Measure what matters

Jared Spool

February 21st, 2018

We gather data to determine the direction and assess the value of what we create. Every business, and client, has a specific approach to the way they define success. How many subscribers do you have? What is the customer retention rate? How many unique visits, and downloads? What is the time on site, the bounce rate? How are your WAUs, DAUs, and MAUs? (Weekly, Daily, and Monthly Average Users.) How do you define engagement?

We make critical decisions around content, design, and product development that are informed in part by metrics. But what do metrics tell us about the success or failure of a product, the user experience, or design? What metrics should we rely on?

Unfortunately, user experience designers rarely hold sway over determining what metrics matter, but they may be able to shift the conversation around how teams determine metrics for success to evaluate product designs and usage.

The quantitative data that we collect often drives important product decisions, but numbers garnered from out-of-the-box solutions like Google Analytics often generate arbitrary data points that don’t really tell us much. Metrics paint only part of the picture: the what, and not the why. For the why to happen, we need qualitative measures. We need the narrative behind the numbers to establish and track metrics that provide true insight into the user experience, the value, and the outcome of what we create.

You need to start making measurement part of your design practice. To do that you’ll want to spend a day in the amazing UX Immersion: Interactions workshop with Kate Rutter. Kate is a master at the intersection of business performance and great design, which is exactly why you want to learn about UX Metrics from her. Register this week and save $400 off of your full conference registration with code NEWPORT18.

The Next Step in Eliminating Bad Design: Hiring Great UX Designers

Jared Spool

February 16th, 2018

In this week’s article I talk about hiring UX Designers.

Here’s an excerpt from the article:

We have an audacious 100-year mission: Eliminate all the bad design from the world. It started 30 years ago with what was then User Interface Engineering (which became UIE and is now Center Centre/UIE). Back then, we saw the immense frustration caused by poor design practices. We wanted to make the world a better place through great design.

We figured it would take us a long time. In that time, we’ve come a long way.

Organizations get it. Many are now building out their own internal design organizations. They want to stop shipping products and services that deliver poor experiences.

Read the article: The Next Step in Eliminating Bad Design: Hiring Great UX Designers

Are you looking to improve your hiring process? Share your experience with us below.

Guide your users to informed decisions

Jared Spool

February 13th, 2018

We use visual models all the time to make sense of information, scribbled on napkins and in notebooks, spread out across charts and graphics, and in the mapping of user experiences. Some templates for this kind of modeling are effective, while others seem to breed more confusion and complexity than they intend. How do we get it right?

Templates for these models might be an easy bet for the designer to use, but they all have their quirks and limitations. Stephen Anderson challenges us to create the right model for the data and information we have by understanding the elements we use to create them.

When we understand the elements of visual language, we can explore and communicate data more deeply by creating and customizing our own maps and models. We can also identify more easily why some model templates miss the mark.

You need to start communicating complex ideas and concepts with compelling visualizations. To do that you’ll want to spend a day in this amazing UX Immersion: Interactions workshop with Stephen Anderson. Stephen is a world renowned speaker and author of the books, “Seductive Interaction Design” and “Design for Understanding,” which is exactly why you want to learn about visualization from him. And register by this Saturday to save hundreds of your dollars.

Get A Better UX Metric From Your NPS Survey Data

Jared Spool

February 9th, 2018

In this week’s article I expand on my analysis of the Net Promoter Score.

Here’s an excerpt from the article:

A few weeks ago, I wrote a somewhat controversial analysis of Net Promoter Score, a business metric employed in many organizations. Many who were critical of my article stated they thought I should’ve provided a replacement for their beloved instrument, if I was going to tell them they can’t use it any more. While there is no replacement for the numeric score, there is a way to get value out of the survey used to collect the Net Promoter Score data.

Keep in mind that this method for getting value from an NPS survey isn’t easy. As you’ll read, it involves a series of difficult steps.

However, it’s not rocket science either. (NASA has been a client of ours and they’ve confirmed, it’s not rocket science. They have very strict definitions and this does not match that.)

Read the article: Get A Better UX Metric From Your NPS Survey Data.

How much value are you placing on your Net Promoter Score? Share your experience with us below.

Communicating With Design

Jared Spool

February 8th, 2018

Design influences behavior by guiding and motivating people to do something, to take an action, or, by contrast, slowing them down. Some design choices create unintended negative experiences by creating a type of friction for the user: a complicated checkout process, an even more complicated password retrieval workflow.

Alternatively, we create a more positive brand of friction when we slow customers down with details for securing passwords, or reminders that educate them about the consequences of a decision, such as deleting information from a system.

Understanding this balance, the flow of the customer experience, the relationship between the design and content, informs the choices we make.

When we spot moments in our design that encourage flow in areas, and less friction, we can improve the experience, as well as the comprehension of the content and information our designs convey.

We uncover opportunities in testing, in customer journeys, and service blueprints. By understanding the behaviors that our designs encourage, we design better experiences, create trust, and successfully convey information.

Join Stephen at the 2018 UXI Conference in his Visually Making Sense of Complex Information workshop and explore how you can communicate complex ideas through design.

Designing for Cognition

Jared Spool

February 5th, 2018

How we perceive information, absorb and make sense out of it, is influenced by a myriad of factors, from typeface and size to iconography, presentation, and context. Our brains seek out patterns and narratives. We make visual associations that are based on our experiences, and that influence how we understand what we see. In 2018, it should come as no surprise that our attention and awareness is hackable.

So, how do we design interactions and display complex visual information in ways that help people make sense out of what they are seeing? Stephen Andersonrecommends that we begin by understanding how people experience design. Explore the space between the lines of your designs, and consider the associations both intended and unintended that your choices create.

Content, data and information, and design are mutually dependent upon each other to convey meaning and message successfully. Content might be king, but design and presentation share its reign. Even when we look to old school media, how we interact and absorb a book, for example, is influenced by the typeface and layout.

Join Stephen at the 2018 UXI Conference in his Visually Making Sense of Complex Information workshop and explore how you can communicate complex ideas through design.

UIE Article – Pushback is a Poison. Alignment is the Antidote.

Jared Spool

February 2nd, 2018

In this week’s article I talk about organizing tasks.

Here’s an excerpt from the article:

Alignment maps are a critical tool during the alignment process. They are representations of the current goals and direction of the project, encompassing the current thinking and recently uncovered details.

These maps become mainstay features of meetings and discussions. Comments are attached with sticky notes. New revisions integrate the latest thinking. They are simultaneously an overview of the strategic approach and a sounding board for the tactical efforts.

Read the article: Pushback is a Poison. Alignment is the Antidote.

How does your team utilize alignment maps? Share your experience with us below.

Embrace good ideas from every part of your team

Jared Spool

February 1st, 2018

The search for the right solution to a problem evolves out of the way we think about it: How decisions are made to meet specific goals and objectives, and why we made them. With critique, designers are able to explain the thinking behind the choices they’ve made and get feedback on those choices. It can help them refocus their work in areas that fall short, and bring to light those areas that shine (and why).

When we begin by focusing on the goals, and whether the design has met them, we move the conversation away from personal opinion. Critique is a balance between reviewing what works and what doesn’t in the context of the design.

Good critique, explains designers Adam Connor and Aaron Irizarry, draws from the strengths of a given design decision to shed light on solutions for the weaker parts.

Over time, critique creates a more collaborative work environment, where teams feel comfortable discussing their designs in spontaneous and casual conversations, with less reliance on formal reviews. The practice helps teams relax into the process of giving and receiving feedback, and reaching a shared understanding of design problems to be solved.

Adam and Aaron break down the difference between critique and criticism a bit further.

When using critique, we try to:

  • Identify the objectives we think the creator is trying to reach
  • Understand those goals and objectives
  • Discuss the choices made to achieve goals and objectives
  • Review how effective design choices are in meeting their objectives
  • Identify strengths, potential challenges that arise from the choices made, and possibly missed opportunities

How can you integrate critique into your design practice? Both Adam and Aaron agree that starting small and casual is the best approach. Critique can be used in standalone reviews, design reviews, and collaborative activities. They suggest that teams consider the following:

  • Introduce critique into your process by starting small and informal, talking about designs in an analytical way
  • The more you communicate, the more natural critique will become a part of your language

Choose whom you critique with carefully and look for people who communicate well. (You’ll recognize who is less inclined toward the practice, such as some managers and executives who are generally part of larger design reviews.)

You need to start improving the conversations you have around design. To do that you’ll want to spend a day in this amazing UX Immersion: Interactions workshop with Adam Connor and Aaron Irizarry. Adam and Aaron have been discussing design critique for many years and are authors of the book Discussing Design, which is exactly why you want to learn about Consensus and Critique from them.

Give, receive, and facilitate helpful feedback

Jared Spool

January 30th, 2018

It is always easier to find the flaws than it is to offer solutions. Many of us have gotten so used to looking for the fly in the ointment that we’ve narrowed our field of vision down to identifying error over opportunity.

This is the difference between delivering criticism, and critique, creating an environment that isolates and one that fosters collaboration. Understanding that difference can improve your team’s designs, the way you work, how you communicate with each other, and how you influence the way others communicate. Often misunderstood, critique is a technique, along with tools that foster collaboration and consensus that can raise your design game.

So, what do we mean by critique and why does it matter?

If design is the rendering of intent, then critique is the open exploration and discussion of that intent and the choices made to reach the designer’s objectives. Where have those choices succeeded, why were they made, and what can we learn from them? Where have they failed, and how can we improve upon them? Critique removes the element of personal opinion from the discussion and focuses instead on objectives and the choices made to reach them.

Criticism is the act of analyzing and judging a piece of work from one’s perspective. It is a process of finding flaws and delivering often negative feedback. Constructive criticism makes an effort to convey both the strengths and the weaknesses of the work.

Critique is an analysis that begins and is grounded by the design objectives. With critique, we weigh the work against the goals and objectives to be met and explore why choices were made and how effective (or not) they are in the context of the work. It creates a dialogue that extends far beyond formal reviews and helps teams focus and reach consensus. It delivers constructive, specific feedback to move designs forward, and it helps designers grow in their craft.

Effective Remote Design

Jared Spool

January 26th, 2018

In this week’s article Jim Kalbach talks about increasingly remote workspaces and how companies are managing and benefiting from remote work.

We spend a lot of time and energy maintaining our office buildings. Getting our physical workspaces in order is important for productive work and effective collaboration.

Why don’t we spend as much effort configuring our digital workplaces?

The remote workspace is a constellation of services and tools: conferencing calling, chat, file sharing, and project management tools. It needs attention too.

Read the article: Effective Remote Design

Does your company design remotely? Share your thoughts with us below.