A woman filling in a digital satisfaction survey
A woman filling in a digital satisfaction survey
Photo credit Celpax

“If you cannot measure it, you cannot improve it” is a management mantra that I often hear as a UX designer. But the “experience” seems to be one of those nebulous, immeasurable things. It doesn’t have to be that way.

When you hear “measuring UX”, many people immediately think of the Google HEART framework. With it, you work with the goals you want to achieve, signals that indicate that the goal has been achieved and metrics that indicate success. You measure Happiness, Engagement, Adoption, Retention and Task Success.

Even though Google HEART is a very solid framework, I think that…


Design Sprint is a fantastic tool in the innovation toolbox. But just as real tools, it works well for specific tasks and bad for others. What criteria should a good sprint question meet?

Old commercial of a washing powder edited to promote Design sprints with an ironic statement about Design sprints
Old commercial of a washing powder edited to promote Design sprints with an ironic statement about Design sprints

This post is a modification of the original post published on Frankwatching.nl (in Dutch).

Design thinking is simple, but it isn’t easy. A Design Sprint makes design thinking practical, tangible, manageable, and accessible. It gives you a clear step-by-step guide and an overview of how you can solve and test a product question in 5 days. It is clear what you are going to do, what you will get, what roles and what commitment is needed. ‘Instant innovation solution — just add water!’

When the Design Sprint is done right, that is, 5 days, and not ‘a couple’; with thorough…


Photo by Sora Shimazaki from Pexels

“We want to get to know you better”, “What did you think about …?”, “Share your experience with us”, “We are curious about your opinion”… You see online surveys everywhere, and they are often top-of-mind if you want to learn something about your (potential) customers. When is it a good idea to use a survey for customer research?

An online survey quickly comes to mind if you want to find out which customer segments use your product the most or want to know how satisfied they are with it. It’s fast, cheap, and you get quantifiable results and statistics. Your decisions are therefore crystal-clear and evidence-based. Isn’t it fantastic?

A survey is very easy to set up. But it is even easier to set up a bad survey.

A survey is very easy to set up. But it is even easier to set up a bad survey. The fact that your customers answer a number of questions does…


Soft skills are indispensable for UX designers. Communication and “being human” are equally important as hard skills for a good UX designer. UX itself is communication: towards the users, but also to the people in your organisation.

Two hands reaching towards each other, holding a paper heart
Two hands reaching towards each other, holding a paper heart
Photo by Kelly Sikkema

A few months ago I pimped my CV. I started by updating and re-writing the descriptions of the different projects that I did. I wanted not only to explain the activities and skills involved, but also to show what my added value was to the project. …


Photo by Alejandro Escamilla on Unsplash

A couple of weeks back I got to work on a rapid research project for one of our clients. It was one of those open-ended questions ‘Have a look at the journey and point out the improvement opportunities’. Not log before that I learned about Jobs to be done, and was well on my way to complete reading ‘When coffee and kale compete’ by Alan Klement. Reading this book felt like I was mostly nodding and saying ‘yes, exactly’ in my head. Everything fell into place.

I decided to experiment with a JTBD type interview and see how it would…


The presentation of Galaxy Note 10 last week got quite some media attention. What stood out to me is that the air gestures (which also go by touchless gestures, air motion, and gesture control) are now available with the stylus. This sounds fun, but it is quite useless, really.

Why (new) tech succeeds

Air gestures have been a thing for some time already, yet they never caught on. In my opinion, the reason for that is this:

To be adopted, new technology has to fit in the context it is used in, and make the existing task simpler, faster, or cheaper than the current…


South park episode ‘Quintuplets’

How come is that airbnb is such a delight to use, but when it comes to paying your taxes it feels like you’re in the 16th century? Why is it that there are so many designers pushing the limits of usability and experience every day, but every time you try to find something on your company’s intranet, you mostly give up?

I am generally pessimistic about the prospects of government digitalisation, but my thinking was challenged last week during the delivering.digital conference.


Source: The Creative Exchange

Have you noticed how often you hear something like ‘all X are the same nowadays’. Specifically, the websites, like, all of them. An easy answer is to blame Bootstrap and Wordpress, which is part of the explanation. But I think there’s something bigger behind this.

We live in the world of endless opportunities and variety, but if you look deeper, most of the stuff around you is actually the same.

Various genres of music are getting simpler and simpler. It is hard to deny that the top 100 hit songs on the radio sound kind of the same. There is…


Recently I hear the words ‘design sprint’ uttered by non-dedigners more and more often. Our methods and approaches are more widely recognised, so… yay? I’m more inclined to a ‘nay’, and here’s why.

Design sprint is a process that you can use to answer certain types of questions. It is set up in a logical way to progress from actually defining the challenge to identifying the solutions and testing them. The beauty of it is that together with your team, you create and validate a solution within 5 days.

Design sprint is a great, comprehensible way to bring the nebulous…


Source: unsplash.com/@benceboros

To come up with something new you have to copy, transform and combine (for more on this check out Everything is a remix). First websites looked like newspapers, and first apps looked like websites.

You can call it a lack of creativity, but using ‘old tricks’ in a new media creates familiarity and helps adoption. Skeuomorphism is a good example of a intermediate step towards abstract interfaces that we are familiar with nowadays.

But can using ‘old tricks’ also create disilusionment with new media? Chatbots and voice assistants are all the hype nowadays. Many of them sound a lot like…

UX Alpaca

Thoughts and musings on product and UX

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store