UX Job Title Generator
“If the point of contact between the product and the people becomes a point of friction, then the industrial designer has failed. If, on the other hand, people are made safer, more comfortable, more eager to purchase, more efficient -or just plain happier- the designer has succeeded.”
Dreyfuss

Photo Booth is a digital toy. The first version of Photo Booth, however clean and functional, did not look like a toy. It wasn’t fun, and it didn’t encourage you to play around with it. In the new fullscreen mode, Apple uses skeuomorphism to invite users to play.

Skeuomorphism is about communcating and reinforcing feelings – getting an application to become a memorable experience, not just a tool. It’s about communicating the purpose of a UI, not only the functions it enables.

The only thing we can fully control is how we set up the experiment, and so I judge a test based on criteria like:

Did we have clear segmentation of visitors into distinct variations?
Did we have clear, measurable, quantitative outcomes linked to those segments?
Did we determine our sample size using appropriate standards before we started running the test, and run the test as planned, not succumbing to a testing tool’s biased measure of significance?
Can we run the test again and reproduce the results? Did we?

This might sound a lot like the way a chemist evaluates an experiment about a new drug, and that’s not by accident. The way I look at running an A/B test is much the same as I did when I was working in that lab: if you run well-designed, carefully implemented experiments, the rest will take care of itself eventually.

You might hit paydirt this time, or it might take 100 more tests, but all that matters is that you keep trying carefully. I evaluate the success of our overall A/B testing regimen based on whether it improves our overall performance, but not individual tests; individual tests are just one step along what we know will be a much longer road.

“Cada dólar gastado en UX reporta entre 2 y 100 dólares”