to the homepage. In some cases, users eventually did make it to the homepage — but only after several false starts and mistakes. Comparing the steps taken by users on left-logo sites versus centered-logo sites illustrates how painful this process can become. On Stella and Dot’s website (which had a left-aligned logo), users’ clickpaths to home were clear and

Centered Logos Hurt Website Navigation
Branding
When and How to Create Customer Journey Maps

Storytelling and visualization are essential facets of journey mapping because they are effective mechanisms for conveying information in a way that is memorable, concise and that creates a shared vision. Fragmented understanding is chronic in organizations where KPIs are assigned and measured per individual department or group because many organizations do not ever piece together the entire experience from the user’s standpoint. This shared vision is a critical aim of journey mapping, because without it, agreement on how to improve customer experience would never take place. Journey

When and How to Create Customer Journey Maps
Branding
Brand Is Experience in the Digital Age

Brand is a subjective perception of value based on the sum of a person’s experiences with a product or company that ultimately influences that person’s sentiment and decisions in the marketplace. Brand is a tool for influencing choice. Brand is not made of visuals or words alone — it’s not a logo or a slogan. Nor is it a figurehead, such as Steve Jobs. Those things are simply ways to communicate the brand. Although a figurehead such as Elon Musk or a logo such as McDonald’s golden arches can and do serve to effectively deliver the brand message, ultimately, a brand is formulated

Brand Is Experience in the Digital Age
Branding
The Distribution of Users’ Computer Skills: Worse Than You Think

One of usability’s most hard-earned lessons is that you are not the user. This is why it’s a disaster to guess at the users’ needs. Since designers are so different from the majority of the target audience, it’s not just irrelevant what you like or what you think is easy to use — it’s often misleading to rely on such personal preferences. For sure, anybody who works on a design project will have a more accurate and detailed mental model of the user interface than an outsider. If you target a broad consumer audience, you will also have a higher IQ than your average user, higher

The Distribution of Users’ Computer Skills: Worse Than You Think




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