Amazing Member Journeys Start with Member Interviews

Working with some new clients, I’ve been hearing this a lot: My website navigation sucks. Members can’t find information. They call us a lot in frustration. So how do we solve this problem? It almost always starts with member interviews. Why? Because if it’s members who are struggling with some aspect of your digital presence (website, […]

mapping user flows on paper

Don’t Redesign Your Website, Redesign Your Member Journeys

I read a lot of Website Redesign RFPs (request for proposal). They almost always focus on the need for better navigation, a great search, a content management system (CMS) with lots of functionality, a better mobile experience, yada, yada. Here’s the problem with these RFPs: they almost always focus exclusively on the website and CMS. […]

How Do You Create a 7-Star Member Journey? Lessons from Brian Chesky, CEO of Airbnb

A couple of months ago, I listened to an interview with Brian Chesky, CEO of Airbnb. Brian talked about how he and his team did a brainstorming exercise where they imagined what a 7-star, 10-star, even a 12-star experience on Airbnb would be like. Wait, aren’t star scales always five stars? What the heck is […]

boy on tablet

Even Your Kids Need a Password Manager

I’ve blogged in the past about password managers and why I think everyone needs one. Yes, everyone. Even your children. Not convinced? I asked my 8 year old about his various online accounts. Turns out he’s got about a dozen accounts already, between Spanish, Math, school blog, Minecraft, Fornite, etc. How does he remember them? […]