Category: Our Publications

Make More Money: Ads in Search Results: Part 2

Make More Money: Ads in Search Results: Part 2

Having online ads and optimizing search results present conflicting objectives. One the one hand, we would like to optimize the search experience, and on the other hand, we would love to monetize online advertising, which could undermine search experience. Read on to learn about solutions that generate ads profits while maintaining a sound search experience:

Make More Money: Best Practices for Ads in Search Results: Part 2, published on UXmatters, November 2, 2009

 

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Make More Money: Ads in Search Results: Part 1

Make More Money: Ads in Search Results: Part 1

Having online ads and optimizing search results present conflicting objectives. One the one hand, we would like to optimize the search experience, and on the other hand, we would love to monetize online advertising, which could undermine search experience. Read on to learn about solutions that generate ads profits while maintaining a sound search experience:

Make More Money: Best Practices for Ads in Search Results: Part 1, published on UXmatters, October 5, 2009

 

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Shape Your Product Strategy based on What Users Want

Shape Your Product Strategy based on What Users Want

Many UX researchers and analysts aspire to influence not only design implementation but also product strategy. However, it is rather difficult to effect this kind of influence because user research insight tends to be design-centric and fails to speak to the overall strategy. In this article, I will describe how strategic influence can be achieved through a well-defined research approach, illustrated with first-hand experience. I will also discuss how any UX professional intending to add business value can leverage this approach in influencing product strategy.

Leverage UX Insight to Influence Product Strategy, published on UXmatters, September 7, 2011

 

 

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How to Create Online Ads that Get User Attention

How to Create Online Ads that Get User Attention

Designing online advertising and merchandising poses unique challenges to user experience professionals because we need to strike a balance between business and user experience needs. In this paper, I proposed a ROI framework, a user research approach, and a number of UI design best practices related to online advertising and merchandising.

User Experience Research and Management of Online Advertising and Merchandising, published at Human Computer Interaction International 2009 Proceedings.

 

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Award-Winning Online Marketing Best Practices

Award-Winning Online Marketing Best Practices

You might think of online marketing as a separate discipline from user experience design.

However, marketing is an integral part of users’ experiences with many websites and mobile apps, and can greatly benefit from a user-centered design approach. We conducted a web-marketing user research in driving web-promotion strategies and designs for a major financial services company.

Based on that work, we wrote a paper to explain business strategies and design guidelines for creating effective web promotions.  This paper won a best-paper award based on peer review at the Human Computer Interaction International conference.

Designing Web Marketing that Works for Users: Finding Best Practices through Evaluation and Conversation, published at Human Computer Interaction International 2011 Proceedings, winning a Best Paper award based on peer reviews.

 

 

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Personas: A Great Tool that Helps You Make Better Business and Design Decisions

Personas: A Great Tool that Helps You Make Better Business and Design Decisions

Persona is a very popular user-research tool in helping designers understand and design for user needs. However, based on many years of experience creating personas for various organizations, we’ve found developing truly robust and applicable personas could be challenging due to the need to balance the “science” and the “art” aspects of personas.

Based on extensive hands-on experience, we developed a best-practice framework for creating effective personas.

Creating Effective Personas for Product Design: Insights from a Case Study, published at Human Computer Interaction International 2011 Proceedings

 

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