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.
Analyse and concept
- Website, webshop, application analysis
- Analysis of web analytics (like Clicktale)
- Best practice research, competitive analysis
- Stakeholder interviews - Defining business goals
- Business goal and KPI definition
- Diary study
- Creating mental models - user needs assessment
- Defining features
- Ethnographic observation
- Lego serious play
- Needs assessment for personas
Analyse and concept
We use certain technics to better understand the product and the problems we should solve leading to collect important elements to form the initial concept.
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.
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.
Best practices research, competitive analysis
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.
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.
Business goal and KPI definition
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.
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.
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 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.
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.
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.
Lego Serious Play
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
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.
We design wireframes to define the basic structure of a screen taking into account user needs and user journeys and etc.
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.
Experience map, user journeys
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.
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.
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.
Visualising concepts and ideas is an efficient way to tackle challenges we are trying 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.
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.
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.
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.
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.
Research and testing
We run qualitative and quantitive research in order to learn more about the users. We test the interaction between a user and an interface to formulate the user's pain points.
Classical 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.
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.
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.
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.
The goal of user interface design is to make the user's interaction as simple and efficient as possible, in terms of accomplishing user goals (user-centered design).
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)
Based on the wireframes designed in iterations we define the brand identity.
Deliverables: Layouts (JPG)
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.
We use agile methodology to adaptive planning, early delivery and continuous improvement being able to respond to change quickly and easily.
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.
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.