Summary: Macro conversions are desired user actions that directly contribute to your business's primary goals. In contrast, micro conversions are user actions that precede macro conversions and occur more frequently. Product managers and digital marketing professionals want to convert visitors into customers who make purchases, submit information, or complete specific actions on their platforms. The term " conversion " refers to a user action that aligns with business goals. In other words, it's the desired outcome you hope to achieve with your digital product. Macro conversions are cust ..read more

Summary: Companies that do not support their users’ top tasks in a crisis fail their users and their reason for existence. On July 8 2024, Hurricane Beryl made landfall near the Houston metropolitan area. Beryl was a category 1 hurricane, the lowest rating out of 5 on the Saffir-Simson scale used to measure hurricane strength. For Houston’s electrical grid, which is managed mainly by the utility company CenterPoint Energy, the impact was anything but small. Over a dozen people died. An estimated 2.5 million homes were left without power . In Houston’s humid subtropical climate, this mean ..read more

Summary: Designers are vulnerable to the same cognitive biases as users. The context in which you present a problem can bias your design choices. What Are Decision Frames? Psychology and behavioral-economics principles often help designers create interfaces that steer users in a desired direction. For example, prospect theory and loss aversion teach us that allowing users to try a service before signing up for it will increase the number of registrations. For example, consider Resume-now.com , a resume creation application that lets visitors immediately select a template and start custom ..read more

Summary: Content strategy focuses on content-related processes, while UX writing shapes user experiences through text. The two disciplines work in harmony. Though often conflated in job descriptions and on UX teams, content strategy and UX writing are not the same. You can think of these areas as complementary: they work together to improve the user experience. There’s a lot of work and focus that goes into content strategy and there’s a lot of work and focus that goes into UX writing. Definitions of Content Strategy and UX Writing This article outlines how the roles of content strategis ..read more

Summary: Use this glossary to quickly clarify key terms and concepts related to artificial intelligence. Artificial intelligence is a fast-moving technology that requires knowledge and understanding of many jargon terms. Use this glossary as a reference as you continue learning about genAI and its applications. Jump to a definition in the table or review the complete glossary: Any rule or set of rules that can be used to solve problems. Examples include automated product recommendations, long division, or a recipe for chocolate cake. Read Full Article ..read more

Summary: We surveyed 126 practitioners, uncovering 8 things practitioners love about working in UX, from problem-solving to accessible design. About the Survey With the current state of the economy, the advent of AI, and recent layoffs, many UX professionals are feeling anxious. I can understand this sentiment as we’re going through a period of uncertainty. To take a break from the anxiety, let’s reflect on the aspects of our work that make it meaningful. We recently sent a questionnaire to UX practitioners via our weekly newsletter and LinkedIn channel . We asked respondents several que ..read more

Summary: Unsure where to start? Use this collection of links to our articles and videos to learn how UX can build trust, influence, and partner with product managers to drive positive product outcomes. This study guide contains NN/g’s articles and videos on how UX professionals can collaborate effectively with product managers and mitigate common challenges such as role overlap and duplicate work. Product quality and team satisfaction increase when product-management and UX roles are partners. Product Management vs. UX The articles in this section help clarify product management as a dis ..read more

Summary: Checkboxes allow users to select one, some, or none of items from a list. They can be used standalone, in checkbox lists, or nested checkbox lists. There are ample options for different kinds of fields when designing digital forms. Each serves a specific purpose, from radio buttons to dropdowns to open text fields. But if you want to offer users the flexibility of selecting one, multiple, or no items from a list, checkboxes are your friend. What Are Checkboxes? A checkbox is a UI element that allows users to select between two states: checked and unchecked. When appearing in nes ..read more

Summary: NPS is a loyalty metric that correlates well with perception of usability, is easy to understand and administer, but has limitations for understanding and evaluating UX when used in isolation. In your journeys across the web, you probably have encountered the now ubiquitous question “How likely are you to recommend this website to a friend?” This is the prompt behind a popular customer-loyalty metric known as net promoter score. Definition and Calculation of NPS The net promoter score (NPS) is a quantitative metric that measures how many more people are likely to strongly recomm ..read more

Summary: Synthetic users are fake users generated by AI. While there may be a few use cases for them, user research needs real users. Of the new AI-based tools flooding the landscape of user and product research, few have caused as much debate as AI-generated users — also known as “synthetic users”. TL;DR What Are Synthetic Users? A synthetic user is an AI-generated profile that attempts to mimic a user group, providing artificial research findings produced without studying real users. A synthetic user will express simulated thoughts, needs, and experiences. A synthetic user is based on ..read more