In UX design, metrics are used to measure how something is performing, and the “Net Promoter Score” (NPS)is recognised as being the gold standard of measuring satisfaction. Satisfaction may be a fairly good indicator for success when assessing your customers, however, there is often little or no connection between satisfaction and loyalty when it comes to services. Often it’s customer effort that is the decisive factor in determining whether a customer’s needs are being adequately met.

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“Good design is at little design as possible” – Dieter Rams. While the experiences and interfaces we design become more complex, it is crucial to keep in mind the importance of achieving simple products that are understandable and not burdened with non-essentials.

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