UX

Why TripAdvisor’s UX is head and shoulders above OTAs

After booking a few hotel rooms recently, I thought it worth making some notes about why TripAdvisor is the only aggregator I feel truly comfortable using. Unsurprisingly, it is the reviews on TripAdvisor, the service’s raison d’être, that prove so compelling to me. But there are a few other notable features, too. A note on design […]

Five arrows in the bull's-eye of an archery target. Selective focus with the focus being on the back end of the arrow, with an out of focus target in the background.

What does Conversion Rate Optimization mean for marketers in 2018?

Conversion rate optimization (CRO) is a hot topic among marketers, with strategies and best practices the subject of much debate.

Every year, Econsultancy publishes a report on the subject, surveying hundreds of ecommerce and marketing professionals to establish industry trends. Yet while the report offers extensive detail about how marketers increase conversions by improving marketing, websites and ecommerce journeys, new techniques are always emerging.

How communication theory will help you write better microcopy (& make better products)

I recently went to a talk at Zone by Mikael Krogerus and Roman Tschäppeler in which they promoted their excellent new book, The Communication Book. 

As a UX writer, I’m naturally interested in communication. All the microcopy I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.