Serenity Thompson

Create a “Rinse and Repeat“ model for faster streamlined execution going forward. In agile projects that rely on human centered design, bespoke research is time consuming to the effect of reinventing the wheel. Instead, use a repeatable framework for each area of focus - then plug and play. Effective frameworks templatize quantitative research and also have a format for qualitative findings.

In the assessment stage, consider whether the feedback is truly insight or if it is merely an individual’s interpretation of data. Interpretations include generalizations, disputable assumptions, and perhaps unintentional bias. Insight is strictly based on data, and may combine several sources of hard data into one or more insights.

Privacy and trust are essential here. Building out your first party customer data is essential for designing personalized experiences that customers value for speed and efficiency. However, customers should be made aware and -ideally- have the ability to opt-out of campaign data sharing at any time.

Readability standards are the first step. I see 5th grade reading level through 8th grade reading level as a range. Once you start to measure, you will notice most corporate, UI and marketing writing is delivered at post-graduate level. Strive for 6th grade if you are a mass consumer or public sector brand, but settle for 8th grade until the UI writing team masters that level.

Show the Intersection of Your Design with Performance Data At first glance, data and design might seem like two different realms. Data is seen as rigid, quantitative, and analytical, while design is viewed as creative, qualitative, and intuitive. But when these two disciplines come together, they create a synergy that can lead to the best user experience. This is my personal differentiator, and it might be yours, too. Imagine designing a website without any knowledge of how users interact with it. We'd be relying solely on guesswork and assumptions. With data, we can understand user behavior, preferences, and pain points, allowing us to create a design that truly resonates with customers. Show the data that resulted from the design.

It’s important that your developers and engineers also understand the role of visual design. Too many times I hear “That’s just aesthetics - we will add it later” in an effort to justify the release of a build that lacks engaging design. The challenge is that, for users, 70% of usability is design look and feel. So when we release product without compelling UI/UX design, we unintentionally compromise brand trust and integrity, as these attributes are built on user experience as well.