When designing user interfaces common sense is really important; make it easy for your users to complete their tasks and achieve their goals, and they will be able to buy your product or service easily. Ignore major usability issues and even if your users were initially interested in what you had to offer, they will soon give up. In today’s world, where it’s not difficult to find an alternative to your product, good usability is not optional, it’s essential. However, just because someone is able to complete a task, it doesn’t mean they will. That’s where emotions come into play.

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Surveys are a good way to collect opinions, but rarely a good methodology to understand behaviour. Surveys are useful when you need a numeric answer to a specific, well-researched question from a clearly defined group of people. Don’t use a survey if you require long, detailed answers. Use a qualitative research method instead.

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“Affinity diagrams” are a UX designer’s tool, used to capture and synthesise qualitative data. This tutorial will look at preparation, recruitment, building an interview guide, interviewing, extraction, and finally synthesis! Additionally, I’ll explain how to use your affinity diagram to create UX artefacts such as personas and customer journey maps.

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