By whatever definition of older we might use, the number of older people throughout the world is surging. The general characteristics of older adults—along with demographic and technological trends—merit particular consideration when designing the user interfaces that they will use. As a heterogeneous population with its own usability considerations, however, this group has not gotten much attention.
The “Web Content Accessibility Guidelines (WCAG) 2.0” speak in terms of accessibility rather than usability. (For this discussion, let’s assume a very large overlap exists between the two terms.) And the W3C’s WAI-AGE project, which looked at the application of the WCAG to improve Web accessibility for older and disabled people, found that “existing standards … address the accessibility needs of older Web users,” implying that no further work was necessary. But have greatly improved user experiences for older Web site visitors resulted from the existence of WCAG 2.0 or any other set of usability or accessibility guidelines? Read More
Psychological factors such as thinking, feeling, sensation, and intuition directly correlate with our customers’ online advertising experience. Making customers feel like wanting to do something requires us to offer a completely enthralling experience, not one that has negative connotations for our customers. Today, we often see advertisements that clamor for our attention, begging us to view them. Customers’ past experiences with the Web set their expectations for online advertising today. How can we shift this prevalent advertising paradigm to one that instead has psychological appeal?
In this article, I’ll discuss the cognitive elements at the intersection of advertising and human behavior. By taking an approach to advertising that looks at the impact psychological factors have on customer behavior, I’ve learned that customers respond directly to online advertisements, as we can see from their emotions, behavior, and interactions on the Web. Read More
I recently returned from the first UX STRAT conference in Atlanta, where I was an invited speaker and panelist. Just the fact that this conference has even occurred shows that we have reached a level of maturity in our profession. Finally, there are enough of us who are interested in applying strategic thinking in the field of user experience that we can hold a conference whose focus is on how we can get involved with corporate strategy and apply strategic thinking to our UX work.
Near the end of our “Who Owns Strategy?” panel session, someone raised this interesting question: “What’s the difference between user experience and customer experience and does it really matter?”
This was a tough question to answer in a short, panel-style format. I merely suggested that, when considering the difference between user experience and customer experience, the audience think about an ecommerce site and the potential customers who have not yet converted by buying whatever goods the site sells. But I thought this subject warranted more in-depth consideration. Now, here’s the extended version of my answer. Read More