XD Thinking

Our thoughts on building better experiences.

FEATURED | Article
Creating Content Beyond the Acquisition Funnel

If your company has a customer experience touchpoint that’s outdated, underperforming, or just plain broken, it may be tempting to overhaul the design first and focus on the content later. But content and design need to work together from day one of any project. Content can’t be an afterthought, or something that gets filled in later. Bringing “the content people” into a project when the design is nearing completion or the CMS has already been built is begging for trouble.

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FEATURED | Article
Understanding User Experience Bias and Why You Believe in Horoscopes

Bias, a word that makes every researcher cringe, is actually the brain’s solution to navigating the endless influx of stimuli in our environment. When faced with constantly making decisions, our brain uses biases as a shortcut to guide us through our lives more seamlessly. In part one of this series, we’re outlining three major biases and offering solutions around how user experience researchers can avoid them.

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FEATURED | Article
GDPR — Look at Your New Experience Through User’s Eyes

Although GDPR has been a long time coming, business priorities or lack of clarity around how your specific business is impacted may have caused you to feel like you implemented GDPR changes in a rush, focusing on compliance rather than your audience’s experience. Now that your changes are done and you can breathe a sigh of relief, it’s probably a good time to think about how your changes impacted the user experience.

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CASE STUDY | Amex- Plenti

Growing market share through loyalty rewards

Effective and American Express partnered to design and launch the digital experience of the U.S. Plenti rewards program. Its purpose was to engage new and existing customers, grow brand loyalty, and, ultimately, drive revenue.


Improving acquisition through targeted business solutions

We partnered with American Express to create a responsive web experience that would reposition their offerings, improve online lead generation and acquisition, and reduce customer inquiry rates to improve efficiency.

CASE STUDY | MWI Animal health

Reimagining the buying experience through a human-centered approach

We partnered with MWI Animal Health to increase sales by making improvements to the online buying portal and the internal sales representative tool that would increase efficiencies in the ordering process and improve customer experience and satisfaction.


Communicating a patient-centric mission through human-centered design

We partnered with CityMD to create an online patient experience that reflected the organization’s uniquely personalized brick-and-mortar experience, better informed prospective patients, and reduced unnecessary customer support calls.

Let's create great experiences.