Issue #17

Yesterday, I made my way to London to visit the Retail Design Expo at Olympia, and to meet up with ne
Issue #17
By Ross Chapman • Issue #17
Yesterday, I made my way to London to visit the Retail Design Expo at Olympia, and to meet up with new friends a long the way, like Evgenia, Lorna, James and long-time pal Pete.
There was a whole heap of innovation on show and everyone was keen on providing the very best experience for customers. 
A few truths about eCommerce were shared from a particular talk I went to. Companies need to:
  • Get existing customers to visit more often
  • Get existing customers to buy more on each visit
  • Attract more new customers
These are the three ways of increasing sales for a business. That’s got me thinking about the other side = users:
  • Give them a reason to visit more often
  • Make it easier for users to get what they need on every visit
  • Encourage them to share the experience with their friends, family and the community
Again, thank you for support this newsletter!

UX Design
The new book everyone needs to get!
The new book everyone needs to get!
Already in my Amazon cart, Google Ventures have just published a new book called Sprint. It goes deep into how they conduct a design sprint. You can’t ignore the advice given - it’s gold! Also, watch the video!
Clients Don’t Suck (Resolving Common Blockers that Stifle UX)
Had the pleasure of meeting Evgenia for coffee yesterday at the beautiful Exmouth Coffee. I also visited the fab folks at Future Workshops. Evgenia is at the top of her game and often speaks about her experiences working with clients and solving difficult design challenges. Watch her latest talk on resolving blockers common to client projects. 
Design Sprints: Not Just for Startups
Talking more about the design sprint, James Turner treats us to a look at how this works in the real world. Involving everyone in the design process to de-mystify it is a key takeaway - get pens and post-its in the hands of everyone and design the solution together.
UX design is about more than usability
UX Myths collects the most frequent user experience misconceptions and explains why they don’t hold true. A well designed product has a meaning to the user and UX design is more than just considering usability. Great insight!
The Next Phase Of UX: Designing Chatbot Personalities
When the conversation is the interface, experience design is all about crafting the right words. Fast Company asks us to rethink the term “designer” and the author John Pavlus notes that “it’s nearly the ultimate challenge for digital design, because in most cases, you don’t have control of what it looks like at all”.
User Research
Get started in User Research
Get started in User Research
Raven Veal, a mentor at Career Foundry (where I also mentor), dives deep on User Experience Research and shows you how to get started as a professional in the field.
Stop your team using technical terms and jargon
By simply choosing our words carefully, we can open up the whole design process. Leisa Reichelt argues the case for communicating in plain language. Such a simple thing, but in practice, can be quite a challenge. Avoiding technical terms and jargon actually makes people smarter.
UX in eCommerce
Acronym alert! I’m often striving to show the business the benefits of investing in user experience design. Good then that we can measure its effect with a few key performance indicators. User Zoom talk about the link between UX and performance. In 2013, The Design Council said that for every £1 spent on design, businesses see a £4 increase in net operating profit. If you’re getting push back from your leaders about establishing a strong UX design culture, this article may be worth quoting from.  
The future of commerce
“All too often boardrooms focus on margins and not the future and, difficult though it may be, there needs to be a shift in boardroom mentality to invest in innovation in order to survive”. Love what Amaze has shared in this post.
Why The Fold Is A Myth - And Where To Actually Put Your Calls To Action
Heard a lot of people at work talk about “above the fold.” This term came from when newspapers were folded on a shelf and “above the fold” was what was viewable. It doesn’t exist online - see why.
How To Use The Net Promoter Score To Build A Product People Love
Net promoter score is a way to understand how much your product is loved, and is widely recognised by many businesses. Dharmesh Raithatha simplifies the metric into an easy to understand way. Using tools such as Qualaroo can help.
How Do UX Professionals View Conversion Optimization?
User experience is a big part of conversion. Alex Birkett talks to user experience practitioners to understand how close this relationship is. Jeff Gothelf (of Lean UX) commented that a “powerful presentation of the value a product/service provides can lead to significant improvement in conversion.” 
Coolness
Survive, Compete, Aspire
Survive, Compete, Aspire
“The notion is that you need to first be able to survive – which is based on having core skills and knowledge. Then you get to compete – which requires specific strengths and competencies. And if you’re lucky enough, you get to aspire to lift the entire field that you represent upwards.” I discovered these notes from John Maeda in 2013 just this week - so good, I had to share it!
The vision for GOV.UK is to make government work for users
GOV.UK has undergone a reboot and iterating upon their vision. Neil Williams recognises that, having brought government together, they now need to make government work for users. It’s ok to course-correct, especially when you focus on giving users the very best experience.
Thanks for reading!
"Why we chose a design sprint over business-as-usual"
"Why we chose a design sprint over business-as-usual"
The case for direct questions in your UX research | UserTesting Blog
The most crucial aspect of obtaining valid user research is not to lead the user
Did you enjoy this issue?
Ross Chapman
A weekly collection of product design, user research, cycling and coolness from @rosschapman of @etchuk
Carefully curated by Ross Chapman with Revue. If you were forwarded this newsletter and you like it, you can subscribe here. If you don't want these updates anymore, please unsubscribe here.