You are what you measure

Sage, practical wisdom from the “Mobile Man”, Luke Wroblewski

What was once a 3-question contact form…

Is now another vehicle for attempting to collect extraneous customer data.

The ‘boss fight’ that is this behemoth ‘Contact Us’ form is central to Luke’s thesis

In his 8th talk at Conversations@Google…

Luke coins the term, ‘User-hostile’.

He claims — and I agree — that the cost of doing business appears to be working to our disadvantage.

The experiences we design are not empowering users…

…but are instead getting ‘in their way’.

Can’t spare an hour and a half?

1. Mind the gap: be conscious of it so you can strive to reduce it
2. You are what you measure: experiment, pivot, adjust, evaluate
3. Stay close to customers: take their message up the chain, not the other way around

Visit Luke’s website for the official page