Customer research is fundamental to the design process. It’s been well established that relying on assumptions alone leads us to make biased decisions that often fail to reflect the reality of the customer’s needs and wants, leading to poor results (including reduced revenue). Basically, it’s more e…
Inexperienced marketers tend to fall back on a benefit-focused approach, believing they’ll win customers by listing their virtues (better products, better customer service, technical improvements, etc.) Unfortunately, most practical benefits don’t address the issues that really frustrate consumers: …
There’s definitely some logic to the underlying philosophy of the “mobile first” approach to design, but there are also some hidden problems that cause even experienced designers to make some fundamental user experience mistakes. Doing it wrong serves only to reverse the underlying problem, creating…
There are few forces as formidable as designers and developers working together. When they’re working effectively, they hardly need anyone else. Entire companies have sprung up around strong designer+developer teams, and these collaborative teams have built many of the tech and social platforms that…
When I think of the people who were the most influential role models in shaping my approach to business and life, I keep coming back to astronauts. I don’t know where I’d be if it weren’t for astronauts. You see, I’m an emotional guy. I cry easily at movies. My blood pressure rises when I see injust…
Designers aren't always rational. Cognitive biases warp reviews and choices, from anchoring to loss aversion, and practical cues help you notice them and steer projects with clearer thinking.
Six common UX pitfalls drain revenue. Prioritize research over reskins, design for humans not databases, respect power users, collaborate teams, and coach users kindly. Thoughtful process beats decorative polish.
When customers flee, the temptation is a glossy redesign. Instead, uncover buried UX flaws, align messaging, and iterate with research so users feel capable, trust grows, and sales recover.
I’ve worked on a lot of enterprise software projects over the years, and one of the common patterns I’ve observed is a surprisingly high tolerance for poor user experience. If you’ve ever worked in a cubicle farm, you’re probably all too familiar with the baffling HR systems, the agonizing time-trac…
I recently spoke to the seniors in Arizona State University’s Visual Communication Design department, and was asked the same question I’m asked almost every time I’m speaking to design students: “What do you look for when hiring designers?” (I should mention that I regard “Designers” as a broad and …
Coca-Cola may already be one of the most recognized brands in the world, but they nevertheless spend billions of dollars every year on their marketing efforts. (And you can bet they’re not doing it on a whim. They know exactly what those dollars will bring them in return.) On the other side of the s…
Stop waving the same tired values as everyone else. Customers assume basics like quality and service. Ditch the defaults and uncover what truly sets you apart, something competitors won’t claim.
Being first rarely wins anymore. In a fast moving market, underdogs iterate faster, learn from others' mistakes, and take the lead unless patents or relentless innovation protect an early edge.
Drop the buzzwords and watch how primal Friend or Foe instincts shape every click. Build consistency, character, and reassurance, or keep losing silent prospects who never call back.
It's tempting to jam your corporate identity full of bells and whistles, but the strongest identities are still the simplest ones. When designing a logo, it's easy to go overboard. There are so many great elements you can work with (colors, textures, patterns, shapes, borders, typography, gradients,…