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Posts tagged with User Testing


Algorithmic analysis of facial expressions? Don't make me laugh.

Mediacom has teamed up with Realeyes, the latest company to offer so-called 'emotional analytics'.

But, with the advertising landscape so chock-full of tech at the moment (even on the creative side - see CMPs and DCOs), do agencies and advertisers really need to be pointing web cams at people's faces to know if a video ad is good or not?

Here are, to my mind, some pros and cons of this new technology.

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Why UX is important for charities: Macmillan's digital approach

Digital technologies have empowered charities with numerous new ways of communicating with their supporters and raising donations.

However this has also brought new challenges. For example, how can a non-profit justify investing in innovative and potentially risky digital channels? 

Digital transformation is a vital process for businesses to go through, but it requires patience and a degree of faith that upfront investment will result in long-term gains.

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Using data science with A/B tests: chi-squared testing

In my previous posts about A/B testing, I made the case that you need to consider the math behind A/B testing, or risk having invalid, or even wrong, results.

My first suggestion is to use sample sizing, but that requires a lot of tests.

Here's how to do something similar without nearly as many.

B&Q Homepage

What users think of B&Q's new responsive site

Last month, B&Q unveiled a new responsive website, as part of a £60m redesign of its website and backend systems. 

The new site was reviewed by David Moth earlier this month and to follow this up we decided to get some feedback by asking users to test the site, using whatusersdo.

A mix of desktop, mobile and tablet users were asked to perform two tasks on the site. The first was a targeted shop to find internal door handles and go through the purchase process up until payment.

As the new site prominently features sections titled ‘Inspiration’ and ‘Projects’, the second was to gather ideas for updating a room of their choice.  

So what did the users think of the site? 

Marks & Spencer Homepage

Where did the Marks & Spencer website relaunch go wrong?

When the news about Marks and Spencer’s sales results broke a couple of weeks ago it immediately got my attention.

The Chief Executive and other senior figureheads clearly laid the blame of the 8.1% drop in sales and resulting share price dip on the launch of its new website.

The new site comprised a smart redesign coupled with a platform shift from Amazon’s services to its own.

There have been many documented cases of website usability causing a huge impact to revenue (the $300m button being the most famous) so I wondered whether this too was one such example or whether more cynically perhaps, the City had been handed an unfortunate scapegoat. 


The A to Z of mobile marketing: 26 trends to inspire you

2014 is another exciting year for mobile.

With many new technologies coming to market, emotional investment in our devices along with usage is at an all time high.

This is the definitive A to Z guide to mobile marketing and commerce. Enjoy...


Digital transformation: it's the customer, stupid

We hosted a Digital Transformation roundtable on rethinking your customer here at Econsultancy's London offices yesterday and I wanted to share some of the themes that were discussed, and in particular the focus on the customer. 

Our roundtables are free to attend for Enterprise subscribers. The format is simple. We invite 20 people to come in and chat about an issue under Chatham House Rules (the conversation cannot be attributed).

Attendees set the agenda at the start of the session by naming the topics they'd like to discuss. Yesterdays topics included:


What user tests tell us about Morrisons' grocery site

David Moth recently reviewed the new Morrisons grocery shopping site, and found a few UX flaws. 

The checkout process contained a number of issues, while the lack of mobile optimisation seems a massive oversight these days. 

Since the review, Whatusersdo has conducted remote user tests of the site and found a number of issues, of varying priorities. 

So let's see what they are, and how they could be fixed...

benefits of qualitative research in UX - workshop at UX London

The top three benefits of qualitative research in UX

Qualitative research ensures customer validation, clarity and a process when producing the products of tomorrow. It is possible to use qualitative techniques via a user centred design process to truly innovate whilst remaining agile.

The time and cost of qualitative research is often very small in the 'grand scheme' of product development.

Yet it is able to answer the 'how' and 'why' of which products should be created as opposed to just 'how much' attained from quantitative data, therefore yielding highly creative outcomes. 


11% of businesses spend more than £100k on UX testing per year

Almost half of businesses (47%) that carry out user experience testing spend less than £10,000 per year on such initiatives, while 7% don’t actually spend anything at all.

In contrast, 11% of businesses spend more than £100,000 each year on UX testing.

The findings come from the Econsultancy and WhatUsersDo User Experience Survey Report, which is based on a survey of more than 1,400 professionals working for brands, agencies and specialist user experience firms. 

The report shows that almost half of companies (49%) that run UX testing are planning to increase their budget in the next 12 months, with just 8% planning to spend less on UX testing over the next year.


74% of businesses believe user experience is key for improving sales

Almost three-quarters (74%) of businesses believe that the user experience is important for improving sales and conversions, according to data in our new User Experience Survey Report.

Increased customer satisfaction (72%) and customer loyalty (44%) were also popular responses, however few business appear convinced of the cost-saving benefits of improving the user experience.

The User Experience Survey Report, conducted by Econsultancy in association with WhatUsersDo, is based on a survey of more than 1,400 digital and ecommerce professionals. 

The research looks at the approaches taken by companies and agencies, and the challenges and barriers they face.


How usability testing and call tracking can help your multichannel strategy

Multichannel marketing isn’t a new concept, but it is one that many businesses struggle to implement.

It throws up a number of different challenges, from tracking customers to joining up marketing activities, so it can be difficult to know where to even being.

During a talk on multichannel optimisation at Econsultancy’s JUMP conference Belron’s group e-business manager Craig Sullivan discussed several issues that brands need to consider as they move towards an effective multichannel strategy.

He said the benefit of multichannel is that it allows brands to get great customer insights, which in turn allows them to build better products and drive higher revenues.

Here we look at two themes from Sullivan’s talk: user testing and cross-channel analytics using phone tracking...