The world of UX design has seen rapid evolution in the last decade—much of it because of the value users have gained in the digital space.
Search engines consistently rolled out updates that penalized Web sites with crappy user experiences. Digital marketers woke up to the reality that—no matter how great their backlink strategy or the depth of their content—it was their Web site’s user experience that determined how users perceived and valued their site and the things on offer there.
But some big questions remain: What exactly is a good user experience? How do we define the specifics of what makes a good user experience? How can companies create good user experiences for their Web sites and apps? Ambiguity regarding the answers to these questions persists.
In Part 1 of this four-part series, I’ll discuss the negative impacts that some typical UX design approaches have had on businesses. Read More
Today, we’re experiencing a growing torrent of big data. Data for our retail purchases, Internet searches, social-media posts, and even our commutes to work reside somewhere. Not only do we cast a shadow on the ground when we walk in the sunlight, we all have data doppelgängers that show both our current state and the history of our lives. Our own data interacts with the data of other people—such as those who buy the same books on Amazon that we do or our friends on social media. All of this data interacts with the companies with whose products and services we engage.
Through machine learning and artificial intelligence, organizations can use big data to predict our next actions—sometimes even better than we can predict them ourselves. The implications of big data are enormous—enabling us to view suggested products while on a retailer’s Web site, receive recommendations to connect with people who we might know on social-media sites, and benefit from smart IoT devices that gather data from us and those who are similar to us, then act accordingly. Organizations in the healthcare and financial arenas use big-data systems to spot potential adverse events, while also pinpointing scenarios that can bring increased profits and positive outcomes. Read More
In Part 1 of this series, I discussed some outdated UX design strategies and their limitations. Primarily because of a lack of information, those strategies have often resulted in flawed user experiences that hurt businesses.
Leveraging Big Data to Improve UX Design Strategies
It is imperative to understand one thing: no tool can tell you the exact solutions to the problems with a platform user experience. But, having said that, the rise of big data has given many businesses the opportunity to gain access to data that can be helpful during strategy development.
Big data gives businesses the benefits of informed decision making. Product development used to be an art, but with big data, it has become a science. Thus, Part 2 of my series explores some different ways in which businesses can acquire relevant data to improve their UX designs, as well as some key points to remember when designing a platform user experience. Read More