Mark Kassteen – designing by numbers!

Mark Kassteen vividly remembers the time when one had to go out and convince a client to incorporate even the simplest usability test into the project planning. “Too expensive!”, was not an uncommon reply. The book ‘Cost-Justifying Usability’ was still very relevant to any UX-practitioner in those days.

Fortunately, times have changed! With modern techniques of collecting data on user behaviour, cost-justifying for usability has become obvious! With a background in behavioural science, this is all that was needed for Mark to prove his point: research, design and optimize constantly, if you want to create a product or service that works!

Mark has been a UX practitioner for over 10 years with different companies. Now he is one of the two partners at User Intelligence, Amsterdam, where collecting data (i.e., intelligence) is at the heart of each design decision.

Mark has been a Team Captain at the two previous editions of Design for Conversion. Last time his team made it to the final; this time they will win it too!