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2022

Inclusive Design starts with recruiting- and here is where the 5 user default falls flat

By Frank Spillers

on March 30, 2022 - 7:14am
3 circles- first circle and last circle many people in it, middle circle has one person in it

Summary: Inclusive Design starts with including users. Sadly, the 5 user sample size does not scale to inclusion efforts. Hence, you will need to include more users. However, it is important that you do not include a token user from an underrepresented community (eg. one wheelchair user). Instead, take an intersectional approach to user recruiting (eg. a wheelchair users who is Trans and Black). Finally, make sure to dedicate your audience research to full inclusiveness (versus adding a couple of users to check the inclusive box), so that you might understand the depth of experience for that impacted community and the issues that you need to know about to avoid bias, harm or exclusion in your product. 

The shift toward Inclusive Design sees us adding more representation to visual search results, product strategy, and more (see Nike inclusive sizing below).

Tags: 
Inclusive Design
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Context Intelligence is the key to amplifying your UX team smarts

By Frank Spillers

on February 7, 2022 - 9:17am
three people of color wait in a doctor's office for an appointment

Summary: Developing a depth of understanding of how users will interact with your product or service, specifically under which conditions of use and surrounding constraints, is vital to quality UX. Further to context of use is the ability to build this team skill called "contextual intelligence" continuously. The more a team factors for context of use, the more design decisions can benefit, leading to context-aware designs that respond and shape better user experiences. 

Tags: 
user research
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Stop wasting money chasing channels, start optimizing your touchpoints first

By Frank Spillers

on January 4, 2022 - 11:53am
Brown skinned Sales rep having a discussion with white couple shopping while leaning on the table with a catalog in the store

Summary: Customer service, customer experience, and user experience efforts come together around touchpoints. Touchpoints are significant interactions between customers and companies, occurring across channels. Figuring out where your journeys break down and how to better improve the interactions that occur there is a big deal for UX ROI. 

What is the significance of a touchpoint?

Products and service systems (think mobile app orders food delivery) rely on touchpoints. Touchpoints are value-rich exchanges between customers and your business. Common examples of touchpoints include information, help, advice, or consultation. Touchpoints occur when and where the customer wants them to occur. Likewise, user behavior is “choose your own channel” (omnichannel) by default. It is for this reason that touchpoints need to be observed, optimized, and made consistently available across channels.

Tags: 
Service Design
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