Effective Thinking

  • Personas and Segments Sitting in a Tree

    Market research-generated audience segmentation uncovers peoples’ perceptions. It captures likes and dislikes and informs advertising, what people will buy, and pricing. Segmentation is often crafted through quantitative research, like surveys. Design research and, more specifically, personas provide insight into what user groups do – their behaviors, goals, needs and motivations so that products and services […]

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  • 10 Reasons to Learn More about User Research

    Whether you are already incorporating user research into your design and development process or you’re totally new to it, you can learn a lot from experts who have been there, done that. EffectiveUI’s customer insight team has wrangled research insights for some major brands, including EA, Wells Fargo, Martha Stewart and Scottrade, to name a […]

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  • Customer Research Insights: What Clients Need to Know

    Research insights are a key output of contextual customer research. Insights are the translations of raw data into findings and recommendations that become the guiding principles for design. What is an Insight? An insight is a window into your customers’ minds which provides accurate, deep and intuitive understanding of their needs. Some examples: Mobile banking […]

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  • Planning Contextual Research: What Clients Need to Know

    Planning contextual research with a UX agency for the first time? Excellent! You are in for quite a treat. This ain’t your grandma’s market research. Contextual research (aka, contextual inquiry) is a design research methodology employed to allow you to get a deep understanding of your customers. It examines the context of where your customers […]

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  • Real Relationships Lead to Valuable Customer Insight

    We’ve all been there: you’re at a party, speaking to someone new. You ask their name, maybe what they do for work. They mumble a response, hesitate to make eye contact, constantly scanning the room for someone more important to speak to. Once found, they give you a comic-book smile, a perfunctory handshake, mumble something […]

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  • Helping Companies Improve Digital Experiences

    Most organizations know that digital customer experience is a crucial factor to get right in today’s ever-connected world. Yet, many are still trying to understand the digital landscape and how customers can best be served using new tools and processes. If this sounds familiar, a recent report from Forrester Research analyst Kerry Bodine, Top 10 […]

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  • Using Digital Diary Studies to Understand the Customer Experience

    What do customers do leading up to engaging with the kind of product or service you provide? What do users do when shopping online for your product or service? What are the pain points for customers who currently use your product or service or a competitor’s product or service? In the Customer Insights department at […]

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  • Then I Saw This Map, Now I’m a Believer

    Customer journey maps help UX professionals and the clients they serve better understand a particular customer’s needs throughout a series of interactions. Like personas and scenarios, customer journey maps contribute to better user experiences by putting the client in the shoes of the users. You would think that as a Lead Experience Architect, I’d champion […]

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