In this article, I review six metrics commonly used to measure UX: conversion rate (CR), average order value (AOV), task success rate, time on task, Net Promoter Score® (NPS), and the System Usability Scale (SUS). CR, AOV, and NPS do not fulfil the definition of a UX metric while task success rate, time on task, and SUS do. Still, none of the metrics (alone) is suitable to reliably measure the UX of a digital product.
I'm proud that my article "Growth Marketing Considered Harmful" has been published in the latest issue of i-com ‒ Journal of Interactive Media. Abstract: In today’s e-commerce industry, conversion rate optimization is often considered essentially the same as user experience optimization. In addition, there is a strong focus on quantitative experimentation, which some deem a… Continue reading “Growth Marketing Considered Harmful” Published in i-com
When hearing conversion rate optimization, many think of the application of psychological principles such as social proof or scarcity. But before employing those, e-commerce businesses first have to get their fundamentals down—which many don't. In this article, I present five foolproof (and proven) ways to optimize your conversion rate: optimizing your checkout, getting rid of shipping costs (as much as possible), focusing on usability, getting rid of dark patterns, and gaining a deep understanding of your customers.
"It was during my Bachelor’s thesis that I first came into contact with user research; and after that, I fell in love with anything usability and UX design. Today, I’m a UX Manager and take care of a wide variety of design topics. But when you simply look at my diplomas, you wouldn’t expect any… Continue reading My First Article for The Next Web
An effective personalization strategy should be treated as a design problem with a structured framework of ideation, implementation, and evaluation. Co-creation workshops are used to brainstorm audiences and personalized content based on credible hypotheses, which are then implemented and continuously monitored to assess the performance of the personalization strategy and individual campaigns. A good strategy focuses on UX while helping with achieving business goals.
This article presents 9 guidelines for building and leading UX teams. They are based on what I learned from the people who led me as well as my own experience: recruit diverse talent; set up a process (and iterate); involve other teams from the start; be fair; have regular ceremonies; pass on knowledge; have a vision; ask questions (a lot); and make UX visible.
All the books I read in 2018: Excellent Sheep 💎; The Design of Everyday Things 💎; The Little Book of Hygge; Spelunky; The Subtle Art of Not Giving a F*ck; Che Guevara; How to become a UX leader; Joy, Inc.; Requiem; QualityLand; & The Road To Prosperity 💎.
I know I was a little negligent of my blog in 2018 and 2019, and I didn't write nearly as much as I would have liked to. But I'm very determined to improve on this again. (As you might have noticed based on the last three articles I published in pretty quick succession before they… Continue reading More Design, More UX … And More Books
The theory of Jobs To Be Done explains that too much focus on socio-demographic data and correlations hurts companies. Rather, you have to gain a deeper understanding of your customers, who "hire" your product to help them do certain jobs under certain circumstances. For instance, you don't buy a video game console because you're male and over 30. You hire it to, e.g., do the job "connect with friends".
Depending on the environment you have to navigate, it's not always easy to try and apply all of the awesome design methods that are out there, be it due to daily business or a lack of management buy-in. In this article, I describe 5 methods that I have successfully and effectively applied in C&A's eCommerce department: Design Jams, Storyboards, Crazy 8s, 4×4×4, and Buy a Feature.