The UX Level-Up 082 - (ORCA Series #12) - Building Trust Through Attributes - Attribute Prioritization With Jake Zukowski
Oct 24, 2025
Jake Zukowski, a product and design leader and founder of Cosmic Plumbing, dives into the complex world of attribute prioritization. He discusses the importance of balancing marketing demands with user trust, revealing how visual attributes can influence high-consideration purchases. Jake highlights the need for transparency in pricing and ethical design choices, while exploring how conflicting priorities emerge in organizations. With insights on facilitating cross-functional conversations, he emphasizes the strategic role designers play in aligning business and user goals.
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Attributes Need Multiple Business Lenses
- Attribute prioritization must consider many business lenses, not just user preference.
- Marketers, SEO, product, and personalization teams will each value different attributes and create tension.
Feed Personalization With Attribute Work
- Use attribute prioritization to define what personalization and recommendation systems need.
- Translate product attributes into concrete data signals before building AI or personalization features.
Photos Revealed Feature Trust Issues
- CarMax learned the job of photos by asking why customers zoomed into images.
- Shoppers inspected steering wheels and doors to verify features they didn't trust in metadata.
