Analytics are of enormous value to digital marketers but be careful not to lose sight of what your customers actually want, think and feel. An understanding of your customers on this level is needed to drive innovation and inform future strategy, planning and design decision making. It’s not an 'either /or' choice but rather a question of using the right kind of tools for the job.
For many people the internet is as magical as snake charming. It is our job as practitioners to keep this magic alive by enabling great experiences and encouraging people to talk about them.
There is lots of F: functionality that is. So much so I am wondering if we should rename UX UF, as in User Functionality. Not that there is anything wrong with the F word. It’s great when you have an intuitive online journey. But to my mind that is only half the story. It strikes me that there isn’t enough X in UX.
Persona development can be contradictory. We use personas to validate and stress-test user journeys, scenarios, navigation models and so on, but we often don’t stress-test the personas themselves to see if they withstand scrutiny.
“They say the world has become too complex for simple answers. They are wrong." Ronald Reagan
Behind the scenes, today’s products and services are very complex. The challenge for design teams grows and companies struggle to create the increasingly important illusion of simplicity.
