Internet Xperiences by Diego

Who controls the present, controls the past. And who controls the past, controls the future.

Archive for the ‘User experience’ Category

Everyhing related to obtaining and applying customer insight.

The what and why behind WA and UXP

Posted by Diego on May 20, 2009

Web Analytics and User Experience are a must couple because as Louise Rosenfeld stated in the last IA Konferenz 2009 in Hamburg:

  • It’s not much to use what is happening if you don’t know why.
  • You can’t know why things are happening if you don’t know what is happening.

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Posted in Business strategy, User experience | Leave a Comment »

Placement of customer experience at the heart of all projects

Posted by Diego on March 24, 2009

never-surrender

As forrester reports in a recent document research , it is very likely that companies will try to find in the future a balance between traditional brand messaging and user experience. The keys to sucess are stated as follows:

  1. Use of a collaborative approach in project management.
  2. Early inclusion of digital specialists.
  3. Placement of customer experience at the heart of all projects.

This is what some people still do not see very clearly. No matter what kind of thing you are developing: a Facebook app, a website, or a product, a service, whatever… the customer experience should be transversal to the whole process, from the evaluation and conceptualization, through the definition, development and testing, and even further along the support and thus implementing  improvements and corrections.

It is the only way to get that big WOW that you are expecting from your customers.

And all of the above it is more likely achievable in a collaborative work environment, where ideas are not “patented” but set up to the wild for their mutation and spread.

Thus, the cultural change again… it seems to be unavoidable.

Do not forget: your culture is your brand .

Posted in Information design, Social Web, User experience | Leave a Comment »

Pedestrian maps

Posted by Diego on March 18, 2009

United maps is trying to fill the gap in orientation services. This means that maps work OK when you’re driving a car, but… what happens when you walk to get it or when you leave it and need orientation via a mobile device?

Maps on a human scale are needed, not only for street but on a local and hyperlocal level. Not only showing streets but pathways and trails, public transport and bicycle options. Here in Germany bicycle is an accesible and frequently used mean of transport!

I share with you Stefan Knecht‘s presentation lectured at Telematics Munich 2008.

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Power is nothing without control

Posted by Diego on December 16, 2008

No, i am not going to talk about Pirelli tyres, but that would be maybe nice too 😉

button_150_pirelli_front_proofaust

Magento is an opensource ecommerce platform. Recently, they added they integrated Website Optimizer experiments in thir platform. So, I was curious and assisted a couple of weeks ago to Magento’s webinar about Optimizing conversions .

As Trevor Claiborne (Google website optimizer product manager) stated, a headline against another headline improved conversion rate 15% in one example, and changing some communication in Picasa download page improved conversion rate 30%. This is power.

This is power, but you need control, so here comes the reason of such a post title, a tool is not useful if you don’t follow right procedures :

  1. You must have a "theory" about the different versions you want to test. Doesn’t work just testing random choices.
  2. You must keep track of the results that we make, and learn from the surprising ones.
  3. Put the data before the opinions. When Website Optimizer predicts a winner, it is actually going to be a winner.
  4. It is an iterative process, it doesn’t help testing once for all.
  5. Find the rationale behind to get insight from customers.

And keep in mind that:

  • Improvements we achieve have a lasting effect.
  • Winners are not always intuitive for the content creator/developer.
  • Without testing, some "improvements" may cut sales. With testing, you’ll only be wrong temporarily.

Hope this helps you to allocate optimally resources when you choose to do A/B testing or multivariate testing in your site for success.

Old, but good. Take a look at this Skype multivariate case study .

skype test

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