What is Excise?

In Alan Cooper’s About Face 3, there is an entire chapter dedicated to excise. I’ve used the word in passing before and it is often asked, “What is excise?” Simply put, excise is any action that doesn’t directly contribute to a goal, but...
What is a Mental Model?

What is a Mental Model?

Feeling Mental? Have you ever been in a grocery store or a big box store and you can’t find what you’re looking for? Or, sometimes, you go to a different store from your usual and everything is hard to find. “Why is the Sriracha by spaghetti...

It’s the User’s Problem

Why are address forms like this?… And not like this?… You might say, “that’s the way forms have always been done.” But there’s two problems with that. First, do you fill in boxes when you write on an envelope? Second, it isn’t...