Authors Posts by Craig Tomlin

Craig Tomlin

I've been improving revenue with online marketing, usability & conversion optimization for start-ups, small businesses and Fortune 500 firms since 1996. I'm a Certified Usability Analyst and multi-award winning marketer. Contact me for website usability testing and audits!

The Future of UX and UI

The future of UX and UI is here, now. How do I know? Because I’ve seen it at a SXSW event. And it is very amazing, see why!

The Future of UX and UI is here, now!

The future of UX and UI you say? Absolutely, and it’s here right now!

If you’ve seen the movie Iron Man, then you know what I’m talking about. Picture a UX and UI where you can manipulate the interface with just your hands, virtually, in 3D space, and anywhere you happen to be.

Say goodbye to your cumbersome and unergonomic keyboards! Move your bulky monitors to a role of only supporting you Netflix habit! Kiss those wires and power cords that used to disgrace any respectful back of an office desk goodbye! And mice? Toss that wireless or wired mouse away for good!

Hello using your hands with augmented reality coupled with virtual reality.

And the best news? That future is here, now. I know this because I have seen it at a recent SXSW 2016 talk given by pioneers Meron Gribetz, CEO and inventor of Meta and Jayse Hansen, the designer responsible for bringing us the Iron Man interface.

Watch my video to learn more about the Future of UX and UI, and why I’m so excited that it’s here!

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Speaking at World Usability Congress 2016 is an honor!

World Usability Congress 2016 Craig Tomlin I’ll be speaking at World Usability Congress 2016 and I’m very excited about that! I’ll be giving two presentations at this year’s congress. My first talk will be on combining UX behavioral data with usability data to get a much more comprehensive view into the user experience of a website. With this comprehensive view, it is much easier to make better informed decisions on what and how to optimize a website.

My second presentation is a workshop on how to conduct a usability test. This how-to usability test session has been a crowd favorite at other conferences and UX meetups and I’m sure will be another one here.

This year, the WUC2016 will be held in October at Graz, Austria.

I’m excited to be speaking at World Usability Congress for several reasons:

First, this event and others I mentioned in my 2016 UX predictions post is I believe one of the meaningful cross-roads of the rapidly increasing UX cross-pollination between the US, Europe and other parts of the globe. Attendees will be coming from all over Europe and beyond. This promotes the sharing of ideas, best practices and interactivity between diverse groups of UX professionals.

Second, I enjoy speaking about one of my favorite subjects, UX Research. My presentation will be a good one: combining the behavioral data that comes from analytics programs such as Google Analytics with performance-based data coming from usability tests. By combining behavioral data with usability data you obtain much more comprehensive, what I refer to as a 360 degree view of your user experience.

I like to think about it like this:

I will spend time during my presentation explaining how to find the behavioral and performance-based usability testing data, analyze that data, and use the analysis to improve the user experience of any website.

Third and most importantly, I’m excited because I enjoy having a chance to meet the other UX attendees at the conference. It’s very enjoyable and educational to spend time with the other attendees and presenters. Conferences offer the opportunity to learn from others and their unique perspectives and experiences. It’s always enjoyable to chat with other UX fans about what experiences and skills they bring to the collective UX brotherhood. I always learn something new and interesting in the hallway conversations and casual meetups with attendees.

I look forward to meeting as many attendees as possible during World Usability Congress 2016. I hope you will register to attend and that I’ll have the chance to meet you there as well!


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UX Predictions for 2016 from yours truly and 6 UX gurus

UX Predictions 2016 UsefulUsabilityUX Predictions again? Didn’t we just do this?

Yes, believe it or not a whole year has gone by since the last time we prognosticated on the elusive to see future. And sure enough, it’s that time of year again. Time for the annual UX Predictions from yours truly and from a host of UX gurus. Learn what we think the future has in store for UX and usability.

And importantly, if you agree or disagree or think we missed something be sure to leave YOUR predictions in the comments at the bottom of this article! Enjoy!

Craig’s UX Predictions for 2016:

  1. Further expansion of Central/Eastern Europe UX Entrepreneurs. Lots of coding is outsourced there already and this will increase in 2016. Well attended gatherings like MOBX, World Usability Congress and others are already a sign this is happening and will continue to gain steam.
  2. In-App mobile usability testing will become the norm. Many vendors are already offering it, and DIY models exist (such as As engagement continues to increase on mobile versus desktop devices, UX research of mobile will become the norm.
  3. Assimilation of UX expertise in Product teams will increase. Hiring for UX designers and researchers in large and mid sized firms has been on the increase. More and more businesses understand that including UX as part of an agile approach to product development and product optimization are key.
  4. New UX vendors will be entering the market in increasing numbers, as the cost to develop new online UX research apps and the ability to generate growth and scale number of users increases. Consider some of the more recent entries like UserBob, UserBrain, UXCam, UXGofer, UserSnap and plenty more. In my opinion, this is just the beginning of a much larger wave of customized UX research solutions coming soon to a mobile device or desktop (or wearable!) near you.
  5. Investors will get wise to this expanding UX research tools marketplace and will increase their activity in existing and new UX tools and services. The recent announcement of the UserZoom $34M round of funding is an example that savvy investors see UX tools as a viable business. I’m also betting that M&A activity will slightly increase as the market matures, although M&A may pick up speed in future years once maturity in this space kicks in.

UX Predictions for 2016 from 6 UX Gurus –

RichGuntherColor-125x171-UsefulUsabilityRich Gunther: Former President of the UXPA, Principle and Co-Owner of Ovo Studios

“I think that UX will continue to expand and mature in Latin America.

The same growth pattern that we saw across Asia about 10 years ago is happening again in places like Ecuador, Mexico, and Argentina.

UX has already caught on pretty strongly in Brazil and Venezuela, but it’s now expanding to other countries in South and Central America.

The local presence of UXPA and IxDA chapters, some great regional conferences, and an issue of UX Magazine published entirely in Spanish are all signs of this trend.”

Daniel-Szuc-Photo-171x200-from-UsefulUsabilityDaniel Szuc: Dan is the co-founder of Apogee, a top-notch design and UX firm in Asia. He’s a co-author of the book “Global UX” and was founder of UX Hong Kong.

“A prediction or perhaps more of a wish, that business will continue to see the importance of sustainable ways of making and this will translate to this idea that time is a valuable resource as are resources in general.

This means that there will be greater care taken on why people and teams are working on products and services to begin with before we decide to inject monies into these ideas or to allocate budgets for the sake of winning budgets the next year or how reward systems need to be readjusted to move away from simply a deliverables mindset.

So perhaps this implies that business will need to get better at understanding the people they design for and to find creative and continuous ways, in the spirit of continuous learning, to get to that deeper understanding of people over time that help uncover assumptions, bias, motivations, behaviors and habits.

This is not about quantified self or machine generated analytics alone. A component of this will be examining how teams work together and the necessary skills to make teams work well as part of answering more questions to help determine value and focus on more of the right things that move us away from consumer mindsets and more to quality of life.So, how do we continue to promote the idea of “being human” and encouraging empathic enquiry.”

Jan-Jursa-Photo-150x175-UsefulUsabilityJan Jursa: Jan is co-founder of the German IA Summit, MOBX Conference, MEDLove Summit and Editor in Chief of “UX Stories.” He tweets voraciously at @IATV.

“As User Experience becomes more and more recognized as a relevant performance metric by the upper management, design professionals gain influence over strategic business decisions.

This creates the opportunity for HCD experts to leapfrog project managers on corporate ladders and become involved in the core process of marketing and innovation, which of course is: understanding user needs.

The ability to deeply understand problems customers face on a daily basis will push the practice of conceptualizing unmet market needs from an idea-based approach to a problem-based approach.”


Ritvij-Guatam-UsefulUsabilityRitvij Gautam: Ritvij is the CEO of TryMyUI, a remote unmoderated usability testing tool that enables recording of tests with actual users of your website or app.

“My big prediction for UX in 2016 is that there will be a move to decentralize the role of the user researcher. I mean to say, while this role will still exist, it will no longer be the only person who interacts with usability testing data and interprets it, they will be a manager who weighs team insights against the UX roadmap.

This will be because of the realization that studying the behavior of your target demographic user on your product does a lot more than help you optimize your user experience. As Dan correctly pointed out, It gives you a window into the proclivities, motivations, biases and desires of your economic buyer.

With the very same usability testing data, a product manager can think up new features for the product, a developer can re-create a certain product bug or notice and rectify inefficient code, a designer can notice and fix pain points.

More importantly, the impact of this data will be relevant to people outside of product. It will be relevant to the VP of Sales, as a convoluted/unusable sales or e-commerce flow will tell him what UX changes can potentially increase his bottom line. Advertisers will make sure that Ads augment, not detract, from the user experience (Facebook’s mobile app install ads are an example of this already happening).

Basically UX will be relevant to a whole team and won’t be viewed as a product only concern.”

Dave-Garr-UsefulUsabilityDave Garr: Co-Founder of UserTesting and the only person that I’m aware of that ever won a Webby award for a marriage proposal.

“A/B testing will be influenced more by user testing:

Websites with a lot of traffic can finish A/B tests in a week. So their biggest limiting factor is identifying — and designing — new variations that will crush the control. Usability testing is one of the best ways to identify the biggest problems on your site (or mobile app). Once you’ve gained that insight, your new variation can fix that problem.

Imagine that you decide to start a restaurant. The good news: 100 people come to your restaurant every day. The bad news: only 3 of them stay and eat. 97 of them walk in, look around, look at the menu, and leave. What would you do? After a few days of this, you’d probably ask some of those who are walking out the door: “Hey, why are you leaving?” And maybe you’d hear similar themes, such as “You don’t have a gluten-free dish.” And, based on what they said, you’d work on fixing that.

Now imagine that you start a website. If your website is like the average ecommerce website, only 3% of the people that come to your website buy anything. But how do you find out why the other 97% are leaving? It’s harder. You can’t grab them and ask, “Hey, why are you leaving?”

But user testing lets you do that. You can intercept actual visitors who are live on your site and you can see and hear them explain where they’re frustrated and why they’d leave your site. Now that you’ve identified a major problem, you can design a variation to fix that problem, and then you can A/B test it to validate that the fix worked.”

Toby-Biddle-UsefulUsabilityToby Biddle: Toby is the CEO of Loop11, a set of UX research tools designed to address the multiple data needs of researchers and designers.

“1. The hamburger won’t go away anytime soon.

There has been a lot of research suggesting that the hamburger menu is unintuitive and confusing, such as in this article and this one. There has even been one article that explained Why It’s Totally Okay to Use a Hamburger Icon. None of this research is conclusive, so I don’t expect this issue to go away anytime soon. What I expect to see is a greater proliferation and acceptance of the hamburger menu across both mobile sites and also desktop sites as people become more and more used to seeing it.

2. Growth of customer experience as a business strategy

Business strategy and customer experience haven’t always been on the same page. In fact, until fairly recently, they weren’t even in the same room. But things are changing. Strategy as a design discipline has taken its rightful place alongside senior executives, making good customer experience a strategic business advantage. While, in some ways, aspects of this trend have been around for many years now, the culmination of (senior) hiring, influence, decision making, acquisitions, market positioning, process adoption, and other fundamental indicators of the importance of CX to a company’s business model and strategy have never been higher. It is a great a time to be in CX.

3. UX testing budgets surge

Budgets to test interfaces and experiences will continue to grow as companies try to provide one customer experience across multiple screens and devices.”

Conclusion: UX Predictions for 2016 from yours truly and 6 UX gurus

So that’s the list of UX Predictions for 2016 from my and six UX gurus. What do you think? Do you agree, disagree or think something important is missing?

Make sure you leave YOUR predictions in the comments!

PS – Here’s last year’s predictions, so what do you think, how’d we do?

7 More Controversial Usability and UX Predictions for 2015

Photo via Flickr Creative Commons license courtesy @kevinv033

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360 UX Videos from 54 Conferences

36-UX-Videos-UsefulUsability360 UX Videos from 54 UX and Design conferences around the world. Watch these to learn UX design from the masters.

360 UX and Design Videos from 54 design conferences around the world means you can watch a video a day, with a few breaks for the holidays, for an entire year! The fine folks at have put this treasure trove together, so a shout out to them.

Think of the knowledge and skills you would acquire in UX and design in just one year from one source.

If you are a UX designer, researcher, product manager or website owner, these videos are a goldmine of good advice and guidance. Watch talks from experts such as:

  • Jesse James Garrett
  • Peter Merholz
  • Mike Monteiro
  • Don Norman
  • Jared Spool
  • Luke Wroblewski
  • and 354 more!

Why 360 UX Videos Matter

The reason why these 360 UX videos matter is because of the ability it provides you to get into the minds, and hearts, of the UX greats. By hanging out with people who we aspire to be like, we change ourselves and improve on our own abilities. Watching these videos, especially if you commit to one a day is the same as hanging out with these industry luminaries.

Videos, Conferences and Speakers Categories

A nice feature of the site is the ability to sort videos by conferences, speakers or by category. The categories of videos are tagged and include:

  • UX
  • Design
  • Graphic Design
  • Google
  • Government
  • and a host of other tags

Another nice feature is the ability to sort by newest, oldest, top rated or low rating (why low rating? I’m not sure).

A minor annoyance is the stealthy darker gray on lighter gray text the categories and tabs use. This breaks UX Golden Rule #9, “Strong Contrasting Text Colors Help Visitors Read and Engage.” But other than that this is a really nice way to find all the UX videos you could wish for in one handy locale.

Conclusion: 360 UX Videos

Alright, enough reading about the 360 UX videos, let’s go watch a few! View the UX Videos on and let me know which videos are your favorites!

Additional UX Video Resources

10 Must See UX Videos – UsefulUsability

25 UX Videos That are Worth Your Time – SmashingMagazine

UX Week Videos – UX Week

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Why A/B Testing Needs Usability Testing, aka Why Opposites Attract

Why A/B Testing Needs Usability Testing by UsefulUsabilityWhy does A/B testing need usability testing? Because opposites attract, and the benefits received by coupling A/B and Usability testing can go far in improving the UX of a website or app. In fact, it’s better than any other method. Here’s why.

Way back in the dark ages of 2009 I wrote a three part series on A/B Alpha/Beta and Usability testing, asking the question of which one is better.

To summarize the pros and cons of A/B testing and usability testing from the three part series:

A/B Testing positives:

  • Fast (testing can be set up and run in a day)
  • Tests reality, not theory
  • Quantifiable with statistical significance
  • Accurate (winner almost always performs at that level)


A/B Testing negatives:

  • Can hurt results (B version failure can cause reduced conversion)
  • Missing critical “why” data (no data to explain why a version won)
  • Not predictive (data not available to determine what to test nex)
  • Needs traffic (doesn’t work on prototypes or apps with no users)


Usability Testing positives:

  • Doesn’t hurt results (testing does not impact conversion)
  • Provides the “why” data (qualitative data answers why users do what they do)
  • Predictive (results can determine what next to test)
  • Doesn’t need traffic or even a live website or app (testing available from concept through production stages)


Usability Testing negatives:

  • Trained professionals required for unbiased results
  • Won’t reveal all issues
  • Results can vary
  • On-going testing is difficult

How A/B and Usability Testing Compliment Each Other

A/B and usability testing complement each other in several ways.

First. Did you happen to notice how the four negatives for A/B testing are actually the four positives for usability testing? That’s right, the issues inherent in A/B testing are actually strengths of usability testing, and vice versa.

Chart of A/B Testing Cons and Usability Testing Pros:

A/B Testing Cons Usability Testing Pros
  • Can hurt results
  • Doesn’t hurt results
  • Missing critical “why” data
  • Provides the “why” data
  • Not predictive
  • Predictive
  • Needs traffic
  • Doesn’t need traffic

Second. A/B testing provides the quantitative side of UX data, and usability testing provides the qualitative side. The quantitative ‘what’ of user experience choices your website and app visitors make is augmented with the ‘why’ for those choices, which comes from qualitative usability testing data.

Third. A/B Testing coupled with usability testing provides an end-to-end view into the user experience of your website or app. By coupling the data, you have a much clearer picture of the engagement happening in your site or app. You also will have the data to know how to impact and improve on that engagement. Finally, you’ll have the data to evaluate your results and move forward with your next set of testing and optimization.

Why A/B Testing Needs Usability Testing

The benefits of combining A/B testing with usability testing are many and include:

  • Complete quantitative and qualitative data for more informed decision making
  • Comprehensive view into the user experience of your app or website
  • Ability to use data to predict what additional tests can increase engagement
  • A 360 degree view of data to use for continuously optimizing your app or website

By combining A/B testing with usability testing, you’ll find your testing and optimization efforts produce far better results, which is a win for you, your firm and your app or website users.

A/B Testing and Usability Testing Resources:

Three Part Series: Usability, A/B or Alpha/Beta Testing, What’s Better?

Part 1 – Usability, A/B or Alpha/Beta Testing, What’s Better? Part I A/B Testing

Part 2 –  Usability, A/B or Alpha/Beta Testing, What’s Better? Part 2 Alpha/Beta Testing

Part 3 – Usability, A/B or Alpha/Beta Testing, What’s Better? Part 3 Usability Testing Usability Testing Section

WikiPedia Usability Testing

14 Usability Testing Tools