Articles

Kate Kaplan

Kate Kaplan is Insights Architect at Nielsen Norman Group. She specializes in the application of human-centered design and research practices to enterprise UX challenges.

Prior to joining NN/g, Kate was VP of Strategy at the digital marketing agency Centerline Digital, where she led a cross-disciplinary team of UX designers, content strategists and digital marketers in solving complex problems for high-technology B2B organizations, such as IBM, GE and National Instruments.

@katewkaplan

Articles and Videos

Brand Vocabulary in the Context of UX: Key Terms Defined
May 21, 2017May 21, 2017 | Article: 5 minutemins to read
A cheat sheet of brand-related terms will help designers, developers, and product managers design experiences that reflect an organization’s brand.
The 5 Steps to Customer Journey Mapping
April 28, 2017Apr 28, 2017 | 2 minutemin video
Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs.
Experience Design: Bridging Brand Intention and Brand Interpretation
March 19, 2017Mar 19, 2017 | Article: 4 minutemins to read
Branding elements and interaction design guidelines can bridge the gap between how a company constructs its identity and how its customers experience it.
Remote Customer Journey Mapping
February 5, 2017Feb 5, 2017 | Article: 4 minutemins to read
Digital tools help distributed teams compile journey maps into digital formats, collaborate synchronously, and integrate external data in their journey maps.
Planning Effective UX Workshop Agendas
January 8, 2017Jan 8, 2017 | Article: 4 minutemins to read
Goals, questions, and processes are the 3 building blocks for creating UX-workshop agendas. A 6-step approach integrates them into an agenda.
Journey Mapping in Real Life: A Survey of UX Practitioners
October 16, 2016Oct 16, 2016 | Article: 7 minutemins to read
Successful journey maps need to be focused on a clear business goal, well communicated in the organization, and truthful to user needs.
When and How to Create Customer Journey Maps
July 31, 2016Jul 31, 2016 | Article: 6 minutemins to read
Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs.
Brand Is Experience in the Digital Age
July 3, 2016Jul 3, 2016 | Article: 6 minutemins to read
Brand is a perception of value resulting from the sum of a customer’s experiences, made up of visual, tonal, and behavioral brand components, often shaped by UX.
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