How understanding user goals helps design better websites

Conducting user research

In retail the saying goes, “the customer is always right”. Whether or not this is always the case, this sentiment often makes its way over to web design. If we treat our clients as customers, are they also “always right”? Possibly. But when web designers treat their client as the customer, they’re in danger of …

Toast (or how to please your customers by making them do more)

A few years ago, on a sunny Winter’s morning, I walked into the breakfast room of a B&B. At first it seemed like any other British countryside establishment, but then I noticed the toasters. Toasters, you ask? Toasters. Every table in the little dining room had its own toaster with a loaf of bread sat …