Inspiring content from the UX world

A/B testing consists in the parallel operation of two versions of the same page, which differ in only one element. Both versions are shown to the same number of users, so you can check if the element with which the pages differ affects the movement of users and if so, which version is better. These types of tests help determine if the planned changes will affect the increase in conversions. It may be a good idea to add an element of qualitative analysis to the test, i.e. a survey, for example. The results of the A/B test show how users move around the site, and the survey allows you to determine why they took such actions.

“Shopkeepers' Country”. This is how Napoleon Bonaparte once determined the England he was going to conquer. Not that he was a big fan of customer experience there, but the British must have had a knack for business, since even a boisterous Frenchman paid attention to it.

In 1922, a young boy from Kansas City came to California with a head full of ideas and an extraordinary passion for creating animation. In his hometown, he left behind several life setbacks — being fired from the editorial board of the local Missouri Newspaper for “too little creativity” or the bankruptcy of his own small film lab. Therefore, in addition to a briefcase of amateur sketches, he could not boast of any experience, so film studios in Los Angeles did not want to hire him.

The UX design stage itself is very complex. Although customers wait more for the visual effect than for the results of the tests, it should be approached equally methodically. Functional design consists of several stages, which, properly implemented, will allow to create a tool dedicated to the end user.

The Customer Journey Map is used to present all the user's experiences with a given brand, so it shows their goals, actions and feelings not only at the moments of contact with the brand, but also before and after a given interaction. This means that the process is studied from the moment, for example, when it crosses his mind to buy a red shirt, although he does not yet know what brand, until the moment when the customer already owns a specific shirt and has managed to tell his friends about it, show off on Social Media and use help with returning the goods and exchanging for a smaller size.

How to get to the “valley of amazement”? Remember Ivona's synthesizer and her artificial, neutral tone? She wouldn't release a platinum record even if she covered The Beatles, because listening to it was just tiring. And why? Because interacting with artificial intelligence that does not imitate a person very well is not pleasant, and that is when you fall into a valley of amazement, or rather incredible discomfort (as confirmed by research). So you have to be very careful when implementing such innovations, because the border between the “valley of amazement” and the actual awesomeness is like the difference between chocolate and a chocolate-like product.