UX Design Is Not Just For Digital

UX designers have the tools to impact much more than digital spaces. And as Zack Gehin talks about in this article, we must think beyond digital design in order to make better digital design.

Stop limiting your product designs to the digital space. Here’s why.

People will ditch your ancient 2D app experience for a product that offers an experience that extends beyond the digital space.
People prefer at-their-fingertip, instantly gratifying, enjoyable experiences from companies that empower their beliefs and ability to be successful in their material environment.
We are in the age of material and digital environment applications and consumers are demanding products that enhance their daily lives — enhance their reality. People prefer beautiful apps that make them feel the way they desire to feel.

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Goal-Directed Design for Regulated Agencies

Recently, I had the privilege of writing for the Cooper Journal about how Goal-Directed Design makes a lot of sense for heavily regulated industries. A few key points are using personas and scenarios to get early buy-in from stakeholders, building a shared vision for the project team, and discovering ideas that actually have merit (before you get all the approvals and launch).

Working in the insurance industry, an industry saddled with stiff regulations, has several implications for the design team. Generally, this means submitting each page to an internal review process and then to every state for their approval. If after filing there are additional changes, re-submitting a particular webpage earns extra scrutiny, increasing the chance that edits will be necessary prior to launch. As a result, every A/B test, every possible change, must be thought out ahead of time, without proving it first in production. Otherwise, the changes must be filed all over again. Because of these challenges, our digital experience and design team has adopted Cooper’s Goal-Directed Design (GDD) approach.

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From Vision to Value: Techniques for Demonstrating the Benefits of Design

Cooper Design

Recently, I wrote a post for the Cooper Journal, a resource that has been extremely helpful to me in the past.

Here, I examine helping the in-house UX team communicate the value of design to both peers and those in upper management using techniques I learned at Cooper’s Design Leadership training.

Bottom line: You sell design by being valuable

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Is it Time for Content Marketers to Abandon Facebook?

As a small business owner, writer, or content creator, it is tempting to consider using Facebook or some other platform as the place to go to for your content. Unfortunately, what you’re doing is described in this article as “sharecropping,” putting your hard work into building decent content that ultimately belongs to someone else.

Instead, build your own brand on your own website and with your own email list. The reward is much greater.

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If you would like to start down this path, but are unsure where to begin, please contact me and I’ll help you get started.

Writing tasks to test web usability


Writing tasks was one of the most difficult parts in learning how to do usability testing. Although I got a little direction for Steve Krug’s examples, translating those into practical applications proved challenging. Here are a few of the things I learned along the way. Call it the do’s and don’ts of usability testing.
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Do one thing

Car traveling west on CA-76

I was driving south on I-5 and a pickup just ahead and to my left signaled they wanted in my lane. I slowed down to let them in and initially, they too hit the brakes expecting to go behind me. I continued to slow, they figured it out and sped up to get over. And that’s when I knew what I was going to make my new year’s resolution.

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