This week, we catch up on Paul’s latest adventures—from a memorable dinner with Todd “the accessibility guru” where we talked WCAG 3, to a deep dive into the shifting landscape of design job titles. We’ll share an app that brings real form fields into your Figma prototypes, unpack why “product designer” is suddenly on everyone’s profile, and wrap up with a classic Marcus joke to send you on your way.

We’ve been wrestling with Figma’s built‑in prototyping limitations—particularly the lack of real form fields—and this week we discovered Bolt. Bolt lets you import a Figma frame URL and instantly spin up an interactive prototype complete with working inputs and text fields. That means you can run realistic usability tests without hand‑coding forms or cobbling together workarounds.

In an era when “UX designer,” “UI designer,” “product designer,” and “service designer” all coexist, you might feel like you need an advanced diploma just to understand your own role. We certainly do. Let’s unpack what each title really implies, why the trend toward “product design” worries us, and how you can bring crystal‑clear definitions into your next job posting or team conversation.

Even if you’re happy wearing multiple hats, inconsistent naming can cause real headaches:

• Employer confusion: Hiring managers may post for a “product designer” but expect the traditional UX responsibilities you’ve mastered.
• Scope creep: Without clear boundaries, you’ll end up doing support tickets one week and sales decks the next—often without the title or compensation to match.
• Perception gaps: Outside the design bubble, “designer” still conjures images of pretty pictures, not strategic problem‑solvers.

Getting titles straight not only sets expectations for you, it helps stakeholders understand the value you bring.

Lately, many companies are retiring “UX designer” in favor of “product designer.” On the surface, this feels like career progression: a broader focus that spans UI, analytics, and even marketing. Yet we see two risks here:

1. Internal focus: “Product designer” can imply you’re optimizing existing features and metrics, rather than uncovering latent user needs.
2. Ambiguous boundaries: When design expands outward, it often steps on the toes of customer success, support, and even engineering roles.

If your title leans toward “product,” make sure you and your team agree on whether that includes user research, email flows, or post‑launch monitoring.

Here’s how we interpret the four most common titles—and how they overlap:

UI designers focus on the look and feel of your screens. Their goal is to reduce friction and make interactions intuitive. Think pixel perfection, animation timing, and responsive layouts. They might not set research objectives, but they’ll ensure that every button state feels just right.

UX designers own the end‑to‑end experience. From SEO‑driven landing pages to post‑purchase emails, they obsess over every touchpoint. If you care about conversion funnels, user flows, or cross‑channel consistency, you’re in the UX camp.

Product designers straddle the middle: they build interfaces and track success metrics, but they’re also tasked with aligning features to business goals. In healthy organizations, they champion user advocacy and roadmap prioritization, but that balance can tip too far toward internal KPIs.

Service designers operate backstage. They optimize the processes and systems—think support scripts, training materials, or fulfillment pipelines—that empower on‑stage teams to deliver seamless experiences. Their scoreboard? Operational efficiency and scalability.

Labels alone won’t solve confusion. Here’s how we recommend making roles crystal clear:

Define scopes explicitly

In every job description or team charter, list the deliverables you own—and those you don’t. For example, “Responsible for wireframes and prototypes, not email automation.”

Align on success metrics

Agree on the KPIs or user outcomes tied to each role. If you’re a UX designer, maybe it’s task completion rates; if you’re a service designer, it might be first‑response times.

Foster cross‑role collaboration

Schedule regular syncs between UI, UX, product, and service designers so everyone sees the handoffs and dependencies. That shared visibility prevents silos.

Revisit titles periodically

As your organization evolves, carve out time every six months to discuss whether roles—and their titles—still reflect who does what.

By naming responsibilities clearly and encouraging open dialogue, you’ll reduce friction, align expectations, and help everyone—from junior hires to C‑suite—understand what “designer” really means in your organization.

Here are two go‑to resources for leveling up your UX practice:

A free community and weekly webinar series led by Jared Paul that challenges conventional UX metrics and dives into real‑world best practices.

An extensive repository of user‑research reports covering ecommerce, web forms, mobile patterns, and more—now searchable via AI to surface exactly the studies you need.

“I never wanted to believe my dad was stealing from his job as a road worker. But when I got home, all the signs were there.”

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This week’s episode takes a deeper look at how we define good user experience—and argues it’s time we move beyond the narrow focus of usability. We explore how friction can sometimes enhance an experience, and why emotional design is essential if we want to create interfaces that stick in users’ minds.

We also review a new batch of AI-powered design tools and uncover where they currently fall short. Plus, we look at how AI can still be incredibly useful for user research—when used the right way.

Finally, we answer a question from our Agency Academy about giving feedback in a way that doesn't crush your colleagues, and Marcus closes out with one of his typically pun-tastic jokes.

We explored two sides of AI in this episode—one disappointing, one surprisingly powerful.

While on the road (and supposedly on holiday), Paul trialed four AI-powered tools that promise to design and code entire websites based on your prompts. The tools included:

• UXPilot
• V0
• Polymet
• Loveable

All four are generating excitement among many, but from a UX perspective, we found them underwhelming. Results were inconsistent at best—white text on white backgrounds, bland copy, missing CSS, and difficult-to-edit layouts. Even with carefully crafted prompts, they failed to deliver production-ready (or even prototype-ready) experiences.

If you’re curious, they’re cheap enough to try—but don’t expect them to replace designers or developers anytime soon.

On the flip side, we’ve found AI incredibly useful for online user research, especially when time or resources make traditional methods tough.

Paul used Perplexity to perform sentiment analysis across:

• Social media mentions
• Review sites like Trustpilot
• Online forums like MoneySavingExpert

He asked it to uncover what users liked, disliked, questioned, or hesitated over when it came to purchasing insurance. The results? Incredibly insightful—and backed up with linked sources to verify accuracy.

You can also ask it to find testimonials that support key selling points, making it great for conversion optimization.

If you're short on research time, tools like Perplexity offer a fast and surprisingly effective way to better understand your audience.

It all started in a casino. Well, sort of.

While walking through a bank of overly-themed slot machines in Vegas, Paul had a realization: if a UX designer created a slot machine, it would probably be terrible. We’d remove all the friction. Strip away the flashing lights. Replace the reels with a simple “Win or Lose” button. It would be technically better, but emotionally dead.

And that’s the problem.

Too often in UX, we treat usability as the holy grail. We remove friction, optimize flows, and tidy up interfaces. But we sometimes forget the _emotional layer_—the personality, surprise, or joy that makes a product memorable.

When we fixate only on usability, we risk creating something that is forgettable. Efficient, yes. Effective, perhaps. But emotionally flat. That’s not what builds brand loyalty. That’s not what users remember.

It’s like eating a plain rice cake. Technically food. But not something you'd write home about.

We need to learn from other industries. Slot machine designers understand user psychology on a visceral level. They’ve mastered the art of creating anticipation, excitement, even obsession. Not that we should copy their manipulative tactics—but we can learn from how they invoke emotion.

Same goes for print designers, who often embrace bold creative expression. Or the restaurant industry, where service, ambiance, and delight matter as much as the food.

It’s not just about delight for delight’s sake. Emotional state directly affects cognitive load. When someone is stressed, even the simplest interaction feels hard. When they’re relaxed or entertained, they glide through even complex tasks.

We need to design for these emotional states. A well-designed interface doesn’t just help users complete a task. It shapes how they feel about doing it.

Consider the Mailchimp example. Back in the day, their UI was full of little delightful moments—from their chimp mascot Freddy to playful animations. None of it was strictly necessary. But it made the product feel human, friendly, and approachable. And it mattered.

We should be testing and measuring more than just usability.

Some suggestions:

• Use semantic differential surveys. Give users a list of emotional adjectives and ask which ones best describe the experience.
• Monitor sentiment through social listening. Tools like Perplexity can help uncover how people feel about your product online.
• Track qualitative feedback. Those smiley-face buttons at airport security? They can work for digital experiences too.
• Use metrics beyond task completion. Net Promoter Score (NPS), emotion mapping, and post-task satisfaction ratings all provide deeper insights.

UX isn’t just about helping users complete a task quickly. It’s about how people feel while doing it—and how they remember that experience afterwards.

The best designs don’t just work. They resonate.

We found two fantastic reads this week that both hit close to home.

• The Path to Design Leadership by Hang Le (who led teams at Dropbox, among others) outlines what real design leadership looks like. It’s not just about managing people or reviewing work—it’s about shaping business strategy, improving design quality, and driving cultural change. A must-read if you're looking to lead through influence, not just seniority.
• Product Waste by Rich Mironov offers a powerful way to frame design’s business value. It argues that 50% of product effort results in waste—features nobody asked for, used, or needed. Reducing this waste (even slightly) creates opportunities to redirect resources toward real innovation. We also love how this supports our recommendation to run a Strategic User-Driven Project Assessment as a way of reducing risk and waste.

"How can I provide feedback on site improvements without offending the person who originally designed it—especially if they’re sitting in the room?" — Paul, from the Agency Academy

A common challenge—especially when you're trying to improve a product while preserving team morale.

Here’s how we approach it:

Start by acknowledging the difficulty of the situation. We’ve been on the receiving end of feedback ourselves, and it never feels great—even when it’s valid. So open by saying something like, “Look, I know giving feedback on work is tough, especially when the person who made it is right here—but I promise this isn’t about blame, it’s about improvement.”

Next, set the tone early: “Every website is a compromise.” Between budgets, legacy systems, stakeholders, and tight deadlines, no one gets to implement a perfect vision. Acknowledge that and it’ll help lower defense.

If someone gets defensive, listen. Then reflect their concern back: “Absolutely, tight deadlines would make that tough.” That empathy often disarms tension more than anything else.

We also make sure to start with praise. Highlight what’s working. That way, when the critique comes, it lands better.

And most importantly: keep the focus on the future. Instead of what went wrong, talk about what could be improved moving forward. Frame your feedback as collaborative enhancement.

And yes—if all else fails, a bit of humor (carefully deployed) can help lighten the mood. Just maybe don’t start with “Who built this shitshow?”

Why are mountains funny? Because they’re _hil_arious.

Thanks for joining us for another episode. If you’ve got a question you’d like us to tackle, or a joke to offer up, drop us an email at [email protected]. And if you’re not already in our Slack community or the Agency Academy, come say hello.

Until next time—don’t just design for usability. Design for memory.

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On this week's Boagworld Show, we're exploring how UX design leaders can take control of their roles within organizations, why UX agencies might feel doomed (but probably aren't), and how AI is reshaping the way we code and collaborate. We'll dig into practical strategies for UX leaders, share insights on the changing landscape for UX agencies, and provide guidance for navigating AI in your workflows.

This week's recommendation is UXPressia, a powerful yet easy-to-use visualization tool. UXPressia helps teams collaboratively create customer journey maps, personas, and impact maps. Although the visual output isn't necessarily designer-quality, it excels at engaging stakeholders and team members in user research activities. It's particularly useful for empowering non-designers to contribute meaningfully to UX strategies.

As UX professionals, many of us often find ourselves caught in cycles of endless implementation, working on tasks dictated by others rather than strategically influencing user experience. If you're feeling overworked, understaffed, and under-appreciated, it's time to redefine your role. Here’s how you can proactively take control and transform your position from pixel-pusher to strategic UX leader.

Senior management frequently sets high-level organizational objectives that, while seemingly vague, offer essential clues to aligning your UX efforts strategically. Start by identifying those broader goals—whether increasing efficiency, targeting new demographics, or enhancing sustainability—and ask yourself how UX can meaningfully contribute. Present these alignment opportunities to your manager, framing your UX role around supporting company-wide goals. This shifts your focus from reactive tasks to proactive strategic initiatives.

Rather than dwelling on resource limitations, carefully evaluate what’s already at your disposal:

• Budgets and Software: Identify any discretionary funds or tools available.
• Internal Staff and External Support: Consider tapping into colleagues from other departments or engaging reliable external agencies. Establishing preferred supplier lists helps manage quality and ensures that external agencies align with your UX standards.
• Autonomy and Training: Use your authority to delegate smaller UX tasks, freeing yourself to focus on strategic planning and education.

This perspective allows you to create impactful strategies within existing constraints. For instance, shifting your role to training internal teams on basic UX practices like user research and testing can extend your influence without increasing headcount.

True UX leadership isn’t just about completing projects; it’s about cultivating a user-centered culture throughout your organization. Here's how:

• Education and Empowerment: Provide training materials and workshops to build UX capabilities within other departments.
• Policies and Standards: Establish clear UX standards and guidelines, creating a framework everyone in your organization can follow.
• Metrics and Accountability: Introduce meaningful UX metrics that encourage internal competition and drive continuous improvement. For instance, turning analytics into league tables among departments can spark healthy competition and motivate better user experiences.

Transforming your role into that of an internal UX consultant positions you to make a broader impact, aligning user-centric design with the overarching organizational strategy.

By following these steps—clarifying your objectives, leveraging your resources, and expanding your influence—you can redefine your role as a UX design leader, shifting from mere execution to strategic empowerment.

Jacob Nielsen recently wrote an intriguing article titled "Future is Lean, Mean and Scary for UX Agencies". Nielsen predicts challenging times ahead for UX agencies, primarily driven by a shift towards more robust internal UX teams and the rapid rise of AI. However, we believe the narrative is somewhat skewed toward Nielsen's experience with larger organizations. While internal teams are expanding, they often remain overstretched, and the role of specialized UX agencies is still crucial. AI will indeed reshape the industry but likely as an enhancement rather than a replacement, empowering both in-house and external UX teams to deliver more sophisticated solutions rather than merely cutting costs.

Question: How should agencies handle clients who approach them with projects partially completed using AI-generated code, expecting it to be quick and cheap to finalize?

This is a growing challenge as clients become increasingly confident in AI capabilities, sometimes overestimating what AI can deliver without professional oversight. Here's our approach to handling this:

Clients may assume AI-generated code is nearly complete, but the reality is often different. AI-generated code may appear functional but frequently lacks:

• Accessibility and Security: AI can produce code that seems correct but fails to meet essential standards.
• Performance Efficiency: AI doesn't guarantee optimal performance, and expert human oversight is crucial.

Clients may think professional review of AI-generated code is simple, but developers often find reviewing unfamiliar code more time-consuming than writing from scratch. Educating clients about this reality is essential. Position yourself clearly by explaining:

• AI is powerful but requires human expertise to ensure the code is accessible, performant, and secure.
• Reviewing AI-generated code is inherently complex, frequently taking longer than starting anew.

Clarifying these points upfront can manage expectations and reinforce your value as professionals who ensure quality and reliability beyond what AI alone can achieve.

"I asked the librarian if they had any books on paranoia. She whispered, 'They're right behind you.'"

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On this week's Boagworld Show, we delve into the powerful concept of invisible user research - tackling how to conduct essential UX work even when stakeholders resist investing in formal research. We explore the often-overlooked impact of UX debt, crown a new champion among user-testing apps, and surprisingly, find ourselves nodding along with McKinsey on the strategic role of design leaders.

This week, we're excited about Useberry, a versatile user-testing platform that covers a wide range of UX research tasks like card sorting, tree testing, five-second tests, preference tests, and single-task usability studies. It's particularly appealing due to its comprehensive features, straightforward user interface, scalability, and affordable pricing model. With a free tier for small tests and scalable packages allowing incremental purchases up to 2000 responses per month, Useberry makes rigorous user research accessible without heavy upfront costs.

One of the biggest hurdles in UX is convincing stakeholders of the importance of investing in user research. Often, organizations resist due to perceived cost, time constraints, or simply misunderstanding its value. However, this doesn't mean UX practitioners should abandon research altogether. Instead, we're advocating the concept of "invisible user research," embedding research seamlessly into the workflow without explicitly seeking permission or additional budgets.

Invisible user research is all about reframing how you incorporate research activities. Instead of flagging them as separate tasks, integrate research directly into your design activities. For example, avoid creating separate budget line items for user research; instead, simply extend your design phase slightly to accommodate quick, effective tests and validation steps.

Leverage everyday moments in your project timeline to slip in valuable research:

• Stakeholder meetings: If stakeholders question the design or argue over choices, propose a quick user test as a neutral way to resolve debates. For instance, if a stakeholder believes users might miss an essential CTA, perform a quick five-second test. You'll have concrete data within hours.
• Feedback delays: When awaiting feedback on your designs, use that downtime productively. Conduct small, targeted surveys or quick polls to fill knowledge gaps.
• Routine presentations: When stakeholders request updates or progress presentations, add a quick round of user research to validate your work and strengthen your position.

Stakeholders often push back against research for several common reasons, but here's how you can respond effectively:

• "It's too costly or time-consuming": Highlight how small-scale tests (like quick surveys or five-second tests) take minimal time and cost very little.
• "Our users are too busy or inaccessible": Utilize surrogate groups, such as customer support teams or sales representatives who interact daily with users.
• "Your research is biased or insufficient": Emphasize that even limited testing is more reliable than subjective opinions. Additionally, use tools like ChatGPT to ensure questions are unbiased and clearly phrased, or offer to conduct further rounds of testing to reassure stakeholders.

Positioning invisible user research as efficiency gains or risk management can be particularly persuasive. Explain that catching design issues early prevents costly revisions later. Frame user research as a routine activity that ensures project success, rather than as an optional extra.

Finally, remain pragmatic. Rather than adhering rigidly to a formalized research process (extensive discovery phases, multiple rounds of card sorts, or lengthy reports), opt for quick, targeted interventions tailored to immediate needs. This responsive approach ensures research stays relevant, actionable, and minimally disruptive to the workflow.

By adopting invisible user research, you embed essential UX validation into everyday project activities, ensuring user-centered outcomes without needing formal approval at every turn.

We have three great articles recommended for strategic UX leaders:

• Are You Asking Enough of Your Design Leaders? from McKinsey emphasizes treating design leaders as strategic partners at the executive level, advocating for a more impactful role beyond implementation tasks.
• How to Bring Value as a Design Leader Without Getting Hands-On outlines practical ways to effectively lead UX teams by stepping back from hands-on design tasks and focusing on team support and organizational communication.
• UX Debt by Nielsen Norman Group introduces the concept of UX debt, akin to tech debt, highlighting how design shortcuts during development can accrue and negatively impact user experiences, providing strategies for managing and mitigating this debt effectively.

This week, we tackle a listener's common frustration: "How can I convince stakeholders to fund user research when they view it as unnecessary?"

The reality is, stakeholders often view user research as an optional expense rather than an essential investment. To combat this, you need to reframe the conversation:

• Highlight risk management: Show stakeholders how user research mitigates potential risks and prevents costly mistakes. Emphasize that decisions grounded in user data can avoid expensive rework later.
• Tailor your argument: Speak directly to stakeholder motivations. If you're addressing a finance person, stress the cost savings from preventing development errors. For marketers, highlight how understanding users leads to stronger market positioning. For developers, stress efficiency and reducing rework.
• Normalize research: Integrate user research as a standard part of your workflow, removing it as a separate line item in budgets. Stakeholders often accept research implicitly when it's framed as part of design processes rather than as additional, discretionary tasks.

By subtly repositioning user research within your existing processes and clearly communicating its practical, immediate benefits, you significantly increase the likelihood of stakeholder buy-in.

And finally, Marcus's inevitable joke of the week:

"I accidentally drank a bottle of invisible ink last night. Now I'm in A&E, waiting to be seen."

Thanks for joining us—we'll catch you next time!

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This week, we’re tackling a biggie—how to avoid the pitfalls of metrics. We’ll explore why tracking the wrong numbers can send your entire organization in the wrong direction and what you should be focusing on instead.

We also have a fantastic Figma plugin to make your mockups more realistic, a thought-provoking read on AI’s impact on UX, and a listener question on handling the ever-growing number of software subscriptions. Oh, and of course, Marcus has a joke. But don’t get your hopes up.

This week, I came across Quick Fill, a Figma plugin that helps you populate your designs with realistic-looking data. We’ve all been there—presenting a mockup to stakeholders, only to have them fixate on the fact that every name and profile picture is identical. Quick Fill solves that by auto-generating realistic text, names, addresses, and other useful content to make your designs feel more natural.

Not only does this improve stakeholder buy-in, but it also helps you spot design issues early on. Ever built a UI that looks perfect until you enter a name like “Marcus Brian John Lillington” and suddenly everything breaks? This plugin helps catch those issues before they reach development. Highly recommend giving it a go.

Metrics can be an incredibly powerful tool—but only if you track the right things. Too often, businesses latch onto the easiest numbers to measure rather than the ones that truly reflect success. And that’s where things start to go wrong.

A classic mistake is tracking surface-level engagement over meaningful outcomes. For example, an insurance company might focus on the number of quotes they generate rather than the number of actual policies sold. I’ve worked with companies who obsess over lead generation, but when you dig deeper, half of those “leads” never convert into paying customers. If you optimize for the wrong metric, you optimize for the wrong behavior.

Then there’s the McNamara Fallacy, which essentially states that we measure what’s easy rather than what’s important. It’s easy to track the number of form submissions. It’s harder to track customer satisfaction, lifetime value, or the real impact of UX improvements. But those harder-to-measure metrics are the ones that truly matter.

Another issue is the obsession with short-term metrics. Quarterly targets and monthly reports drive short-term decision-making, often at the expense of long-term strategy. A UX redesign might cause a temporary dip in conversions as users adjust, but if you panic and roll everything back immediately, you’ll never see the long-term benefits.

It’s also important to balance different types of metrics. I always recommend tracking at least three key categories:

• Conversion metrics (sales, sign-ups, or other key actions)
• Usability metrics (error rates, time-on-task, Net Promoter Score)
• Engagement metrics (return visits, time spent, interactions)

If you only track one type, you risk making short-sighted decisions that improve one number at the expense of everything else.

See Also: What is Success? How To Define Key Performance Indicators

So, what’s the solution? First, stop relying on a single “magic” number to measure success. No one metric will ever tell the full story. Instead, combine different data points to get a more holistic view.

Second, give things time before making decisions based on data. A website redesign, pricing change, or new feature will take time to bed in. I always tell clients to wait at least two weeks before reacting to data shifts—longer if it’s a major change.

Finally, use qualitative data to understand the “why” behind the numbers. Metrics can tell you what’s happening, but they won’t explain why users are struggling. That’s where usability testing, surveys, and direct feedback come in.

This week’s must-read articles focus on the evolving role of AI and its impact on UX.

1. Generative AI – The Power and the Glory – This article explores both the immense potential and the significant challenges that come with generative AI. It breaks down the current state of the technology and where it’s headed.
2. Enhancing the Experience of Using AI – A deep dive into how we can make AI tools more user-friendly, highlighting best practices for designing AI-driven experiences that feel intuitive and useful.

Both pieces offer valuable insights into the future of AI and UX. If you're keen to understand how AI is shaping our field, these are must-reads.

Sarah G. asks:

“In an age where literally every tool requires a subscription, how do companies of one decide what they really need—and how do they afford it all?”

Great question, Sarah. This is something I struggle with myself, and over time, I’ve developed a few key strategies:

• Keep a spreadsheet – Track everything you’re subscribed to, including renewal dates and costs. It’s easy to forget about that random tool you signed up for six months ago.
• Set calendar reminders – Before a renewal, ask yourself if you’re still using it. If not, cancel.
• Look for multi-purpose tools – I love specialized apps, but sometimes, an all-in-one tool can save money. Notion, for example, replaces my project management software, CRM, and notes app.
• Avoid annual subscriptions (unless you’re certain) – Monthly payments may seem pricier, but they give you flexibility. There’s always a better tool around the corner.
• Only pay for what saves you time – Every tool should earn its keep. If it doesn’t save you significant time or money, it’s probably not worth it.

And of course, listening to this podcast keeps you up to date on the best tools so you don’t waste money testing duds!

To end on a high (or low, depending on your tolerance for dad jokes):

“I'm giving my chimney away for free. You could say it's on the house.”

Yep. That happened.

That’s it for this week! Thanks for tuning in, and as always, if you have questions or topics you’d like us to cover, drop us a message. See you next time!

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Welcome to another packed episode! This week, we're diving into three topics we think you'll find fascinating. First up, we're exploring why face-to-face meetings still matter in our digital world. Then, we'll share our favorite A/B testing tools (since Google Optimize is no longer with us), and finally, we'll look at how AI is reshaping UX with some eye-opening insights from Nielsen Norman Group.

With Google Optimize's departure, many of you have been asking what tools we're using now for AB testing. Let's break down our top three picks that we've thoroughly tested:

We love VWO's generous free tier - you get 50,000 test sessions without spending a penny. Perfect if you're running a smaller site or just getting started with testing.

Here's a tool that keeps things simple but powerful. Beyond basic A/B testing, you get heat maps and scroll tracking to really understand how your users behave. It won't break the bank either.

Looking for something focused purely on A/B testing? Check Mango might be your answer. It's lean, cost-effective, and does one thing really well - no fancy extras to distract you.

We've found each of these tools reliable for improving conversion rates and user experience. The key is picking the one that matches your needs and budget.

Let's talk about something Marcus is passionate about - the power of in-person connections. Yes, we're living in a digital world, but there's something special about being in the same room with colleagues and clients that Zoom just can't replicate.

Back in November 2019, when Marcus moved to his current location, having a direct train to London was a huge draw. Regular business trips were just part of life. Then everything changed. Suddenly, those London trips became rare, replaced by meetings with American clients. This shift taught him something important - while digital tools are brilliant for staying connected, they can't fully replace those in-person moments.

Marcus shares something from his experience at Headscape. Their office used to buzz with energy - spontaneous chats, brainstorming sessions, and that special camaraderie you only get from sharing a physical space. When they went remote during the pandemic (mainly for practical reasons), something changed. The friendly vibe started to fade. Sure, their Zoom meetings were productive, but that magic of face-to-face connection? It was missing.

So what did they do? They started scheduling regular meetups. Last November's two-day retreat in Bath was a game-changer. Not only did they nail their strategic planning (something that never quite works over Slack), but they rekindled those genuine connections that make their team special. Those coffee break chats, the shared laughs during brainstorming - you just can't get that through a screen.

Marcus even asked AI about the benefits of meeting in person. It highlighted things like non-verbal cues, stronger relationships, and better focus. While good video calls can tick some of these boxes, they often miss that deeper emotional connection that comes from being together.

For those of us in UX and conversion optimization, this isn't just theory - it affects how we work. When you're designing experiences that connect with users, you need to understand human interaction at its core. Being in the same room lets you pick up on those subtle cues - a raised eyebrow, a slight hesitation - that often lead to our best insights.

As remote work grows, we need to be intentional about bringing people together. Even occasional face-to-face events can help fight the isolation that comes with too much digital communication. While technology keeps us connected, nothing beats a real handshake or sharing a meal with colleagues.

Feeling the digital burnout? Try organizing an in-person meetup. Whether it's coffee with your team or a proper retreat, these real-world connections can spark the creativity and warmth that virtual meetings sometimes lack. Remember - while digital tools are essential, real relationships need real interaction.

Want to understand how AI is changing our field? Here are three must-read pieces from Nielsen Norman Group:

• Redefine Your Design Skills to Prepare for AI. A practical guide to evolving your design skills for the AI era.
• A Shift From Command-Based Interactions to Outcome-Based Interactions. Jakob Nielsen explores how we're moving from traditional interfaces to more outcome-focused systems. It's fascinating stuff that might change how you think about user interactions.
• We Must Embrace AI and Shift to a More Strategic Role. A compelling look at how AI is pushing us to become more strategic in our UX roles.

These articles offer practical insights for staying ahead in our rapidly evolving industry.

Paul Edwards asked us something interesting in the Agency Academy:

"I would love to hear about what automations people have set up. I'm going down that road and need some inspiration."

Let's share how we've streamlined our daily work:

We use Clean.Email to keep our inboxes tidy by automatically unsubscribing from newsletters we don't need. For regular responses, Spark helps us set up template replies—a real time-saver.

Ever catch yourself typing the same things repeatedly? TextExpander and TypeText are lifesavers, letting us insert common content with just a few keystrokes. No more copy-paste errors!

Buffer and CoSchedule handle our social media scheduling, while Klaviyo and Mailchimp manage our email sequences. Post once, reach everywhere—that's the dream, right?

Zapier is our secret weapon. When someone signs up for a workshop through Stripe, it automatically triggers a thank-you email. And Notion? It keeps our podcast production flowing smoothly, notifying me as soon as Marcus uploads the edited audio.

We even automate image compression with TinyPNG and use smart templates for proposals. It's all about finding those repetitive tasks that slow you down and asking, "Could a computer do this for me?"

If you have any other tools or resources you'd like to link, feel free to let me know!

Here's Marcus's dubious contribution this week:

"I'm a member of a golfing WhatsApp group. One day, a husband asks his wife, 'If I died, would you date another man?' She replies, 'Of course I would.' He continues, 'Would you let him move into our house?''Yeah, of course I would.' 'Would you let him sleep in our bed?' 'Yeah, of course.'Then he asks, 'Would you let him use my golf clubs?'She answers, 'Definitely not.' He asks, 'Is that because they're personal to you?' And she replies, 'No, it's because he's left-handed.'"

Thanks for joining us! Whether you're exploring A/B testing tools, planning your next team meetup, or looking to automate your workflow, we hope today's show gave you some practical ideas to try. See you next time!

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In today's episode, we dive deep into how UX professionals can effectively demonstrate their value within organizations, especially during challenging times when the shine has come off UX and attention has shifted to AI.

We kick off by exploring some exciting form analysis tools that can revolutionize how we optimize web forms. Tools like MouseFlow, Zuko, and EXATOM offer powerful insights into form performance, helping identify where users struggle and drop off.

Zuko particularly caught our attention with its focused approach and reasonable pricing, making it an attractive option for teams looking to improve their form conversion rates.

The main segment focuses on practical strategies for UX professionals to demonstrate their value within organizations. We explore several key approaches:

• Show, Don't Tell: Create tangible assets like prototypes and user journey visualizations rather than getting bogged down in documentation. This could include creating proofs of concept under the radar to excite senior stakeholders and help remove roadblocks.
• User Exposure: Get stakeholders in front of users through open usability sessions and compelling "horror videos" of user testing. Consider making session attendance mandatory for project stakeholders, like gov.uk does.
• Collaborative Workshops: Engage stakeholders through exercises like customer journey mapping and the "user attention points" exercise. The latter helps stakeholders understand the importance of prioritization by giving them limited "attention points" to allocate across page elements.
• Internal Education: Become an educator through newsletters, lunch-and-learn sessions, and guerrilla marketing tactics like creating mouse mats with personas or mugs with design principles.
• Data-Driven Approach: Establish meaningful KPIs and consistently encourage testing. Start by simply suggesting "Why don't we test that?" whenever there's disagreement in meetings - over time, this mindset can become part of the organizational culture.

From our Agency Academy discussion, we tackle the thorny issue of when and how to offer discounts as an agency or freelancer. We explore the importance of having clear policies around discounting and ensuring any discounts come with reciprocal benefits.

We wrap up with a look at a guide to efficient web design workflow, published on the Wix blog, which introduces an interesting approach to breaking down complex fixed-price projects into more manageable sub-projects.

To end on a lighter note, here's this week's joke (courtesy of Marcus):

A Roman soldier walks into a bar and holds two fingers up. He says "five beers, please."

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I've watched with fascination how AI is reshaping the design landscape. While we've made incredible strides in using AI to enhance our design processes, I believe we're overlooking something crucial: the human experience of interacting with AI itself.

You might wonder why this matters. Well, as AI becomes more deeply woven into our daily lives, the way we interact with these systems shapes their value. It's not enough that AI can perform amazing feats - these capabilities need to feel natural and accessible to everyone.

When I look at today's AI interfaces, I see familiar frustrations: clunky search functions, disorganized content, and confusing customization options. These aren't just minor annoyances - they're barriers that stand between users and AI's full potential.

But here's the real challenge that has begun to obsess me: AI systems often struggle to truly understand us - our context, preferences, and what we're trying to achieve. This gap creates an exciting opportunity for UX professionals to shape the future of human-AI interaction.

Would you like to learn the secrets of encouraging users to take action on your websites? Whether it is signing up for a newsletter, getting in touch, or purchasing a product, we all want users to do something.

Well, there are still 2 early bird tickets left for my upcoming workshop, and one of them has your name on it.

Let me share something interesting about how technologies evolve. I've noticed three distinct phases that most innovations go through:

1. Amazement Phase: Remember that magical moment when you first used a mobile phone away from home? That's what happens when new tech first appears - we're simply amazed it works at all.
2. Feature Expansion: Then comes the avalanche of features. Just as phones gained cameras and apps, becoming our digital Swiss Army knives, AI tools are rapidly expanding their capabilities.
3. Usability Focus: Finally, we reach the phase where ease of use becomes paramount. The goal shifts to making interactions feel natural and enjoyable.

Right now, I see AI straddling the second and third phases. ChatGPT initially wowed us with its conversational abilities. Then came the exciting additions - it could handle images, audio, and more. But now we're facing the real test.

You've probably experienced some of these growing pains yourself - conversations that feel disconnected, interfaces that don't remember your preferences, AI that misses the point of your request. These aren't just technical challenges - they're signs that AI needs to evolve beyond raw capability to truly understand and serve user needs.

In my experience, improving AI's user experience involves tackling two distinct but connected challenges:

Let's start with familiar territory: the interface. Despite AI's sophisticated capabilities, the way we interact with these systems often feels stuck in the past. When I use platforms like ChatGPT, I encounter:

• Limited search functionality within conversations.
• The inability to pin or organize discussions for future reference.
• Confusing interfaces for customization of different workflows.

While these issues can be frustrating, they're the kind of design challenges we've successfully tackled before. With thoughtful UX investment, we can overcome these obstacles.

Here's where things get really interesting. Traditional UI design principles alone won't solve our core challenges with AI interaction. Instead, I see AI pushing us toward something more ambitious: goal-driven interaction.

This shift in human-computer interaction has caught the attention of industry leaders. Jakob Nielsen recently explored this idea in a LinkedIn post, while Golden Krishna's book The Best Interface is No Interface advocates for moving beyond traditional interfaces altogether. To realize this vision, we need to fundamentally rethink how humans and machines work together.

Think about how we typically interact with technology today. Planning a holiday means jumping between websites, comparing flights and hotels, and managing multiple bookings. It's a command-driven process that feels increasingly outdated.

AI offers something fundamentally different: goal-driven interaction. Imagine simply telling your AI assistant, "Book me a holiday in Greece within a £2,000 budget," and watching it handle the details autonomously.

While we're not quite there yet, 2025 looks promising. Sam Altman, OpenAI's CEO, recently discussed the imminent arrival of advanced AI agents in a blog post on eWeek. These developments could revolutionize how we interact with technology.

But this evolution brings new challenges:

• Understanding Intent: AI needs to grasp the nuances of our goals, even when they're not perfectly articulated.
• Balancing Autonomy and User Control: Finding the sweet spot between AI independence and user oversight is crucial.
• Trust and Transparency: Users need confidence that AI is acting in their best interest, with clear reasoning behind its decisions.

At the heart of these challenges lies context. For AI to truly enhance our lives, it needs to understand the full picture of each interaction. I see this playing out across three key dimensions:

When I think about AI understanding personal preferences, I'm not just talking about remembering your personal likes and dislikes. It's about grasping the importance of a decision to the user - knowing when to ask for clarification and when to make an educated guess.

Consider my interactions with my wife around shopping. When she asks me to pick up bread, I know from experience to seek clarification first - she has strong preferences about the type she enjoys. Yet if she asks me to purchase a keyboard, she'd rather skip the detailed questions, despite my deep interest in computer peripherals. This perfectly illustrates the contextual awareness that AI systems must develop.

Different tasks demand different levels of involvement from the user, not just because of personal preference, but because of the level of commitment the task involves. Booking a holiday requires more oversight than ordering office supplies. AI needs to recognize these distinctions and adjust its approach accordingly.

AI also needs to understand the world around it and the unique characteristics of the things it is interacting with. Consider a smart fridge managing your groceries. It needs to understand real-world nuances - like how quickly lettuce spoils or how long that jar of Marmite typically lasts. Without this awareness, automation can create more headaches than convenience.

We've all experienced what happens when AI misses the context mark. Take Amazon's recommendation system:

• Buy knitting supplies as a gift, and suddenly your feed is flooded with yarn and needles, completely missing that it was a one-off gift.
• Purchase a camera, and instead of suggesting useful accessories like tripods, you're shown more cameras - as if most people need multiple cameras.

These missteps do more than annoy - they erode our trust in AI's ability to truly understand and serve our needs.

As I navigate this emerging field, I've found that improving AI experiences requires a delicate balance of innovation and caution. There's no established playbook, which makes experimentation and sensitivity essential.

Creating comprehensive user profiles isn't just about collecting data - it's about understanding the intricate ways people approach tasks and make decisions. We need models that can capture these subtle human behaviors.

Ethics must guide every step of this journey. Different users have varying comfort levels with AI involvement. Our systems need the flexibility to accommodate these preferences while maintaining privacy and autonomy.

Through my work as a user experience consultant, I've seen how crucial it is to embed user-centric thinking in emerging technologies. This isn't just about improving algorithms - it's about understanding human psychology and behavior.

This challenge demands a nuanced touch that can't be left to AI developers alone. UX professionals bring vital insights about human behavior and user-centered design. Their involvement ensures these technologies truly serve user needs.

That's why I'm convinced that collaboration between AI developers and UX professionals is crucial. Together, we can create solutions that balance technological advancement with human needs.

The future of AI extends beyond feature lists and accuracy metrics - it's about creating experiences that feel natural and supportive. By focusing on the interplay between context, user intent, and AI capabilities, we can build truly transformative tools.

UX professionals possess the perfect blend of skills, insight, and empathy to lead this transformation. In the years ahead, our role will be ensuring that AI doesn't just work - it works for users.

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In this episode of the Boagworld Podcast, we delve into the transformative role of AI in UX and web design. From cutting-edge Figma plugins to tools that revolutionize SEO, Paul Boag and Marcus Lillington share insights, tools, and strategies that can elevate your workflow. Whether you're a seasoned designer or new to the field, there's something here to enhance your productivity and effectiveness.

Paul kicks things off with a good old moan about his broadband woes, lamenting his epic quest for faster internet speeds. It’s the kind of saga every techie can relate to, complete with bureaucratic bungling and dashed hopes. Meanwhile, Marcus jumps in with his usual dose of cheeky humor, poking fun at Paul’s plight while reminding us all to roll with the punches in our ever-evolving digital lives.

Bluesky, a decentralized social platform, captures Paul's attention. Unlike traditional platforms, it allows users to choose algorithms that align with their preferences while maintaining their profiles. This adaptability is akin to email protocols where different clients coexist, offering flexibility and control. Paul’s enthusiasm highlights the importance of platforms designed with user autonomy at their core. Follow Paul on Bluesky to stay updated and chat.

Pathway is a user research platform offering robust features such as:

• Card sorting
• Prototype testing
• Surveys
• Five-second tests

Its generous free tier makes it a valuable resource for freelancers and small teams, allowing up to three projects and 250 responses per month.

Baymard’s free plugin brings data-driven insights directly into your Figma designs. Use it to:

• Justify design decisions with evidence-based reasoning.
• Include client-facing explanations for features like carousels or negative space.

This tool bridges the gap between design intuition and client buy-in, making it indispensable for designers.

Paul reflects on his evolving perspective on SEO, a topic he once viewed with strong skepticism. In fact, he even wrote a post on Smashing Magazine that captured his cynicism about the field at the time. While that article highlights why many designers have been wary of SEO, Paul’s perspective has evolved significantly. With guidance from Paul Edwards, he’s embraced modern SEO strategies that align with user experience, including:

1. Language Optimization: Crafting content with the phrases users actually search for.
2. User Journey Focus: Understanding informational, navigational, comparative, and transactional keywords.
3. Technical Improvements: Enhancing site performance, fixing broken links, and ensuring accessibility.

The synergy between SEO and UX is undeniable. When done right, SEO not only improves search rankings but also creates a more user-friendly experience.

AI is redefining how designers approach their work. Paul shares some standout tools:

Figma’s AI features include:

• Renaming layers for clarity
• Pre-populating content fields
• Auto-generating layouts

While its design-from-scratch capabilities remain underwhelming, these quality-of-life features can save designers significant time.

Perfect for rapid wireframing, Relume allows designers to quickly assemble block-based layouts. While its full designs need refinement, its speed and ease make it ideal for client presentations.

From generative fills to intuitive image redirection, Adobe is leveraging AI in groundbreaking ways. The Adobe Max conference showcased features that simplify complex design tasks, pushing the boundaries of creative possibilities.

AI isn’t just for design; it’s transforming UX research and analysis as well. Here are three standout tools making waves in the UX world:

Microsoft Clarity offers free heatmaps, session recordings, and AI-driven data queries, providing valuable insights into user behavior.

Attention Insight predicts where users will focus on a page with 96% accuracy, helping designers make informed layout decisions.

Strella automates user interviews and analyzes themes, creating highlight reels to showcase key findings. These tools empower UX professionals to make data-driven decisions while saving time.

Hemingway Editor optimizes web copy for clarity and conciseness. Its AI tools streamline edits, making content more scannable.

Notion AI integrates ChatGPT-like capabilities with context awareness, helping users craft tailored content with ease.

FixKey rewrites text with custom prompts for improved grammar and style. It’s a flexible tool for refining and enhancing written content, from casual emails to polished presentations.

Spark is an AI-powered email client that simplifies email management. It can summarize threads, draft replies, and even customize templates for individual conversations.

The key to leveraging AI lies in breaking out of old routines and exploring new possibilities. Paul urges listeners to pause before starting tasks and ask: Could AI make this faster or better?

By integrating these tools into your workflow, you’ll not only stay ahead of the competition but also unlock new levels of creativity and efficiency.

To wrap things up, Marcus shared his customary "dad joke" with this gem:

Why don’t skeletons fight each other? Because they don’t have the guts.

Dive deeper into these topics and join the conversation in our Slack channel.

We’ll see you next time, where we’ll continue exploring the ever-evolving landscape of web design and UX!

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As we approach the new year, it's time to reflect on the state of user experience design and look ahead to what 2025 might bring. In this episode of the Boagworld Podcast, Marcus and I dive into the trends, challenges, and opportunities that lie ahead. Here are the key takeaways from our discussion.

2024 marked a pivotal year for artificial intelligence, with tools like ChatGPT, MidJourney, and Claude reshaping workflows across industries. However, much of the focus has been on the technology itself, often at the expense of usability. In 2025, we predict a shift toward creating seamless, user-friendly AI interfaces that integrate into our daily workflows.

As designers, we need to think beyond basic AI chat interfaces and envision ways to incorporate AI into broader user experiences. Imagine:

• Dynamic image generation: Tools like KREA allow precise control over visuals, ensuring images guide users' attention effectively.
• Smart predictive features: AI can dynamically generate personalized content, such as personalized imagery or auto-generated text tailored to user needs.

The challenge for designers in 2025 is to make AI feel invisible, integrated, and intuitive—a natural extension of existing user flows.

AI agents, capable of executing multi-step tasks autonomously, represent another exciting frontier. Whether it’s arranging interviews, conducting user research, or booking reservations, these agents promise to save time and reduce manual effort.

While tools like Claude and specialized platforms like Strella are beginning to showcase AI agents’ potential, challenges remain:

• Accuracy: Like interns, AI agents sometimes need oversight to ensure quality.
• Ethical considerations: As automation expands, it’s essential to maintain a human touch where it’s most impactful.

Expect to see AI agents integrated into UX processes like user interviews, research synthesis, and even persona creation—but always with a human in the loop.

The launch of Apple Vision Pro and advancements in Meta’s AR/VR hardware hint at a maturing market. However, widespread adoption hinges on two key factors:

• Price reduction: Current high costs remain a barrier for most users.
• Practical applications: Beyond gaming and niche professional uses, AR/VR needs broader, everyday applications to succeed.

While lightweight AR glasses with basic functionality (like the Ray-Ban Meta glasses) might gain traction, fully immersive AR/VR experiences will likely remain out of reach for the average consumer in 2025.

UX designers should monitor AR/VR developments but focus on creating experiences that enhance usability without requiring users to adopt expensive new hardware.

The past year has been turbulent for UX professionals, with layoffs and hiring freezes creating uncertainty. However, there are signs of recovery on the horizon.

Many companies are reevaluating how they implement UX, moving away from isolated roles and toward more robustly supported in-house teams. This shift offers:

• Stability: Internal teams are less vulnerable to external budget cuts.
• Opportunities for collaboration: Agencies and freelancers can play a consultative role, supporting these teams with specialized expertise.

The second half of 2025 could bring renewed investment in UX, especially for in-house teams. Freelancers and agencies should position themselves as strategic partners to these growing teams.

Personalization has been a buzzword for years, but 2025 might finally be the year it becomes accessible to more businesses. With AI’s help, personalization can:

• Dynamically adapt landing pages based on user referrals.
• Tailor headlines and content to individual preferences.

Advancements in AI-driven personalization tools will allow designers to create more relevant, impactful user experiences—without the high cost or complexity of traditional methods.

For designers focused on precision, KREA leverages generative AI to create dynamic and highly customizable images. Whether you need visuals to guide user attention or adhere strictly to prompts, this tool is invaluable.

UI Design Tips offers a curated collection of best practices for specific UI elements. Whether you’re designing menus, modals, or login screens, this site ensures your designs follow established guidelines.

For developers or designers seeking ready-made UI elements, UIverse provides a vast repository of open-source designs that can be easily integrated into your projects.

This balanced article examines both the potential and the pitfalls of incorporating generative AI into UX workflows. A must-read for staying ahead in 2025.

An insightful piece discussing the importance of creating AI tools that address genuine user needs rather than serving as mere technological showcases.

Explore the difference between critiquing and reviewing designs, and why the former can be a powerful tool for improving creative processes and fostering collaboration.

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