Inspiring content from the UX world

Stefan slowly got used to the next start of the day at the office. Inevitably, the moment of looking at the post office was approaching — a wall of unread emails collapsed on it. Only some of them had anything to do with his work, the others were spam, offers, incentives to subscribe to newsletters or invitations to meetings. He went through the first few and took a look at the topic “Do you make a mass? It gives the best results...” — you don't. The second message shouted straight to him: “Stefan! Promotion for the best boneless loin” — and are lentils for vegetarians? So many emails, and none of them were sent to him. He opened the next one, although his eyelids were getting heavy...

Do you remember the movie “Forrest Gump”? Certainly yes. In it, we can glimpse the extraordinary life of a not very bright boy who, due to various coincidences, appears wherever something important for US history is happening, and by the way he meets the greatest figures of his era - and this is dancing with Elvis Presley, and this is what you can see in the photo with John. F. Kennedy, and this is talking to John Lennon. In addition, all this before the era of the Internet, which made it possible for everyone to know everything about everything and be everywhere in a matter of seconds. Well, now omnipresence is a little less of a feat — especially with virtual reality, so if we haven't been as lucky as Forrest so far, now we can help happiness from the perspective of the couch in the living room.

He's got a brain. A sponge that absorbs both useful and useless things. Linked by millions of connections. Like a public transport network — tangled, confused, yet organized. A feeling or a loose thought is like riding a tram — we choose the right one, but we don't really have any influence on how it goes or what happens along the way. It's the same with the subconscious — some decisions are made by holding the wheel, while others are just a tube in a tram guided by our intuition. Or rather, riding with a black blindfold, sitting in the back seat. Especially when shopping.

The UX design process of new solutions should involve two parties equally: customers and designers. This significantly affects the quality of work and the sense of control over the task at hand.

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.