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.

New business project, new brand, original solutions. iluve.com — a new ecommerce player in the lighting industry like never before. IDEACTO agency was responsible for business analysis, brand creation and functional design, while Bold Brand Commerce was responsible for its adaptation and implementation.

At one time, Inglot decided to expand its business to the Saudi Arabian market, a very specific market. The Polish brand opened its stores there, designed according to European standards and... it turned out that they do not meet Arab standards. There is simply a completely different model of shopping — in Europe, a woman enters the Inglota store who happens to have a free afternoon and wants to relax, wants to have a moment for herself, wants to go crazy while shopping. She is served by one forwarder who helps her to meet her needs. Meanwhile, in Saudi Arabia, a woman takes several of her female colleagues shopping, who advise her on the choice, so that not one customer enters the Inglot salon, but five. Therefore, more space and more staff are needed. In addition, cultural and religious considerations play a key role, because a woman in a burqa cannot paint herself in public. So Inglot had to prepare special cabins in which there is such an opportunity. However, everything turned out already after entering the market. Therefore, it turned out that Inglot did not carry out research and analysis very carefully - and this is the most important point of the program, because if there is to be a show, then the artist must prepare for it and know in front of which audience he is performing. Also through the internet.

We usually use one of our favorite browsers — unless we need to use an alternative one. Apart from browser preferences, our store must present itself well in each of them, without forgetting the mobile, that is, multichannel. And at this point, it is worth opening a box with tools that, as it were, will be able to perform a kind of analysis of the site on their own.