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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In our 20+ year history of building websites, almost all our clients were initially skeptical about the return on investment from a website redesign; they underestimated the impact the new website would have on their business. After a year or two of relaunch, almost all the clients became believers. They shared comments with us that had three recurring themes. Here they are: 1. A great website creates a strategic inflection point, whereby a business starts experiencing a major change due to clarity realized during the website strategy development process. 2. A great website changes organizational trajectory, when a business sheds an old skin and puts on a new skin which re-energizes the prospects, customers and internal stakeholders. 3. A great website realizes a new organizational destiny, whereby the organization musters the courage to unapologetically pursue its vision. We often hear stories from skeptical prospects about their previous website redesigns not liberating prosperity. What’s the difference between their past experiences and … Continue reading

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Organizations, like people, create their own destiny. After serving hundreds of clients over twenty years, reading over one thousand autobiographies of entrepreneurs and successful businesses, here is what I’ve come to understand about destiny in the lives of organizations. Organizations are Authors of Their Own Destiny: Instead of drifting aimlessly, successful organizations embrace a clear and cogent strategy. Inch-wide-mile-deep, hit-them-where-they-aren’t, be-a-contrarian, build-on-strengths, and let-stars-pull-the-ordinary-along are just a few of the strategies they pick from. Talent Unlocks Organizational Destiny: Instead of accepting mediocrity, successful organizations amass the talent that can deliver brilliance. They realize that engaged talent, not capital, will lead them to the Promised Land. Destiny Demands Being True to Yourself: Instead of imitating others, successful organizations reveal their authentic selves. They celebrate their strengths, legacies, and heroes. They claim what’s rightfully theirs. Destiny Takes Courage: Instead of hiring survivors, successful organizations carefully recruit champions who have the courage to make the tough choices to create destiny-shaping inflection points. They … Continue reading

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