Strategy.
Objectives & Needs.

The Pareto principle (also known as the 80–20 rule, the law of the vital few, and the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes.

Card sorting is a simple technique in user experience design where a group of subject experts or “users”, however inexperienced with design, are guided to generate a category tree or folksonomy. It is a useful approach for designing information architecture, workflows, menu structure, or web site navigation paths.

Data on what works well or poorly on other sites saves you from implementing useless features and guides UX investments to features that your users need.

Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is a recognized field in user experience design, but also draws interest from adjacent communities such as content management, business analysis, and technical communication.

An ecosystem is the term given to a set of products, services, and people that function together in a symbiotic way.

Ethnographic field research involves the study of groups and people as they go about their everyday lives.

The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.

A four-step process companies use to hook users and form habits among them. The four parts of the model include: trigger, action, investment and variable reward.

The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano, which classifies customer preferences into five categories.

A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets.

Lean UX is a set of principles that may be used to guide you to better, more desirable solutions for users. It's not a process in which each tool is rigidly applied.

Web metrics are a treasure trove of UX data and insights. Used properly, metrics are the ultimate behavioral analysis tool; the trick is to know how to read the data and what it means.

A collaborative collection of assets and patterns that will eventually evolve into a product's visual style guide.

Multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.

In user-centered design and marketing, personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.

Questions that provide numbers as result. Quick and inexpensive way of measuring user satisfaction and collecting feedback about the product. It could indicate the need for a deeper qualitative test.

Humans tend to return good deeds: use this social psychology law in user interface design to gain users’ trust and motivate engagement with your site or app.

A map that displays all the touchpoints of the consumer with your brand, as well as the key internal processes involved in it. Useful to visualize the path followed by consumers across multiple channels and how you could improve the flow.

Stakeholder Interviews are conversations an individual conducts with his or her key stakeholder: customers, bosses, subordinates or peers both within and outside the organization. The interviews allow you to step into the shoes of your interviewees and see your role through the eyes of these stakeholders.

A storyboard is a technique for illustrating an interaction between a person and a product (or multiple people and multiple products) in narrative format, which includes a series of drawings, sketches, or pictures and sometimes words that tell a story.

Think-aloud protocol (or thinking aloud; also talk-aloud protocol) is a protocol used to gather data in usability testing in product design and development, in psychology and a range of social sciences (e.g., reading, writing, translation research, decision making, and process tracing).

A panel of people discussing a specific topic or question. Teaches about the users’ feelings, opinions and even language. Useful when the target audience is new or unknown for the team.

The design is based upon an explicit understanding of users, tasks and environments. Users are involved throughout design and development. The design is driven and refined by user-centered evaluation. The process is iterative.

A value proposition is a promise of value to be delivered and acknowledged and a belief from the customer that value will be delivered and experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.