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© W. Craig Tomlin 2018
W. C. Tomlin, UX Optimization, https://doi.org/10.1007/978-1-4842-3867-7_1
CHAPTER 1
UX Optimization Overview
A long time ago, when the Internet was fresh and new and everyone used AOL and
almost nobody had even heard of Google, I walked into my supervisor’s office to ask for
a promotion. I approached him and suggested that because of several successes I had
in this brave new “New Media” world perhaps a promotion was in order. After a long,
pregnant silence, he slowly looked up from his paperwork (yes, we used paper to do
work in those days) and said,
“You don’t know what you don’t know.”
After a rather long and awkward silence in which he simply stared at me with a
somewhat pleasant but clearly finished manner, I realized this very Zen of meetings was
over and left his office contemplating his onion layer-like words.
I mulled over his observation often as the years passed and the Internet grew up.
Oddly enough, after years of trial and error developing and optimizing hundreds and
hundreds of big and small websites and then apps, I finally understood his most Zen of
thoughts.
UX optimization, I realized, is just like that.
You don’t know what you don’t know.
Of course, he hadn’t meant it specifically about UX optimization. After all, back
then there was no “UX.” No, his comment was a more overarching statement about
information, observation, and the ability to understand the big picture in a broader,
more holistic context.
I came to the conclusion that his statement perfectly summarizes how UX
optimization is typically carried out today.
You don’t know what you don’t know.
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