Design Thinking 101

Jakob Nielsen says “a wonderful interface solving the wrong problem will fail.” Design thinking unfetters creative energies and focuses them on the right problem. Flexibility — Adapt to Fit Your Needs The above process will feel abstruse at first. Don’t think of it as if it were a prescribed step-by-step recipe for success. Instead, use it as scaffolding to support you when and where you need it. Be a master chef, not a line cook: take the recipe as a framework, then tweak as needed. Each phase is meant to be iterative and cyclical as opposed to a strictly linear process, as depicted

Design Thinking 101
Centered Logos Hurt Website Navigation

The Library hotel website at 1024×768 pixels presents the logo in the center of the page, with a menu icon occupying the top left corner (where the logo would be in a more standard web design). Effects of Centered Logos on Navigation Success Positioning the logo in the center of the page on both mobile and desktop layouts may be convenient for designers, but how does this affect the user experience? To find out, we’ve compared sites with left-aligned logos to sites with center-aligned logos. About the Study To understand how logo placement affects the use of the logo as a navigation

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

The entire point of the journey-mapping process is to uncover gaps in the user experience (which are particularly common in omnichannel journeys), and then take action to optimize the experience. Insights and ownership are critical elements that are often overlooked. Any insights that emerge from journey mapping should be explicitly listed. If politically possible, also assign ownership for different parts of the journey map, so that it’s clear who’s in charge of what aspect of the customer journey. Without ownership, no one has responsibility or empowerment to change anything. Even with

When and How to Create Customer Journey Maps
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
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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