Contract digital design solutions and services Supporting cognition and learning to create positive experiences
Your digital solutions have no room for scalped bell-curves, fashion-led compromises, or a second-hand "Cinderella's slipper" template. You are not Cinderella and that slipper may never fit?
My name is Pat Godfrey. My tailored consultation is available to your agile eLearning, web, platform or app design teams either remotely from my XLT studio, or when embedded on site in Ireland or the UK.
Design inclusive experiences
One inclusive design. One product usable across devices.
Offer your customers the best universal experience of your brand, values, and services.
Communicate with and present information for your customers' understanding.
Facilitate an accessible, usable, learnable and useful conversation with your customers.
I will collaborate with our users, stake-holders, product owners, and agile design teams toward an improved Universal and User experience. Together, we will create business and "user flows", sketches, wireframes, and interactive prototypes to illustrate, agree, and to test designs.
Our designs will draw from and grow on evidence (research), analysis, best practice, and through consultation with your enterprise leaders, clients, and wherever possible our service users.
- Design usable, accessible, fluid-responsive, 'mobile-first', and safe digital environments and services
- Signpost intuitive pathways through processes, transactions, and learning
- Orient your digital space, products, and services to the way your customers think, learn, and act
- Promote engagement with your content
- Organise content semantically using information architectures to inform, engage, and enthuse
- Ensure effective and people-first interaction from analysis to evaluation
- Reduce cognitive overload and motor effort; make space for decision making and creating a 'sticky' environment in which to complete transactions.
- Foster a relationship between you and your customer
- Aim to reduce Customer Service calls and enable customers to self-serve their support needs
Build customer loyalty with an excellent Universal Experience of your enterprise.
Visual design is only skin deep!
Your digital product looks great, but does it connect with all of your digital consumers?
There are seven layers to the Internet, and the visual presentation layer is just one of them. Your fashionably presented content may not be available to, or usable by all of your potential customers.
This great and light-hearted article by Emil Lamprecht, 7 Signs This Person Isn't Actually a UX Designer may help my case?
…"an often misinterpreted role, the job title 'User Experience Designer' is becoming one of the most abused titles in the tech industry, full of fancy User Interface (aka, graphic) guys who’ve added wireframes to their portfolios and claim to be UX experts. Sounds harsh? Perhaps…"
Set meaningful tasks for your consumers
Online, we gather consumer information and organise consumer tasks using forms. Your forms may look great, but do they encourage your consumer to use your service?
Great forms are so much more than only User Interface design. They are a User Experience and are an integral part of your consumers’ Universal Experience of your product, values, and brand.
Great forms are easy to complete. They communicate, collaborate, and corroborate between your enterprise and your consumers’ goals. They encompass design specialties such as Information Architecture, User Flows, Performance Support, and Error Negation and Management. Does your team have these attributes?
Communicate the universal experience of your brand
From searching for, to enjoying your services and products, your User Interface and User Experience Design are only a part of the Universal Experience of your enterprise and brand.
Connect your consumers' online experience to your service design and business needs.
Pull consumers in: do not push them (away)
There is a balance between pushing your consumer or allowing them to pull themselves into your products and services.
Design your Information Architecture, Copy-writing, User Flows, and User Interface to support your consumers inclusively. Engage and talk with each consumer as an individual. Leave them wanting more!
Experience learning too
How does UI and UX design fit into the seven layers of the Internet?
Emphasis on the User Interface design and the visual design (at expense of User Experience Design) may result in the failure to achieve the Universal Experience desired by the enterprise.
Why is a great User Experience essential?
Great User Experience, Universal Experience and Service Design has never been more needed by enterprise.
Long ago, our digital product users needed to learn to complete interactions that differed from product to product. They were encouraged to think themselves digitally illiterate.
Today, our users are digitally savvy. They expect an accessible, usable, learnable, and useful web or app interface right from the get-go; one that delivers the same experience across their devices. They instinctively know when something does not communicate or engage with them. They know to stop and to go find another service: there are so many to choose from.
Not all of today's digital product users experience your products the same way you do! It is important to have an inclusive digital strategy. Not all of our creative UI jockeys deliver that?
What is usability, accessibility, or responsiveness to User Experience?
Usability, Accessibility, User Experience (UX), and Responsiveness ('mobile friendly') are all strategies of concern today. The good news is that each strategy improves the effectiveness of our digital products and our business.
|The Importance of Usability||
"Usability is a vital aspect to IT design, and the application of human computer interaction, interaction design and human factors methods can improve the rates of IT acceptance in every age group, every culture and every profession."
"When emerging applications have good interaction design, they are used more readily by the whole population, but more importantly, perhaps, provide a supportive and enabling environment for less able users."
"As more and more applications are made available on a variety of mobile devices, the use of robust usability criteria is essential to make them accessible to anyone wanting to use them."
Dr Kate Dingley, University of Portsmouth
|The Importance of Accessibility||
"Web accessibility also benefits people without disabilities. For example, a key principle of Web accessibility is designing Web sites and software that are flexible to meet different user needs, preferences, and situations."
"Web accessibility means that people with disabilities can use the Web. More specifically, Web accessibility means that people with disabilities can perceive, understand, navigate, and interact with the Web, and that they can contribute to the Web. Web accessibility also benefits others, including older people with changing abilities due to ageing."
Introduction to Accessibility, World Wide Web Consortium (W3C)
|Who is Accessibility and Usability for?||
How To Design Websites For Blind/Visually Impaired, Deaf, Disabled & Dyslexic Visitors, Hobo UK SEO Services
|User Experience Uncovered||
"Every day, you use bad products. Websites that don't make sense. Doors that open the wrong way. Things built the easy way or cheap way, rather than the right way."
“…big companies employ mediocre designers as well as excellent ones. There’s no guarantee that a solution is right just because it’s on a famous website. It might just be there because no one got around to changing it.”
P.2, P.118, Bowles, C. and Box, J, Undercover User Experience, New Riders (2011).
Over 80% of Interweb content is consumed on mobile devices.
The reflex action is to create mobile-only products; inevitably leading to a different experience and increased scripting costs for two steams: "desktop" (including laptop and notebook) and "mobile".
Fluid Responsive design aims to display across all native mobile and desktop devices without needing to identify each device your user employs. It works simply by knowing the browser "viewport". This can better serve the Lores of:
Note: there are places where the Lores may blur as techniques in Fluid Responsive design emerge.
This page is Fluid Responsive. Make your browser smaller and larger, or rotate your device to experience the responsive page behaviours. Learn more about my Fluid Responsive Philosophy.
What is user-centric design?
Great analysis leads to great design. It's simply more efficient.
Working hard on the analysis and understanding our users' problems early leads to a great product architecture, which is accessible, usable, learnable, and useful. Early and iterative testing of hypotheses is essential to getting the basics right.
Analysis is often the least well resourced and most compromised phase of design. We can make many informed assumptions, but there is no substitute to working with our users.
How important is visual design?
Not all customers interact with your presentation in the same way. Beautiful visual design should complement an accessible, usable, learnable, and useful architecture that helps to signpost a pathway through content.
You will rightly want a "visually stunning design". But successful User Experience Design is not only a visual discipline: it must be inclusive of factors that affect our users experience such as sensory, cognitive, and motor ability, their environment, language, and even their mood. Our products must be useable, learnable, and useful as well as accessible and engaging.
In the UK alone (from Office for National Statistics):
- English is not the first language for 2.8 million (8%) of the population
- 12.6 million adults (17.5% of the UK population) are over the age of 65
- At least 11 million people fall under the protection of the Disability Discrimination Act
- 1 million people may be deaf or blind.
We must research who our digital product users are and design for their needs inclusively to support your enterprise's Mission.
What makes digital strategies and products work?
There are many intertwined factors and design considerations that affect your digital product's success, both on and off the page. All affect your customers' learning too.
|Research and Analysis||
The more research done around your enterprise, customers, and end users, the more insights you gather into their wants and needs.
Analysis finds common avenues on which to found levels of communication, cooperation, collaboration, and corroboration. You may prove or dispel preconceptions, prejudices, and 'borrowed beliefs' moving forward toward a user-centric design.
Did you know that 10% or more of your customers may have learning or physical differences to how you access digital channels?
Do your website pages, platforms, videos, emails, or other digital channels offer everyone access to your message, service, and products?
Usability is everyone's concern.
|Information Architecture (IA)||
Our digital content consumers - your customers - access content in different ways, but do you signpost these pathways for them in what is logical to them and not only as appears logical to your designer?
Is your content concise?
What values do you want your customer to share with you?
|Search Engine Optimisation (SEO)||
Make social media work for you! We can optimise our website search position, but there is so much more to getting your message out.
|Your Facilities and Service||
Customers need to know what they are getting, how much it will cost, and that they will receive their purchase in good time: your communications must be and appear trustworthy.
Why Experience Learning Too?
Your customers learn of, engage with, and experience brands, values, and products through your communication channels and their human computer interaction (HCI) with them.
Not all customers interact with your presentation in the same way: beautiful visual design should complement an accessible, usable, learnable, and useful architecture and an orientation to, and pathway through content.
Knowledge is the sum of experience and learning. Click behaviours may not push the knowledge needed for judgement, decision making, and to convert clicking into buying behaviours. Useful content will.
Build your customers' experience and knowledge of your enterprise by designing your service universally. Let your customers Experience Learning Too!
"Pat is a well-educated, hardworking and innovative person, who has been re-assigned by our client for 5-years. He has performed a variety of roles, including Learning Designer, Lead Designer, User Experience Consultant and Interaction Designer, specialising in the UX and IxD of platforms for multiple Agile teams. He has a passion for Learning, he is self-motivated and I would not hesitate to recommend him to anyone who is looking to utilise his skillset in the foreseeable future."
Business Development Consultant, Triad Resourcing
"Pat possesses the key traits of a great design lead: a team player who listens and is an active practitioner. I have worked with Pat intermittently over the years and never failed to learn something. I was impressed with his enthusiasm to overcome challenges with a smile, and to go the extra mile to delight the BAs and Product Owner. I hope we cross paths again."
Business Analyst, Houghton Mifflin Harcourt
"Pat brought creative UX design to our help landing pages, coordinated and implemented Google Analytics across multiple projects (divided among 5 Tech Writers), performed every task and responded to every request with thoroughness and follow-up, and, in general, brought freshness and humor to our team discussions that I will truly miss. He was a pleasure to work with!"
Technical Writer, Houghton Mifflin Harcourt
"So impressed with your work Pat. I wish you were on the UX team as your ideas come so natural. With...UX there is a lot of back and forth and opinion differences that we often agree to disagree. But every project I have worked with you on, it’s been amazing...it makes my job so much easier and I believe the customer experience is top notch. Thank you!"
Program Manager, Houghton Mifflin Harcourt
"Pat follows a fluent methodology when investigating and designing, synthesising information well and conceptualizing solutions in a usable and often visual way. He... writes succinctly and clearly, has excellent diplomacy and people skills and demonstrates the ability to discern business development opportunities."
Senior eLearning Developer, Service Now
"I worked alongside Pat for a year and in this time he showed himself to be diligent, intelligent and determined. He has a creative mind and a strong academic learning design background that he brings to bear with an infectious enthusiasm."