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

  • Writing Content for Generalists vs. Specialists

    Content writers should always avoid jargon, but what counts as jargon depends on your audience. Determine whether a specific word is meaningless jargon or meaningful terminology.

  • Applying Luxury Principles to Ecommerce Design

    Luxury brands should use their digital channels to support and enhance their high-quality customer experiences. This requires providing product details that spark interest, balancing visual design with other priorities, and avoiding interruptions that risk cheapening the brand.

  • Luxury Shopping User Groups and Journeys

    There are four primary categories of luxury shoppers: window shoppers, personal stylists, occasional splurgers, and big spenders. Luxury brands often fail their customers during the “consider” phase of their journey.

  • Usability Testing 101

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

  • Why So Many Luxury Brands Are Terrible at Ecommerce

    Until recently, a lack of digital prioritization and desire to control access have led to sub-par luxury ecommerce experiences. Many luxury brands are struggling to improve.

  • Recruiting High-Income Participants: Challenges and Tips

    Users who have plenty of money can be hard to motivate to participate in research. Word-of-mouth networking, flexibility in scheduling, and remote studies might help you recruit them.

  • Analytics vs. Quantitative Usability Testing

    Both UX research techniques help you gain quantitative insight into user behavior. Each method provides different types of information and can answer different kinds of research questions, however.

  • The State of Ecommerce UX: COVID-19 and Direct-to-Consumer Retail Raise the Bar

    User research for the 5th edition of our report series on ecommerce user experience report indicates that “good” isn’t good enough when it comes to online shopping.

  • Alternatives to Pagination on Product-Listing Pages

    Infinite loading and Show More buttons can provide smooth interaction when loading products.

  • The 4 Factors of UX Maturity

    4 main factors (and 12 subfactors) should be considered to assess an organization's UX maturity: strategy, culture, process, and outcomes.