Articles

Sarah Gibbons

Sarah Gibbons is Nielsen Norman Group's Chief Designer. She works at the intersection of design research, strategy, and user experience design.

Articles and Videos

  • Four Factors in UX Maturity

    Improving UX maturity requires growth and evolution across 4 high-level factors: strategy, culture, process, and outcomes.

  • The 6 Levels of UX Maturity

    Our UX-maturity model has 6 stages that cover processes, design, research, leadership support, and longevity of UX. Use our quiz to get an idea of your organization’s UX maturity.

  • UX vs. UI

    User experience and user interface are highly related. Both are important, but what's the difference between UX and UI? (Often confused!)

  • UX-Roadmapping Workshops: Agenda + Activities

    Collaboratively create a UX roadmap in a workshop setting by guiding participants through activities that familiarize them with the project goals, context, and inputs and that identify key roadmap themes and priorities.

  • Three Levels of Pain Points in Customer Experience

    Pain points are problems that occur at the different levels of the customer experience: interaction level, customer-journey level, or relationship level.

  • Collaborating With Stakeholders

    An 8-step process for UX designers and researchers to collaborate better with their stakeholders, for increased collaboration, to help stakeholders meet their goals, and to ensure the impact of your work.

  • 7 Fundamental Activities for UX Workshops

    At the core of all the myriad of exercises and activity types in UX workshops are a simpler set of 7 foundational activities that can be blended to achieve the desired result.

  • Comparing Qualitative and Quantitative UX Research

    Qualitative and quantitative are both useful types of user research, but involve different methods and answer different questions for your UX design process. Use both!

  • Why Does a Design Look Good?

    Visually aesthetic designs use consistent typography, establish a clear hierarchy, utilize a refined color palette, and align to a grid.

  • Design Thinking: The Learner’s Journey

    As an individual learns design thinking, they go through 4 learning phases: newcomer, adopter, leader, and grandmaster.