Interaction Design Technology
Archive for category ‘Usability expertice’
Top Carusel, front page slider, the thing on the top of web sites has many names. It is also deeply loved by designers and clients. Having content slide across the page feels like both good investment of screen estate and manages to show multiple offers to the site visitor. It seems like a match made in heaven. But does it really perform well to boost conversion?
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A well-executed eye tracking study can help web based businesses improve considerably. I have developed ways to make this sophisticated technology quick and convenient for the client to adopt in their continuous improvement efforts. My methodology makes clients directly involved in the process. People often ask me how I set up and execute an eye-tracking study from a practical point of view. Here are my answers.
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I was asked to join the team at Merajobb, the collective job site for three of Sweden’s largest newspapers, to completely redesign their site. My role was to lead, analyze user needs, create a site concept and make sure no greatness was lost in the process. The team, consisting of the developers at HR north, designer Jonas Björkman from The Art of job and I completed the project in record speed.
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Starting the design process can be overwhelming for any designer. There is always the risk of designing for the wrong target group or getting stuck in front of a blank Photoshop document. To be efficiente, all designers has to find well working methods for exploring design solution without draining the project budget. In my second presentation at Hyper Island, I shared two of my favorite design methods, effect mapping and visual moodboards!
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Usability is key in all e-commerce applications. All usability problems will have a negative effect on how many visitors become customers and how much they buy. This fact is one of the challenges that meet the students at the e-commerce manager program at Hyper Island. In order to better deal with this kind of issues I was invited to provide some insights into the field of eye tracking and usability studies.
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Internet strategy, interactive marketing, interaction design and usability affects all businesses today. This became clear to me when I presented my point of view for the Alingsås marketing foundation, yesterday eventing. My goal was to get a brief insight in how to utilize the potential and opportunities that opens up for small businesses, when Internet penetration reaches all of us. Here is my presentation!
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In an Eye tracking study I conducted for Ginza, users had a hard time getting through the payment process. I was asked to completely redesign the complete check out process. The final solution when published reduced the customer care issues drastically and resulted in an 18% increase in invoice payments, and an over all increase of the payment conversion rate by almost 2%.
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Rebtel, the exciting international telecom operator, asked me to make a full scale usage test using eye tracking on their public web site, sign up, and their customer self service area. The eye tracking test immediately brought some totally unexpected errors in the service to Rebtel’s attention as well as provided a solid ground for the strategic design and development decisions in the future.
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Ginza is one of Sweden’s foremost media mail-order and e-commerce companies. As a part of the effort to improve their user experience, I was asked to conduct an Eye tracking study on their current site. Although the results were somewhat shocking to Ginza, they were very pleased that their weak points could be addressed immediately. In this post I explain more about how the test was conducted and will also share with you some of the results.
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Today I will be presenting how i utilize the power of collaborative publishing principles in analysis, processing when declaring eye tracking data. In my opinion eye tracking is the best way of presenting bad news to my clients. If the client is allowed to participate in the analysis of a usability study, awareness can be built gradually and the organization becomes more understanding and motivated to make use of the insights.
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