The wide range of our services cover the entire production process. We have the in-depth knowledge and experience on the field of UX methodologies that compete with those of large international agencies.
Best practice research, analytics All the analyses and plans require best practice knowledge solutions and consideration of their implementation in the given situation. We are able to gain significant advantage by implementing convincing and tested best practice solutions. Together with the best practice analyses we review available analytics to identify the weaknesses and obstacles which are blocking conversion. Our profound knowledge of Google Analytics helps in this process.
Information from client: Best practice samples, access to analytics Client cooperation: Active communication and collaboration in research and evaluation Deliverables: Word or Power point document listing best practice examples, the advantages and the results of the analysis.
Website, webshop, application analysis Our service consists of reviewing the functionality of a completed website, webshop or application, identifying its weak points and proposing solutions for them. The analysis covers usability, design and search engine optimisation. Contrary to the vast range of similar services offered online, our analysis is not schematic, based on templates and generalities, but focuses specifically on the identified issues leveraging our vast experience and expertise.
Information from client: website, webshop or application access—any weak points potentially identified by the client (low conversion rate, high abandonment rate on checkout pages, bounce rate, etc.), access to analytical software Client cooperation: consultation on results Deliverables: in-depth error list with the possible reasoning, proposed resolutions
Stakeholder interviews - Defining business goals Stakeholder interviews focus on online sales. Personal meetings are essential with competent stakeholders in order to discuss the most important micro and macro conversions. During the discussions we provide feedback for the client regarding the feasibility of his or her ideas from the users’ point of view.
Client cooperation: Cooperation in organizing interviews, participation in interviews Deliverables: Short written summary of conclusions
Defining KPI KPI definition is based on relevant business goals. Several KPIs are applied in former projects:
- Number of organic search results
- Micro and macro conversion rates (global, and based on traffic source/campaigns)
- CAC (Customer acquisition cost)
- Online acquisition results (number, volume, value)
- Cross-sales results
The more opportunities we have to examine the leads / users’ journeys in the client’s internal tools (CRM, account management tools), the better we are able to monitor business performance.
Information from client: Current analytic techniques, KPIs Client cooperation: Cooperation in defining KPI Deliverables: KPI list, measurement points, proposal about how to increase engagement
Diary study A diary study requires users to keep track of their activities, thoughts and frustrations in some form of a diary in a specific period of time. Participants may be asked to track specific items like mobile device usage and usage of different software and tools. Diary entries can include: written accounts of events, pictures, video and audio.
The main benefit of a diary study is to get information about the user's experience over time. Feedback is often provided while the user is interacting with the product, so here we get an instant organic feedback during the actual use.
These are the situation where it is worth to apply this method:
- Tracking how users complete a long process that is likely to take several days, such as shopping for a large/expensive item or looking for a new house or apartment.
- Discovering what motivates users to initiate certain actions, such as using a search engine.
- Determining how an app or website affect regular habits, such as fitness or fertility trackers.
- Assessing retention and/or learnability; for example, seeing whether your users stay engaged with a game after a certain period of time.
Information from client: Usage statistics, former studies Client cooperation: Provide participants Deliverables: Document about the findings of the diary study, including a list of problems and proposed solutions.
Creating personas The extensive usage of personas (fictive users representing specific user groups) facilitates design work and makes it more effective. We create personas based on the user data and user groups specified by the client and we rely on what we learned during the stakeholder and user interviews. We also harmonize user needs with the relevant business goals.
Information from client: Documents on user groups, surveys, analytics Client cooperation: Provide information from related departments (marketing, costumer service) Deliverables: Personas in 1-2 pages (PDF)
Creating mental models - User needs assessment Mental models relate to the field of cognitive psychology. Mental models consist of mental units created of a system existing in the real world (the process of reading on the paper, the process of shopping in the grocery) including the phenomenon and its connections. Mental models help to implement everyday tasks to online interfaces (reading an e-book reader, online shopping) in a way that will suit the way of thinking and expectations of the users.
To visualize these tasks online properly we must be familiar with how users think about the process, to which steps they break it down and which notions they use. Where, what and why they emphasize certain instances? The answers are essential in order to build an interface based on the user’s mental models instead of the mental model of the owner or the designer.
Information from client: Documents on user groups, surveys, analytics Client cooperation: Interview subjects Deliverables: Written summary of mental models
Needs assessment for personas We rely on several sources for needs assessment. We explore the already existing user needs and business goals with the help of the stakeholders and the customer specialists of our client. Prior to the design phase, we use our significant experience in defining user needs and interpret them in accordance with the client’s business goals.
Information from Client: List of known user needs Client cooperation: Participation on needs analysis workshop, Interview subjects Deliverables: List of user needs based on personas
Defining features In view of the user needs we propose new necessary features. We show the new features of the site on a feature map, which presents the complex content and features in a structured and comprehensible way for stakeholders.
Information from client: List of current features Client cooperation: Validation of result, Interview subjects Deliverables: New list of features with short descriptions
User testing Analysis and testing are often supplemented with end-user testing. The aim of user testing is to find out how useful and intuitive is the site, and what kind of attitudes the users show towards it. During the test, potential users are performing typical tasks. We closely observe what kind of difficulties the participants are facing, what are the typical mistakes they make, what are the tasks that require effort and what are their opinions on certain solutions. When they finished the test we ask them about their expectations. Based on the test results we propose suggestions how to modify and improve the site to best serve the client’s goals.
Website usability tests are not carried out in focus groups. We do not ask people about their opinion of the website, because users think of various things which don’t necessary coincide with the problems they experience during the interaction. User testing also differs from professional testing where trained testers examine the site. They focus on programming bugs, and have a different perspective from everyday users and they can cope with things that would mean serious obstacles for average users. If something works it does not necessary mean that it is easily usable.
Steps of test:
- Identify the weaknesses of the site
- Defining the most important features for the user
- Preparing the test
- Choosing participants
- Conducting the test
- Evaluating and analyzing the results, discussions
The test should not last longer than one hour because the process requires continuous concentration from the participant. During this time period the subjects have to complete three or four tasks. Ideally, user tests should be carried out with minimum six and up to ten participants to highlight the most severe problems.
During the test, the subject is working on an everyday browser (with one he or she is familiar with), while the test moderator takes notes indicating the errors and the problems that occur. Task completion time should also be measured, as well as the level of completeness. We can also record the screen and the user actions (for example: Camtasia, Silverback, etc.) and the user’s remarks as well. We should encourage the participant at the start of the session to think loudly and verbalize everything he or she does or think. Afterwards, we analyze the notes and recordings, and summarize and weight the errors. We suggest solutions for severe problems. Don’t forget that an error that occurred only once can be also relevant since we are working with a small sample. The problem can affect even 10-20% of the users.
How to identify errors during the test session:
- The user is unable to complete the task, gets stuck or try to solve it in the wrong way
- The user gets frustrated by a feature
- The user cannot find the solution for a task
- The user acts slower than expected
- The user misinterprets or is unable to interpret the feedback and communication of the system, or understands them with great difficulty
Information from Client: Presentation of known problems, and existing research results Client cooperation: Provide participants (optional) Deliverables: Summary in Excel sheet regarding the problems and the potential solutions
Analysis of web analytics (like Clicktale) Web analytics shows us where the users click, what elements they interact with, what elements they think they can interact with and where they focus their attention. This tool is perfect to determine what should be removed or rearranged in the actual content, and identify what gets too much or too little attention. Web analytics also help to decide where photos should or should not be used. We help the client to set up the web analytics tool.
Information from client: Analytics data Client cooperation: Register and subscribe for web analytics at least for one month Deliverables: List of problems document with visual illustrations
Ethnographic observation Ethnographic observation helps us to study how the users normally interact with their digital devices in their natural environment. What kind of problems they face everyday and how they try to cope with them. We also observe if our digital solutions are in harmony with the physical environment. We list the occurring problems and propose detailed solutions. Ethnographic observation has that advantage over user testing that we are able to explore problems that we may not be able to spot in a one-hour test session, and we can obtain more information on the learnability of the product.
Information from client: Former observations Client cooperation: Provide participants Deliverables: List of problems with suggestions for solutions
Experience map Users go through several mental and emotional states while interacting with systems. With experience maps we can pinpoint the situations where the system’s relationship with the user gets critical. Identifying the problematic situations helps us to find solutions for these potential obstacles.
Information from client: List of possible interactions and touchpoints Client cooperation: Provide test subjects for interviews Deliverables: Visual experience map
Card sorting We use card sorting methodology to define content structure. During card sorting we ask the participants to group and organize the proposed content of the website in a way that is the most logical for them. Participants can name or rename the categories. Card sorting shows us in what way would users look for a particular piece of information or menu item on the page, and their opinion on the site’s content as well.
Proper and unambiguous information architecture requires that the content is organized in a logical and straightforward manner from the user’s point of view, and users are able to find the particular item they're looking for.
Two types of card sorting are prevalent. In case of open sorting, the users define and name the categories in which they will sort the content . While close sorting defines the categories in advance. It is worth to start with an open sorting session followed by a closed sorting test.
The method helps to define and build the structure of the website, and to arrange the content and name individual categories. Since the content is shaped by the users, they will find the the arrangement of the future site logical. We can run group or individual test sessions, online or in person.
We pay attention to the 7+/- 2 rule (number of elements that is easy to scan at one time) when categorizing the content ( the future menu structure), and define 5, 7, or maximum 9 menu elements. We believe that this way we can avoid overcomplicating the navigation. We use OptimalSort.
Information from client: 1-2 sentence summary of current major content pieces Client cooperation: Validation of results, provide participants Deliverables: Suggested menu structure
Navigation, Content structure design Based on the known features and content we design the structure of features and navigation and define the way they will work together to provide a smooth user experience. One of the most challenging aspects of interface design is the creation of a proper content structure and information architecture. The difficulty lies in the difference of the way of thinking of the companies and their clients. Properly arranged information helps the users to orientate comfortably and motivates them to do their business on your site.
There are two ways to design content structure:
a) On the one hand, based on our previous experience as researchers and experts we design the structure.
b) On the other hand, we interview users of the target group how they think about the site’s content and information space. In this case, we try to discover the unconscious behaviour pattern of the users, their “natural online way of thinking”. Methodologies aiming at the examination of online interfaces can help in this, for example when we analyze the best possible information structure for the user (paper prototyping, card sorting, tree testing), or when we are interested where the users are looking for a menu item for the first, second and third time (eye tracking).
In both cases, testing the content structure is essential.
Information from client: Analytics Client cooperation: Validation of results Deliverables: Menu structure
Treejack validation test Menu structures are validated with real users who perform tasks related to the menu structure. If task completion is problematic we can modify the structure.
Client cooperation: Provide test subjects Deliverables: Improved menu structure
Design user journeys and storyboards Based on the users’ needs, expectations and our list of features we define the typical user journeys, the content and features with which the users will interact through these journeys. We visualize the most important user journeys with high level wireframes.
Information from client: Suggestions for important user journeys, analytics Client cooperation: Validation of results Deliverables: High level wireframe processes
Quick sketching Visualising concepts and ideas is an efficient way to tackle challenges we are tying to solve. It’s the main method to deepen understanding of the design challenge and reaching common ground when used in a collaborative context. Although it doesn’t matter the tool we use (it can be a whiteboard, pen and paper or digital software) it’s important to keep the created sketches during the project for future reference. Information from client: Discussion topic of the meeting Client cooperation: Co-creation sessions and other meetings Deliverables: Collage of sketches organized under relevant themes
Wireframes Validation of the method and structure of our plan by the stakeholders is essential, in order to remain on the common ground during the design and development process and meet their expectations, we prepare interactive and unique solutions outlined in the wireframes to ensure the perfect user experience. When designing interactive elements we promote up-to-date solutions, well-known by users.
Wireframing is the most spectacular phase of the design process. Following a carefully defined direction, based on the known needs, features and contents we prepare the wireframes reflecting on the user journeys and processes. The wireframes provide clear guidance for developers and graphic designers for the implementation.
We provide clear and concise descriptions of key sites in addition to the wireframes, to help with the implementation.
Information from client: Existing plans and UX related research results Client cooperation: Validation of results Deliverables: Wireframes
A/B testing Also called split/multivariate testing is a method for comparing two versions of something; for instance 2 different versions of a call to action button to determine which one is more successful. To identify which version of a design approach is better, we create 2 versions at the same time, and show each to half of the same target audience simultaneously. The test measures which one performed better with the target audience. The version that prompts the most users to take the desired action or the better conversion rate, is the winner. The test must be statistically significant to be trustable. Though A/B testing is an ideal means to refine approaches, it’s not good to compare variations with a lot of differences as you won’t be able to measure which variation is performing better for which reason. Information from client: Project goal clarification Client cooperation: Current performance data to establish a baseline and benchmark for improvement, measurement setup by internal IT Deliverables: Statistics testing results, selected winner variation
Paper prototype test Paper prototyping is a very useful component of the design process. Paper prototypes cannot be compared to the testing of the interactive site, its significance is in the modification and finalizing of the design plans based on the feedback. We can only be sure that our design is serving the users’ interest properly if we validate it with paper prototype testing.
Cooperation with client: Provide participants Deliverables: Summary in Excel sheet regarding the problems and the potential solutions
SEO recommendations Prior to the design work, it is advised to run a SEO audit and check the current status of the site. Search engine optimization strategy can be built on the results of the SEO audit and on the former goals of the site. The SEO audit gives guidelines and suggestions which can help increase the daily organic visits of the site by several thousands.
SEO analysis includes:
- Keyword report: defining important keywords (approx. 40 keywords)
- Ranking report: current position of the client for the important keywords in search engines
- Competitor analysis: defining main competitors and comparing SEO parameters
- Backlink analysis: current backlink status
- On-site analysis of SEO parameters: recommendations for on-site elements (title, metadata, heading elements, url structure, rich snippet elements, keyword density etc. )
- Examination of link structure and listing of indexed pages
- Checking load speed and recommendations for improvement
- Off-site analysis of SEO parameters: recommendations for off-site settings (link building methods, sitemap, robots.txt, etc. )
- Recommendations for the site’s coding standards
- Analytics: suggestions for conversion measurement strategies
- Social media and its significance: evaluation of current social media status and recommendations for improvement
Brief We are going through the final wireframes and discuss the requirements and opportunities of the redesign, analyse best practices and competitors
Deliverable: Mood-board, a visual summary of the graphic design direction (JPG)
Graphic design Based on the wireframes designed in iterations we define the brand identity.
Deliverables: Layouts (JPG)
Main pages Based on the final brand identity, we create implementation ready graphic design for additional key sites.
Deliverables: Graphic layout (JPG)
Assets We compile a component library of the visual elements and sources of the design. These serve as building blocks for future technical and graphic implementation.
Deliverables: Layouts, component library (JPG, PNG, PSD, sketch)
Information from client: Brand book, Company values Client cooperation: Validation of results Deliverables: Layouts, graphic assets, JPG, PNG, PSD, sketch
UX guide The UX guide is a document which presents UX guidelines used during the design, and offers additional principles that will help the site to preserve its content and feature consistency in the long run. Moreover, it helps how the approach used in the wireframes can be applied to further pages.
Information from client: Brand book Client cooperation: Validation of results Deliverables: 5-10 pages description
Brand book (identity package) The brand book consists of a document with attached PSD and JPG files. The book presents the graphic assets used during the design in a well documented and organized manner including suggestions and objections to ensure the visual consistency of the site.
Information from client: Brand book Client cooperation: Validation of results Deliverables: Approx. 50 pages document including colours, typography, navigation, page templates and graphic assets.
WordPress selection and customization 2016 statistics show that 25% of websites are powered by WordPress. The WordPress CMS (content management system) is ideal for creating blogs, company pages, webshops and websites. Its undisputable advantage is the vast array of available templates and associated plugins, which can cut web development costs and time up to 80% without compromising the functionality required by the customer. We continuously monitor the available WordPress templates and plugins on both domestic and international websites and blogs to be able to offer the best fit for our customers’ business needs.When choosing a template, we factor in how sophisticated it is in terms of, usability, user experience and design. After choosing a template, we customize the theme according to the customer’s needs and make the necessary adjustments, focusing particularly on usability and user experience. Our company has years of experience in designing WordPress-powered company pages (ergomania.hu), websites (read our case study developing of yogaart.hu website) and webshops (bagbolsa.hu).
Information from client: Business ideas and user needs and requirements of the website, list of functions Client cooperation:Continuous communication across all development phases (defining the information architecture, design and web development) Deliverables: WordPress-powered website
We deliver real value by making smart use of networks of technology and people to simplify complex services and make them powerful for the customers. Services differ from products in that way that multiple touch points of interaction are involved and not only discrete objects. The term touchpoint refers to all of the contact points between the customer and the service provider, which involve an interaction with a human need in specific time and place. Each touchpoint is a message that literally "touches" a customer in some way. One of the key touchpoints for cutomer experience is the Atmospheric elements which cover all aspects of a consumer coming into contact with the store physically or digitally, and will activate any of the consumer’s senses, such as: sight, sound, touch, and smell.
The service experience is made up of the customer’s interactions with many touchpoints, and service quality can be defined by how well the touchpoints work together for the customer.
What should be taken into consideration in the service design process?
- Who are the users/customers? What they need? When they need it?
- Qualitative over quantitative research methods
- Designing with people and not for people
- Looking at different stages of the people’s relationship with the service (different journeys)
- Minimaizing gap between expectation and experience
Key areas of service design
- Front stage
- User/customer journey
- Chanel, touchpoints
- Back stage
- Process/operation, service blue print
We are creating service blue print connecting together all of the different touchpoints in a service experience as well as aligning the needs and wishes of all of the organization’s stakeholders. Service is when you have Knowledge and resources and you make a positive change in the customer’s life.
Information from client: List of possible interactions and touchpoints, former studies Client cooperation: Provide subjects for interviews and role playing Deliverables: Service blue print, journey summaries, channel summaries, individual touchpoints specification
Using Lego Serious Play for designing business processes Lego Serious Play is an innovative, experimental facilitative method in which participants must solve a predefined task or situation using Lego pieces. Lego Serious Play fosters communication within the team, facilitates strategic decision-making, develops collaboration skills and competencies and thus allows participants to come up with creative proposals to a specific problem and communicate their ideas more easily. One area of application of Lego Serious Play is service design, but it is also suitable for creatively implementing any business idea or solution. Information from client: Expectations and concepts about their business processes Client cooperation: Active participation in using Lego Serious Play Deliverables: Proposal for designing business processes, model of a fictitious person (most important characteristics that have influence on the service), persona landscape
Voice user interface design VUI communication which opens a voice-based channel between the user and the IT device. Voice-based interaction allows hands-free control, the reception of information that does not require eye contact and biometric identification.
The advantages of VUI:
- Safe: reading text messages and giving written response while driving a car without using one’s hands; biometric identification also lends greater safety to handling business through telephone customer services
- Comfortable: switching on lights using voice control
- Fast: wordprocessing and controls at the speed of live speech
- Human and friendly : talking to a device or interface just like to a shop employee.
- accessible: the blind and people with impaired vision are able to use our service better with using a voice interface
When planning a voice user interface, we map out user requirements and implement offline discussions into communication with IT tools.
Information from the client:Utilisation requirements of VUI, list of functions Client cooperation: Validation of the VUI Outcome: Dialogue patterns for machine processing, flowcharts