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The Usability Blog
A Practical Guide to User Experience Insights

Perspectives on Customer Journey Mapping: Part 2

The Omni-Brand Customer Journey Omni-channel customer journeys of the type laid out in Part 1 of this blog entry dominate much of the  e-commerce thought leadership conversation these days.  As we have developed customer journey mapping methodologies within our own practice, however, we have discovered that omni-brand customer journeys occur more and more frequently.  The… read more

Perspectives on Customer Journey Mapping: Part 1

Would your enterprise benefit from developing omni-brand as well as omni-channel journey maps? This is a two-part blog that looks at how customer journeys evolve and how brand perspectives must adapt if they are to extract all the potential value from any journey mapping exercise. Every journey should be specific to a persona.  In this… read more

Poor Usability Imposes a Time Tax On Your Users

It doesn’t matter whether your users are visitors to your website or customers for your software.  It doesn’t matter whether they are consumers or business people.  Their time is precious to them. Time magazine recently published an article that claimed Americans would pay $2,700 for an extra hour a day.  Small business owners report that… read more

Meet our New Customer, the Content Marketing Manager

Changes in our Customer Mix Reflect the Seismic Changes Happening to the Business World Is the rapidly changing digital world changing who you serve?  It is certainly changing ours.  But that is nothing new.  Usability Sciences has been around for 25 years.  Our “customer” has appeared in many guises over that span.  The key, for… read more

Grounding? Oh, No, Not In Our House.

Perhaps the most valuable aspect of user experience testing is that it protects product or website designers against “grounding” – the tendency (from which none of us are immune) to see the world in self-referential terms.  This recently hit home in a way that was both attention-getting and encouraging. One of our sales folks posted… read more

The Futurama Principle of User Experience

The animated show Futurama, from Simpsons-creator Matt Groening, brought us absurd comedy and heartbreaking sadness, with nuggets of wisdom throughout. One such tidbit, which generally applies to life, philosophy, and other lofty ideas, has also seemed to me to be very fitting in this field of user experience. In the episode “Godfellas”, God tells Bender,… read more

[Webinar] The Top 4 Omni-Channel Research Methods

Research has found that companies who provide a seamless and consistent experience across channels – including web, mobile, email, social media and in-store – not only yield higher sales, but also retain more than twice as many customers than companies with ineffective cross-channel strategies. With the heightened pace of technological evolution and consumers’ steadily increasing… read more

[Webinar] Your Current Personas Need to Grow up and Get a Life

Persona sets developed without the use of a proven mental model are rarely sophisticated enough to meet the needs of an omni-channel world.  These days, our clients want robust, authentic, thinking personas that: 1. facilitate better content marketing  2. have a predictive capability 3. provide visibility into the customer journey and insights into how to improve… read more

[Webinar] The Myths (and Truths) of Unmoderated User Testing

Will unmoderated online testing ever replace standard usability testing? Of course NOT, but it can be effective in the proper circumstances. Join us to talk about the myths and truths of unmoderated user testing, how it compares to standard usability sessions, and when to employ it.  Join Adrienne Guillory, Senior User Experience Specialist at Usability… read more

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