The Macquarium Blog | Julie Hadden

Julie Hadden

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Think Smaller: 3 Examples of Human-Centric Innovation

Posted by Julie Hadden on Apr 25, 2017 1:47:19 PM

 

Innovation. The word is overused and mostly invokes thoughts of big, sweeping changes on a grand scale. As in, BOOM: Innovation!

 

I like to think smaller.

 

Innovation is sometimes quieter, sneakier than all that. Maybe it’s a thought-provoking idea that leads us to a better way; a subtle point of breakage from the status quo that turns out to be something we can’t live without. Not always earth-shattering, sometimes the smaller shifts make the most profound differences over time. Below are three articles that have eye-catching appeal for thinking differently; small-ish, smart examples of innovation with lasting impact:

 

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Topics: Product, Innovation, Research & Insights, Product Design

Four Reasons to Think Search First

Posted by Julie Hadden on Jun 8, 2016 12:39:15 PM

Our last post introduced the concept of Search First: optimizing your customer experience by combining search data and UX strategy from the very start of your website design/re-design effort. The feedback was great – and there were a few “I’ve not heard of this before” conversations. 

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Topics: Research & Insights, Search

If your site isn't built Search First, you're losing money.

Posted by Julie Hadden on May 25, 2016 2:41:59 PM

To succeed in digital marketing today, businesses must be highly visible in online search results, including mobile. The ability to rise to the top of the ever-growing pile of information customers sift through on a daily basis has a direct effect on the bottom line. To position themselves optimally, businesses have undertaken SEO strategies and launched PPC campaigns; some have even hired search managers. 

This is all good, responsible marketing effort. So what’s the problem?

This straightforward approach may not be taking into account Google’s end game, that’s what.

Simply stated, Google’s algorithms are designed to locate and deliver not just any answer, but the best answer – the most CREDIBLE answer - in response to user search queries.

You understand the importance of telling your company’s story, and you have built your web site with that in mind. However, despite pouring SEO dollars into content optimization efforts, you are still probably missing a considerable slice of your potential customer base. 

Here's why:

If your SEO efforts have only focused on delivering content that is search relevant, you may not have considered whether your site itself is built to effectively guide the user to the answer they're looking for.  And that is a big miss. 

Everyone searches in a way that is unique to them. Search behavior, or behavioral intent, describes how people search for what they need, where they want to go, or what they want to know. Behavioral Intent is not scripted; it is not formulaic. It is a source of unfiltered information about what customers really want. 

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Topics: Research & Insights, Search

The Most Valuable Word for Marketers in 2016 : USEFUL (How new behavioral economics research & user-centered design will impact your strategy this year)

Posted by Julie Hadden on Jan 20, 2016 7:11:59 PM

 

As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:

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Topics: User Experience, Digital Products, Digital Marketing, Customer Experience, Research & Insights, User Centered Design, Behavioral Economics

What Huck Finn, The U.S. Army, and Your Company’s Digital Transformation May Have in Common

Posted by Julie Hadden on Mar 5, 2015 5:39:32 PM

One of my favorite sentences is in the Introduction to Mark Twain’s Adventures of Huckleberry Finn:

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Topics: Innovation

Untangling Innovation Nots

Posted by Julie Hadden on Dec 12, 2014 1:26:42 PM

The problem with innovation, of course, is that there are rarely rules to guide it. Having a toolbox of tricks to help with the process is critical. Over the next few posts, let’s look at some favorite concepts for thwarting innovation blockers.

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Topics: Innovation