Category Archives: User Experience Design

Seven Tips of Creating Effective Web Marketing

In a previous post we talked about high-level strategic principles that marketing should aim at in creating promotions that users pay attention to and would act upon. That is, Web marketing should work with users’ expectation and present a clear user benefit in order to engage users and drive conversion.

In this follow-up post, we’ll talk about specific, actionable content writing and creative design tips that will bring those principles to life and result in great user experience.

All of the tips below are derived from what we saw through many user interviews and reflect user opinions rather than mine.

1. Provide Only Useful Content, with Value Proposition Presented Upfront

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User Experience of Marketing: Align Your Marketing to Customer Needs

User experience of marketing? This is a tricky topic.

Traditionally, marketers never thought of user experience much because they believe marketing is all about pushing something to users, and user experience can and should be sacrificed in the name of selling services and products. On the other hand, user experience professionals or UXers, as we fondly call ourselves, hold disdain towards such marketing practice because we feel marketing, albeit a necessary evil to keep a business profitable, inherently undermines user experience through aggressively promoting business at the cost of seamlessly supporting user needs.

These are all false assumptions: User experience and marketing can and should come together in driving business success, without compromising user experience.

How? By adopting a mind set of aligning marketing to user needs. Here’s a list of to-dos: Continue reading

How to Get Users to Start Using Product? An Aggressive, Yet Effective Way

Wow, that’s an interesting way to get the products in front of you!

Ok, I was using AVG AntiVirus FREE version to do a routine scan of my computer, and yes, no virus was found! And then, it asked me whether I wanted to analyze my computer’s performance. I thought, why not? So clicked “yes” and then saw the screen below after a few minutes.

AVG good Adoptability

Upon seeing this, if you were me, what would you do? Continue reading

Finding Business Priorities: What Matters to Your Users? – Part III

In my previous posts, I discussed the four elements of user experience — how they are constructed, how they are different from one another, etc. I’d like to call this framework VADU model, because it stands for Value, Adoptability, Desirability, and Usability. Here, I’m discussing the practical application of the model in relation to business planning. The model can help companies with:

  • Identify UX priorities based on business model
  • Evaluating and improving UX in alignment with business
  • Develop KPIs based on UX priorities

Read on: More Than Usability: The Four Elements of User Experience, Part III

By Frank Guo

Google

 

Finding Business Priorities: What Matters to Your Users? – Part II

Here is Part II of my three-part series published on UX Matters, which describes the different aspects of user experience and how we can develop better products based on the framework: More Than Usability: The Four Elements of User Experience, Part II

By Frank Guo

Google

Finding Business Priorities: What Matters to Your Users? – Part I

Whereas user experience and usability have been used almost interchangeably in many occasions, through my conversations with many product-design professionals, I’ve found that “usability” is being increasingly used in a narrow context, in which it specifically refers to the ease of task completion and is closely associated with a “testing” connotation. On the other hand, “user experience” is used by practitioners in much broader contexts, referring to things ranging from ease of use to user engagement to visual appeal, and therefore I believe is a better term in capturing all the psychological and behavioral elements of user interactions with products. Please check out my article on UX Matters, More Than Usability: The Four Elements of User Experience, Part I

By Frank Guo

Google

Demystifying UX Design — Part 3: Simplicity Is Not Simple

So far in the Demystifying UX Design series, I’ve covered several UX design issues that many people erroneously believe to be problematic: long pages and large number of clicks in Part 1; high information density in Part 2. Now, in Part 3 of “Demystifying UX Design,” I’ll discuss another widely held belief among UX designers: that making a user interface look simple is always good practice.

Simplicity Is Not Simple

When it comes to UX design, there is little doubt that simplicity is good. Simplistic design is one of Jakob Nielsen’s widely accepted Web-design heuristics. And the success of Apple user interfaces—which are remarkably simplistic, elegant, and easy to use—has further strengthened the belief that simplicity should always be our goal. Of course, there is much truth in this belief—especially for smartphone user interfaces, where limited screen real estate requires that a user interface be clean.

“Think about what we want to achieve through simplicity in the first place: reducing users’ mental effort, supporting users’ tasks, creating user engagement, and enhancing discoverability.”

However, I’ve found that many UX designers adhere to this idearegardless of context, so take a minimalistic approach even when additional screen elements and content would result in a better user experience.

Simplicity is not that simple.

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Read the entire Demystifying UX Design series

By Frank Guo

Google

 

Demystifying UX Design — Part 2: High Information Density Is Not Always Bad

In Part 1 of my series Demystifying UX Design, I wrote about two design issues that people commonly and falsely believe to be problematic: long pages and the number of clicks it takes for users to get to information. In Part 2, I’ll discuss another common false belief relating to high information density and provide design recommendations for addressing this issue.

High Information Density Is Not Always Bad

Through my interactions with UX designers and Web product managers, I’ve found that many hold a firm belief that high information density is something to avoid at all costs. Granted, cramming too much information into a limited space in a disorganized manner makes it difficult for users to scan, read, and absorb the information. Besides, it seems to go against the popular usability heuristic of aesthetic and minimalist design.

“If a page is well designed, high information density does notcompromise either the reading experience or usability.”

However, if a page is well designed, high information density does notcompromise either the reading experience or usability. If anything, a very compact screen design could enhance reading. Not only that, it might help in achieving greater user engagement.

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Read the entire Demystifying UX Design series

By Frank Guo

Google

Demystifying UX Design — Part 1: Don’t Worry About Long Pages and Many Clicks

There are many common beliefs about UX design that are, unfortunately, based on casual and inaccurate observation. However, through systematically planned and conducted user research, we can see that some of these could not be further from the truth. In this series, I’d like to single out a few such design beliefs that meet two conditions:

  1. Many product development professionals believe them.
  2. Little user data supports them.

Such ideas may not be completely wrong—just oversimplified. But, if UX designers applied them indiscriminately, adherence to them would undermine user engagement and task completion. While many experienced UX designers have already realized the problems that result from adhering to these ideas, many others still firmly believe in them. In debunking these UX design myths, I’ll show that they’re just half truths that don’t fully account for the complexity of user experience and that there are better alternatives for achieving your design objectives.

There’s No Need to Worry About Long Pages

“Many designers are overly concerned about page length, thinking that long pages impair information discovery.”

Many designers are overly concerned about page length, thinking that long pages impair information discovery. Much too often, I’ve heard, “The page is too long, users won’t scroll down.” This is not necessarily the case. Based on hundreds of user interviews that I’ve conducted, user expectations and contextual cues guide users’ behavior. You need not worry about long pages, as long as users know they should scroll down.

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Read the entire Demystifying UX Design series

By Frank Guo

Google

Architecting Customer Experience Ecosystem

I’ve talked about the business importance of developing a robust customer experience ecosystem or CXE in previous blog posts. Here, I’ll walk through a case study to illustrate how to design a CXE. In this example, my first step was to diagram the current customer experience based on a thorough understanding of the UI workflow and user needs and behavior. Below is a hypothetical CXE created in such way:

© Frank Guo 2012. All rights reserved. Continue reading

Integrating Customer Experience Ecosystem with Business Model: The Case of Telsano Health

As discussed in my previous posts, developing a robust Customer Experience Ecosystem or CXE is key to driving revenues through customer engagement and loyalty. It is of paramount importance for a business to integrate CXE as part of its core business model. This is especially true for start-ups in search of a profitable monetization model and mature companies that seek additional revenue growths (see my post about BlockBuster). Let me talk about the business model of Telsano Health, a healthcare start-up that I’m providing strategy consulting to, as a case study. Continue reading

Blockbuster’s UX Failure: Unable to Leverage Customer Experience Ecosystem

Many of us still remember the Netflix’s client experience fiasco — the company first abruptly raised the fees of its DVD services by more than 60% and then tried to split the streaming and DVD services into two separate websites to further inconvenience subscribers. As a result, the stock price plummeted from around  $300 to less than $80 within just a few months.

Blockbuster, the chief rival of Netflix, at the moment had a good shot at taking advantage of the missteps of Netflix, who broke down its own customer experience ecosystem or CEE by undermining the DVD rental experience. But Blockbuster’s failure of integrating its online and offline client experience made it forfeit this great opportunity. Continue reading

Not Just Usability: Customer Experience Ecosystem

Traditionally, user experience conversations focus on usability, user interface, and design, all related to human computer interaction. This approach unfortunately limits the role of user experience in companies’ strategic planning, because for most businesses, the digital space is but a part of their clients’ touch points with the products and the brand.

Here’s an example. Costco has a multi-channel retail business model, leveraging both a brick-and-mortar store front and a website. There is also a catalog as a third channel. Continue reading