Last April, the UX leadership at my company, Slalom Consulting, gathered at an off-site meeting to get aligned on how best to brand and market our UX capabilities to our colleagues and clients. Slalom has a strong, seasoned UX team with people distributed across its local offices in the USA, as well as a national team that supports all of us. We excel at holistic, outside-in, omnichannel experience strategy work, which is an exponentially increasing growth area for us and an integral part of our business and technology services. It’s this type of UX strategy work that gets me pumped and makes me want to spring out of bed every morning. But as I discovered, some people at Slalom did not see this work as belonging to the User Experience practice. Read More
Many marketers don’t understand their Web-site visitors. But boosting Web-site traffic is usually high on their list of goals—if not their highest priority. How can they increase their site’s traffic if they don’t know what visitors want or need? And will simply growing the number of visitors lead to higher profits?
Ultimately, it doesn’t matter that your Web site looks amazing. If you’re asking the wrong people to do the wrong things at the wrong time, your conversion rates will suffer. Conversion-rate optimization (CRO) requires understanding your audience, which, in turn, requires conducting research, asking visitors for feedback, and experimenting with messaging—among other things. Having a CRO strategy is the best way to ensure your site visitors turn into loyal customers. Read More
In this edition of Ask UXmatters, our panel of experts discusses what UX designers really want from user research. The goals of user research typically include understanding users and the tasks they need to complete. It is also very important to understand exactly how people will use a particular product. The results of user research can help UX designers to better understand users and also to validate their designs.
We must go beyond the surface meaning of analytics data to understand the whys of users’ needs and behaviors. What is behind their needs and goals? Our expert panel believes it is important for UX designers to have a holistic view of users when creating designs for them. We must always keep an open mind during user research and as we analyze research findings. Sometimes we’ll learn something that is very unexpected.
Our experts also explore the need for user research when updating an existing product’s design. Finally, I describe a three-phased approach to updating the design of an enterprise product that is tied to a legacy system, leveraging research findings. Read More