How to Determine When Customer Feedback Is Actionable

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One of the riskiest assumptions for any new product or feature is that customers actually want it. Although product leaders can propose numerous ‘lean’ methodologies to experiment inexpensively with new concepts before fully engineering them, anything short of launching a product or feature and monitoring its performance over time in the market is, by definition, not 100% accurate. That leaves us with a dangerously wide spectrum of user research strategies, and an even wider range of opinions for determining when

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Your Guide to Online Research and Testing Tools

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The success of every business depends on how the business will meet their customers’ needs. To do that, it is important to optimize your offer, the website, and your selling methods so your customer is satisfied. The fields of online marketing, conversion rate optimization, and user experience design have a wide range of online tools that can guide you through this process smoothly. Many companies use only one or two tools that they are familiar with, but that might not

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Online Surveys On a Shoestring: Tips and Tricks

Design research has always been about qualitative techniques. Increasingly, our clients ask us to add a “quant part” to projects, often without much or any additional budget. Luckily for us, there are plenty of tools available to conduct online surveys, from simple ones like Google Forms and SurveyMonkey to more elaborate ones like Qualtrics and Key Survey. Whichever tool you choose, there are certain pitfalls in conducting quantitative research on a shoestring budget. Based on our own experience, we’ve compiled

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Creativity Must Guide the Data-Driven Design Process

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Collecting data about design is easy in the digital world. We no longer have to conduct in-person experiments to track pedestrians’ behavior in an airport terminal or the movement of eyeballs across a page. New digital technologies allow us to easily measure almost anything, and apps, social media platforms, websites, and email programs come with built-in tools to track data. And, as of late, data-driven design has become increasingly popular. As a designer, you no longer need to convince your

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A Beginner’s Guide to Web Site Optimization—Part 3

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Web site optimization has become an essential capability in today’s conversion-driven web teams. In Part 1 of this series, we introduced the topic as well as discussed key goals and philosophies. In Part 2, I presented a detailed and customizable process. In this final article, we’ll cover communication planning and how to select the appropriate team and tools to do the job. Communication For many organizations, communicating the status of your optimization tests is an essential practice. Imagine if your team has just launched an A/B

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