By Thomas Lockwood
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Web sites are constantly monitored for user performance, and most Web marketers watch our behaviors very closely and make design adjustments to improve performance. All manner of designbased usability issues can be isolated and evaluated. ’s Live/Work, has developed a usability index to help companies better understand how their businesses are experienced by their customers. The index starts with broad questions and then goes deeper to assess how the customer’s experience ranks at each touch-point.
Today, more and more designers and design managers are gaining important insights from qualitative types of research—ethnography, focus groups, directional learning. And that research is based on what best solves customer needs. ” Designers might argue that metrics can lead to formulaic decisions and that the rush to numbers can limit interest in improving on concepts. However, synthesis of the quantitative and the qualitative is needed, and designers should be conversant in all areas of generally accepted research methods.
Presidential election that pitted George W. Bush against Al Gore. Famously, the ballots used in the state of Florida featured a very poor graphic design that made it difficult for some voters to know exactly which hole to punch for the candidate of their choice. The consequences were far-reaching and permanent. IMPROVING SUSTAINABILITY It’s a fact: Good design is good for all. We must all look to measure design in terms of its ability to improve the world and improve people’s lives. We all have an obligation to practice responsible design, inclusive design, and design that has minimal impact on the environment.
Building Design Strategy: Using Design to Achieve Key Business Objectives by Thomas Lockwood