Kathryn Whitenton is a former NN/G employee who worked with clients to evaluate the user experience and information architecture of websites in a variety of industries including technology, telecommunications, and media, as well as corporate intranets. She conducted usability research, eyetracking user research, and studies of users on mobile devices in the United States, Europe, Asia, and Australia. Her user studies included general audiences as well as specific consumer types, business segments, children, and seniors.
The most desired user actions (macroconversions) may be too rare to generate enough analytics data for fast design iteration, so we can also analyze smaller user actions (microconversions) that are more frequent and are connected to bigger goals.
Even if your target demographics are very broad, you should still identify specific groups of users within that audience to use for UX research and design.
“That’s just one person” and “Our real users aren’t like that” are common objections to findings from qualitative usability testing. Address these concerns proactively to ensure your research is effective.
The NN/g website homepage now incorporates variable fonts and a wide-screen layout — 2 technical adjustments which improve the user experience for a subset of users on supported devices.
Visual design details like fonts and colors can have subtle but important effects on the overall user experience. Use research methods that are sensitive to these effects to test your visual design.
Frequent users of Siri, Alexa, and Google Assistant report attempting low-complexity tasks such as simple fact retrievals, weather forecast, navigation, playing music, setting timers.
