✅ Level 1: “What we tell others”, unreliable, opinions, hearsay. ✅ Level 2: “What we tell ourselves”, interviews, debrief, surveys. ✅ Level 3: “What we actually do”, task analysis, observation. ✅ Level 4: “Why we do it”, task walkthroughs, context, interviews.

HEART model will have a positive impact on your organisation, will boost your customer (user) experience and make your customer (user) love you! HEAR - EMPATHISE - APOLOGISE - RESPOND - THANK

The single most important thing I’ve learned about online marketing is that it is about paying attention. Offline marketing is about getting attention, but once someone is on your website, they know what they want to do, so your first job is to help them do what they came to you website to do as quickly and easily as possible.

Traditional, mass marketing branding still good for low information type customers. If they’re high information customers, you need to give them the facts and be useful because that’s what they want.