Insights

Holiday shopping UX: earn the sale by easing the worry

Your customers have enough on their list. Make buying from you the easy part.

I finally built my own website. Then I kept going.

Being my own client, building with Oliver, and checking the browser: a November 2 update on the versions and details behind my website.

• AI & design
• Website design

A website is never just the first draft.

Meet Oliver, the AI collaborator behind the drafts—and see how human decisions, revisions, and follow-through turn a first draft into a useful website.

• AI & design
• Website iteration
• Human judgment

Start with the decision, not the method.

Before choosing interviews, a survey, or a usability test, ask: what decision will this evidence change? A study can be rigorous and still leave a team stuck if nobody agrees on what happens after the findings.

• UX research
• Decision-making

Find the moment people hesitate.

A visitor arrives with a job to do: find an answer, understand an offer, make a donation, or decide whether to trust you. Your organizational chart is rarely part of that job. Start the review with the task, not the menu.

• Journey mapping
• Usability

Give AI a clear job. Keep people in charge.

The useful question is where assistance makes the work better. Drafting alternatives, organizing evidence, or prototyping an idea can be a good starting point. Deciding what matters to a customer or accepting a claim still calls for human judgment.

• AI & design
• Human judgment