effectiveUI blog

Interpreting today’s digital landscape and how it is transforming the human experience.

You Already Have a Customer Insight Department in your Company. Use Them.

by Kelly Downing
April 30, 2012

Last week I was involved in a kickoff meeting for a quick hit project with a small travel company. As with every project, we gathered all client stakeholders, subject matter expert, and members of our research, design and development teams in one room to level-set on expectations, goals, methods and timelines. Halfway through the meeting, we began to ask questions [...]

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

by Joel Flom
November 18, 2011

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 these tools, and I do [...]

Customer Insight and Agile Love

by Julia Barrett
July 11, 2011

Co-authored by Tracy Zarzan At the outset, Agile and customer insight seem to have conflicting agendas. Very simply, Agile’s major goal is to create working software quickly. After all, a working product is what our clients and their businesses need. On the other hand, the purpose of customer insight is to take some time and a broader lens to understand [...]

Are You Designing the Next Power Glove?

by RJ Owen
June 10, 2011

“Throw away your joysticks, kids. Punching…has evolved from two-dimensional wrist-wringing to 3-D arm-swinging.” Thus began the 1989 article of “Design News” praising that year’s must-have Christmas accessory: the Power Glove. At that time it seemed as if the new age of direct manipulation was upon us, and that video game controllers would soon be an artifact of the past. The [...]