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The importance of a strong online presence exponentially increases as time goes on. Companies need to follow their audience into the digital space and provide them with the optimal experience online.
However, just creating a website isn’t enough; there needs to be careful consideration into your target audience, their optimal experience and how you can affect it.
Using the 11 attributes of usability, one can determine how to present digital content that will best satisfy users.
The 11 attributes are as follows:
The new Marks & Spencer website, two years in the making, is a feast for the eyes. As a replatform, it cost a lot of money and accompanies other changes such as an upgraded contact centre and new in-store tech and merchandising.
In this first look at the site, I'll be pointing out the most obvious changes and discussing why it's a step change and effectively gives the impression of 'luxe high street' online.
What stands out is the focus on visuals, a curated experience with magazine-style editorial, and a user experience that’s particularly impressive on tablet. This isn’t a surprising approach given that 44% of Christmas traffic to the website was from tablets and the brand is moving to a ‘lean back’ experience online for those that want it.
I’ll be following this post with more discussion of the new site and its various features that could be set to revitalise the brand across devices (the M&S mobile site and its apps have been updated, too).
I love Spotify, I’ll just make that clear from the start. Spotify has completely changed the way I listen to music.
In fact, while I briefly linger in this positive mood, here are some more reasons why I love Spotify:
As a part-time music journalist, I couldn’t function properly without its unlimited access to 20m songs. Also, new album releases for any given Monday seem to appear not long after midnight on the Sunday before. This is terrific for my Monday morning commute.
I can also use Spotify on as many devices as I like (desktop, laptop, phone, work computer) with up to 3,333 songs able to be synced for offline listening on up to three devices at a time.
Just in case Thom Yorke is reading, I will also add that far as I’m concerned, using Spotify has led to me spending more money on music through other channels (mainly independent record stores), purely because of the access I now have to music that I wouldn’t normally listen to
As a final bonus, in the free version of Spotify, it has jettisoned the limits to how many times you can listen to a song and how many hours a month you can use it. I would however suggest that £10 a month is a small price to pay not to have to put up with some of the most irritating adverts ever hosted on a platform.
And this is where we arrive at the major thrust of this article.
It doesn't feel like that long ago when this phone conversation was a common occurrence...
Automated Booking Line: Please say the location of your chosen cinema clearly.
ABL: Did you say Chester?
ABL: Here are the film times for Chester.
ABL: You have selected The Nutty Professor 2 The Klumps.
Thank goodness those days are over... or are they?
Modern online cinema booking is certainly far from the flawless experience it should be. In my experience its full of limited navigation, poor search and endless booking options.
In this user experience test I'll be taking three of the biggest UK cinema chains through a vigourous check to see which one offers the best online experience, for desktop and mobile.
Nike has edged out the competition in a report that compares the online buying experience offered by seven of the world’s top sports brands.
The latest Qubit benchmark looks at the on-site effectiveness and UX of Nike, Adidas, Reebok, Puma, Fila, Asics and Converse.
Sites are judged based on more than 80 industry best practice criteria that give an insight into the UX and how easy it is for visitors to make a purchase.
As mentioned, Nike came out on top with a score of 80% closely followed by Adidas with 79%. Reebok came in third with 68%, just two points above the average score of 66%.
There has been a lot of talk lately about responsive web design, and a number of questions have arisen about how Google perceives sites that go down this route.
Matt Cutts said responsive design “won’t harm rankings”. Given that Matt isn’t in the habit of telling everyone how to win at SEO, I think this is as close to an endorsement as we’re going to get.
‘Responsive’ is pretty much used as a byword for ‘mobile optimisation’, which is the science of crafting a better user experience for smartphone users. The key part of that sentence isn’t ‘responsive’, nor ‘mobile’, but ‘user experience’.
This is becoming a bigger deal, as far as SEO is concerned, and I suspect that we have only just begun to scratch the surface of what's going on.
I wanted to share this excellent presentation on the theme of user experience axioms, which has been compiled and - in the spirit of the subject - iterated by Erik Dahl.
There are currently 26 UX axioms, and I don't think there is any filler in here at all. It's rare to see such a concise, fat-free, meaningful list like this.
The UX Axioms website outlines these principles along with a brief explanation of the thinking behind each one.
Nest Labs meteoric rise to $3.2bn acquisition by Google in three years has been powered by three principles you can apply to your mobile marketing.
Nest Labs is a Silicon Valley based disruptor dedicated to 'transforming people’s lives' with connected devices for the home that are both rational and emotional.
Founded by Tony Faddell, ex-Apple iPod lead inventor, Nest has been acquired by Google for $3.2bn. It has launched two products to date: the Next Learning thermostat and Nest Protect smoke alarm.
The smoke detector has to be one of the most ugly, unloved, annoying (but important) household devices we have around us. And Nest reinvented it…
The Nest Protect is a smart smoke detector and the principles of its design, user interface and concept speaks to three key best practices in Mobile development.
It’s a case study in considered care and empathy. They’ve produced a wonderful, differentiated product in a commoditized market that justifies its price premium.
If the idea of fighting through the ambling crowds and earnestly sticking to the directional arrows on the floor of Ikea this Saturday afternoon fills you with abject terror, we may have the answer for you.
Qubit has recently revealed its latest benchmark looking at the onsite effectiveness of eight of the top global homeware companies and judging which one offers the best customer experience. You won't have to leave the house for a new cushion cover anymore.
Here I’ll take a look at the top scoring websites from the benchmark and see if I agree with the findings.
Morrisons has finally taken the plunge and unveiled its first ecommerce store.
The grocery retailer said that its failure to launch an ecommerce store was one of the main reasons behind its recent 5.6% slump in sales, which saw its share price fall by 7%.
Ecommerce still only represents about 5% of total grocery sales in the UK, but that's still a £7.5bn market that Morrisons wasn’t able to compete in.
In general I’m not that impressed with the UX offered by Morrisons’ rival stores, as the checkout process is generally overly long and badly designed on grocery sites.
But has Morrisons managed to buck the trend? Let’s find out...
It’s okay, Sherlock’s finished now. It’s safe to come back on the internet again.
The whole of the UK crowded around the television set at 8:30pm Sunday night to watch the finale of the contemporised sleuth’s current run.
Not since that final episode of To the Manor Born or that time when Paul Gascoigne cried during a world cup semi-final has the whole of the nation watched ‘event television’ in such a shared manner.
Except we didn’t. We don’t have to do that anymore. Watching a regular television programme at a set time every week just doesn’t suit most of our lifestyles.
Marks & Spencer has reported a 22.7% increase in online sales in the three months to the end of December, though it wasn’t enough to prevent an overall decline in sales.
Like-for-like sales fell by 2.1%, though there was a small improvement over the last eight weeks of the year during which M&S launched a sale, with general merchandise sales up 0.5%.
M&S’s disappointing results come after Next achieved impressive sales figures over the festive season, with the latter reporting that in-store and online sales increased by 12% in the period November 1 to December 24.
John Lewis also had a record breaking end to 2013, reporting that online sales for the five weeks to 28 December were 22.6% up on last year with johnlewis.com accounting for 31.8% of the total John Lewis business during this period.
Having previously examined the reasons behind John Lewis’ continued success in ecommerce, I thought I’d compare Next and M&S’s approaches to online retail.