While good user experience professionals may be able to 'guess' the best UX solution 60 to 70% of the time, it's not substitute for testing, according to Belron's eBusiness Manager Craig Sullivan. 

In this video, Craig talks about his upcoming presentation at Econsultancy's JUMP event, and explains why user experience should be in the hands of the visitors and customers. 

In a nutshell, decisions on design and creative should be based on cold hard facts and consumer behaviour...

Craig will be speaking at JUMP 2012 on Conversion rate optimisation across channels. JUMP takes place at Old Billingsgate, London on October 10. 

Graham Charlton

Published 10 September, 2012 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (3)


Depesh Mandalia, CEO & Founder at SM Commerce

Love the quote of "the higher up you go, the less likely they are of successfully predicting the outcome of an AB split test" - it sometimes seems those higher up feel, based on positional power, they should know what customer's want. But it's not always the case, especially in a multi-channel environment when customer interaction and expectation different not only online and offline but also by marketing channels and device touch-points... not to mention that each customer is unique...

almost 6 years ago


Lee Jackson

Rather misleading headline since he is talking about creative design/UX rather than usability testing; but yes hes spot on - base decisions on empirical data rather than gut instinct. Or rather, "you are not your customer".

almost 6 years ago



I have no idea what a split test is but Craig has just told us that it has taken him the last 2 years to discover that he should not have been GUESSING at what they think makes for good UX (user experience) so now they are using empirical testing to determine what people like and what works.

No matter what industry you are in you should not be guessing what you think your customers want. You should be testing and adjusting according to feedback of what works and what does not.

It has always been the case in most industries that the higher up the ladder you are (positional power) then the more removed from the "problem" and the less likely to get the answer correct even though they are more likely to THINK they have the correct answer.

Anyway the whole point of this video surely is to draw attention to the 'free' report "Usability and User Experience: A Beginner's Guide". Once you are hooked then they hope you will be purchasing other reports.

almost 6 years ago

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