Reading Time: 9 minutes In the ever-evolving landscape of customer engagement, staying ahead of the curve is not just advantageous, it’s essential. That’s why, for Chapter 7 of “The Customer Engagement Book: Adapt or Die,” we sat down with Mirela Cialai, a seasoned expert in CRM and Martech strategies at brands like Equinox. Mirela brings a wealth of knowledge in aligning technology roadmaps with business goals, shifting organizational focuses from acquisition to retention, and leveraging hyper-personalization to drive success. In this interview, Mirela dives deep into building robust customer engagement technology roadmaps. She unveils the “PAPER” framework—Plan, Audit, Prioritize, Execute, Refine—a simple yet effective strategy for marketers. You’ll gain insights into identifying gaps in your Martech stack, ensuring data accuracy, and prioritizing initiatives that deliver the greatest impact and ROI. Whether you’re navigating data silos, striving for cross-functional alignment, or aiming for seamless tech integration, Mirela’s expertise provides practical solutions and actionable takeaways.   Mirela Cialai Q&A Interview 1. How do you define the vision for a customer engagement platform roadmap in alignment with the broader business goals? Can you share any examples of successful visions from your experience? Defining the vision for the roadmap in alignment with the broader business goals involves creating a strategic framework that connects the team’s objectives with the organization’s overarching mission or primary objectives. This could be revenue growth, customer retention, market expansion, or operational efficiency. We then break down these goals into actionable areas where the team can contribute, such as improving engagement, increasing lifetime value, or driving acquisition. We articulate how the team will support business goals by defining the KPIs that link CRM outcomes — the team’s outcomes — to business goals. In a previous role, the CRM team I was leading faced significant challenges due to the lack of attribution capabilities and a reliance on surface-level metrics such as open rates and click-through rates to measure performance. This approach made it difficult to quantify the impact of our efforts on broader business objectives such as revenue growth. Recognizing this gap, I worked on defining a vision for the CRM team to address these shortcomings. Our vision was to drive measurable growth through enhanced data accuracy and improved attribution capabilities, which allowed us to deliver targeted, data-driven, and personalized customer experiences. To bring this vision to life, I developed a roadmap that focused on first improving data accuracy, building our attribution capabilities, and delivering personalization at scale. By aligning the vision with these strategic priorities, we were able to demonstrate the tangible impact of our efforts on the key business goals. 2. What steps did you take to ensure data accuracy? The data team was very diligent in ensuring that our data warehouse had accurate data. So taking that as the source of truth, we started cleaning the data in all the other platforms that were integrated with our data warehouse — our CRM platform, our attribution analytics platform, etc. That’s where we started, looking at all the different integrations and ensuring that the data flows were correct and that we had all the right flows in place. And also validating and cleaning our email database — that helped, having more accurate data. 3. How do you recommend shifting organizational focus from acquisition to retention within a customer engagement strategy? Shifting an organization’s focus from acquisition to retention requires a cultural and strategic shift, emphasizing the immense value that existing customers bring to long-term growth and profitability. I would start by quantifying the value of retention, showcasing how retaining customers is significantly more cost-effective than acquiring new ones. Research consistently shows that increasing retention rates by just 5% can boost profits by at least 25 to 95%. This data helps make a compelling case to stakeholders about the importance of prioritizing retention. Next, I would link retention to core business goals by demonstrating how enhancing customer lifetime value and loyalty can directly drive revenue growth. This involves shifting the organization’s focus to retention-specific metrics such as churn rate, repeat purchase rate, and customer LTV. These metrics provide actionable insights into customer behaviors and highlight the financial impact of retention initiatives, ensuring alignment with the broader company objectives. By framing retention as a driver of sustainable growth, the organization can see it not as a competing priority, but as a complementary strategy to acquisition, ultimately leading to a more balanced and effective customer engagement strategy. 4. What are the key steps in analyzing a brand’s current Martech stack capabilities to identify gaps and opportunities for improvement? Developing a clear understanding of the Martech stack’s current state and ensuring it aligns with a brand’s strategic needs and future goals requires a structured and strategic approach. The process begins with defining what success looks like in terms of technology capabilities such as scalability, integration, automation, and data accessibility, and linking these capabilities directly to the brand’s broader business objectives. I start by doing an inventory of all tools currently in use, including their purpose, owner, and key functionalities, assessing if these tools are being used to their full potential or if there are features that remain unused, and reviewing how well tools integrate with one another and with our core systems, the data warehouse. Also, comparing the capabilities of each tool and results against industry standards and competitor practices and looking for missing functionalities such as personalization, omnichannel orchestration, or advanced analytics, and identifying overlapping tools that could be consolidated to save costs and streamline workflows. Finally, review the costs of the current tools against their impact on business outcomes and identify technologies that could reduce costs, increase efficiency, or deliver higher ROI through enhanced capabilities. Establish a regular review cycle for the Martech stack to ensure it evolves alongside the business and the technological landscape. 5. How do you evaluate whether a company’s tech stack can support innovative customer-focused campaigns, and what red flags should marketers look out for? I recommend taking a structured approach and first ensure there is seamless integration across all tools to support a unified customer view and data sharing across the different channels. Determine if the stack can handle increasing data volumes, larger audiences, and additional channels as the campaigns grow, and check if it supports dynamic content, behavior-based triggers, and advanced segmentation and can process and act on data in real time through emerging technologies like AI/ML predictive analytics to enable marketers to launch responsive and timely campaigns. Most importantly, we need to ensure that the stack offers robust reporting tools that provide actionable insights, allowing teams to track performance and optimize campaigns. Some of the red flags are: data silos where customer data is fragmented across platforms and not easily accessible or integrated, inability to process or respond to customer behavior in real time, a reliance on manual intervention for tasks like segmentation, data extraction, campaign deployment, and poor scalability. If the stack struggles with growing data volumes or expanding to new channels, it won’t support the company’s evolving needs. 6. What role do hyper-personalization and timely communication play in a successful customer engagement strategy? How do you ensure they’re built into the technology roadmap? Hyper-personalization and timely communication are essential components of a successful customer engagement strategy because they create meaningful, relevant, and impactful experiences that deepen the relationship with customers, enhance loyalty, and drive business outcomes. Hyper-personalization leverages data to deliver tailored content that resonates with each individual based on their preferences, behavior, or past interactions, and timely communication ensures these personalized interactions occur at the most relevant moments, which ultimately increases their impact. Customers are more likely to engage with messages that feel relevant and align with their needs, and real-time triggers such as cart abandonment or post-purchase upsells capitalize on moments when customers are most likely to convert. By embedding these capabilities into the roadmap through data integration, AI-driven insights, automation, and continuous optimization, we can deliver impactful, relevant, and timely experiences that foster deeper customer relationships and drive long-term success. 7. What’s your approach to breaking down the customer engagement technology roadmap into manageable phases? How do you prioritize the initiatives? To create a manageable roadmap, we need to divide it into distinct phases, starting with building the foundation by addressing data cleanup, system integrations, and establishing metrics, which lays the groundwork for success. Next, we can focus on early wins and quick impact by launching behavior-based campaigns, automating workflows, and improving personalization to drive immediate value. Then we can move to optimization and expansion, incorporating predictive analytics, cross-channel orchestration, and refined attribution models to enhance our capabilities. Finally, prioritize innovation and scalability, leveraging AI/ML for hyper-personalization, scaling campaigns to new markets, and ensuring the system is equipped for future growth. By starting with foundational projects, delivering quick wins, and building towards scalable innovation, we can drive measurable outcomes while maintaining our agility to adapt to evolving needs. In terms of prioritizing initiatives effectively, I would focus on projects that deliver the greatest impact on business goals, on customer experience and ROI, while we consider feasibility, urgency, and resource availability. In the past, I’ve used frameworks like Impact Effort Matrix to identify the high-impact, low-effort initiatives and ensure that the most critical projects are addressed first. 8. How do you ensure cross-functional alignment around this roadmap? What processes have worked best for you? Ensuring cross-functional alignment requires clear communication, collaborative planning, and shared accountability. We need to establish a shared understanding of the roadmap’s purpose and how it ties to the company’s overall goals by clearly articulating the “why” behind the roadmap and how each team can contribute to its success. To foster buy-in and ensure the roadmap reflects diverse perspectives and needs, we need to involve all stakeholders early on during the roadmap development and clearly outline each team’s role in executing the roadmap to ensure accountability across the different teams. To keep teams informed and aligned, we use meetings such as roadmap kickoff sessions and regular check-ins to share updates, address challenges collaboratively, and celebrate milestones together. 9. If you were to outline a simple framework for marketers to follow when building a customer engagement technology roadmap, what would it look like? A simple framework for marketers to follow when building the roadmap can be summarized in five clear steps: Plan, Audit, Prioritize, Execute, and Refine. In one word: PAPER. Here’s how it breaks down. Plan: We lay the groundwork for the roadmap by defining the CRM strategy and aligning it with the business goals. Audit: We evaluate the current state of our CRM capabilities. We conduct a comprehensive assessment of our tools, our data, the processes, and team workflows to identify any potential gaps. Prioritize: initiatives based on impact, feasibility, and ROI potential. Execute: by implementing the roadmap in manageable phases. Refine: by continuously improving CRM performance and refining the roadmap. So the PAPER framework — Plan, Audit, Prioritize, Execute, and Refine — provides a structured, iterative approach allowing marketers to create a scalable and impactful customer engagement strategy. 10. What are the most common challenges marketers face in creating or executing a customer engagement strategy, and how can they address these effectively? The most critical is when the customer data is siloed across different tools and platforms, making it very difficult to get a unified view of the customer. This limits the ability to deliver personalized and consistent experiences. The solution is to invest in tools that can centralize data from all touchpoints and ensure seamless integration between different platforms to create a single source of truth. Another challenge is the lack of clear metrics and ROI measurement and the inability to connect engagement efforts to tangible business outcomes, making it very hard to justify investment or optimize strategies. The solution for that is to define clear KPIs at the outset and use attribution models to link customer interactions to revenue and other key outcomes. Overcoming internal silos is another challenge where there is misalignment between teams, which can lead to inconsistent messaging and delayed execution. A solution to this is to foster cross-functional collaboration through shared goals, regular communication, and joint planning sessions. Besides these, other challenges marketers can face are delivering personalization at scale, keeping up with changing customer expectations, resource and budget constraints, resistance to change, and others. While creating and executing a customer engagement strategy can be challenging, these obstacles can be addressed through strategic planning, leveraging the right tools, fostering collaboration, and staying adaptable to customer needs and industry trends. By tackling these challenges proactively, marketers can deliver impactful customer-centric strategies that drive long-term success. 11. What are the top takeaways or lessons that you’ve learned from building customer engagement technology roadmaps that others should keep in mind? I would say one of the most important takeaways is to ensure that the roadmap directly supports the company’s broader objectives. Whether the focus is on retention, customer lifetime value, or revenue growth, the roadmap must bridge the gap between high-level business goals and actionable initiatives. Another important lesson: The roadmap is only as effective as the data and systems it’s built upon. I’ve learned the importance of prioritizing foundational elements like data cleanup, integrations, and governance before tackling advanced initiatives like personalization or predictive analytics. Skipping this step can lead to inefficiencies or missed opportunities later on. A Customer Engagement Roadmap is a strategic tool that evolves alongside the business and its customers. So by aligning with business goals, building a solid foundation, focusing on impact, fostering collaboration, and remaining adaptable, you can create a roadmap that delivers measurable results and meaningful customer experiences.     This interview Q&A was hosted with Mirela Cialai, Director of CRM & MarTech at Equinox, for Chapter 7 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Mirela Cialai Q&A: Customer Engagement Book Interview appeared first on MoEngage. #mirela #cialai #qampampa #customer #engagement

Home Is the Newly Revealed Xbox Handheld a Switch 2 Killer? News Is the Newly Revealed Xbox Handheld a Switch 2 Killer? 6 min read Published: June 14, 2025 Key Takeaways Xbox has announced two new handheld gaming devices in partnership with Asus: the ROG Xbox Ally and ROG Xbox Ally X. They’re expected to compete with Nintendo’s Switch 2, which has sold 3.5M units in just 4 days of its launch. Xbox aims to bring a wide range of game titles to portable handheld devices in order to cater to the gaming PC market. Xbox has entered the handheld gaming market with two new launches: the ROG Xbox Ally and ROG Xbox Ally X in partnership with ASUS. Interestingly, Nintendo released its Switch 2 just last week. The public has received it with much enthusiasm, seeing as it’s already sold around 3.5M units in the first four days of its release. Needless to say, Xbox and Nintendo will be direct competitors in the handheld segment now. We looked at the spec sheets and customer reviews, and both handheld gaming devices seem to have different target audiences. Let’s unpack them in detail. Memory and Storage The ROG Xbox Ally comes in standard white color and features the AMD Ryzen Z2 A Processor with 16GB of memory and 512GB of storage, with a 60Wh battery. The Ally X, on the other hand, comes in striking black with the AMD Ryzen AI Z2 Extreme Processor, 24 GB of memory, and 1 TB of storage, and a 80Wh battery. Source: Rog Ally Life Right off the bat, we believe that Microsoft has done a good job with the storage and processors. In comparison, the Nintendo Switch 2 has 12GB of memory with just 256GB of internal storage. On paper, the Xbox series looks to have an advantage over the Switch 2, which uses a custom NVIDIA T239 chipset for raw power. Nvidia’s DLSS, however, gives Switch 2 an advantage over Xbox’s AMD Ryzen processors. DLSS can render games at lower resolutions and, therefore, achieve higher in-use frame rates, which boosts its overall performance. Simply put, despite the gap in on-paper specifications, the Switch 2 may render comparable performance to the Xbox Ally. Take this with a pinch of salt, though, because we’ll only be able to confirm this once we get our hands on the new Xbox handhelds. Display Both the Xbox handhelds feature a 7-inch Full HDscreen with a 120 Hz refresh rate. In comparison, the Switch 2 screen is bigger, with a 7.9-inch display, also rendering at 120 Hz. However, Switch 2 also features HDR10, giving it a significant edge over Xbox Ally. HDR10 ensures a much wider range of brightness levels and a broader spectrum of colors, so the display looks more vibrant and lifelike. Plus, you’ll see more detailed blacks and whites on the screen with better realism and depth, enhancing your overall gaming experience. The Switch 2 also features VRR technology, which prevents screen tearing and reduces stutter. Notably, the Xbox Ally range has its own version of the VRR, FreeSync Premium. So, truth be told, you might not experience much of a difference in that area. However, HDR10 can definitely prove to be a winner for Switch 2. Product Market Fit While both the Switch 2 and new Xbox handhelds are apparently the same genre of products, Microsoft and Nintendo seem to have different target markets in their minds. Microsoft is focusing more on the Windows handheld market, targeting players who want an on-the-go PC gaming experience. With access to Game Pass and titles from Steam and Epic Games, the Xbox Ally offers a more comprehensive library of games. Nintendo, on the other hand, looks to build on the legacy of the OG Nintendo Switch, which has sold 152M units since its launch in 2017. It aims to tap in on the Nintendo fan base with original titles such as Mario and an improved gaming experience. Also, Xbox is in direct competition with Valve’s Steam Deck. Both are essentially handheld PCs with wide access to PC-compatible aggregated game libraries on the go. Xbox is also introducing the ‘Xbox Experience for Handheld’ feature for its new Ally range, which will make Windows 11 more compatible and optimized for its handheld device – something similar to Valve’s SteamOS on the Steam Deck. Xbox Exploring a New Market Segment The global mobile and handheld gaming market is expected to expand at a rate of 13.8% CAGR till 2034. It may reach a market value of B.  Valve’s Steam Deck managed to sell around 3.7M units by the end of 2024. On the other hand, Windows-based devices like the ASUS ROG Ally, Lenovo Legion Go, and MSI Claw have sold ~5.9M units so far as per early 2025 reports. This shows there’s certainly demand for Windows-based handheld gaming devices.  Plus, Xbox’s partnership with ASUS could bring along a brand-value advantage for the product. With a seamless Windows 11 experience on an on-the-go device, these sales figures are expected to swell once the Xbox Ally hits the shelves. However, pricing will be a key determinant. The Switch 2 currently sells at – or with the Mario Kart bundle. The Steam Deck starts at and goes up to This means that the price range according to the current market demand is around -Anything more than that may result in market adoption issues. The original ASUS ROG Ally is currently priced at There’s little doubt, however, that Xbox would add a premium to this price. So, we’re expecting the price of the ROG Xbox Ally to be around while the ROG Xbox Ally X may cost more than This means that Xbox will be participating in the premium handheld gaming sector, which is something Nintendo and Steam do not cater to. Let’s wait for confirmation regarding the pricing and the launch date. Remember, this was only a feature comparison of the two products, and we’re yet to test them out for a detailed hands-on gaming experience comparison. Stick around for that. Krishi is a seasoned tech journalist with over four years of experience writing about PC hardware, consumer technology, and artificial intelligence.  Clarity and accessibility are at the core of Krishi’s writing style. He believes technology writing should empower readers—not confuse them—and he’s committed to ensuring his content is always easy to understand without sacrificing accuracy or depth. Over the years, Krishi has contributed to some of the most reputable names in the industry, including Techopedia, TechRadar, and Tom’s Guide. A man of many talents, Krishi has also proven his mettle as a crypto writer, tackling complex topics with both ease and zeal. His work spans various formats—from in-depth explainers and news coverage to feature pieces and buying guides.  Behind the scenes, Krishi operates from a dual-monitor setupthat’s always buzzing with news feeds, technical documentation, and research notes, as well as the occasional gaming sessions that keep him fresh.  Krishi thrives on staying current, always ready to dive into the latest announcements, industry shifts, and their far-reaching impacts.  When he's not deep into research on the latest PC hardware news, Krishi would love to chat with you about day trading and the financial markets—oh! And cricket, as well. View all articles by Krishi Chowdhary Our editorial process The Tech Report editorial policy is centered on providing helpful, accurate content that offers real value to our readers. We only work with experienced writers who have specific knowledge in the topics they cover, including latest developments in technology, online privacy, cryptocurrencies, software, and more. Our editorial policy ensures that each topic is researched and curated by our in-house editors. We maintain rigorous journalistic standards, and every article is 100% written by real authors. More from News View all View all #newly #revealed #xbox #handheld #switch

Switch 2 sells almost 1m units in Japan, making it country's biggest console launch Nintendo's latest hardware has sold three times more units than the original Switch in its first week Image credit: Nintendo News by Sophie McEvoy Staff Writer Published on June 13, 2025 Hardware sales for the Nintendo Switch 2 have reached almost one million units in Japan, making it the country's biggest console launch to date. As reported by VGC, data from Famitsu showed 947,931 consoles have been sold within the first week of the Switch 2's release. In comparison, the original Switch sold 330,637 units according to the Game Data Archive. Looking at other console launches in Japan, PlayStation 2 previously held the record having sold over 630,000 units followed by the Game Boy Advance at 611,000 and the Nintendo DS at 468,000. Earlier this week, Nintendo announced that the Switch 2 sold 3.5 million units worldwide, its highest selling hardware within the first four days of release. The original Switch sold 2.7 million within the same timeframe. The Japanese publisher forecasts Switch 2 sales of 15 million by March 2026, while Ampere Analysis predicts that over 13 million people will buy the console in 2025. #switch #sells #almost #units #japan

We are told to customize, expand, and provide more options, but that might be a silent killer for our conversion rate. Using behavioral psychology and modern product design, this piece explains why brands like Apple use fewer, smarter choices to convert better.Image generated using ChatgptJam-packed decisionsImagine standing in a supermarket aisle in front of the jam section. How do you decide which jam to buy? You could go for your usual jam, or maybe this is your first time buying jam. Either way, a choice has to be made. Or does it?You may have seen the vast number of choices, gotten overwhelmed, and walked away. The same scenario was reflected in the findings of a 2000 study by Iyengar and Lepper that explored how the number of choice options can affect decision-making.Iyengar and Lepper set up two scenarios; the first customers in a random supermarket being offered 24 jams for a free tasting. In another, they were offered only 6. One would expect that the first scenario would see more sales. After all, more variety means a happier customer. However:Image created using CanvaWhile 60% of customers stopped by for a tasting, only 3% ended up making a purchase.On the other hand, when faced with 6 options, 40% of customers stopped by, but 30% of this number ended up making a purchase.The implications of the study were evident. While one may think that more choices are better when faced with the same, decision-makers prefer fewer.This phenomenon is known as the Paradox of Choice. More choice leads to less satisfaction because one gets overwhelmed.This analysis paralysis results from humans being cognitive misers that is decisions that require deeper thinking feel exhausting and like they come at a cognitive cost. In such scenarios, we tend not to make a choice or choose a default option. Even after a decision has been made, in many cases, regret or the thought of whether you have made the ‘right’ choice can linger.A sticky situationHowever, a 2010 meta-analysis by Benjamin Scheibehenne was unable to replicate the findings. Scheibehenne questioned whether it was choice overload or information overload that was the issue. Other researchers have argued that it is the lack of meaningful choice that affects satisfaction. Additionally, Barry Schwartz, a renowned psychologist and the author of the book ‘The Paradox of Choice: Why Less Is More,’ also later suggested that the paradox of choice diminishes in the presence of a person’s knowledge of the options and if the choices have been presented well.Does that mean the paradox of choice was an overhyped notion? I conducted a mini-study to test this hypothesis.From shelves to spreadsheets: testing the jam jar theoryI created a simple scatterplot in R using a publicly available dataset from the Brazilian e-commerce site Olist. Olist is Brazil’s largest department store on marketplaces. After delivery, customers are asked to fill out a satisfaction survey with a rating or comment option. I analysed the relationship between the number of distinct products in a categoryand the average customer review.Scatterplot generated in R using the Olist datasetBased on the almost horizontal regression line on the plot above, it is evident that more choice does not lead to more satisfaction. Furthermore, categories with fewer than 200 products tend to have average review scores between 4.0 and 4.3. Whereas, categories with more than 1,000 products do not have a higher average satisfaction score, with some even falling below 4.0. This suggests that more choices do not equal more satisfaction and could also reduce satisfaction levels.These findings support the Paradox of Choice, and the dataset helps bring theory into real-world commerce. A curation of lesser, well-presented, and differentiated options could lead to more customer satisfaction.Image created using CanvaFurthermore, the plot could help suggest a more nuanced perspective; people want more choices, as this gives them autonomy. However, beyond a certain point, excessive choice overwhelms rather than empowers, leaving people dissatisfied. Many product strategies reflect this insight: the goal is to inspire confident decision-making rather than limiting freedom. A powerful example of this shift in thinking comes from Apple’s history.Simple tastes, sweeter decisionsImage source: Apple InsiderIt was 1997, and Steve Jobs had just made his return to Apple. The company at the time offered 40 different products; however, its sales were declining. Jobs made one question the company’s mantra,“What are the four products we should be building?”The following year, Apple saw itself return to profitability after introducing the iMac G3. While its success can be attributed to the introduction of a new product line and increased efficiency, one cannot deny that the reduction in the product line simplified the decision-making process for its consumers.To this day, Apple continues to implement this strategy by having a few SKUs and confident defaults.Apple does not just sell premium products; it sells a premium decision-making experience by reducing friction in decision-making for the consumer.Furthermore, a 2015 study based on analyzing scenarios where fewer choice options led to increased sales found the following mitigating factors in buying choices:Time Pressure: Easier and quicker choices led to more sales.Complexity of options: The easier it was to understand what a product was, the better the outcome.Clarity of Preference: How easy it was to compare alternatives and the clarity of one’s preferences.Motivation to Optimize: Whether the consumer wanted to put in the effort to find the ‘best’ option.Picking the right spreadWhile the extent of the validity of the Paradox of Choice is up for debate, its impact cannot be denied. It is still a helpful model that can be used to drive sales and boost customer satisfaction. So, how can one use it as a part of your business’s strategy?Remember, what people want isn’t 50 good choices. They want one confident, easy-to-understand decision that they think they will not regret.Here are some common mistakes that confuse consumers and how you can apply the Jam Jar strategy to curate choices instead:Image is created using CanvaToo many choices lead to decision fatigue.Offering many SKU options usually causes customers to get overwhelmed. Instead, try curating 2–3 strong options that will cover the majority of their needs.2. Being dependent on the users to use filters and specificationsWhen users have to compare specifications themselves, they usually end up doing nothing. Instead, it is better to replace filters with clear labels like “Best for beginners” or “Best for oily skin.”3. Leaving users to make comparisons by themselvesToo many options can make users overwhelmed. Instead, offer default options to show what you recommend. This instills within them a sense of confidence when making the final decision.4. More transparency does not always mean more trustInformation overload never leads to conversions. Instead, create a thoughtful flow that guides the users to the right choices.5. Users do not aim for optimizationAssuming that users will weigh every detail before making a decision is not rooted in reality. In most cases, they will go with their gut. Instead, highlight emotional outcomes, benefits, and uses instead of numbers.6. Not onboarding users is a critical mistakeHoping that users will easily navigate a sea of products without guidance is unrealistic. Instead, use onboarding tools like starter kits, quizzes, or bundles that act as starting points.7. Variety for the sake of varietyUsers crave clarity more than they crave variety. Instead, focus on simplicity when it comes to differentiation.And lastly, remember that while the paradox of choice is a helpful tool in your business strategy arsenal, more choice is not inherently bad. It is the lack of structure in the decision-making process that is the problem. Clear framing will always make decision-making a seamless experience for both your consumers and your business.How jam jars explain Apple’s success was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story. #how #jam #jars #explain #apples

Every item on this page was chosen by an ELLE Decor editor. We may earn commission on some of the items you choose to buy.When Corey Moriarty moved into a new home in Palm Beach, Florida with his four dogs—Maverick and Bauerand Blue and Titan—he found himself wondering what to do with his spare bedroom: “We had an extra room just sitting there, and instead of turning it into an office or a guest room no one ever uses, we thought, ‘Why not make it a space entirely for them?’”What started as a lark quickly turned delightfully over-the-top. Moriarty outfitted the room with custom bunk beds, a Murphy bed, and a wall lined with glass jars filled with the dogs' favorite snacks. There’s a ball pit, a full TV setup for nightly Bluey viewings, and a closet containing all of their outfits. Moriarty has been documenting the room’s evolution on TikTok, where his latest post racked up more than 24 million views.Corey MoriartyCorey Moriarty’s dogs have their own bonafide bedroom, complete with bunk beds, a TV area, and a treat wall. Pet ownership is booming in the U.S. In 2024, 59.8 million households had dogs, and 42.2 million had cats, according to the American Veterinary Medical Association. And people aren’t just adding pets to their families—they’re investing in them. In 2023, Americans spent more than billion on their pets, per the American Pet Products Association, with an increasing chunk of that going toward pet-focused home upgrades. These aren’t mere afterthoughts—they’re carefully crafted extensions of the home that call for thoughtful planning and, often, the expertise of an interior designer. In fact, the dog room has truly become the newest status symbol.View full post on TiktokA dog room's scale can range from a small nook under the stairs to a full-on suite complete with built-in feeding stations, toy storage, grooming areas, and plush four-poster beds. Some include tiled dog showers, temperature-controlled flooring, and built-in cabinetry. Others have more indulgent luxuries—like a TV with DOGTV, a streaming channel with programming designed specifically for canine attention spans. Think: dogs playing in fields, soothing nature sounds, and friendly humans doing relaxing things with pets. It’s ambient TV, but for your hyper-active schnauzer.For Moriarty, the trend taps into a bigger cultural shift. “There’s a continuing movement toward including pets more fully in people’s lives—as real family members,” he says. “Social media has poured gas on the fire. Everyone’s showing off these amazing pet spaces, and it’s inspiring others to level up.” The result is a growing “barkitecture” trend, where design for pets isn’t an afterthought—it’s part of the floor plan from day one. “We’re in the process of finding or building a more permanent home,” he adds, “and a huge part of that decision is based on what the dogs need—a pool, a yard, a room of their own, space to add a dog wash station.”Ken FulkKen Fulk’s three cream golden retrievers found a home in the curry colored library of his Provincetown home, overlooking the harbor in an antique captain’s daybed. Interior designers are seeing a rise in the trend, too. And some are even participating themselves. Ken Fulk, who shares his Provincetown home with four dogs—three English cream golden retrieversand a wirehaired Dachshund named Wiggy—says one room evolved into their dedicated canine space, though it wasn’t premeditated. “Our often-photographed curry colored library became a de facto nursery,” he says. “Soon, no one would come upstairs with us to bed. They preferred their perch overlooking the harbor in an antique captain’s daybed.”Matt McWaltersKen Fulk’s L.A. shop sells wicker dog beds. And for those not ready to sacrifice a spare room? You don’t have to ditch your home office to make your pets feel like part of the design. Fulk says more clients are requesting pet-focused features, like custom dog beds, built-in food stations, and dog-wash areas in stylish mudrooms. At his new shop in Los Angeles, Fulk even offers wicker dog beds upholstered in outdoor fabric, including his own Designer Dogs print for Pierre Frey, as well as an Air Blue and Indigo Stripe. In a world where dogs are living better than their owners, what's next? "I got some very positive feedback on my idea of our doggy hotel called DEN," Fulk laughs. "It was dreamed up as an April Fool’s joke, but there just might be something there."Rachel SilvaAssociate Digital EditorRachel Silva is the associate digital editor at ELLE DECOR, where she covers all things design, architecture, and lifestyle. She also oversees the publication’s feature article coverage, and is, at any moment, knee-deep in an investigation on everything from the best spa gifts to the best faux florals on the internet right now. She has more than 16 years of experience in editorial, working as a photo assignment editor at Time and acting as the president of Women in Media in NYC. She went to Columbia Journalism School, and her work has been nominated for awards from ASME, the Society of Publication Designers, and World Press Photo.  #dog #room #new #luxury #musthave

After detailing the VFX work on The Last of Us Season 1 in 2023, Alex Wang returns to reflect on how the scope and complexity have evolved in Season 2. With close to 30 years of experience in the visual effects industry, Fiona Campbell Westgate has contributed to major productions such as Ghost in the Shell, Avatar: The Way of Water, Ant-Man and the Wasp: Quantumania, and Nyad. Her work on Nyad earned her a VES Award for Outstanding Supporting Visual Effects in a Photoreal Feature. Collaboration with Craig Mazin and Neil Druckmann is key to shaping the visual universe of The Last of Us. Can you share with us how you work with them and how they influence the visual direction of the series? Alex Wang // Craig visualizes the shot or scene before putting words on the page. His writing is always exceptionally detailed and descriptive, ultimately helping us to imagine the shot. Of course, no one understands The Last of Us better than Neil, who knows all aspects of the lore very well. He’s done much research and design work with the Naughty Dog team, so he gives us good guidance regarding creature and environment designs. I always try to begin with concept art to get the ball rolling with Craig and Neil’s ideas. This season, we collaborated with Chromatic Studios for concept art. They also contributed to the games, so I felt that continuity was beneficial for our show. Fiona Campbell Westgate // From the outset, it was clear that collaborating with Craig would be an exceptional experience. Early meetings revealed just how personable and invested Craig is. He works closely with every department to ensure that each episode is done to the highest level. Craig places unwavering trust in our VFX Supervisor, Alex Wang. They have an understanding between them that lends to an exceptional partnership. As the VFX Producer, I know how vital the dynamic between the Showrunner and VFX Supervisor is; working with these two has made for one of the best professional experiences of my career.  Photograph by Liane Hentscher/HBO How has your collaboration with Craig evolved between the first and second seasons? Were there any adjustments in the visual approach or narrative techniques you made this season? Alex Wang // Since everything was new in Season 1, we dedicated a lot of time and effort to exploring the show’s visual language, and we all learned a great deal about what worked and what didn’t for the show. In my initial conversations with Craig about Season 2, it was clear that he wanted to expand the show’s scope by utilizing what we established and learned in Season 1. He felt significantly more at ease fully committing to using VFX to help tell the story this season. The first season involved multiple VFX studios to handle the complexity of the effects. How did you divide the work among different studios for the second season? Alex Wang // Most of the vendors this season were also in Season 1, so we already had a shorthand. The VFX Producer, Fiona Campbell Westgate, and I work closely together to decide how to divide the work among our vendors. The type of work needs to be well-suited for the vendor and fit into our budget and schedule. We were extremely fortunate to have the vendors we did this season. I want to take this opportunity to thank Weta FX, DNEG, RISE, Distillery VFX, Storm Studios, Important Looking Pirates, Blackbird, Wylie Co., RVX, and VDK. We also had ILM for concept art and Digital Domain for previs. Fiona Campbell Westgate // Alex Wang and I were very aware of the tight delivery schedule, which added to the challenge of distributing the workload. We planned the work based on the individual studio’s capabilities, and tried not to burden them with back to back episodes wherever possible. Fortunately, there was shorthand with vendors from Season One, who were well-acquainted with the process and the quality of work the show required. The town of Jackson is a key location in The Last of Us. Could you explain how you approached creating and expanding this environment for the second season? Alex Wang // Since Season 1, this show has created incredible sets. However, the Jackson town set build is by far the most impressive in terms of scope. They constructed an 822 ft x 400 ft set in Minaty Bay that resembled a real town! I had early discussions with Production Designer Don MacAulay and his team about where they should concentrate their efforts and where VFX would make the most sense to take over. They focused on developing the town’s main street, where we believed most scenes would occur. There is a big reveal of Jackson in the first episode after Ellie comes out of the barn. Distillery VFX was responsible for the town’s extension, which appears seamless because the team took great pride in researching and ensuring the architecture aligned with the set while staying true to the tone of Jackson, Wyoming. Fiona Campbell Westgate // An impressive set was constructed in Minaty Bay, which served as the foundation for VFX to build upon. There is a beautiful establishing shot of Jackson in Episode 1 that was completed by Distillery, showing a safe and almost normal setting as Season Two starts. Across the episodes, Jackson set extensions were completed by our partners at RISE and Weta. Each had a different phase of Jackson to create, from almost idyllic to a town immersed in Battle.  What challenges did you face filming Jackson on both real and virtual sets? Was there a particular fusion between visual effects and live-action shots to make it feel realistic? Alex Wang // I always advocate for building exterior sets outdoors to take advantage of natural light. However, the drawback is that we cannot control the weather and lighting when filming over several days across two units. In Episode 2, there’s supposed to be a winter storm in Jackson, so maintaining consistency within the episode was essential. On sunny and rainy days, we used cranes to lift large 30x60ft screens to block the sun or rain. It was impossible to shield the entire set from the rain or sun, so we prioritized protecting the actors from sunlight or rain. Thus, you can imagine there was extensive weather cleanup for the episode to ensure consistency within the sequences. Fiona Campbell Westgate // We were fortunate that production built a large scale Jackson set. It provided a base for the full CG Jackson aerial shots and CG Set Extensions. The weather conditions at Minaty Bay presented a challenge during the filming of the end of the Battle sequence in Episode 2. While there were periods of bright sunshine, rainfall occurred during the filming of the end of the Battle sequence in Episode 2. In addition to the obvious visual effects work, it became necessary to replace the ground cover. Photograph by Liane Hentscher/HBO The attack on Jackson by the horde of infected in season 2 is a very intense moment. How did you approach the visual effects for this sequence? What techniques did you use to make the scale of the attack feel as impressive as it did? Alex Wang // We knew this would be a very complex sequence to shoot, and for it to be successful, we needed to start planning with the HODs from the very beginning. We began previs during prep with Weta FX and the episode’s director, Mark Mylod. The previs helped us understand Mark and the showrunner’s vision. This then served as a blueprint for all departments to follow, and in many instances, we filmed the previs. Fiona Campbell Westgate // The sheer size of the CG Infected Horde sets the tone for the scale of the Battle. It’s an intimidating moment when they are revealed through the blowing snow. The addition of CG explosions and atmospheric effects contributed in adding scale to the sequence.  Can you give us an insight into the technical challenges of capturing the infected horde? How much of the effect was done using CGI, and how much was achieved with practical effects? Alex Wang // Starting with a detailed previs that Mark and Craig approved was essential for planning the horde. We understood that we would never have enough stunt performers to fill a horde, nor could they carry out some stunts that would be too dangerous. I reviewed the previs with Stunt Coordinator Marny Eng numerous times to decide the best placements for her team’s stunt performers. We also collaborated with Barrie Gower from the Prosthetics team to determine the most effective allocation of his team’s efforts. Stunt performers positioned closest to the camera would receive the full prosthetic treatment, which can take hours. Weta FX was responsible for the incredible CG Infected horde work in the Jackson Battle. They have been a creative partner with HBO’s The Last of Us since Season 1, so they were brought on early for Season 2. I began discussions with Weta’s VFX supervisor, Nick Epstein, about how we could tackle these complex horde shots very early during the shoot. Typically, repetition in CG crowd scenes can be acceptable, such as armies with soldiers dressed in the same uniform or armour. However, for our Infected horde, Craig wanted to convey that the Infected didn’t come off an assembly line or all shop at the same clothing department store. Any repetition would feel artificial. These Infected were once civilians with families, or they were groups of raiders. We needed complex variations in height, body size, age, clothing, and hair. We built our base library of Infected, and then Nick and the Weta FX team developed a “mix and match” system, allowing the Infected to wear any costume and hair groom. A procedural texturing system was also developed for costumes, providing even greater variation. The most crucial aspect of the Infected horde was their motion. We had numerous shots cutting back-to-back with practical Infected, as well as shots where our CG Infected ran right alongside a stunt horde. It was incredibly unforgiving! Weta FX’s animation supervisor from Season 1, Dennis Yoo, returned for Season 2 to meet the challenge. Having been part of the first season, Dennis understood the expectations of Craig and Neil. Similar to issues of model repetition within a horde, it was relatively easy to perceive repetition, especially if they were running toward the same target. It was essential to enhance the details of their performances with nuances such as tripping and falling, getting back up, and trampling over each other. There also needed to be a difference in the Infected’s running speed. To ensure we had enough complexity within the horde, Dennis motion-captured almost 600 unique motion cycles. We had over a hundred shots in episode 2 that required CG Infected horde. Fiona Campbell Westgate // Nick Epstein, Weta VFX Supervisor, and Dennis Yoo, Weta Animation Supervisor, were faced with having to add hero, close-up Horde that had to integrate with practical Stunt performers. They achieved this through over 60 motion capture sessions and running it through a deformation system they developed. Every detail was applied to allow for a seamless blend with our practical Stunt performances. The Weta team created a custom costume and hair system that provided individual looks to the CG Infected Horde. We were able to avoid the repetitive look of a CG crowd due to these efforts. The movement of the infected horde is crucial for the intensity of the scene. How did you manage the animation and simulation of the infected to ensure smooth and realistic interaction with the environment? Fiona Campbell Westgate // We worked closely with the Stunt department to plan out positioning and where VFX would be adding the CG Horde. Craig Mazin wanted the Infected Horde to move in a way that humans cannot. The deformation system kept the body shape anatomically correct and allowed us to push the limits from how a human physically moves.  The Bloater makes a terrifying return this season. What were the key challenges in designing and animating this creature? How did you work on the Bloater’s interaction with the environment and other characters? Alex Wang // In Season 1, the Kansas City cul-de-sac sequence featured only a handful of Bloater shots. This season, however, nearly forty shots showcase the Bloater in broad daylight during the Battle of Jackson. We needed to redesign the Bloater asset to ensure it looked good in close-up shots from head to toe. Weta FX designed the Bloater for Season 1 and revamped the design for this season. Starting with the Bloater’s silhouette, it had to appear large, intimidating, and menacing. We explored enlarging the cordyceps head shape to make it feel almost like a crown, enhancing the Bloater’s impressive and strong presence. During filming, a stunt double stood in for the Bloater. This was mainly for scale reference and composition. It also helped the Infected stunt performers understand the Bloater’s spatial position, allowing them to avoid running through his space. Once we had an edit, Dennis mocapped the Bloater’s performances with his team. It is always challenging to get the motion right for a creature that weighs 600 pounds. We don’t want the mocap to be overly exaggerated, but it does break the character if the Bloater feels too “light.” The brilliant animation team at Weta FX brought the Bloater character to life and nailed it! When Tommy goes head-to-head with the Bloater, Craig was quite specific during the prep days about how the Bloater would bubble, melt, and burn as Tommy torches him with the flamethrower. Important Looking Pirates took on the “Burning Bloater” sequence, led by VFX Supervisor Philip Engstrom. They began with extensive R&D to ensure the Bloater’s skin would start to bubble and burn. ILP took the final Bloater asset from Weta FX and had to resculpt and texture the asset for the Bloater’s final burn state. Craig felt it was important for the Bloater to appear maimed at the end. The layers of FX were so complex that the R&D continued almost to the end of the delivery schedule. Fiona Campbell Westgate // This season the Bloater had to be bigger, more intimidating. The CG Asset was recreated to withstand the scrutiny of close ups and in daylight. Both Craig Mazin and Neil Druckmann worked closely with us during the process of the build. We referenced the game and applied elements of that version with ours. You’ll notice that his head is in the shape of crown, this is to convey he’s a powerful force.  During the Burning Bloater sequence in Episode 2, we brainstormed with Philip Engström, ILP VFX Supervisor, on how this creature would react to the flamethrower and how it would affect the ground as it burns. When the Bloater finally falls to the ground and dies, the extraordinary detail of the embers burning, fluid draining and melting the surrounding snow really sells that the CG creature was in the terrain.  Given the Bloater’s imposing size, how did you approach its integration into scenes with the actors? What techniques did you use to create such a realistic and menacing appearance? Fiona Campbell Westgate // For the Bloater, a stunt performer wearing a motion capture suit was filmed on set. This provided interaction with the actors and the environment. VFX enhanced the intensity of his movements, incorporating simulations to the CG Bloater’s skin and muscles that would reflect the weight and force as this terrifying creature moves.  Seattle in The Last of Us is a completely devastated city. Can you talk about how you recreated this destruction? What were the most difficult visual aspects to realize for this post-apocalyptic city? Fiona Campbell Westgate // We were meticulous in blending the CG destruction with the practical environment. The flora’s ability to overtake the environment had to be believable, and we adhered to the principle of form follows function. Due to the vastness of the CG devastation it was crucial to avoid repetitive effects. Consequently, our vendors were tasked with creating bespoke designs that evoked a sense of awe and beauty. Was Seattle’s architecture a key element in how you designed the visual effects? How did you adapt the city’s real-life urban landscape to meet the needs of the story while maintaining a coherent aesthetic? Alex Wang // It’s always important to Craig and Neil that we remain true to the cities our characters are in. DNEG was one of our primary vendors for Boston in Season 1, so it was natural for them to return for Season 2, this time focusing on Seattle. DNEG’s VFX Supervisor, Stephen James, who played a crucial role in developing the visual language of Boston for Season 1, also returns for this season. Stephen and Melaina Maceled a team to Seattle to shoot plates and perform lidar scans of parts of the city. We identified the buildings unique to Seattle that would have existed in 2003, so we ensured these buildings were always included in our establishing shots. Overgrowth and destruction have significantly influenced the environments in The Last of Us. The environment functions almost as a character in both Season 1 and Season 2. In the last season, the building destruction in Boston was primarily caused by military bombings. During this season, destruction mainly arises from dilapidation. Living in the Pacific Northwest, I understand how damp it can get for most of the year. I imagined that, over 20 years, the integrity of the buildings would be compromised by natural forces. This abundant moisture creates an exceptionally lush and vibrant landscape for much of the year. Therefore, when designing Seattle, we ensured that the destruction and overgrowth appeared intentional and aesthetically distinct from those of Boston. Fiona Campbell Westgate // Led by Stephen James, DNEG VFX Supervisor, and Melaina Mace, DNEG DFX Supervisor, the team captured photography, drone footage and the Clear Angle team captured LiDAR data over a three-day period in Seattle. It was crucial to include recognizable Seattle landmarks that would resonate with people familiar with the game.  The devastated city almost becomes a character in itself this season. What aspects of the visual effects did you have to enhance to increase the immersion of the viewer into this hostile and deteriorated environment? Fiona Campbell Westgate // It is indeed a character. Craig wanted it to be deteriorated but to have moments where it’s also beautiful in its devastation. For instance, in the Music Store in Episode 4 where Ellie is playing guitar for Dina, the deteriorated interior provides a beautiful backdrop to this intimate moment. The Set Decorating team dressed a specific section of the set, while VFX extended the destruction and overgrowth to encompass the entire environment, immersing the viewer in strange yet familiar surroundings. Photograph by Liane Hentscher/HBO The sequence where Ellie navigates a boat through a violent storm is stunning. What were the key challenges in creating this scene, especially with water simulation and the storm’s effects? Alex Wang // In the concluding episode of Season 2, Ellie is deep in Seattle, searching for Abby. The episode draws us closer to the Aquarium, where this area of Seattle is heavily flooded. Naturally, this brings challenges with CG water. In the scene where Ellie encounters Isaac and the W.L.F soldiers by the dock, we had a complex shoot involving multiple locations, including a water tank and a boat gimbal. There were also several full CG shots. For Isaac’s riverine boat, which was in a stormy ocean, I felt it was essential that the boat and the actors were given the appropriate motion. Weta FX assisted with tech-vis for all the boat gimbal work. We began with different ocean wave sizes caused by the storm, and once the filmmakers selected one, the boat’s motion in the tech-vis fed the special FX gimbal. When Ellie gets into the Jon boat, I didn’t want it on the same gimbal because I felt it would be too mechanical. Ellie’s weight needed to affect the boat as she got in, and that wouldn’t have happened with a mechanical gimbal. So, we opted to have her boat in a water tank for this scene. Special FX had wave makers that provided the boat with the appropriate movement. Instead of guessing what the ocean sim for the riverine boat should be, the tech- vis data enabled DNEG to get a head start on the water simulations in post-production. Craig wanted this sequence to appear convincingly dark, much like it looks out on the ocean at night. This allowed us to create dramatic visuals, using lightning strikes at moments to reveal depth. Were there any memorable moments or scenes from the series that you found particularly rewarding or challenging to work on from a visual effects standpoint? Alex Wang // The Last of Us tells the story of our characters’ journey. If you look at how season 2 begins in Jackson, it differs significantly from how we conclude the season in Seattle. We seldom return to the exact location in each episode, meaning every episode presents a unique challenge. The scope of work this season has been incredibly rewarding. We burned a Bloater, and we also introduced spores this season! Photograph by Liane Hentscher/HBO Looking back on the project, what aspects of the visual effects are you most proud of? Alex Wang // The Jackson Battle was incredibly complex, involving a grueling and lengthy shoot in quite challenging conditions, along with over 600 VFX shots in episode 2. It was truly inspiring to witness the determination of every department and vendor to give their all and create something remarkable. Fiona Campbell Westgate // I am immensely proud of the exceptional work accomplished by all of our vendors. During the VFX reviews, I found myself clapping with delight when the final shots were displayed; it was exciting to see remarkable results of the artists’ efforts come to light.  How long have you worked on this show? Alex Wang // I’ve been on this season for nearly two years. Fiona Campbell Westgate // A little over one year; I joined the show in April 2024. What’s the VFX shots count? Alex Wang // We had just over 2,500 shots this Season. Fiona Campbell Westgate // In Season 2, there were a total of 2656 visual effects shots. What is your next project? Fiona Campbell Westgate // Stay tuned… A big thanks for your time. WANT TO KNOW MORE?Blackbird: Dedicated page about The Last of Us – Season 2 website.DNEG: Dedicated page about The Last of Us – Season 2 on DNEG website.Important Looking Pirates: Dedicated page about The Last of Us – Season 2 website.RISE: Dedicated page about The Last of Us – Season 2 website.Weta FX: Dedicated page about The Last of Us – Season 2 website. © Vincent Frei – The Art of VFX – 2025 #last #season #alex #wang #production