Maturity of UX practice is not so important if your organization is based on a single application. But if it must operate acorss many coordinated channels (stores, call centers, websites, native applications, etc.) then maturity is important. You cannot expect to succeed based on just having some smart UX designers.

Enthusiasm, discipline, and a strong drive to make things better are some of the hallmarks of successful CUAs. They are leading teams, participating at higher levels of decision-making, and extending the influence of UX even further in their organizations.

Mary Michaels uses the Apple Watch as example of how affordance decomposition can quickly assess products and services from an end user perspective, as well as from an ecosystem perspective.

Mary Michaels shows that being trained as a usability analyst helps both you and your organization make informed design decisions regarding your user interfaces – instead of merely guessing and then producing designs based on incomplete data or incorrect assumptions.

Eric Schaffer points out that many UX vendors are intent on just doing the projects. They don’t focus on helping internal staff to learn UX skills or building a UX infrastructure for their clients. Some even try to hide their practices. Get a vendor who is on your side in building internal knowledge and capabilities. Get a vendor who will work itself out of a job.

Have you found genuine best user experience practices, or are you unknowingly stumbling into counterfeit UX? Eric Schaffer describes the eight tell-tale indicators which could take a wrecking ball to your UX career.

Eric Schaffer's advice is to find an organization that has a mature UX practice and a strong team of practitioners that you can work under, so that you can learn from them.

Jeff Horvath discusses the business value of providing users with the best possible user experience in a way that provides your organization with the best possible business results.

Apala Lahiri explains how great user experience has propelled innovative companies to the top using examples from visionary leaders in highly successful organizations.

Laxmidhar Gaopande of Rolta India narrates the company's institutionalization journey—how Rolta committed at all levels of the organization to achieve their high UX maturity and embraced holistic customer-centricity.

Owen Schaffer discusses flow and gamification and gives practical advice about techniques and tools that will keep your users engaged and coming back.

April McGee talks about the value of establishing a mature user experience practice. She uses stats and examples from the financial services sector, but the methods and process can be universally applied.

Amber Krishan describes how a cleverly crafted persuasion strategy can leverage the huge opportunities in mobile technology. It starts with understanding the customer.

Eric Schaffer talks about how UX practitioners can work faster, cheaper, and better by moving away from organizing just for individual projects and moving toward object-oriented user experience design.

Eric Schaffer discusses how UX Strategy translates executive intent into a clear strategic direction by defining a motivation strategy unique to specific users and creating a seamless cross channel solution.

Saurabh Gupta and Amber Krishan discuss the relevance and nuances of the mobile channel across three key aspects: business considerations, user engagement and technical capabilities.

Eric Schaffer talks about how executives can build a customer centric UX practice within their organizations.

Apala Lahiri Chavan addresses the unique challenges facing both market researchers and user experience researchers. She explains how they are different, and how they complement one another.

Apala Lahiri Chavan, Global Chief of Technical Staff of Human Factors International, talks about the impact of the futurist perspective on user experience.

What would cause millions of people to purchase the Kindle Fire in spite of design features that could be better? In this article, Eric Schaffer goes beyond classic usability to consider the overall user experience.

April McGee looks at the trends and challenges facing UX designers who are working in the financial sector.

In this conversation, Apala Lahiri Chavan presents her experiences and HFI's unique approach to Global Usability Testing.

Eric Schaffer talks about HFI's CXA certification in terms of the "Wholeness" of user experience, and how the CUA and CXA certifications fit into the overall picture of User Experience.

Thinking of moving your product into an emerging market? In this conversation, Apala Chavan presents HFI's unique approach to contextual innovation.

In this conversation, Eric Schaffer discusses some of the roadblocks organizations face when trying to build a mature user experience (UX) practice.

The Certified User Experience Analyst™ (CXA) program expands and validates a person's knowledge in key advanced concepts like persuasion engineering, strategy and innovation, and the institutionalization of a UX practice within an organization.

Eric Schaffer points out that a PET UIS can sometimes be in direct conflict with our understanding of user-centered design, so it's important to know how and when to use these advanced design tools.

Eric Schaffer discusses HFI's certification offering for organizations Certified Practice in Usability™ (CPU), and HFI's certification for products, applications and websites Certified Usable Design™ (CUD).

Are you missing key insights into your customers? PET Research uncovers the Persuasion, Emotion, and Trust factors that can either motivate or block your customers at key decision points.

In this white paper Eric Schaffer discusses how to unleash the power of industrial strength user experience (UX) by harnessing the power of Cloud UX.

You still need good usability, but it is no longer a differentiator. Eric Schaffer outlines his vision of innovation and strategy as the crucial next step for the serious User Experience (UX) practitioner.

Jeff Horvath shows how the design of the user experience in different healthcare contexts can impact the overall quality and effectiveness of healthcare for patients, physicians and the business of healthcare.

Eric Schaffer and Susan Weinschenk look at where 16 organizations are in their user experience process and what their UX plans are for 2010. See how your organization compares.

Jay More explores the value of CUA certification in building the skills of the practitioner; enhancing careers; making teams and business units effective; meeting organizations' business objectives.

Eric Schaffer explores how the institutionalization of usability has evolved beyond classic usability, significantly contributing to conversions, revenue, and market share, making it an essential component of overall organizational strategy.

Mark Cohen describes the PET Design Expert Review, which provides your site or application with a persuasion flow that guides customers toward transactions and commitment.

Susan Weinschenk examines the tendencies, attitudes, and expectations toward technology of Baby Boomers, Generation X, and the Net Generation. Implications for Web design are highlighted.

Eric Schaffer offers a strategic overview of the science of persuasion, based on HFI's new PET Design methodology. Learn how your company can apply research-based techniques to influence online behavior.

Dean Barker explains how UI patterns ensure consistent designs that follow best practices, letting you focus on content and user needs.

Drew Falk discusses effective, real-world methods to identify and acquire participants for a usability test, administered either in-person or remotely.

Susan Weinschenk says that making usability a mature discipline within your organization is a daunting task — you're asking people to change.

Apala Lahiri Chavan explores the area of methods used in the design process and the need to adapt them for use in different cultures.

Susan Weinschenk concentrates on aligning usability efforts with the goals and needs of the organization, and finally implementing usability in a cost-effective way.

Jerome Nadel and Giovanni Piazza, co-authors. Ernst & Young engaged Human Factors International as a partner to work collaboratively with its internal usability team. What started out as a thorough assessment project quickly morphed into a redesign of the KWeb.

Eric Schaffer and Kath Straub discuss how you can staff a sustained usability effort, including a 12-point checklist of critical success factors for the development of an offshore usability team.

Dick Rubinstein talks about the practices and processes that facilitate the organizational development needed to create a successful Web design standard.

Phil Goddard asserts that usability is more and more critical to online success, but most developers have no formal training in it and most companies have no formal program for it.

Eric Schaffer discusses practical usability, The Third Wave of the Information Age, the institutionalization of usability, developing a holistic strategy, measuring success, and getting started.

Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation ("HFI") collects, uses, maintains and discloses information collected from users (each, a "User") of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the "Website"). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.


HFI may use "cookies" or "web beacons" to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.


HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.

HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or "dummy" test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Cancellation / Transfer by Participants (Online Courses)

$100 processing fee if cancelling within two weeks of course start date. No cancellations or refunds less than two weeks prior to the first course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.