The buyer’s journey, often called a funnel, is a powerful construct to help you understand the stages of buying customers in your industry go through. But rigidly applying content—meaning the details of information within each article, video, infographic, experience, etc. that you put out into the world—to specific stages within buyer’s journey will only lead… Read more »
“I’m really sad, actually, to leave today, because I think this has been one of the most awe-inspiring environments I’ve ever worked in. The spirit and collaboration, and how entrepreneurial this environment is, it’s just really incredible. We just had an incredible experience working with all five of the teams and the level of engagement… Read more »
It goes without saying that experience is the new competitive advantage. But what isn’t so apparent is the ways in which you can construct a consistent framework for these experiences. With modern web design and development processes rapidly evolving, frameworks like Bootstrap and Foundation are highlighting the value in creating powerful systems of digital components… Read more »
A UX Designer, an Interactive Developer, and a Visual Designer walk into a bar…and actually, that’s exactly what happened. Our Interactive Team has been using Sketch for some time and, curious about their thoughts, I invited them to sit down and tell me why they love the program. Wanting to be at least semi-knowledgeable before… Read more »
Centerline’s Brenna Mickey & Lenae Boykin take a minute (or two) to reflect on their time in the Peace Corps (spoiler alert: they both served in the Peace Corps in Albania, at the same time), sharing with us how they’ve applied those lessons and learnings to their personal lives, as well as their careers here at… Read more »
Maybe it’s the smell. Maybe it’s the texture. Maybe it’s the utility. I can’t fully articulate my passion for traditional tools, even as I work in the digital space for a digital agency to help our clients reach their customers through digital channels. The same tools I loved as a kid—pens, pencils, paper, and markers—are… Read more »
“What use could this company make of an electrical toy?” – Western Union president William Orton, responding to an offer from Alexander Graham Bell to sell his telephone company to Western Union for $100,000.  It’s easy to dismiss new technology as a passing fad. I remember looking at an iPhone in 2007 and scoffing at how… Read more »
I believe that experience designers should use the power of art to make digital experiences more compelling. You might think, “well, that’s great but I’m not an artist. I can’t draw or perform music or dance or act. How am I supposed to use art in my designs?” To be completely honest, I don’t know exactly, because everyone is different. Everyone will have a different process — or perhaps no process at all — for creating a sense of artistic expression in digital content, whether it be through visual, auditory, interactive or narrative devices. What I have come up with, though, are three points to help you discover your own approach.
To understand how web designs and interactivity effect the end user, I’ve been reading up on website design, modular layouts, adaptive hypermedia (web content that adjusts to the specific user – mostly seen in educational settings but could also be interpreted as suggested links or products), and spatial hypermedia (where the web user can move and adjust the website – adjust the layout or other elements of the webpage). Sounds kind of nerdy (and it is!), but doing the research taught me a few key points that I think should be considered for every digital project.
The designer Milton Glaser is an advocate for inquiring about meaning, and encourages us to be mindful of slipping into surface-deep observations and assumptions. Designers, writers and marketers (or any creator, really) should embrace doubt. Welcome it. Because certainty leads to stagnation. Doubt leads to iteration.Read More »
When American Airlines revealed their first brand refresh in 45 years, a lively debate followed. Some people loved the new look while others thought it sacrilege to change a classic logo by a legendary designer. Maybe you, too, followed the lively online debate. As content creators and designers who support large brands, we believe there is no “right” or “wrong” opinion, just different ways to interpret what a brand is attempting to communicate.
Within any relatively young area of study, the boundaries, patterns and development of that field are frequent discussion topics. In this edition of Centerline Sessions, Cennydd Bowles of Twitter and our own Kate Williamson exchange ideas on the current state of user experience and its future direction.Read More »
As UX professionals, it is our obligation to serve users and to put others first, above our own bottom line. By providing the best user experiences, we gain trust over time, making honest UX both an ethical practice and a sustainable business plan.Read More »
User experience speaks louder than words.
While honest UX gains trust and long-term loyalty, deliberately tricky tactics send a message that a company doesn’t value its users. What does Amazon’s checkout process say about their opinion of shoppers?Read More »