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The UX Fund


Inspired by Jeneanne Rae and The Design Council we’ve decided to create a UX Investment Portfolio.

Companies that deliver a great user experience will see it reflected in their stock price.

Create a portfolio of 10 companies who we think do great user experience.

Invest $5,000 USD in each company on November 1, 2006.

Track the portfolio for 1 year, selling on November 1, 2007.

Here is how we define a company that does great User Experience:

• A demonstrated care in the design of their products and Web site
• A history of innovation
• They inspire loyalty in their customer base
• Doing business with them is a positive experience

The Rules
Companies must be publicly traded.

Shares will be held for 1 year. We are not allowed to sell shares during that one year.

We can not choose our own clients. We are exposed to sensitive information when working with clients and do not want to be accused of insider trading.

We will track the total value of the portfolio and track it against major indexes (S&P, Dow, Nasdaq 100, 500 etc.)

Proposed Portfolio
Highly considering…
Netflix – NFLX
Apple – AAPL
Harrah’s Entertainment – HET
Cabela’s – CAB (We would have done Bass Pro but they aren’t publicly traded)
Starwood Hotels – HOT
Google – Goog
Research in Motion RIM
Nike – NKE

Still deciding…
Target – TGT
Harley Davidson – HOG
Travelocity – TSG
Best Buy – BBY
Expedia – EXPE
Ebay – EBAY
Tivo – TIVO
Amazon – AMZN
Gucci – PPR
Progressive Insurance – PGR
Jet Blue – JBLU
SouthWest – LUV

We would like help from the UX community. Please participate by giving us investment suggestions.

Jon Lax More posts by Jon Lax