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 Biggest Mistake in Writing for the Web

    Before you write any content for the web, you should clearly define who will read it, what the reader’s goals are, and what impact you want your content to have on the reader.

  • Remote Moderated Usability Tests: Why to Do Them

    Remote unmoderated usability testing is so fast and easy that some teams make it their only evaluation method. But don’t shy away from its more robust alternative, the remote moderated usability test, which can give you more information and is also inexpensive.

  • How People Read Online: New and Old Findings

    Looking back at findings from a series of eyetracking studies over 13 years, we see that fundamental scanning behaviors remain constant, even as designs change.

  • Good Abandonment on Search Results Pages

    Now that people can easily find answers to their questions directly on results pages, content creators must rethink their role in providing information to their users.

  • The Pinball Pattern of Scanning Search Results Pages

    Today, a SERP (search engine results page) contains so many design elements that users don't have a simple way of picking out their preferred link. Eyetracking studies show that users' eyes bounce around the page between items in a scan pattern that resembles a pinball machine game.

  • Calculating ROI for Design Projects in 4 Steps

    Prove the value of your design efforts by estimating return on investment.

  • Qualitative vs. Quantitative UX Research

    Qualitative and quantitative methods both have their place in user research, but they address different issues in the UX design process. Understand the differences to pick the right method to learn what you need.

  • The Four Dimensions of Tone of Voice in UX Writing

    The words in your interface can help establish your product’s personality. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm.

  • Remote Ideation: Synchronous or Asynchronous?

    Ideation in the UX design process can be conducted remotely: without having team members in the same room. This can be done synchronously (everybody participates at the same time) or asynchronously (people contribute at different times).

  • Usability (User) Testing 101

    UX researchers use this popular observational methodology to uncover problems and opportunities in designs.