Market Segment Personas vs. User Personas
Traditional marketers are used to identifying market segments and organizing those segments by personas in order to better target products and marketing messages appropriately. For more on market segmentation, see this Wikipedia article. Digital marketers, and more specifically, User Experience professionals need to not only incorporate the broad market segment personas, but also further divide [...]
The Importance of Service Design in an Omni-Channel Strategy
Omni-channel strategy is the latest buzzword in the digital space because of its emphasis on the user experience across channels — and typically, digital tools and tactics are being used to bridge the customer experience across these channels, therefore we now have the term “Omni-Channel.” As you begin to design experiences that will bridge across [...]
What are you trying to accomplish with this page?
This post’s title became the topic of an interesting discussion in our Marketing Team in which we were discussing the concept of providing a better template for Product Managers to submit their creative briefs for traditional and interactive media requests. However, a template won’t fix a fundamental misunderstanding of the commercialization process. The Purpose of Commercialization [...]
Usability Reminder: Product labels need to be clear just like website headlines
We’ve recently moved to a new city and state and while trying different grocery stores near our new home, I’ve come to the realization that companies don’t pay attention to product packaging usability. A lot of focus on the “look” of the label but not the ease of use. I say this because every time [...]
Government websites live in an alternate customer experience universe
I filed my state refund about 45 days ago and checked on the status of it today via the North Carolina Department of Revenue website. Here’s the message I received after entering my social security number and refund amount: Do note the date stamp on this post: April 17, 2010. Yes, the website looks like [...]
