[THOUGHTS] ux to hx (human experience)

Starting out as a copywriter in the late 90s after learning the craft from seasoned writers, absorbing brand positioning concepts from Jack Trout and Al Ries, copy and idea crafting concepts from the writings of Ogilvy, Bernbach, Jim Aitchinson etc.  and other marketing frameworks from Philip Kotler, now in the second decade of the 21st century, you come face-to-face with IT and UX. 

Now your craft is a sub-set of a larger process – the user-experience process layered over the software development life cycle (SDLC). The process is more analytical than the spontaneous creativity of your previous avatar. How do you cross-over? Can your love for ideation and the writing craft fit into this very engineering-like process?

Somewhere you find it losing its humanness with all its talks of “users” and “personas” and “journeys” and “moods” – concepts which you had sub-consciously used for crafting communication pieces in the previous era. The whole ecosystem of this industry feeds on this jargon and runs like a machine. Copywriters or for that matter anybody with a bit of interest can learn the processes and techniques as it is not rocket science exactly.  Is it possible to achieve the same goal without depending on UX processes? Maybe not advisable. But UX teams can recognise the importance a copywriter can bring to the design process, instead of someone who just fills in the words.

Copywriters can be the top most layer after the UX Layer which in turn is layered over the SDLC. Each screen of the digital product being designed/developed can be given a metaphorical/allegorical makeover by ideators/copywriters (eg. The Digital Content Cafe). Telecom consumer service providers can package their plans, add-ons and value-added services using the metaphor of a McDonald combo meal – which majority of us easily grasp, even kids. But are we human enough to be child-like in our approach? Or enmeshed in our sophisticated complexities do we shrug off these creative approaches as primitive?

By the way, googling “hx human experience” throws up results fresh from 2017…so there seems to be a conscious movement towards hx happening.



[USEFUL RESOURCES] – Course – Matt Isherwood launches “Evidence-Based Redesign”

In December of 2016, I had bought Matt Isherwood’s e-book course “Data Driven UX Design: Metrics”. I think it was offered on Mighty Deals and was good value.

Since then, I had also purchased his “Designing eCommerce Websites” ebook. I found them very informative and educational as he shares his actual experience and their results.

I have signed up for his email updates and he writes great articles on metrics related techniques for web UX improvements. 

Now he’s started new course on Udemy “Evidence-Based Redesign” and I’m looking forward to taking this course as I’m sure it will help me add great value in my profession.

Below is the email I had received from him. Should be a great course.


On Wed, Jan 31, 2018 at 12:15 PM, Matt Isherwood <matt@mattish.com> wrote:


Hi Umesh,

Today marks the launch for my new course, The Evidence-Based Redesign. 

A summary of what it’s all about

It’s ideal if you’re looking to redesign a website and want to make sure it improves on the last one. It’s for anyone who has looked at a few analytics, maybe dabbled with a heatmap or two, and perhaps even run a user test, but has then been left confused as to what to do with that information.

Perhaps you just hand the work over to a developer to get on and do it all for you, based on the odd insight but mostly a lot of guesswork.

This is a smarter way. An approach that won’t cost lots and means you can make evidence-based decisions, much more likely to lead to a successful redesign and launch.

This is a method I’ve used for the last three years as a consultant to many growing startups. It’s also a framework I’ve developed and taught over several more years.

As you go through you’ll learn lots of useful skills, including: how to set up a conversion funnel; how to get useful information from visitor recordings; and how to set up and run different types of user test. Most importantly you’ll be able to combine them all in the right order to learn what’s really happening on your site.

It’s also a practical course, set up to take you through the stages of redesigning a website as you go through.

Buy it now

The course consists of over 2.5 hours of videos (across 19 lessons) along with downloadable templates and lots of notes and links.

The course is hosted with Udemy, who are a great platform for online teaching and quality check everything on there. 


Once you buy the videos you have lifetime access to them, so don’t worry if you’re not quite ready to take the course right now, you can do it at whatever pace you like.



As ever, hit reply to give any feedback or thoughts.

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