The humble one-on-one interview is the basic unit of ethnographic research. The price is right for even the most cash-strapped team, and with practice (plus a few principles) you can gain the knack for it—even if “researcher” is the one title that doesn’t appear on your business card. The great myth is that you need to be a good talker. But conducting a good interview is actually about shutting up. Learn to coax good data from willing humans in our excerpt from Erika Hall’s new book, Just Enough Research.
Your inbox overflows with customer emails suggesting features and improvements. Instead of benefiting, you feel overwhelmed by an unmanageable deluge. You conduct usability tests, user interviews, and competitive analyses, creating and sharing key insights. Yet within months, what you learned has been lost, forgotten, or ignored by someone in a different department. What if you could sift, store, and share all your customer learning in a way that breaks down silos, preserves and amplifies insights, and turns everyone in your organization into a researcher? MailChimp’s user experience director Aarron Walter tells how his team did it. You can, too.
Silos: good for grain, awful for understanding customer behavior. Just as we favor the research tools that we find familiar and comfortable, large organizations often use research methods that reflect their own internal selection biases. As a result, they miss out on detecting (and confirming) interesting patterns that emerge concurrently from different research silos. And they likely won’t learn something new and important. IA thought leader Lou Rosenfeld explains how balance, cadence, conversation, and perspective provide a framework enabling your research teams to think across silos and achieve powerful insights even senior leadership can understand.
The IA Summit is one of the longest-running and most welcoming web conferences out there, and it’s one of our favorites for user experience professionals and information architects. This year’s event takes place April 5-7 in Baltimore, Maryland. If you happen to be in the area or can travel there, we’re even giving away a free pass—just for commenting on this post.
Adding half a second to a search results page can decrease traffic and ad revenues by 20 percent, says a Google study. For every additional 100 milliseconds of load time, sales decrease by 1 percent, Amazon finds. Users expect pages to load in two seconds—and after three seconds, up to 40 percent will simply leave. The message is clear: we must make performance optimization a fundamental part of how we design, build, and test every site we create—for every device. Design for performance; measure the results.
User-centered design has served the digital community well. So well, in fact, that I’m worried its dominance may actually be limiting our field. The terms “user experience design” (UX) and “user-centered design” (UCD) are often used interchangeably. But there’s an important distinction.
We—the people who make websites—now study almost every aspect of our trade, from content and usability to art direction and typography. Our attention to detail has never been greater as we strive to provide the best possible experience. Yet many users still experience products that lack personality or are difficult to understand. They are users of a translated version. While good localization boosts conversion rates, bad or partial translation may ruin a user experience, giving people an uneasy feeling about the whole company. If we care equally about all our users, it’s time we start thinking of translation as something slightly more complex than a word-to-word job. Antoine Lefeuvre shares why translation matters, and what it takes to get it right.
Tons of products and services are the best, easiest, simplest, smartest things ever. They also all increase profits, decrease costs, and save you time. And as a result, they all sound the same. These kinds of qualifiers overrun our content because we’re constantly looking around at what everyone else is doing, rather than being honest about who we are. But trust inspires confidence, and it’s confidence that compels decision-making. Steph Hay shows us how to win customers by being real with our content.
To be sure we’re designing the right experience for the right audience, there’s no substitute for research conducted with actual users. Like any research method, though, usability testing has its drawbacks. Most importantly, it isn’t cheap. Fortunately, there are other usability research methods at our disposal. The standouts, expert review and heuristic evaluation, are easy to add to a design and development process almost regardless of budget or resource concerns. Explore these techniques, learn their advantages and disadvantages, and get the low-down on how to include them in your projects.
Whether we prototype, write, design, develop, or test as part of building the web, we’re creating something hundreds, thousands, or maybe even millions of people will use. But how do we know that we’re creating the right enhancements for the web, at the right time, and for the right customers? Because our client or boss asked us to? And how do they know? Enter product management for the web, bridging the gap between leadership and customers on one side, and the user experience, content strategy, design, and development team on the other. Learn to set priorities that gradually but steadily make your product (and the web) better.