Nancy Fike

Nancy has over 20 years of experience in the software industry. She joined InContext in 2001 to work on tool development, supporting the design teams. In 2003, Nancy became a member of the design teams, using her project-leading skills and Contextual Design techniques...

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Reveal Invent Learn

Reveal What people do User characterization Business process Product requirements Invent Hardware/software products Business systems Customer-facing websites Consumer products Learn CD workshops and training Side-by-side CD coaching Adopt CD in your...

Water Drop Torture and Customer Loyalty

In these difficult economic times, customer loyalty is critical. How can you provide your users with delight and make them loyal to your brand? My friend’s car problem My friend called me this morning, “Hi, you won’t believe what is happening with my car.” He...

Personalized Advertising

Observations of the numerous vendors encountered in Mazatlan, Mexico Tom Cruise is walking quickly through the mall of the future. The 3D avatars on the walls of the shops and signs are saying hello to him personally; they are modeling wares just for him; and they are...

Diary of the Brand Switcher

What’s the impact to your bottom line when your customers switch loyalty to your competitor? What if you could understand why and be able to prevent it? My car story After 13 years and 180,000 miles my Toyota Celica convertible was starting to feel unreliable. I...

Anatomy of a Mad Navigator

I am geographically dyslexic. I go up the elevator into my hotel room—and when I leave I invariably turn the wrong way to go back to the elevator. In building 10 at Microsoft I needed a guide to get me to and from the restroom after being lost multiple times! Then...

Rapid User-Centered Design Techniques

Challenges and Solutions Why it matters: Organizations are challenged today to shorten and simplify processes but also want to get customer data into the development cycle. This is especially the case when development follows Agile development methods such as Extreme...