Archive | Marketing Mistakes

Mangled Mental Models: How Poor UX Methodology Hurts Your Bottom Line

“What do you mean, we don’t have what we need? We have marketing profiles. That’s enough!” blurted the project manager at a large financial services company. The discussion had begun amicably but had quickly spiraled into a tense debate about the company’s most important B2B customers. As always, I felt it necessary to advocate for […]

Study of Human Behavior

“This is stupid!” she exclaimed in a thick, New Jersey accent. The object of this invective? A web site. The setting? A usability test in the lab. The result? Priceless. As the moderator, nothing I could ever say or do would convey the power of those three, simple words. It doesn’t get any better (or […]

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