This is an article I posted on LinkedIn. If you read “The Fold Manifesto” by Amy Schade of the Nielsen Norman Group (NN/g) and it has you convinced “the fold” is major design challenge, read this before you do anything rash like add a carousel to your homepage. Save yourself from worrying about one of the least important aspects of web design so you can focus on what truly matters – compelling, structured, well-organized, prioritized content.
The folks at UX Motel reached out to me for an article to include on their blog that I thought I’d share here. The article entitled “Emotion-driven goals for UX and Business Success” cover the why and how of writing goals that identify a desired emotional outcome that can help inform business and design decisions.
In Feeling Your Consumer: What Marketers Are Missing About Making Emotional Connections, Douglas Van Praet offers some great insight into the connection between our emotion and motor systems based on research. This is great read for anyone that is truly concerned with successful marketing. It offers even more evidence that it is our emotions that drive action and not logic.
I’m happy to announce I will be presenting an updated version of the Emotional Strategy for Balanced UX Design at the upcoming UXPA International Conference in London, July 22, 2014.
Win User Loyalty by Targeting Logic AND Emotions looks at why emotions are such an important factor to consider at every stage of design. It also explains when, where, and how to use emotions by looking at The 4 Stages of Accomplishing Goals. The 4 Stages explains HOW we experience everything.
After the conference I will post up the slide deck to Slideshare and hopefully I’ll have link to a video recording of the session to share as well. Hope to see you in London.
This post, Responsive Strategy, by Brad Frost is a great read for anyone trying to decide how to approach retrofitting their existing site with responsive qualities.
Emotions are arguably the most powerful of human motivators and yet most design projects lack an explicit strategy to use or target them as part of the overall experience design. A truly fulfilling experience is one that balances our logical and emotional needs and wants.
When an experience only satisfies the logical side of our mind we’re often left with little feeling of connection to the experience. When an experience only speaks to our emotional side we’re often left second guessing our choice because we can’t rationally explain our choice to ourselves or others.
A balanced experience that satisfies both parts of our mind are the ones that create deep and lasting connections. These are the experiences that build loyalty with customers creating lasting relationships that survive even the worst of times.
In order to use emotions as both a targeted outcome for the experience and as a strategy to achieve that outcome we must first understand how have an experience. The 4 Stages of Accomplishing Goals provides this insight into HOW we experience everything. These 4 stages are the same for every person, they happen every time, and happen in the same order.
The 4 Stages of Accomplishing Goals also explains where, when and how emotions impact and influence our resulting experience. We’ll learn not only how we experience everything but also WHY we choose to accomplish some goals and not others. Once we’re clear on the 4 stages we can make emotions a strategic part of building a balanced user experience.
In this presentation I talk about the importance of balancing the useful, usable and desirable qualities of a web site to create a great user experience. Through a content out, mobile first, progressive enhancement approach you can reach the greatest number of potential viewers while ensuring the most appropriate experience for each in the process.
The purpose of the holistic approach is to never lose site of the user and what they are really visiting your site for and that is your content. This approach is built on the ideal of radical inclusion. That is to say that nothing we do as designers or developers should ever prevent the user from accessing our content.
As always I’d like to hear your thoughts on that subject. Enjoy.
I was asked to write this article in response to a particularly inaccurate article that InternetRetailer.com had run that contain several misleading and just plain incorrect comments about responsive web design. In all fairness, the author of the original article was not a front-end developer and simply quoted others that had poorly represented what responsive is and what it’s responsible for.