Persona Walkthrough

The other day I was helping a good friend and colleague with a “persona walkthrough.” A persona walkthrough is when you “walkthrough” your experience assuming the role of the persona. In this case, we were walking through an online experience. We started with a persona named Sally. Sally is a “Soccer Mom” – she is … Read more

User Experience encompasses all aspects of Your Customers interaction with Your Brand

User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products. It is an approach that puts the user at the center of the design process and incorporates user concerns and advocacy from the beginning. User experience includes everything that the user can experience – the visual appearance, interactive … Read more

Intervention Design and Iterative Prototyping

You all know my evangelism for iterative prototyping… Well, you can imagine my joy when I saw this month’s Harvard Business Review dedicated to “The Evolution of Design Thinking” and a great article by Tim Brown and Rodger Martin on “How to use design thinking to make great things actually happen.” According to the article, … Read more

Learn, Anticipate and Simplify the Customer Experience across Channels with Predictive Analytics

We are at the intersection of three maturing technologies: mobile devices, cloud services and big data analytics. Experience Makers collect, correlate and analyze data from their customer interactions across channels to learn, anticipate and simplify the experiences they create for their customers. In the Forbes.com post, Using Big Data and Machine Learning to Enrich Customer Experiences, Kurt … Read more

Personas, Actors, and Roles

Personas, actors, and roles have been around for a long time. In Greek theater, the persona referred to the “theatrical mask” – a role played by an actor. The Romans expanded the term to indicate a role in a court of law where personas assume roles with legal attributes such as rights, powers, and duties. … Read more

Affective Engineering

Affective Engineering is akin to Emotional Design rooted in Kansei. Kansei is a Japanese word that roughly translates to sensitivity and sensibility. It links the customer’s emotional responses to the properties and characteristics of a product or service. Customers purchase products based on qualities like brand, design, impression etc. People want to use products that … Read more

Making the Complex Simple with Progressive Disclosure

So how do you make the complex simple? How do you accommodate a person’s first-time experience from their familiar routine from their advance experts needs? With progressive disclosure. Progressive disclosure is an interaction design technique to help maintain the focus of a person’s attention by reducing clutter, confusion, and cognitive load by presenting only the … Read more

SDL Innovate 2014 Keynote Session – The Customer Experience Revolution

Jeofrey and I shared our aggregate views of what makes the best customer experience companies better, different, more profitable and sustainable at the SDL Innovate 2014 in San Francisco. We shared that these “Experience Makers” dominate their industries and change customers’ lives. We shared insights about leadership, best practices and decision making, based on the interviews … Read more

Design Thinking is the Key to Innovation

In a not-so-recent HBR article on Design Thinking, Tim Brown reminds us that “…innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.” That: “Design thinking is… a … Read more

Customers Control Our Brand

According to the Corporate Executive Board, (CEB) almost 60% of the customers’ journey is complete before they reach out to vendors. Our customers’ journey starts way before their first transaction. with us And in a Harvard Business Review, “Solution Selling is Dead” (that cites the CEB findings) because talking about our products and services is no longer good enough. It … Read more

Death to Features! Long Live Touchpoints – Interactions, Macro-Interactions and Micro-Interactions

As a longtime advocate of Human-Centered Design, I belong to a group of people who have been desperately trying to get folks to stop thinking about features and instead, think about the human interactions with our brand, products and services. Chris Risdon, at Adaptive Path, did a great job of summing this up in his … Read more

Why there is so much Bad Design?

I am a firm believer in the Human-Centered Design Process. So, why are there so many bad designs? Here’s why: There was never a Designer involved The Designer was brought in on the project too late There wasn’t a person(s) to implement the design The implementer(s) of the design do not have the right skills … Read more