Category: User Experience

Empathy: The single most important way to garner greater user engagement

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We use a human-centered design process at Balance Interactive.  Empathy is at the heart of this process for any branding, campaign or digital project we undertake.  The key to user engagement is understanding your members within the context of your particular business challenge. 

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Design Thinking Series - Part I: Increase member engagement using design thinking

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The method focuses on three main elements of a product or solution: people, technology, and business. All of these aspects evolve around the customer.

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Slideshows won’t die, but they should. Here are 8 reasons why:

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  1. They are simply not effective.
    In many studies, multiple banners with different slides and calls-to-action (CTA) have been proven to be pointless. Users rarely ever see past the first slide, especially when the first slide has a strong CTA itself. If you truly want the user to see more than the first slide, then the first slide needs to sell, or at least, guide the user into the subsequent slides.
  2. They often have poor / no accessibility.

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Why Audience-Based Navigation is Almost Never a Good Idea

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Never say never, right? And in the case of audience-based navigation, I certainly don't . . . but I almost always do.

Unless you have distinct audiences that will never have content that overlaps, it's both confusing for users and burdensome for administrators. 

Here's the case for leaving audience labels out of your navigation: 

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Ethnography means moments of truth

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When we begin research for a new customer journey map, we always include an ethnographic component. While interviews, surveys, and other traditional research methods are valuable, the nuances captured during ethnography provide greater depth and understanding of the customer’s interaction with the organization.

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FINDING BALANCE: A BROADER VIEW WITH Director of User Experience + Design, Lillie Obioha

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Our next interviewee for this series is with Director of User Experience + Design, Lillie Obioha. Lillie not only poses a poise that puts Elizabeth Taylor to shame, but she encourages us all to think outside the box and always find exciting and inspiring ways to make our clients stand out. 

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When all the bells and whistles fail - What's the best user experience?

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Web innovation is often measured in bells and whistles—what cool features can we build and how can they out-do our competitors? But does that translate to the best user experience? If there’s not a useful product or information behind that feature, what’s the point? 

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Are you listening? The Power of Ethnographic Research

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To gain new insights and opportunities, we need to think and approach research differently. The February 2015 issue of Fast Company contained two articles of interest showcasing very different research approaches and how they contributed to the rise (or fall) of their products. One article subtitled "What the hell happened..?" was about the lackluster performance (failure?) of the Fire Phone.

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10 reasons why I will leave your website in 10 seconds

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What makes people press the back button shortly after visiting your website? Why do they bail out so quickly? And what can you do about it?

It’s not easy creating a beautiful, brilliant user experience on your website, and the reality is that most sites have issues of one kind or another. But keep an eye open for the following – often avoidable – negative factors and try to eliminate them to avoid creating the wrong impression.

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FINDING BALANCE: A BROADER VIEW WITH Information Architect and Content Strategist, Melissa Woodson

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Throughout 2015, we want to give you all the opportunity to get to know the Balance Interactive team and our clients a little better. To that end, we are introducing a monthly feature called “Finding Balance: A broader view with…” and will have either a Balance employee or a client featured "snapshot" of who they are and what inspires them. 

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