Posts under ‘Usability Testing’

In a complex purchase decision process for highly engineered products or services, your prospect’s journey from awareness to purchase may not occur with uniform speed. We often assume that this path is a straight line, and we invest our resources uniformly based on this uniform assumption. But greater insight into your customer’s buying experience may yield some […]

The last few years have seen significant advances in the general business competency around user experience design and usability. Prodded by industry analysts such as Forrester, and enabled with a growing suite of compelling assessment tools applied both in the laboratory and on the server, executives have begun to understand the strategic business importance of getting customer experience right.

This is the first in a series of articles examining ways to thrive, not just survive, in 2009.
You’ve seen the research. Your customers are increasingly turning online - in search of you, your competitors and the opinions of others - as their primary source of information to support their purchase decisions. If your customers are focusing their efforts […]

Despite a long and successful history, the design team at Sensis decided their Yellow Pages directory was ready not just for a new look, but for hundreds of them. They used hardware designed to track a viewer’s eye movements to monitor how readers accessed and navigated the 32-year-old advertiser directory.
The results were (forgive us) eye-opening. It […]

Give your personas a seat at the table: Literally. We’ve developed large poster-size representations of personas for clients, who even bring them into design meetings. It helps ensure the needs of the personas stay top of mind.
Focus on the primary, accommodate the secondary: A primary persona is a customer who won’t use your product unless it […]