Ideas, insights and inspirations.

User experience design handles the strategic, narrative and structural design of digital experiences in service of persuasion, conversion and delight. There is a science and art of user experience design for marketing websites. Here is the list of best practices we have developed over the last 25 years: 1. Recognize that customers, not you, are the real hero of the story. Great brands help their best prospects realize their personal hero’s journey. Resist the temptation to talk too much about yourself. Stay focused on your prospects. 2. Put the needs of the right-fit prospects first. Begin your project by writing various use cases that capture the functional wants and psychological needs of your best prospects. To arrive at these, conduct primary research and review all secondary research you can find. Understand elements of brand value. Identify distinctive hooks that appeal to your prospects. 3. Sharpen your business strategy and your authentic brand position. Ask your senior team simple questions: “What … Continue reading

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