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The UX newsletter for people on a mission
June 2021


by Tamara Sredojevic

Bonjour

(Hello)

Things to know

How to make a strategic rebrand

Rebrands can be stressful, particularly when you’re not sure what a strategic process looks like. Since the beginning of the year, I've been working with RightMarket on their rebrand. I made them a new site, and I'm now focusing on their product design. To go about this while keeping accessibility in mind, here’s a step-by-step process.

Cognitive bias and the design process

Designers are just as vulnerable to the blindspots and fallacies that come with cognitive bias as the people who use the products and services we design. Bias can creep into the design process when we aren’t diligent enough to identify them. Here's a few cognitive biases as well as the strategies for mitigating their influence.

The gender of the user matters

Ignoring gender in design is harmful because when we ignore differences, we deny the systematic oppression that gender-diverse individuals face. The way to elevate gender-diverse identities is to keep this conversation at the forefront of our product teams and meticulously think about how, when, and why we are asking for gender, rather than assume it never matters.

Things to do

Observe

You've looked at the data. You've interviewed users, partners, clients, and Santa Claus himself. Now is the time to sit back and observe. One of the ways to do this effectively is using Microsoft Clarity. It works like Hotjar but it's free. Just make sure you update your privacy policy before activating it so users know you're tracking them.

Use voice principles

Just like your logo, your colours, and your fonts, your tone of voice is part of your brand. It's how you write to create expectations and generate loyalty. Whether that's on social media, on a blog, or in your product. You can even go as far as creating a glossary to decide which terms you don't want using and those you use repeatedly. 

Focus on UI

UX designers can't afford to ignore UI. The reason for this is that users often perceive aesthetically pleasing design as a design that’s more usable. So do polish your interface as much as your user journey. Align those columns, perfect those margins and pay attention to negative space.

Bonus

Next week, I'm hosting a workshop to help you define your brand archetypes – in partnership with Women Make. I will help you clarify your brand’s personality all throughout your maker journey. If you’re not sure where to start with branding, come with questions.

Speak to you then!
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Copyright © 2021 Tamara Sredojevic, All rights reserved.

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