Blog: UX Matters & Design Thinking

Excellent Survey Example - Keep It Simple

CT Shirts Update: A recent follow-up survey that I received is on brand, and very easy to complete (except the text was not easy to read.). The survey stayed on-brand in many ways: 1) visually, and 2) trademark ease of use - it was easier to complete than ordering a shirt. If only other companies understood their customers enough to understand the 2-3 questions to ask a specific customer regarding one particular recent transaction. 

Unfortunately many large companies often ask a customer to take a 7-15-page generic survey - which negatively affects the customer’s perception of the company. CT’s ONE-PAGE survey, on the other hand, captures the most critical metrics required to assure the success of the company, based on that single most recent interaction. I would not mind taking another survey from them in the future. Would you? Companies who understood what metrics they need know how to keep it simple probably.

More Micro, Less Animation

Interaction Design and Micro Animation

In my experience designing for both television and interactive applications, the animation needs to have depth, complexity, and simplicity that allows for discovery upon multiple views over time. In web and application design, desktop and mobile, the less animation the better. Especially so in apps where the user sees the animation over and over again. In fact, if the user does not acknowledge the animations existence the first time, or even for a month, I believe that’s a great animation. Then upon discovering the animation if the user appreciates the simplicity and nuances that can be the furthering of a relationship. 

Think Paul Rand and how he designed logos; there was often a “hidden smile” for the user to discover and appreciate, even after having experienced the service for a long time. The “seeing” of something previously overlooked takes the relationship further, personalizing it. Then if perhaps the user forgets about that animation, and takes it for granted, even better. Remember, the micro-animation can subliminally enhance the experience, not dominate our shout out it’s existence. The less noticed, and the more more imperceptible it enhances the experience and the more it’s appreciated.

Less is more.


In the end, I had a positive CX experience ordering shirts online from Tyrwhitt First time order. The only issue I had was getting the extra discount using the code printed on the back of the brochure they sent me in the mail. They also provided a unique custom printed customer code next to the discount code. The prices looked unbelievably low for the offer, and I figured they wanted to earn me as a first time customer, so I went online shopping and found some quality shirts.
But the offer seemed like it included a CX test. When I went to check out, the offer code was not accepted online, but the online prices were already severely discounted, so good in fact that I ordered anyhow. Then I needed to confirm that I ordered the correct fit, which I had not, and they fixed the order over the phone very quickly. They understand their product. Then when I asked, customer service about it, they happily fulfilled on the discount code and provided the discount online. There was no hesitation, they almost expected it.
Then I agreed to take their survey (I had also allowed them to track my online experience) and completed both, online and on the phone. In the online version, it asked whether I had trouble getting the discount code at checkout. That’s was when the light went on and set me to thinking that this could be a CX test. Discount codes tend to get circulated and abused online, so pinpointing them to specific customers might be the ultimate goal. Confirming on the phone might be a way to weed out online code abuse until it can online. Phone reps smoothed out the issue in stride.
I think when it comes to UX/CX in the future if the retailer sends out a flyer with a Discount code, customer number, and address, an online match of all three could confirm the discount to the pinpointed customer. Otherwise, the experience at Charles Tyrwhitt was good (enough for me to bother writing about it); customer service reps are sharp and helpful, I ordered four quality shirts, received the additional discount, all with a pleasant English accent. Expecting delivery via well-done follow-up email with my order details.
Waiting to see how their online order followup goes as my order is shipped. Then, of course, the email drip campaign. Ahhh, the simple pleasures of modern customer experiences.

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Text Line Texture by Thomas Hallgren

My first book on design thinking for children was published in 2015. It's on Amazon, the link is below. Hope you enjoy reading it to your children and grandchildren.
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When confronted out of the blue by a thin red Line, our main character, Text, sets out on a fun path of self discovery. A path that leads to a new friendship along the way. For parents who love to read to their children, Text Line Texture is the perfect introduction into the world of text-only books. Children’s Book. Age range: 4-10.