Victor Yocco, PhD, has over a decade of experience as a UX researcher and research director. He is currently affiliated with Allelo Design and is taking on freelance work. Victor has a background in communication and psychology and frequently writes and speaks about applying these disciplines to UX research and design. He is the author of dozens of articles and the book Design for the Mind (Manning 2016). Please feel free to reach out to Victor over email.
This article aims to celebrate the power of introversion in UX research and design. Victor Yocco debunks common misconceptions, explores the unique strengths introverted researchers and designers bring to the table, and offers practical tips for thriving in a field that sometimes seems tailored for extroverts.
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There’s more to achieving good UX than research and design. We need to effectively communicate our ideas to gain buy-in from key stakeholders. Victor covers how UX practitioners can harness the power of persuasion and other tactics from the field of communication when presenting research findings and design concepts to key stakeholders.
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Victor Yocco reviews the components of the Transactional Model of communication, explaining how we might apply this framework to preparing, conducting, and analysing our UX research. You will understand how many UX research best practices align with the model and get an example of a tool for tracking alignment.
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Concept testing is a blend of market and UX research, two disciplines that share many methods in common. You shouldn’t consider it anti-UX to also explore topics related to market acceptance. After all, what good is a usable product if it serves no purpose or doesn’t have any meaningful sized market willing to adopt it? Concept testing ideas before moving into a detailed design is good UX practice. In this article, Victor Yocco presents details on how and when to engage in concept testing, as well as case studies providing details on the insights gained in two very different settings.
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UX practitioners can play an important role in growing the UX maturity of the organizations and product teams they work with. This final article in a three-part series presents two additional tactics that are critical for achieving and maintaining higher levels of UX maturity: education of UX staff and education of non-UX staff on UX principles and processes.
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UX practitioners can play an important role in growing the UX maturity of the organizations and products they work with. This article, the second in a three-part series, presents two additional tactics that can be helpful for those working in organizations that have started engaging in UX, but are still at the lower to middle stages of maturity: knowledge sharing and mentorship. You can use these tactics stand alone, together, or in tandem with the ones covered previously.
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We all benefit when we work to increase the overall UX maturity of our organizations. If we wish to meaningfully improve our UX practice, it is critical we look for opportunities to help grow the maturity of UX across our organization. We face a larger challenge when it comes to growing UX in a way that has impact across an organization than we do with growing our own UX skills. In this article, Victor Yocco explores the concept of UX maturity, and focuses on finding and utilizing UX champions, and demonstrating the return on investment or value of UX.
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Research is an essential part of creating good UX. We are often in roles where we interact with our users in order to collect data to inform our UX. We need to ensure our UX research is compliant with ethical standards of research conducted with humans. To do this, we need to have an awareness of potential ethical issues in research, training on how to conduct ethical research, and a systematic review of our research protocols to avoid potential ethical pitfalls.
In this article, Victor Yocco discusses some areas of ethical consideration for UX practitioners when conducting UX research, and explores potential solutions to preventing research from venturing into unethical territory.
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We must effectively design to gain and hold users’ attention in order to have them use our digital products. In this article, Victor Yocco covers specific tactics with supporting research that are bound to help you design for attention. He also discusses the need to understand why we want to gain users’ attention as well as what our users’ needs are.
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Finding people to participate in qualitative UX studies can be an elusive task. We tend to hear about studies and their findings, but we don’t hear how researchers recruit study participants. We need to access users and potential users in order to effectively conduct research. You’ll want to become familiar with each of these and adapt your approach based on your product, budget, and timeline. In this article, Victor Yocco will help you resolve this mystery.
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Personal reflection enables us to process and make meaning of all of the great (and not so great) learning and working experiences we’ve had. Everyone stands to gain from engaging in some type of reflection. We can also encourage others to grow through personal reflection. In this article, Victor Yocco will cover some of the benefits of personal reflection, as well as methods of reflecting that you can incorporate into your routine.
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Retrospectives and reflections allow you to codify what you’ve learned from experience, to document mistakes and avoid future ones, and to increase your potential to grow in the future. In this article, Victor Yocco will show you a few approaches that you and your team can immediately incorporate into your practice. He’ll walk through post-project retrospectives in this first article, and in a second article, Victor will present some lessons learned and researched-backed techniques that those who wish to engage in reflection can attempt to include in their routine.
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Humor is an important aspect of life. It has many positive benefits, like reducing stress, increasing psychological well being and increasing tolerance for pain. Humor is integral and inherent to human relationships. You can use humor in your design to create a positive user experience. We want to develop positive relationships with our users — humor can help make that happen. In this article, Victor Yocco will show you that you can incorporate humor in your design, maintain your brand identity and not look like you are trying too hard in the process.
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Quantitative research methods come with effective statistical techniques for determining a sample size. Qualitative research methods currently have no similar commonly accepted technique. Yet, there are steps you should take to ensure you have collected and analyzed the right amount of data. In this article, Victor Yocco will propose a formula for determining qualitative sample sizes in user research. He’ll also discuss how to collect and analyze data in order to achieve “data saturation.” Finally, Victor will provide a case study highlighting the concepts explored in this article.
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We often want information on what users and potential users of our designs think and how they behave in the context of where they will use our design. Intercepts allow you to engage users in a variety of settings to collect data to inform your design. In this article, Victor Yocco shares a method to design and carry out effective intercepts as part of your user research. You can use the steps and information provided in this article in your own process for intercepting users!
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Daniel Kahneman and Amos Tversky, two highly regarded academics in the field of economics are responsible for much of what we know about heuristics. In psychology, a heuristic is simply a fancy word meaning mental shortcut. We have so many decisions to make on a daily basis; there is no way we could think about all of the pros and cons of each option. Our minds would be overloaded and we would stop functioning. People frequently use heuristics to make decisions; you should use them to your advantage in your design. Here, we’ll discuss four common heuristics that researchers have identified, with examples of how to address them in digital design.
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The diffusion of innovations is a complex process; design teams can use their knowledge of the theory to create a road map for how they will address critical factors in the design and marketing of their product. In this second part, Victor Yocco presents the five characteristics of an innovation that determine its use. According to the diffusion of innovations theory, how well an innovation addresses these characteristics will determine people’s long-term adoption of an innovation. Design teams can address many components of these characteristics.
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Users don’t automatically or simultaneously accept even the best ideas and most useful technologies. Acceptance and adoption happens in stages, and in order to stick, it has to happen the right way. In this two-part series of articles, Victor Yocco will explore the application of the diffusion of innovations to digital design and will provide examples of how design teams can account for these principles. In this part, he will give a basic overview of the theory and then discuss two main components of the theory: the different types of adopters, and the key steps in the process of adoption.
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The way you frame communication, or how you say something, could be extremely effective at persuading people to start using your product. In this article, Victor Yocco will cover how to effectively frame a message, and how to test it before implementation. Design teams need to give deeper thought to how they are conveying their message, not just what they are saying. Outlined above is a process for creating and testing a message, which will help you communicate clearly and effectively with users. Your messages will resonate with them.
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Knowing how groups influence people can help you to move from being a common designer to a strategic influencer of your target audience with relative ease, and social influence, particularly social identity theory, provides key concepts for you to address through UX design. You can influence people by thoughtfully incorporating social identity concepts into your design. In this article, Victor Yocco will focus on how concepts related to social identity theory can help UX professionals to more effectively incorporate social influence in their work.
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