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The 7 deadly sins of digital user experience

(Tech News) User experience is now understood to be a huge factor in a digital brand’s success, so what are the 7 deadly sins every brand should avoid?

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sins greed

First impressions are everything

“You only get one chance to make a good first impression,” notes Thelton McMillian, Founder & CEO of Comrade, adding that this notion is especially true in today’s digital world.

McMillian states, “Companies must design user experiences for web and mobile that are seamless, relevant and keep customers coming back for more. However, in the race to design smart capabilities, many businesses commit one or more ‘deadly sins’ – damaging that crucial first impression compromising future growth.”

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In his own words below, McMillian offers the 7 deadly sins of digital user experience and suggests ways to avoid them.

1. Lust

It’s easy to lust over design and fall prey to “shiny objects;” however, we cannot lead with a solution or feature without first understanding the problem. Set design principles upfront to ensure judicious decision-making – and always stay true to what’s best for the user while considering their chosen context of use.

2. Gluttony

Over-indulgence often manifests itself in the design process as the dreaded “feature creep.” Projects that start with a clear focus and reasonable scope can quickly find their UX suffering as new features and content are added. One of the best defenses against gluttony is to embrace the “mobile first” approach to product design. Don’t do something just because you can. Place the user at the center and set aside personal preferences to prioritize features and content that will best enhance the user experience.

3. Greed

This is also a sin of excess, but in this case its focus is on material wealth. The challenge of quantifying the return on investment of a good user experience results in UX often sitting low on the list of priorities. But the market caps of companies like Apple, Amazon and Uber are clear indications of the value that user experience brings to a brand. Focus your efforts on building a culture of design and customer-centered thinking in your organization. Make UX the focus of everyone in your business.

4. Sloth

Laziness at any step of the software development lifecycle can lead to usability issues or broken interactions…often, companies release products without fully taking into account the importance of quality assurance and usability testing. The diversity of device types, screen sizes and technologies means you must never stop testing – continue to validate your UX design to ensure you have a full understanding of how your product or website functions.

5. Wrath

Don’t ignore the wrath of your users. Listen to them, be emphatic and trust that their behavior should inform your design decisions regardless of your personal intuition or preference. Understanding the frustrations your customers have with your brand is the first step in fixing your UX.

6. Envy

Influence from others can result in poor user experiences when applied to your own design challenge. It can also stifle your ability to push boundaries. While it’s perfectly acceptable to be influenced by others, find your own groove, differentiate your experience from competitors and use what you’ve seen as inspiration to push boundaries and innovate.

7. Pride

Don’t be too proud of your decisions that you don’t consider making changes in response to an ever-evolving market. Don’t think you’ve designed something that’s foolproof – you can always optimize. There is no such thing as a finished product.

The takeaway

McMillian concludes, “With a better understanding of common missteps, businesses will be better poised to deliver the type of digital user experiences that customers have come to expect. By partnering with experts in the field, companies can further ensure they’re avoiding design sins that could cost them users…and potentially, their business.”

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.

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1 Comment

1 Comment

  1. The Storyographer

    August 19, 2014 at 12:12 pm

    Nailed it. And with a clever twist on a timeless literary classic. Well played, sir.

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Tech News

A look into why AI couldn’t save the world from COVID-19

(TECH NEWS) AI is only as powerful and intelligent as the teams building it, but we just don’t have the data yet. So perhaps, we just aren’t there quite yet.

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COVID-19 AI

Even in the best of times, the human race can hardly be defined by our patience in the face of uncertainty. COVID-19 has rocked our feelings of safety and security. Hospitals have struggled to keep up with demand for care, and researchers are working tirelessly to create a vaccine. Early on in the fight against this virus, some looked to artificial intelligence technology to lead the pack in finding a solution to the global health crisis, but science takes time and AI is no different.

Over two months ago, when COVID-19 was still most prevalent in China, researchers were already attempting to use AI to fight the virus’ spread. As Wired reports, researchers in Wuhan, China attempted to screen for COVID-19 by programming an AI to analyze chest CTs of patients with pneumonia.

The AI would then decipher if the patient’s pneumonia stemmed from COVID-19 or something less insidious. This plan failed for the same reason many pursuits do – a lack of time and data to pull it off.

The United Nations and the World Health Organization examined the lung CT tool, but it was deemed unfit for widespread use. The lung CT tool, and all other AI driven projects, are limited by the humans designing and operating them.

We have struggled to collect and synthesize data in relation to COVID-19, and as a result tools, like the lung CT scans, cannot hope to succeed. AI is only as powerful and intelligent as the teams building it, so perhaps, we just aren’t there quite yet. Our tenacity and optimism continue to drive AI forward, but progress can only be sped up so much.

Like all science, AI has its limitations, and we cannot expect it to be a miracle cure for all our problems. It requires data, experimentation, and testing just like any other scientific pursuit. There are many problems to unlock before AI can be a leader in the driving force for positive change, but its shortcomings do not outweigh its potential. AI couldn’t save us from COVID-19, but as researchers continue to learn from this global event, AI may still save us in the future.

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Tech News

Chrome can now group and color code your open tabs

(TECH NEWS) Do you have too many tabs, and can’t tell what’s what? Google has tab groups that make it easier to find what you’re looking for.

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Are you a tab collector? That’s Google’s name for people who have tabs upon tabs upon tabs open on their Google Chrome browser. And while third party apps are already available to help collectors manage tabs, Google is now stepping in with Tab Groups.

Tab Groups, try it here, allows users to color-code, group and add text or emoji labels to separate clusters of tabs in their browser.

Right-click on any tab and choose Add to New Group. A gray dot will appear to the left of the tab and outline it in the same color. Clicking on the dot lets users update the color, label and name the group. Once grouped together, the tab groups can be moved and reordered. They’re also saved when Chrome is closed and reopened.

Google said after testing Tab Groups for months, they noticed people usually arranged their tabs by topic and that appeared most common when people shopped or were working on a project.
“Others have been grouping their tabs by how urgent they are, “ASAP,” “this week” and “later.” Similarly, tab groups can help keep track of your progress on certain tasks: “haven’t started,” “in progress,” “need to follow up” and “completed.”

Of course, this new feature does nothing to dissuade users from opening too many tabs, despite research that says multitasking may change the structure of your brain and Chrome is notorious for using too much RAM. So now you can’t concentrate, and your computer is running hot and slowing down.

A solution? Use Chrome extensions such as The Great Suspender, which suspends tabs that have been inactive for a specific amount of time. Don’t worry, you can whitelist specific websites so if you always need a tab for Twitter open, it won’t be suspended.

Another tip is to focus on one task at a time using the Pomodoro Technique, breaking tasks and your workday into 25-minute bursts of productivity with five-minute breaks in between. FocusMe uses a timer and website blocker to reduce the risk of getting distracted. You’re on the internet, after all.

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Tech News

Quarantine bod got you down? AI trainer Artifit lifts you up

(TECH NEWS) If staying home has caused some unfortunate weight gain, Artifit can help you keep your home body fit during and way after quarantine is over.

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Mandatory lockdown’s have changed people’s routine’s in every conceivable way. From the way we work and cook to how we exercise. Home workout routines have been a hot topic in the last couple of months. People are trying to find a way to retain some sense of normalcy and maintain their healthy lifestyles We’ve all heard jokes about the so called “Quarantine 15” online and maybe you’ve even made a disparaging comment or two about your weight since gyms closed.

To be clear, there is nothing wrong with a little weight gain the face of a global pandemic. The world is changing, your life is changing, and times are scary. Be gentle with yourself and those around you.

If you are looking for a way to get regular workouts back into your life and YouTube videos just aren’t cutting it, there is a high-tech solution. Artifit is an AI personal trainer designed to make your solo workouts safer and more effective. The app acts as your personal trainer by creating your workout plans, tracking progress, and providing posture corrections.

The app uses your phone’s camera to track your reps and spot errors in form while providing real time audio feedback. According to the app creators, [Artifit] recognizes 20 major joints movements via mobile camera, and we are constantly working on adding new joints and improving the algorithm.”

Beyond the workouts, Artifit taps into your competitive side by providing you with a score at the end of each work out that you can then share with friends. The app measures and analyze your progress over time and uses this data to create a workout plan that is best suited for you.

There are a ton of reasons you might be looking for a tech-driven approach to your workout routine. Most of us already rely on technology to track out movement in one way or another – think about the Health app on your phone or your Fitbit. Working out from home isn’t for everyone, but some are thriving under a more flexible schedule and want to keep it that way.

If you are not sure when you’re going to feel comfortable going to the gym again or you no longer want to fuss over scheduling appointments with a personal trainer, this could be the app for you. Artifit can help you keep your homebody tendencies intact way after quarantine is over.

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