About Us

Table of Contents

Owner and Principal Consultant

fracomUX was founded by Dr Martin Fracker. He is a UX Architect focused on helping clients assess and improve User Experience (UX). This experience is focused on improving their customer facing digital channels, including mobile apps, websites, and kiosks. Dr Fracker earned a Ph.D. in engineering psychology. This is one of the scientific disciplines that underlie UX. He studied at the University of Illinois at Urbana-Champaign. There Martin studied under the guidance of Dr Chris Wickens, a leader in applying Engineering Psychology to real-world problems. After that, he worked on human performance problems for several years with the US Air Force.

After retiring from the military, Martin joined IBM. He started working in what was then called the Usability Engineering National Practice. Over the next 20 years, he worked with Fortune 500 clients in multiple industries. He assumed a wide variety of roles. These roles often involved assessing and improving the usability of their internal business-critical applications. Martin also helped them design and build more effective customer-facing applications, apps, and websites. During the course of his IBM career, Martin was certified as an Agile development Scrum Master (SMC). He now specializes in integrating Lean UX methods into Agile development projects.

Martin retired from IBM in 2018 but continues to work as an independent UX Architect. Today he is passionate about helping clients design and build digital user experiences that help clients grow their businesses.

Martin holds a lifetime membership in the Association for Computing Machinery. He is also a member of the ACM/SIGCHI, the Special Interest Group on Computer-Human Interaction. Additionally, Martin is a member of the Association for Psychological Science (APS). He is also a member of the American Psychological Association (APA) and the Human Factors and Ergonomics Society (HFES).

Past Clients

Martin has worked with 45 clients in multiple industries including

  • Financial Services (49%)
  • Retail (16%)
  • Manufacturing (9%)
  • Entertainment (7%)
  • Various Others (20%).

(Percentages don’t add up to 100% due to rounding.)

Financial Services

  • American Express
  • Bancolombia
  • Bank of America
  • Chubb Insurance
  • Citibank
  • Computer Research Inc
  • Dreyfus Investments
  • Fidelity Investments
  • First USA Bank
  • Franklin-Templeton
  • Gryphon Investors
  • Metlife
  • Mutual of Omaha
  • Prudential
  • Seabury & Smith
  • State Farm
  • SunTrust Bank
  • Tangerine Bank
  • TD Ameritrade
  • TIAA-CREF
  • Tradewinds
  • Travelers Insurance

Retail

  • Ascena
  • Home Depot
  • Land’s End
  • QVC
  • Racetrac
  • Sears Holding Corporation
  • Walmart

Manufacturing

  • Boeing
  • Honeywell
  • International Truck & Engine
  • Rockwell Automation

Entertainment

  • Mohegan Sun
  • Time-Warner
  • Universal Studios – Orlando

Various Others

  • Coca-Cola
  • Ernst & Young
  • Google
  • IBM
  • Pep Boys
  • Swedish Medical Center
  • UBM
  • US Army
  • US Dept of the Interior

Publications

Martin is primarily a practice-oriented professional. Still, he has contributed to the science behind User Experience through his research and publications.

  • Fracker, M.L. (2010). Scaling usability in terms of requirements: a method for evaluating user interfaces, in Proceedings of the 54th Annual Meeting of the Human Factors and Ergonomics Society.
  • Fracker, M.L., Heck, H., and Goeschel, G. (2010). When a user interface is good enough: User ratings in UI Design, in Proceedings of the 54th Annual Meeting of the Human Factors and Ergonomics Society.
  • Fracker, M.L. (1991a). Measures of situation awareness: An experimental evaluation (Report No. AL-TR-1991-0127). Wright-Patterson Air Force Base, OH: Armstrong Laboratories.
  • Fracker, M.L. (1991b). Measures of situation awareness: Review and future directions (Report No. AL-TR-1991-0128). Wright-Patterson Air Force Base, OH: Armstrong Laboratories.
  • Fracker, M. L. (1990).  Attention gradients in situation awareness.  In: Situation Awareness in Aerospace Operations (AGARD-CP-478), NATO – AGARD, 6/1 – 6/10.
  • Fracker, M. L. (1989).  Attention allocation in situation assessment, in Proceedings of the 32nd Annual Meeting of the Human Factors Society, 102-106.
  • Fracker, M. L., & Wickens, C. D. (1989). Resources, confusions, and compatibility in dual axis tracking: Displays, controls, and dynamics. Journal of Experimental Psychology: Human Perception and Performance, 15, 80-96.