When I want an overview of an online product and the only options are “Request Info”, “Attend Live Webinar” or “Try it Free” – I go to YouTube instead, because all I want is a quick video overview of the experience.

Just in case you forgot: It’s very likely that this crisis has changed your marketing personas, your sales personas, and your user personas. You’ll need research in all these areas to get the ball rolling again.

Saw this today at an AT&T store: The employee wasn’t able to provide a customer a sale because of the latest AT&T website update. Both, the customer and the employee were frustrated.

Relying on customers and retail staff to do the QA / user testing is demoralizing to users and staff — and you’re loosing sales. So, why cut corners?

Asking users to “Create an Account” right from the bat, just because they have a basic question about a product, can be jarring — especially if competitors don’t require creating an account to get the same information.

Based on what I’ve heard and read so far about the recent Boeing crash, it seems that Boeing really needs to re-focus itself on human factors – with an emphasis on: the UX of training pilots (cultural sensitivity, onboarding experience) and on interaction design: contextual feedback.

What’s worse than not using UX?

What’s worse than not using UX to help your company compete in the marketplace?

Something that’s worse is relying on basic applications of UX. The days where you could just approach an UX problem following the standard UX process are part of the past. It’s no longer good enough.

This is especially true in dense and competitive markets; and in markets where the largest competitors are leveraging armies of UX employees.

UX is a strategic tool. When it’s leveraged properly, UX helps companies emphasize their strengths. It also helps differentiate your company and creates a competitive edge that is uniquely yours.

I’m not talking about competing on “a better user interface”, “good usability” or “a simple UI”, or “better UX” — those are just basic expectations. That’s not good enough anymore.

Applying basic UX in markets that require a more strategic application is irresponsible. Companies that make this mistake are wasting money and accelerating their demise.

Learning Update

I got a chance to tap into the U.S. Geological Survey’s API and referenced the JSON data feed to create a map showing significant earthquakes in Southern California within the last 30 days.



Responsive visual design mock-up. Real estate company.

Requirements, visual design, information architecture, logo design.


Presentation tool. With integrated class engagement tools and real-time quantitative classroom feedback. Class-level quiz performance data. Student question tracking.