Author Archives: Alex Berg

10 SEO tips for site redesigns

Previously published on Chief Marketer, 2/27/17 Understanding the aspects of design, technology, and content that affect search engine optimization (SEO) is an essential skill for any web team, but they are particularly important when undertaking a major redesign effort. During a redesign much can go wrong, from technical issues and change-adverse audience reaction to traffic loss […]

How these 3 Seattle-based retailers are differentiating in Amazon’s backyard.

Previously published Jan 10, 2017 on Geekwire. The Amazon Bookstore in Seattle – Photo from GeekWire   Amazon’s appetite for disrupting retail appears as if it will never be sated. In the past two years, we’ve seen them launch bookstores, add a restaurant delivery service, integrate shopping capabilities into its voice-controlled home assistant Alexa, and […]

Is responsive design making the web a sea of same?

If 2016 showed us anything in the world of digital design it was the mainstreaming of responsive website design (RWD). From flagship etailers to corporate B-to-B players, responsive sites are everywhere, and, with the continued proliferation of mobile devices, it appears they are becoming the standard. For those not familiar with the term, a responsive […]

Twitter Topics – a new lens to help manage the noise

Last month, Geekwire was kind enough to publish my guest post critiquing Twitter’s recently launched “Moments” offering, an attempt by the company to broaden its appeal for new users. You can read the full post here, but to summarize, I found the feature somewhat lacking. While it has its virtues— a visually engaging design, effective […]

Is working at an agency right for you?

This article originally appeared in Geekwire. In a startup-centric town, agencies don’t get much respect. Even before I joined one after 20 years of in-house roles, I thought agencies were the unsung heroes of the Seattle tech scene.  Often designing the brands and products so many of us enjoy, agencies employ UX and visual designers, […]

Avoiding the feature graveyard – Part 2

This is part II in a two-part series on feature analysis. You can read part 1 here. Now that you’ve integrated your metrics, tested them, and launched your new offering, it’s time to dive in and prepare your analysis. For multi-step features, like the product ‘finder’ experience in our example, I typically divide feature analysis […]

Avoiding the feature graveyard – Part 1

(This post was originally featured on Geekwire) Launching a new feature-set is seldom a home run on the first pitch. It can take inning after inning of foul tips, singles, and doubles to iterate your way around the bases. Without the right approach to analytics, that new experience you’ve carefully crafted is more likely to […]