iPhone X Review: The Future Has a Price

Our verdict of the Apple iPhone X:
It could be the most divisive iPhone yet, but we loved it. The biggest problem is the price, since you’ll need deep pockets to afford and make the most out of the iPhone X.
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Each year I review an iPhone, and each year my findings are usually the same: solid device, premium price point, but no huge change


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in terms of how the iPhone functions. With the arrival of the iPhone X


The Complete Guide to Using Your iPhone X




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, things just got much more interesting.

The iPhone X sits alongside the iPhone SE


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as the second non-numbered, black sheep of Apple’s smartphone family. It brings with it entirely new ways of interacting with iOS


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, and it’s more expensive than any iPhone that came before it.

It’s also pronounced “iPhone ten” — just in case you were wondering.

Out With the Old

I’ve spent several years complaining about the lack of change in terms of overall design to the iPhone, while still managing to be impressed by Apple’s overall attention to detail. This time round I’m both impressed by the detail, but also the way the iPhone X reinvents basic interaction.

iPhone X Review: The Future Has a Price iphone x 3

In terms of size, the iPhone X is somewhere between an iPhone 8 and the Plus model. Compared to the Plus, it’s slightly smaller overall, which makes it easier to grip, more pleasant to use with one hand


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, and easier to fit into a pocket. Despite being smaller, the screen is actually larger than the 5.5″ panel in the Plus model, at 5.8″ diagonal on the iPhoneX.

That’s because the entire front of the iPhone X is occupied by the display. From the lower edge right up to a small cutout at the top of the device, the iPhone X does away with the Home button entirely in favor of software-driven gestures. While last generation’s iPhone lacked a mechanical home button, the new generation lacks the button itself.

There’s a notch cut out of the screen at the top of the device for a speaker, front-facing camera, and Face ID sensors. Despite causing some division among armchair pundits, I actually think it looks pretty good. There’s a Star Trek-esque quality to the rounded cutout, and despite being an unavoidable design decision for Apple, I like the rounded edges and the way it contrasts with the screen.

iPhone X Review: The Future Has a Price iphone x 19

The notch has an inescapable effect on how the user interface works, with elements like the time, battery and signal strength shoe horned into the cramped top corners. The information is still only a glance away, and all this extra screen space feels like something-for-nothing compared to older iPhones.

There are some big changes to button placement too. The physical Home button is entirely absent, replaced instead with gestures. The power button on the side of the device is now longer, and performs a few more actions, like invoking Siri


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. In many ways it’s the new home button, used for locking the screen, taking screenshots, and shutting down the device only with the right combination of button presses.

On the back, it’s largely business as usual aside from the now-vertical dual lens camera stack. There’s also a wireless charging plate somewhere in there, which is compatible with Qi chargers


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just like the iPhone 8. And just like the 8, it’s all glass, and as prone to breaking as the front panel is. Fragility aside, the glass feels great in the hand, just like the iPhone 4 did.

iPhone X Review: The Future Has a Price iphone x 21

The iPhone X is a well-balanced device. It’s not top heavy and trying to get away from you, a problem I first had with the iPhone 6 Plus


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. In many ways the design feels like the natural continuation of what Apple has been doing since that period, with the same rounded edges, and overall design sensibility.

It’s still unmistakably iPhone, and it retains that premium feel thanks to the quality materials and ergonomic design.

A New Smartphone Experience

Learning to use the iPhone X will take considerably longer than your usual iPhone upgrade. There’s a lot of new things to get used to. You’re probably going to default to the same muscle-memory techniques you’ve developed over the past decade, but many of them are now defunct.

iPhone X Review: The Future Has a Price iphone x 7

Swipe to Home is probably the biggest change in terms of everyday use. I found myself reaching for an absent home button multiple times when I started using the X. You now swipe up from the bottom bezel to head back to the home screen. It’s a responsive gesture, and it works whether you’re using a fast flick or a cautious swipe.

Switching apps has also been complicated, since you can no longer double-tap the home button. You can now switch between apps with a swipe and a hold, or if you’re impatient a swipe and a flick to the right. This probably doesn’t sound particularly intuitive, but once you’ve had a play with the device you’ll know what to do and it’s then simply a matter of remembering it.

A new reliance on flicks and gestures means Apple has changed how apps are “killed” using the app switcher. You now have to tap and hold an app for the “kill” button to appear before you flick upwards. This is probably a good thing, since the only time you should be killing apps


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is when they crash and become unresponsive.

iPhone X Review: The Future Has a Price iphone x 6

Something many Android phones have had for a long time is knock to wake, and now the iPhone X has it too. No home button means Apple had to implement some method of waking the phone up that didn’t rely on movement. Tap the screen and the X will wake, and because the whole front of the device is essentially a screen you can tap anywhere.

The screen itself offers a new way to iPhone. It looks inescapably futuristic, and you feel like you have more phone to play with since many apps have already updated to take advantage of the bigger screen. Elements like media controls, or titles at the top of the screen now occupy what was previously “dead space” so there’s just more content on screen at once. This leads to better app, reading, and browsing experiences.

In terms of imaging, the camera is largely unchanged from the iPhone 8 Plus. You get a dual lens design, with a 2x optical zoom on the telephoto lens. Like the 8, the X gets improved signal to noise ratio and software enhancements that make for cleaner images, better low light performance, and faster autofocus thanks to the A11 Bionic chip.

iPhone X Review: The Future Has a Price iphone x 8

The front-facing camera comes with the depth-effect Portrait mode, as well as Apple’s new funky faux lighting effects which simulate studio lighting, spotlights and so on. It feels more like a gimmick than anything particularly useful, but it’s fun to mess around with. Overall the camera is up to snuff, but still suffers from the many problems that plague small sensors like difficulty achieving real depth of field, and poor low light performance compared to larger sensors.

Face the Changes

The really big change is the addition of Face ID. The iPhone X uses infrared to scan your face and create a likeness that can be used to do everything Touch ID could do previously. This scan is taken from multiple angles, which is similar to the way Touch ID would scan the edges of your fingerprint.

Does it work? Yes it does. It works incredibly well. I’ve only had it fail once, and by the time I’d swiped up from the lower bezel Face ID had re-scanned my face and already authorized me. I wear glasses all the time, including polarized aviator-style prescription sunglasses and I have plenty of facial hair too. I’m very impressed (and a little bit relieved) with how well Face ID works.

iPhone X Review: The Future Has a Price iphone x 10

Remember Touch ID on the iPhone 5s? Remember how it was slow to react, prone to failure


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, and wouldn’t work when your fingers were wet or greasy? Face ID solves pretty much all of those problems. It’s fast. So fast that by the time you’ve thought about unlocking your phone it’s already unlocked.

This is an example of how the iPhone X changes the iPhone experience. Unlocking your iPhone is now a process that disappears into the background and happens invisibly. You’ll stop consciously trying to unlock your phone, because it just works.

Face ID helps elevate the iPhone X beyond a simple design refresh. This is the future of biometric authorization. Whether we’re scanning our faces or using microchips embedded in our palms, the process is automatic and delivers a noticeable leap forward in speed and convenience.

iPhone X Review: The Future Has a Price iphone x 15

A feature called Attention checks whether or not you’re look at the device, to add an additional layer of security. This also prevents the iPhone from dimming the screen while you’re looking at it. You might have to turn off Attention if you live your life in sunglasses, since it doesn’t work so well when your eyes are obscured.

There are other cool things you can do with Face ID, like Apple’s new Animoji. This feature lets you use your real facial expressions on an emoji character, including everyone’s favorite poop. This is fun, but I’m a little disappointed about mouth movements since my Animoji characters don’t really look like they’re talking.

There are of course some privacy concerns with scanning your face. The iPhone X uses a mathematical approach to authorization, while also taking a likeness of your face that can be shared with third party apps with your permission. Apple insists your facial scan never leaves the iPhone, but they can’t necessarily control what third parties do with your likeness — so be careful which apps you authorize.

The Price You Pay

I love the iPhone X, mostly because it’s a sign of the times in terms of what to expect going forward in an iPhone. It’s first real big leap forward since iOS 7, or Touch ID. More screen real estate is always a good thing, and this time round it’s a great thing considering how much dead space has been recovered. I’m fond of the gestures, and I don’t mind the size of the device coming from an iPhone 7 Plus.

iPhone X Review: The Future Has a Price iphone x 20

Unforunately, there’s always a drawback. With Apple, it’s usually the price, and the iPhone X is no different. The phone starts at $999 for the 64GB model, and personally I’d expect at least 128GB for that sum. You can upgrade to a 256GB model for $1149 outright.

That’s the price of a good laptop. You could buy an iPhone 8 ($699) and the latest Apple Watch ($329) for virtually the same price. The price is only one part of the equation, since the iPhone 8 does many of the same things


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the iPhone X does. In essence, you’re paying for early access to the future of iPhone. It’s hard to say whether Face ID and a design shake-up justifies the $300 premium over the iPhone 8.

And then there’s all the stuff you probably should have received in the box, which is missing. The iPhone X is a wirelessly charging device, but there’s no wireless charger included and Apple’s own wireless charging isn’t coming till 2018. An iPhone X-compatible Qi wireless charger will cost you about the price of a good Lightning cable, but it’s an additional expensive on top of your $999 investment.

iPhone X Review: The Future Has a Price iphone x 4

Even more egregious is the lack of a fast charger. The iPhone X can take advantage of fast charging, reaching 50% capacity within 30 minutes assuming it’s paired with the right charger. Apple included charger won’t do this. In fact, Apple recommends a further $75 for their charger and USB-C to Lightning cable (though you can opt for third party chargers


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and spend half the price).

Wireless charging also feels a bit half-baked, though welcome. The Qi standard can deliver 15w max output, but the iPhone X only draws 7.5w. If you already have a few charging stations around your house, this won’t bother you. For $999 I’d expect something in the box, though.

One other problem I ran into is battery life. I settled on an iPhone 7 Plus for its heroic battery life, but the iPhone X only manages “two hours longer than an iPhone 7” according to Apple. This is odd, considering the size of the device, and it’s another reminder that consumer battery technology is virtually at a standstill at this moment in time.

iPhone X Review: The Future Has a Price iphone x 11

If you bought a Plus model partially for the power gains, the iPhone X will likely disappoint. Maybe Apple plans on releasing an iPhone X Plus in the future that improves on this.

A Bright Future

You may have noticed that I didn’t really mention the A11 chip that powers the iPhone X. I feel like we’ve reached a point where this doesn’t really matter any more. The iPhone X flies, like any new iPhone should, and it’s likely to remain highly capable for a few years yet.

The iPhone X is a flagship, business-class device. It’s the first generation of a new generation, and such devices always come with a few pitfalls. It’s expensive, it doesn’t offer the value for money that other models do, and it’s a test run for Apple’s big new facial recognition technology.

iPhone X Review: The Future Has a Price iphone x 16

It’s also an accomplishment that Apple should be proud of. It might not be the first example of facial recognition in consumer technology, but it’s the first time it’s worked so well.

Whether or not this experience is worth the money is tough to call. It’s a fantastic device, with a ton of great features, and it reinvents the way you interact and look at your iPhone. But the iPhone 8 does virtually everything the iPhone X does, for less money. Unless you’re hell-bent on this experience, buying an iPhone X might be hard to justify.

It’s a device for the gadget lovers, those who get their kicks from the latest and greatest. It’s the Xbox One X


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of smartphones — it does most things a bit better than the previous model, but it’s hard to recommend to everyone. That said, it’s probably the best smartphone I’ve ever used.

iPhone X Review: The Future Has a Price iphone x 1

The future of iPhone and smartphones in general is bright. It’ll be really exciting to see how other manufacturers answer the iPhone X, and how Apple follows this up next year. Will we see Face ID on the iPhone 9? Fingers (retinas?) crossed.

Enter the Competition!

iPhone X Giveaway



via MakeUseOf.com
iPhone X Review: The Future Has a Price

Sugar Was Linked to Heart Disease 50 Years Ago, but the Industry Covered It Up

Photo: TrendHype

Sugar has detrimental effects on our health, and not just because sweet foods tend to have a lot of calories. Plenty of research has shown that the same calories of sugar versus other foods do very different things to our bodies. And new research shows how the sugar industry has tried to hide those findings.

Over the last fifty or so years, the conventional wisdom has been that dietary fat is a main contributor to heart disease. These assumptions are finally being challenged—it’s not as if the cholesterol you eat from eggs or a steak zips from your stomach into your arteries. And research in the last decade has started solidifying the link between sugar consumption and heart disease.

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We’re also seeing new information about how the “wisdom” linking fat to heart disease ever became conventional at all. In the 1960s, scientists researching the causes of heart disease were eyeing sugar as a culprit, and according to a new paper, sugar industry–funded research obscured and buried that connection.

One of the researchers behind the new study, Stanton Glantz of the University of California, San Francisco, told NPR, “What the sugar industry successively did is they shifted all of the blame onto fats.”

Glantz and his collaborators’ research, published in the journal PLOS Biology, looks at how the Sugar Research Foundation, tied to the American sugar trade association, funded its own research into the detrimental health effects of sugar, but pulled funding just before the research could be completed and published, because things were not looking good.

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In 1967, the Sugar Research Foundation secretly funded a review article that discounted research that was pointing to a link between sugar consumption and heart disease. That article was published in The New England Journal of Medicine. Then, the SRF embarked on its own study, using rats to compare the health effects of consuming sucrose (sugar) versus starch or a rat’s normal diet.

That study went on for three years. While funding to finish the study was denied—just twelve weeks from completion—the preliminary results showed that rats on a high-sugar diet had higher triglyceride levels in their blood than other rats. In people, high triglycerides are a risk factor for heart attack and stroke. The study also showed a connection between sugar consumption and beta-glucuronidase, an enzyme associated with bladder cancer in humans.

These are rat studies, and risk factors rather than the presence of any disease, so this doesn’t mean that sugar causes heart disease and bladder cancer. The discontinued research wouldn’t have been a smoking gun, but it would have been part of a growing body of evidence that sugar is more than “empty calories.”

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Glantz’s study is part of its own growing body of research, too—one that shows how industry-funded science tends to find results that benefit the industry (and that research that would harm the industry is often aborted or left unpublished), whether it’s cigarettes, pharmaceuticals, or climate change.


via Lifehacker
Sugar Was Linked to Heart Disease 50 Years Ago, but the Industry Covered It Up

The entire freaking gang is here in first Avengers: Infinity War trailer

Marvel Studios

Unsurprisingly, this holiday season of movies has been met with the first-ever trailer for the most anticipated summer blockbuster of 2018: Avengers: Infinity War.

If Wednesday’s trailer is any indication, we’ll have to wait for a continued trickle of information to see what the heck will happen in the movie, but for now, at least we know that roughly 40 gazillion Marvel characters will be in this one. Also, none of them appears to be happy.

Avengers: Infinity War‘s premiere trailer.

Scarlett Witch and Vision get closest with a calm, moonlit embrace. Otherwise, every Marvel character in the trailer is either writhing in pain, staring intently, or charging into battle. The full cast of both Avengers films can be seen here, with the exception of Jeremy Renner’s Hawkeye being conspicuously absent from the trailer. Black Widow has gone blonde, and to show her up, Captain America opts for a beard. Show-off. (We also hear a shout from Black Panther suggesting that someone “give him a shield,” which may or may not be about the Cap.)

We also see the full weight of the Marvel Cinematic Universe brought to bear, with rapid-fire confirmations of Doctor Strange (along with his buddy Wong), Thor, Loki, Spider-man (with an upgraded suit), Okoye, Bucky Barnes, Falcon, and the full Guardians of the Galaxy roster contending with the Infinity Stones-bearing evil of Thanos. (Ant Man may very well be hidden in the 2:24 trailer, as well, in his tiniest form.) It’s a lot of heroes, but considering how charged up Thanos has become in the course of so many Marvel films, that hero overload will probably be required, at least in terms of Marvel Comics continuity.

Whether that tips the film over from friendly-yet-epic to something a little too steel-faced remains to be seen, and this trailer is all posturing and generic exclamations, as opposed to revealing exactly how these characters—who have faced off and betrayed each other plenty in previous films—will unite both with superpowers and in camaraderie. But, hey, that’s what the full film is for, which is still slated for a May 2018 launch.

via Ars Technica
The entire freaking gang is here in first Avengers: Infinity War trailer

The Free Internet Needs 2 Minutes of Your Help Right Now

Net neutrality in the United States is under attack again. The FCC is planning to vote on whether to repeal net neutrality policies on Thursday, December 14. Before that day comes, it’s critical to let your representatives know that you want to keep the internet free and open as it is now.

What Is Net Neutrality?

Net neutrality is the principle that all traffic on the internet should be treated equally. With net neutrality in place, internet service providers (ISPs) like Comcast and Verizon cannot give special treatment to certain kinds of traffic (e.g. slower speeds for Netflix or YouTube streams while faster speeds for their own streaming services).

Net neutrality allows the internet to be a level playing field. You can read our full explanation of net neutrality for more info.

Without net neutrality, ISPs would be free to create “package deals” or “slow lanes” for sites that didn’t pay for the privilege of being fast. For instance, your basic Comcast internet plan could include access to MSNBC’s website (which Comcast owns), but charge you $5/month extra to visit any other news site.

You’ll see promoted tweets and videos from ISPs claiming that they support net neutrality. Do not believe them! They are liars, and their actions show it.

How You Can Effortlessly Fight for Net Neutrality

Since the FCC, and not the public, is voting on this repeal, you can’t do anything directly.

However, you can still make your voice heard by contacting your members of Congress. Using the EFF’s simple tool, you just need to enter your address and it will generate a letter to your representatives for you. You can customize the letter if you like, but the standard one works too.

The Free Internet Needs 2 Minutes of Your Help Right Now EFF Net Neutrality

After you enter your address, you’ll need to provide your name, email address, salutation, and county in some cases. You may also need to specify a topic for the correspondence — telecommunications or something like it is your best bet.

Hopefully our representatives hear the overwhelming support in favor of net neutrality and take action to prevent it being repealed. If not, get ready for this:

The Free Internet Needs 2 Minutes of Your Help Right Now Net Neutrality Packages

How have you fought in favor of net neutrality? Share your thoughts in the comments!

Image Credit: garagestock/Depositphotos



via MakeUseOf.com
The Free Internet Needs 2 Minutes of Your Help Right Now

Petition Calls for Ouster of FCC Chairman Pai

Long-time Slashdot reader speedplane writes:
Yes, we’ve all heard that net neutrality is on its way out, and it seems NPR was able to snag one of the few (the only?) interview’s of Ajit Pai on its effect. Sadly, NPR’s Rachel Martin stuck to very broad and basic questions, and failed to press Pai on the change of policy. That said, it’s worth a listen. Pai insists that "We saw companies like Facebook, and Amazon and Google become global powerhouses precisely because we had light-touch rules that applied to this Internet. The Internet wasn’t broken in 2015 when these heavy-handed regulations were adopted, and once we remove them, I think we’ll continue to see the infrastructure investment that will benefit digital consumers and entrepreneurs alike… I’ve talked to a lot of companies that say, look, we want to be able to invest in these networks, especially in rural and low-income urban areas, but the more heavy-handed the regulations are, the less likely we can build a business case for doing it." But New York’s Attorney General Eric Schneiderman says he’s spent six months investigating "a massive scheme to corrupt the FCC’s notice and comment process" for net neutrality, adding that "the FCC has refused multiple requests for crucial evidence." (Nine requests over five months were ignored.) And now over 65,000 people have signed a new online petition at WhiteHouse.gov calling for the immediate removal of Ajit Pai as the FCC’s chairman, calling him "a threat to our freedoms."
Meanwhile, The Verge has compiled "a list of the lawmakers who voted to betray you," with each listing also including "how much money they received from the telecom industry in their most recent election cycle."



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via Slashdot
Petition Calls for Ouster of FCC Chairman Pai

Watch Daisy Ridley Give An Interview While Building a Lego Millennium Falcon

Image: YouTube

Being a Star Wars actor has perks. There’s the money, and the fame, and, of course, the elaborate Lego sets.

Props where props are due, someone at ELLE had a good idea: in this video, while giving an interview to the publication, Daisy Ridley sits at a table and builds an elaborate Lego Millennium Falcon, complete with a little Lego Rey.

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Even in the face of the complexity of an unsolved Lego set (that may or may not be missing a piece), Ridley is unflappable, although her interviewing is a bit more efficient than her building. If you can’t afford Lego’s fancy Falcon set this holiday season, live through Daisy Ridley. She’s living it up for all of us.

[YouTube]

via Gizmodo
Watch Daisy Ridley Give An Interview While Building a Lego Millennium Falcon

Level-Up Email Campaigns With Customer Journey Mapping

I became a huge fan of customer journey mapping (CJM) the first time I was introduced to it. And after a few years of mapping, tweaking and presenting maps, my team and I started looking for other more exotic uses of this technique. The law of the instrument at its best, I suppose. Well, seek and ye shall find.

Customer journey mapping is a visualization technique that helps marketing specialists, user experience designers, and product and business owners see the journey people take when interacting with products and services. It is a great way to put on your customer’s shoes and see where your business fails to deliver a great user experience.

The way CJM works is pretty straightforward: You collect user research data, break down the entire funnel into steps (i.e. stages) and describe each stage from multiple points of view, such as your business goal, the customer’s goals, touchpoints (the very moments of interaction), customers expectations and pain points, their thoughts and feelings, etc. In the end, you have a table that looks something like this:

an example of customer journey map.
A customer journey map example (Image: UXPressia) (View large version)

From this table, you can tell at which points customers are not happy, and you can come up with some ideas to improve the situation.

Сustomer journey mapping is mainly used to find flaws in the entire path of the user, but I was curious if there was some unconventional way to use this technique. Turns out there is, and here the story of how it found me.

It’s Not A Journey Map… Or Is It?

After reading Baremetrics CEO Josh Pigford’s brilliant article about an email campaign that Baremetrics created to reduce churn and convert customers, our team at UXPressia decided that we needed something similar for our app.

Fast-forward a few weeks, and we had a sequence of emails ready to fly to our users’ mailboxes. They looked somewhat like this:

A chain of printed emails that we hung on our board
A chain of printed emails that we hung on our board (Image: UXPressia) (View large version)

These printed emails stuck around on our whiteboard for a while. Then, one day, while we were having coffee after a long and tedious CJM workshop, one of the participants glanced at the emails still hanging on the board and asked, “What’s this journey map for, guys?”

“Oh no, that’s not a journey…” — I was about to say that this was not a journey map, but I suddenly stopped. Our guys looked at each other. “Are you thinking what I am thinking?” Yes, our email campaign had stages and our business goals, so it could be. After all, we made a tool for mapping customer journeys, so it was a great opportunity for us to put it to the test. The question was: Is it OK to just cut out one channel from the entire user journey and focus on it solely?

On the one hand, customer journey mapping is all about a holistic approach, so it isn’t entirely right to focus on just one channel. On the other hand, we want to follow the “individuals and interactions over processes and tools” principle from the agile manifesto.

Besides, we tried our best to make our emails as personal as possible. Today, email campaigns are no longer carpet-bombing monologues. They are more of ongoing conversations in which we try to bond with our users. And customer journey mapping is all about finding a better and more personal approach.

So, why not try?

Everyone in the room started pitching ideas. Someone noticed that we had our goals linked to every email. “If we could add our user goals and see if both goals match…” he said.

At this point, it was clear that this was going to become a map. But two CJM sessions on the same day? You have got to be kidding. We took a break and agreed to sleep on this idea.

Doubts, The First Draft

The next day, after rebooting our brains, we gathered in the same room and asked ourselves, “What is the problem we are trying to solve here?” And is there any problem in the first place?

Well, have you ever seen how email campaigns are stored, organized and manipulated? We had a Google Doc with text and pictures, and it was kind of fine, although it was not easy to get a bird’s-eye view of the whole campaign all at once.

Email campaign in Google Docs
A screenshot from Google Docs, where we built the initial email campaign (Image: UXPressia) (View large version)

Our campaign was not very long and complex. It was a sequence of about 12 emails in which we welcome our users, give them tips and do some upselling.

Now, imagine if you had a longer campaign consisting of 50 emails triggered at different moments. I remembered my friend telling me how his company had an enormous spreadsheet file linking to different sources with multiple emails.

And there is no way to evaluate each letter out of the context. Setting up your campaign in some tool like MailChimp or Intercom would make your campaign a lot less messy, but you would still have to open each email to see the details.

Email campaign set up in Intercom
This is how our campaign looked in Intercom (Image: UXPressia) (View large version)

Turns out that hundreds of people working on email campaigns have terrible experiences themselves while crafting a better experience for others. Trying to unweave webs of interrelated email letters scattered over a spreadsheet would drive anyone crazy. This had to stop.

So, we rolled up our sleeves and drafted the first map using emails from our campaign.

The first draft of our email journey
The first draft of our email journey (Image: UXPressia) (View large version)

By mapping out the whole chain of emails on a single canvas, we could finally see everything in one place. Timing, email texts, business goals at each stage, as well as goals of each letter — it was all there. Having it all aligned in such a way instantly raised (and even answered) questions like:

  • “Are we bombarding our users with a number of emails from the same person? Would it be more appropriate to introduce someone new?”
  • “Is the timing correct and in line with the overall experience?”

And these questions were way easier to answer once we saw the whole picture. This alone was valuable enough because this clarity turned out to be a huge time-saver.

For example, shortly after the launch of our campaign, we noticed a pretty high unsubscribe rate from our emails. We tried to understand why this was happening and what we could do to fix it. Then, we looked at our email map and realized that the time gap between the first two emails was quite short, so we increased it. Guess what? The unsubscribe rate slowed down. This would have been more difficult to troubleshoot without the clear picture we had from customer journey mapping.

But we decided to take it up a few notches.

Leveraging Personas

Persona example
Persona example (Image: UXPressia) (View large version)

Remember I said we were trying to find a better and more personal approach? That’s what personas are best at. And having a well-researched persona when creating this email campaign was a game-changer for us.

By that time, we had already defined our customer personas, so it was no biggie to take each email and read it as if the reader was our persona.

A Brief Example

In one of our letters, we asked our users to tell us about themselves, so that we could make some suggestions and offer personalized help just in case. We expected them to drop us emails with some really short stories. So we “read” this email to our personas. Hey, picture a bunch of fellows reading to a poster on a wall. Bonkers!

Our team reading email to personas
Our team reading email to personas (Image: UXPressia) (View large version)

We tried to understand why this or that persona wouldn’t answer, and we realized that what we had in mind was not the way to go. What if our business-owner persona didn’t have time to sit there and compose emails? What could we offer to eliminate this objection? A quick call? Meh. Maybe. An online poll with predefined answers? Better!

So, using personas certainly had a great impact on our email campaign in the end.

Campaigns For Different Personas And A/B Tests

Example of a CJM for A/B tests or multiple personas
Example of a CJM for A/B tests or multiple personas (Image: UXPressia) (View large version)

By the way, what if you have multiple personas in your email campaign? That poor spreadsheet! Unless, again, you use customer journey mapping. In this case, we’d be able to easily map different letters to corresponding personas — and even find where these emails intersect!

Example

In her case study, one of our customers told us an interesting story. She was working on a complicated email campaign for multiple personas. The tricky part was to bring together all possible scenarios and see which email she should write for each specific case.

And she was quite amazed by how customer journey mapping saved her a lot of time and effort. Once all emails had been mapped out, it became apparent which letters repeated, so she could merge them into one.

This applies not only to scenarios like this one, but also to A/B tests. Imagine doing the same without customer journey mapping. Ugh! But wait, the best part is yet to come.

Email Campaign On CJM Steroids

And here is it. Once we started putting our campaign on CJM steroids, there was no going back. Customer journey mapping offers a ton of sections that we could use to take our email campaign to a whole new level. We tried some of them, and the results were quite surprising.

User Expectations and Goals

User goals on our email journey map
User goals on our email journey map (Image: UXPressia) (View large version)

Adding user goals and expectations to our map cocktail changed the way we saw our email campaign for the better. When sending an upsell email, is this what our user expects from us at that very moment? Does the goal of this letter match the goal of our customers?

By that moment, we had already rolled out our campaign, so we had some stats on hand. And adding these sections and answering these questions made us realize why the unsubscribe rate for some of our emails was so high. Speaking of which…

Key Performance Indicators and Other Metrics

KPI section in our email journey campaign
KPI section in our email journey campaign (Image: UXPressia) (View large version)

Now, what if we had real statistics under each email? Seeing how this or that letter performed enabled us to instantly find where our campaign hit the dirt. It did require some maintenance, but in the end, it was totally worth all the effort.

Quote or User Response

Quote section in our email journey map
Quote section in our email journey map (Image: UXPressia) (View large version)

Because we believe that email campaigns are conversations rather than monologues, we expect our users to say something back. Why not add some of their responses to our map? They could be from a single quote or an entire response. And based on their reactions, we were able to draw an…

Experience Graph

Experience graph based on KPI and user responses
Experience graph based on KPI and user responses (Image: UXPressia) (View large version)

The experience graph made it so easy for us to see the whole flow of our email campaign. Tracking performance enabled us to see which emails failed most and which did the best job. For us, this was priceless.

Problems and Ideas

Finally, once we had identified problematic emails in our campaign, it was time to think about what caused fails and how we could improve their performance. We pitched some ideas and started testing them ASAP!

Wrapping Up

An email journey map we ended up with
An email journey map we ended up with (Image: UXPressia) (View large version)

When we finally called it a day (or, rather, a night), everyone was so inspired. Using customer journey mapping to map our email campaign turned out to be not just a huge timesaver, but a well of insights, too. Not to mention that we were able to achieve a 40% open rate! Not a bad result in today’s world, where users develop email-blindness syndrome.

Of course, using CJM for mapping email campaigns will not work for all cases, but it was a lifesaver — and not just for us.

One of our customers transformed their existing email campaign the same way shortly after our debut. What they did was compare the email journey they created with the customer journey map they already had. Once they saw all emails on a single CJM canvas right next to the customer journey map, they got quite a few insights, like:

  • The first email in the campaign promoted the web application heavily right after a user downloaded the mobile app. The business goal at this stage was to decrease the number of users leaving the mobile app, but they were encouraging people to do just that!
  • The second email was pushing people towards providing more personal data. But from looking at the CJM as a whole, it was obvious that the timing was completely wrong: It happened at the stage when the majority of users were not yet ready to share anything — they simply hadn’t yet perceived any value from using the app.
  • The third email promoted the blog, which indeed had some great content. But the content was focused on just two personas, whereas the email campaign was sent to everyone. The majority of users were obviously not interested, so they kept unsubscribing.

These were not all of the insights they had, but even with these, it was pretty clear that the campaign needed some rethinking. Even more importantly, they already knew what had to be changed.

Anyway, here are some ideas about when transforming an email campaign into an email journey map will work for you as well:

  • You are working on a massive email campaign that you want to be consistent and well crafted as much as sympathetic and humane.
  • You believe that your team should try CJM, but people hesitate to engage because of the time commitment and unclear value. Seeing how it works for one channel would be less time-consuming and might help to convince your team to try a full-blown customer journey map after all.
  • You want to present campaign content to clients or stakeholders (which would be way more attractive than the bunch of separate files mentioned before).

The worst-case scenario here is that you would put your emails in order and save a lot of time in the long run.

Plus, you can do the same thing not just with emails but with virtually anything, be it call scripts for support or sales, alongside postal or face-to-face interactions.

Oh, and one more thing. We created a free template you can use to start mapping your email journey now! It has a predefined persona and all the sections we used in our own journey map.

But what about you? Have you tried using CJM for email campaigns? What insights can you share? Do you know of any unusual uses of CJM? Share your ideas in comments!

Links and Resources

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via Smashing Magazine
Level-Up Email Campaigns With Customer Journey Mapping

POTD: Gas! Gas! Gas!

Today’s Photo Of The Day is from Norway. The Norwegian Home Guard (in Norwegian “Heimevernet” or just “HV” for short) works as a rapid mobilization force in the Norwegian military. It was founded in1946 and has land, sea and air defense units, with volunteers and conscript personnel with backgrounds from all branches. The Norwegian Armed […]

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The post POTD: Gas! Gas! Gas! appeared first on The Firearm Blog.


via The Firearm Blog
POTD: Gas! Gas! Gas!

EFF tool tells your members of Congress to fight for net neutrality

The FCC may be bent on killing net neutrality, but that doesn’t mean you have to stay silent or offer mostly symbolic protests. The Electronic Frontier Foundation has created a web tool that makes it easy to ask your members of Congress to fight for an open internet. All you have to do us plug in your address, personalize your message (if you like) and hit "submit" — your representatives and senators will receive your concerns and hopefully do something about it.

The FCC is likely to vote in favor of gutting protections on December 14th given its current composition and refusal to investigate anti-neutrality spam, but there’s a hope that Congress might raise the issue of defending net neutrality and even implement some safeguards. If nothing else, this puts your opposition to the FCC’s moves on the record. Politicians need to know how you feel if they’re going to act on your behalf, after all.

Via: 9to5Mac

Source: EFF Action

via Engadget
EFF tool tells your members of Congress to fight for net neutrality