Articles

Kate Moran

Kate Moran is a former NN/G employee who worked on research, teaching, leadership, and design thought leadership. Her expertise spanned both qualitative and quantitative research methods. At NN/G Kate discovered and published ground-breaking findings on artificial intelligence (AI), interaction design, digital content, and information-seeking user behaviors.

Articles and Videos

  • The Search Before the Search: Keyword Foraging

    When users don’t know what keywords they need, they must do extra work to determine what their desired item or concept is called.

  • Calculating ROI for Design Projects

    Demonstrating the value of design improvements and other UX work can be done by calculating the return-on-investment (ROI). Usually you compare before/after measures of relevant metrics, but sometimes you have to convert a user metrics into a business-oriented KPI (key performance indicator).

  • How to Test Content with Users

    When evaluating content, pay extra attention to whom you recruit. Closely tailor tasks to your participants and get comfortable with silence.

  • Quantifying UX Improvements: A Case Study

    A research-driven overhaul of a metal and woodworking machinery B2B site’s information architecture resulted in an 85% improvement of findability.

  • The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables

    Users are likely to methodically scan comparison tables row by row, from right to left and back again.

  • Imagery Helps International Shoppers Navigate Ecommerce Sites

    Nonnative speakers rely on visual cues to navigate international sites presented in an unfamiliar language. Use imagery to support text and help these shoppers.

  • Average UX Improvements Are Shrinking Over Time

    On average, UX changes have a smaller impact on quantitative metrics. This trend means that UX has substantially advanced since 2006.

  • 4 Ways to Share Sketches in Remote Ideation

    Depending on how much your team can spend, your team might want to use tablets, document cameras, smartphones, or your computers’ webcams to share sketches.

  • Running a Remote Usability Test, Part 2

    Learn how to run a remote moderated usability test. This second video covers how to actually facilitate the session with the participant and how to end with debrief, incentive, and initial analysis with your team.

  • Three Myths About Calculating the ROI of UX

    Many teams overthink return-on-investment calculations for UX work. Treat these calculations as a way to estimate the strategic value of design.