Cogini Blog Articles tagged design

Jake Morrison

Yield optimization vs customer service

Whenever we try to squeeze the last bit of utilization out of a system, there is a danger that it will have a big negative impact on the user experience. A great example of this is overbooking in the airline industry. Usually a bad customer experience does not involve getting … Read more…

Jake Morrison

KYC wall of shame

There is a saying that frustration is an occupational hazard of being a user experience designer (or an excessively logical engineer). Once you start designing processes, you see process problems everywhere, whether or not you want to. As an American living in Taiwan, I am used to being the weird … Read more…

Jake Morrison

PayPal Know Your Customer failure

Applying for a merchant account so you can accept credit cards traditionally takes weeks. You meet with the bank, show them your financial statements, and explain your business. Then they make you an offer for e.g. %2.8% + $0.30 per transaction (plus other mystery fees that you find … Read more…

Jake Morrison

An example of user personas

When we create products, it's important that they help specific users with their issues, not generic users. It's easy to create a list of features, all of which sound good, but don't provide a compelling solution to a specific problem for a specific user. Without that, people won't buy your … Read more…

Jake Morrison

An example of user stories

User stories are the "Director of Operations" view of the world. They describe step by step how the business works, and what the software needs to do to support it. They should be done after we have defined the user personas, to make sure we are starting from users and … Read more…

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