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Behavioral Science

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How We Listened to Our Users and Made a Better Product

  • Behavioral Science, Business Value and ROI, Content Strategy, Contextual User Studies, Customer Experience, Direct Observation Research, Empathy, Enterprise Products, Interaction Design
Three Tried and Tested Ways to Understand What Users Want
Article by Antonio Rotolo
IDEAS IN BRIEF
How We Listened to Our Users and Made a Better Product

Users may know their needs and problems but it can be difficult to articulate them. In this article, the author provides a brief exploration of some approaches that might be helpful.

  1. Analysing users’ behaviour and their interaction with the product.
  2. Talking to users
  3. Collecting feedback and conducting A/B testing to iterate from ideas.

Read the full article to learn how the founders at Ludwig used this approach on their product.

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5 min read

5 Reasons Why Designing Simple Experiences is Psychologically Impossible

  • Behavioral Science, Customer Experience, Design, Design Theory, Neuroscience, Usability, UX Education, UX Magazine

Simple is exponentially harder than complex, namely because there’s a psychological chasm that most teams cannot surpass… or perhaps they have not been setup to succeed.

Article by Joe Smiley
IDEAS IN BRIEF
5 Reasons Why Designing Simple Experiences is Psychologically Impossible
  • Designing simple and seamless experiences is exponentially harder than designing complex solutions
  • Simple solutions require an extraordinary amount of time, money, and skill
  • Other obstacles to simple design include complexity bias, loss aversion, unpredicted behavior, and fear of risks
Read the full article to learn more about the psychology behind designing a simple experience.
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5 min read

Design Killer, Killer Design

  • Behavioral Science, Design, Emotion, Empathy, Internal Company Dynamics

Questions to get the most value out of your internal or external design teams.

Article by Jonathan Ng
IDEAS IN BRIEF
Design Killer, Killer Design
  • Critique is a vital component of the design process as it enables improvement. However, it has to be well-thought-through to be beneficial for the design process.
  • 3 key questions might help to provide constructive feedback: What is the purpose behind the design? Are the design principles respected? Is there a visual hierarchy of elements/information?

Read the full article to learn a helpful method for and some key ingredients for design critiques.

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4 min read

Product Experience: The Backbone of Your Product’s Success

  • Behavioral Science, Consumer products, Customer Experience, Design

In an ever-changing world, businesses need to be ahead of the curve to keep their products competitive: what “ahead of the curve” means for digital products right now?

Article by Paula Andrea Becchetti
IDEAS IN BRIEF
Product Experience: The Backbone of Your Product’s Success

Answering the question “Who should own product experience?” we have to consider that delivering an outstanding product experience is a goal cross-company.

  • Alignment between the following departments becomes crucial: product, customer support, sales, marketing, product leadership.
  • How PX and CX are aligned? Product experience demands more than ever synergy between product teams and customer-facing teams; loyalty comes from a seamless interaction with the product itself.
  • The primary source of customers’ trust is the personal experience they get from the first-hand usage. Here are three key strategies to improve it.
    1. Data that can be transferred to feedback. There are two main groups of tactics to get consumer feedback: qualitative (interviews and surveys) and quantitative (conversion rate or bounce rate).
    2. Continuous analysis. Here are some things you should keep an analytical eye on – retention, flows, adoption, churn.
    3. Customer engagement or user ever-lasting love. Working with it, you have to consider: in-app user onboarding, intuitive design with proper information, personalization, in-app notifications, or emails.

PX brings special clarity to the inseparable connection between product and customer. Never forget: caring about a performant product is taking care of customers’ interests before anything else. Read the full article for more details on this important concept.

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9 min read

The Full Loop Analytics Framework

  • Behavioral Science, Business UX Leaders, Business Value and ROI, Data visualization, Design

A framework to take organizations from output to outcome focused product metrics.

Article by Sol Mesz
IDEAS IN BRIEF
The Full Loop Analytics Framework

A few months ago, while creating a metrics dashboard for a client I had an epiphany: “if a product is only viable when User, Product and Business are equally present (thinking of the product triad), how come most of the existing frameworks focus on isolated parts of the trilogy?”

I created a framework for considering all 3 parts of the equation:

  1. Key Experience Indicators measure the relationship between User and Product, understanding product performance as a result of user satisfaction.
  2. Key Performance Indicators measure the impact of product performance on business results. In other words, KPIs look at product metrics in terms of business results.
  3. Key Business Indicators measure how user experience impacts business results.

This way fo measuring performance:

  • provides a holistic view of product performance,
  • makes sure that improvements in one area don’t have a negative impact on others,
  • and ensures that everybody is thinking in outcomes (company-wide results) rather than outputs (individual metrics)

Read the full article below for information on each triad, how I created the framework, and ways of applying it to your organization.

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9 min read

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