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Kate Auman, MFA
North America Design Lead, Liquid Studios at Accenture | GenAI, Extended Reality, Web & App Development
Kate Auman is the North America Design Lead at Liquid Studios, a division of Accenture. She holds a Master of Fine Arts (MFA) and is recognized for her expertise in generative AI, extended reality, and web and app development. Auman has a strong background as a Creative Director, specializing in innovative design solutions for various industries.
In addition to her role at Accenture, she has been acknowledged for her contributions to the field of design; she was named one of GDUSA Magazine's "2021 Students to Watch," highlighting her potential and achievements early in her career.12 Auman has also played key roles in projects that have received accolades, such as the recognition of MaiR for "Best Use of Generative AI" at CES 2024, where she served as the UX lead.3
Her portfolio includes collaborations with prestigious organizations like MIT and NPR, showcasing her ability to blend creativity with technology.4
Highlights
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Ever wonder why users resist changes in app design, even seemingly logical ones? Apple's move of Safari's search bar to the bottom of the screen in 2021 is a prime example. This decision, aimed at improving ergonomics, faced backlash due to ingrained user habits.
Jakob's Law of UX has it right: users expect consistency.
Here's where the UX Reflex Theory comes in. Conditioned reflexes explain why users prefer familiar interfaces. Just like any habit, these reflexes can be reshaped through gradual introduction, user education, and feedback loops. The key is striking a balance between innovation and user familiarity.
Here are some practical strategies in achieving this:
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Gradual Introduction: Ease users into changes with phased rollouts or A/B testing.
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Feedback Loops: Actively solicit user feedback to refine changes iteratively.
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Context Matters: Users are more accepting of changes in entertainment apps compared to core work tools.
Research from Nielsen Norman Group supports this: showing user satisfaction improves when changes are well-explained and incrementally introduced. By understanding these principles, designers can create user-friendly experiences that embrace innovation WHILE respecting user habits.
Love this UX Collective article by Barsha Maharjan detailing example and the UX Reflex Theory.
What are your thoughts on the UX Reflex Theory? How do you balance these competing priorities within your design process?
