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…
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…
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.
Agile began as a manifesto and became an industry. When design teams adapt it without dogma, tension turns into flow, scope changes stop derailing, and client collaboration beats paperwork.
The basic elements of highly successful online videos are really just fundamental principles of human interaction, and you can apply to nearly any form of communication (especially marketing). While there's no way to guarantee that anything will "go viral," studying and applying those basic elements…
Smell sells. Tap scent marketing’s subconscious power to lift mood, memory, and sales. Choose simple, context-smart fragrances, tune the intensity, and watch productivity rise without customers noticing why.
Archetypes are based on the idea of universal, reoccurring characters or personifications that represent something fundamental about the ways we identify ourselves and relate to the world around us. A few years ago, we began the process of gathering raw archetypes from as many sources as we could. I…
The typical modern consumer generally assumes quality and functionality as given, so what they’re really seeking are experiences that help them to fulfill their psychological needs (affiliation, aspiration, and identity). A key way to satisfy all of these needs is to cultivate a "tribe" around your …