Creating meaningful experiences: an Introduction to User Experience design

Creating Meaningful UX Experiences

“Good design is actually a lot harder to notice than poor design, in part because good design fits our needs so well that the design is invisible.” Don Norman 

What is UX?

‘An experience is a story, emerging from the dialogue of a person with her or his world through action.’ (Hassenzahl 2010, pp. 8)

Each person has their own definition of User Experience (UX) so it can be difficult for newcomers to understand what is meant by the term UX. UX refers to the experience a person has and who they feel when interfacing with a system.

Technologies have become progressively more complex as the industry advances and they are embedded into people’s everyday life to such an extent that our experiences are mostly created and shaped through digital devices. What used to be a one-way medium has evolved into a very rich and interactive experience and from this arises the importance to not just test the product but to test the interaction between users and the product. Users’ needs are always changing as they continually evolve their expectation, so continuously testing the user experience of your product is vital to stay relevant and ahead of the competition.

Working in UX requires many skills, below is just a small subset.

UX design disciplines

What is UX design?

UX design is the process of enhancing the end user satisfaction with a product or service as well as increasing business KPIs (if you have a great UX designer they’ll deliver both). In simple words, UX design is about how to create technology that can fit human needs, solve problems and make life simpler.

The more you understand your users the better you can design a product that is attractive and meaningful. User-centred design (that aligns your design to your users needs) will ensure the design of a successful product and an enjoyable user experience.

A UX designer will ensure a product logically flows from one step to the next. UX design experts study and evaluate the ease of use of the product, the perception of the value of the interface, the efficiency in performing tasks coupled with business needs.

The checkout process of an e-commerce website is frequently evaluated in terms of the user experience because it’s often a major jumping off point when customers are transacting. Testing how easy and pleasant users purchasing something on the website can be utilised to identify the challenges and obstacles that users face.

As human beings, we are all different. What works for one person might have the opposite effect on another. For this reason the aim of UX is to design for specific user groups (personas) experiences, promote certain behaviours and habits; user experiences will be different and unique for every product. The design process must be tailored to goals, values, needs and expectations related to a specific product.

What’s the difference between UX and usability?

There is some confusion around UX and usability; they are often used synonymously, however in reality, usability is a part of UX.

UX addresses to how the user feels when using an interface; it is more related to the overarching process and interaction with the product, whilst usability is about whether a task can be achieved in a satisfactory time and manner. In fact, according to ISO 9241, usability is purely regarded as efficiency, effectiveness and satisfaction.

Whereas UX entails everything that effects how a person interacts with something and can include a whole variety of psychological and social factors; social proof, trust, emotions, frustrations and satisfaction. Usability is just one part of UX.

Which research methods are involved in UX?

The methods for researching UX are numerous and they are strictly related to the nature of the research and the final aims of the testing. Each research is tailored to which aspects of the interface is to be evaluated.

Some of the research methods in UX are:

  • One-to-one interviews: gather deep insights from real time behaviour, interaction, personal experiences, opinions and perceptions.
  • Focus Group: this group research method allows the researcher to investigate behavioural patterns and the influence of group interaction.
  • Concept Testing: testing a concept directly with users allows designers to understand expectations about the product and to transform early ideas into more solid concepts that have been adapted for user needs.
  • Card Sorting: used to inform structure and categorisations based on how users perceive them to be. Utilises understanding of the users mental model.
  • Usability testing: is a research method to evaluate the efficiency, effectiveness and satisfaction of a product based on empirical evidence.
  • Diary study: this technique gathers deep information about feelings, habits and behaviours across a period of time.

Is the setting of the research important?

The setting of the research is very important – a poor environment can undermine the validity of the test. As in psychology, the success of research is also based on the environment in which it has been run. A comfortable, cosy and natural environment will help users feel relaxed and behave naturally, as if they were in their natural setting: their own home. Keep It Usable pioneered the home style UX lab – our Home UX Lab has a living room design and cosy, relaxed feel to put people at ease and gather deeper insights so you get more value from your research.

Home UX Lab Manchester UK

What are the benefits for your brand?

Knowing your users and designing for them has a lot of benefits for your brand image, the engagement of your users and on your revenue.

UX design deals with users emotions and feelings and it has long term effects as well as immediate ones. For example, a simple improvement in the checkout process of a website can massively increase the revenue and, at the same time, it will grow loyalty resulting in repeat customers and referrals. If users find the product useful, pleasant and easy to use they will return and use it not just once but whenever they need it.

A positive user experience will make users wonder how they could live without your product!

  • Increase sales and conversion: your user interfaces will be more effective at selling your products and therefore will increase your sales.
  • Improve credibility and trust in the brand: good UX is associated with increased brand appeal and positive brand associations.
  • Decrease bounce rates: people bounce for many reasons. During the UX design process, as many of those reasons as possible will be identified and designed out, keeping people on the site, taking them further down the funnel.
  • Increase visibility (no. of new and return visitors): UX experts are not only looking to increase new customer conversion, but they’re also focussed on improving retention and longer term conversion.
  • Avoid costly redesign: testing the product in the early stages of the design process will avoid redesign costs later and lost revenue.
  • Increase business intelligence and ease decision making: If you understand your customers opinions and needs, everyone in the business will be able to make better business decisions that are more in line with your customers needs. The more user research you do, the more aligned you’ll be with your customers thinking.
  • Better reviews: Online reviews are read by everyone, they’re the word of mouth of the internet and they are trusted because they come from ‘people like me’. Through an increased understanding of customer needs and improving accordingly, you will create a better experience that leads to better reviews.
  • Improve user satisfaction: a satisfying customer experience is related to positive emotions due to the fulfilment of fundamental psychological human needs: self-esteem, autonomy, competence and relatedness (Self-determination Theory, Deci & Ryan). Moreover, the feeling of satisfaction gathered during a positive user experience, will create an emotional and affective bond between users and your brand, as well as a sense of engagement and motivation to use your brand in the future (for more about how to engage with your customers emotions, take a look at ‘How do you feel? Understanding emotions to craft satisfying experiences’).

In the digital era, a website is often the first point of contact that costumers have with your brand. We have evidenced in our research, that first impressions have a big impact on user behaviour and their decision making process. It takes just a few seconds for users to judge if your brand is worth their time; remember that a bad user experience will put them off, undermining their trust in your company and compromising future use of your brand.


Would you like to evaluate and measure the UX of your website or product?

Do you need help improving your online sales and conversion?

Would you like to understand your customer behaviour and opinions, discovering the whys behind your data?

Do you need to get your business thinking from the customers perspective so you can make informed, strategic decisions to increase sales?

Do you want to improve the quality of your customer research so you get deeper insights and more true-to-life behaviour?

Contact our UX and Conversion experts >


5 reasons to continuously conduct user research

5 reasons why you need to continuously conduct user research

Conducting user research is now something that most successful brands do to improve their user experience and ultimately their bottom line. However, there is still a lot more potential to increase revenue and profitability as many brands still don’t do enough user research. They are reactive and responsive to the demand for research as opposed to ingraining it within their process as an active continuous activity. In fact, recent research has shown that 58% of companies only conduct research on a quarterly or less frequent basis which is far from adequate if you want to be a leader in your market.
58% of companies only conduct research on a quarterly or less frequent basis

User research is not just about waiting until you have something to test. It should be a pro-active activity that provides regular insights into customer behaviour, psychology, process, interaction, expectations and keeps up with the fast changing pace of the digital world at the moment. The way customers shop is constantly adapting and you need to adapt too.

So why should i continuously carry out user research?

1 Understand your customers

Customer behaviour, attitudes and expectations adapt over time and with changes in technology. Conducting regular research enables you to keep informed of how customers perceive your brand and how they’re interacting and transacting with your business. Rather than waiting for changes to happen then reacting to them, you can identify early turning points and be the first to innovate to changes in your sector. This continuous learning enables you to keep all your user documentation such as user journeys and personas up to date so your team are not making decisions based on potentially out of date and no longer relevant insights.

2 Test hunches and hypotheses

Your team should always be coming up with hypotheses to explain data, current and future user behaviour. Some of these you’ll be testing through your split testing but for concept ideas you’ll need other ways to test these and gain user feedback. Assumptions should always be treated carefully – don’t base major decisions on hunches, make sure you have the evidence to back them up through user research. The type of user research you’ll need to conduct depends on what you want to find out – what’s your hypothesis? See 5 user tests every product manager should commission.

3 Benchmark KPIs against yourself and competitors

What do you use as your KPIs? For your online digital experiences you might be using metrics that include those found in the definition of usability ISO 9241-11.

These are:
Efficiency: How long does it take to complete the task? If you’re an online retailer who sells dresses online, how long does it take a representative customer to find and select a red dress for an evening out?

Effectiveness: How do they accomplish the task? Do they complete it using the most optimal path or do they go around the houses, getting a little lost along the way? This is your effectiveness rating and it’s an important indicator of how easy and intuitive your tasks are to complete.

Satisfaction: How satisfied does the user feel after completing (or maybe they didn’t complete) the task? This is a self rated measure.

You’ll find correlation amongst the above three measures. If one scores low it’s likely the other metrics will score low too and all the above correlates with NPS scores. If you regularly run research to benchmark your user experience against yourself (to check the changes you’re hopefully constantly implementing to improve your conversion) and against competitors you’ll always know how you compare and where your strongest opportunities are.

4 Avoid costly rework

There's nothing worse than leaving user research until just before launch, then finding out that your idea sucks!

Or maybe the idea works but the implementation of it isn’t quite right, it’s not testing well and now there’s not enough time to fix it before launch. If only you’d run some user research on an early prototype! The earlier you can catch problems the better as that’s when it’s much cheaper and quicker to fix them. Some people think user research will add time and cost to their project but it really doesn’t, it slots in easily and quickly, and will save you a heck of a lot of rework later on.

5 Be more successful

By continuously conducting user research in your process, the team are constantly seeing their work from the user’s perspective. They’ll begin to think more like your customers and imagine them as they’re working on their UX designs, when they’re in meetings and when they’re coming up with new ideas. Rather than speaking of their own opinions and experience, they’ll begin to talk about what Alice said last week and this gives them a much more solid basis for coming up with innovative ideas and solutions that are born from user insights. These ideas have a much greater chance of being successful for your business.

What to do next

Commit to a regular schedule of user research and see the changes it makes to:

  • Your team morale
  • The understanding of your customers
  • The quality of new ideas generated
  • The cost savings you’ll make through less rework
  • The improvement in all your customer experiences

…and the business will benefit hugely from the increase in revenue.

User research is a revenue generator and the key to your success

Need to rent a lab for your research?

Other posts you may find interesting:

What is User Testing?
5 user tests every Product Manager should commission

10 Reasons from real users: Why is Pokemon Go so addictive?

“Addictive, stupidly addictive. It’s making me feel like I’ve got a bit of an addictive personality which I didn’t think I did before. It’s bad, don’t do it kids!”

This is how one 32 year old described his use of Pokemon Go. In less than a month, it’s become the most successful mobile game in history. It’s already overtaken Tinder and is rumoured to have now reached Twitter growth proportions. Usage time has already beaten other social media apps.

Usage Time: Pokemon GO vs Social Media Apps, US Android App Data: July 8th 2016 : Data by SimilarWeb

Walking around, you’ll find Pokemon catchers of all ages and genders, often in small groups with big smiles on their faces. It seems to appeal to everyone.

But what is it that makes this particular game so addictive? We went out to hunt down Pokemon Go users in Media City, Manchester, to discover what makes the user experience so addictive.

10 Reasons why Pokemon Go is SO addictive?

1 Nostalgia

“I used to play Pokemon when I was younger so it’s just the nostalgia of it I guess and I like that this is the first generation as well so it’s the generation that I know the most”


A crucial factor that has a big role in the game’s success is nostalgia. The game is a real blast from the past. Fans that embraced Pokémon during their childhood in the 1990s are once again indulging in their old obsession. Nostalgia, is a powerful force in luring users to a new but familiar experience (let’s look at what’s popular in the cinema right now.… Ghostbusters… Batman vs Superman…). The adults that once loved the cartoon or played the video game on their game boy, now have the opportunity to re-live those old feelings that make them feel good. To the cries of “gotta catch’em all” people feel happy, they associate the words with their carefree youthful days of no responsibility and lots of fun.

“The only way to deliver fun is to have players feel confident, give them a sense of exploration and connect them socially to others – on those three very important counts, the game looks like it’s succeeded” said Andrew Przybylski, psychologist at the Oxford Internet Institute.

Studies on nostalgia show it increases optimism, inspiration, boosts creativity, and pro-social behaviour. Pokemon Go reminds you of the fun things you used to do and the people you used to do it with but it also helps you look forward to more fun times in the future.

2 Meet new people

“I’ve met a few people, it is quite sociable. I was talking to a woman with a dog and she was playing Pokemon at the same time so we were comparing notes, so it is making people interact a bit more I think”

We all have in common the desire to be socially connected and to belong to a group – this is clearly seen with social media. But why?

Throughout our lives, we all go through a complex identity construction process that entails a continuous practice and experience of the self, a role playing and a negotiation with other identities in order to define who we are.

In this regard, sharing and socialising, it is necessary to find the inner self; social media is a unique stage to do this. It offers the opportunity to experience the self in many different ways than in the offline world – through images, videos, avatar, status etc – and in a context where we feel more in control of our actions and of other people’s feedback.

In the same way, Pokemon Go gives you control of the interaction; it has the flexibility to let you play alone, or with other people. The anonymity and the de-individuation that typifies our society makes it challenging to interact and connect with other people in the offline world. The game offers the opportunity to connect with others over a common interest, making it a more spontaneous, low risk interaction.

“Just randomly having little bits of chats about Pokemon, looking at what kinds of Pokemon they’ve got”

Twitter is full of stories about Pokemon Go‘s impact on anxiety and depression, with thousands of people praising the game for getting them out of the house and making it easier for them to interact with friends and strangers.


3 Enhance existing relationships

“Everybody in the office is playing. I think it encourages people to chat to other people. It’s brought us two closer”

Playing Pokemon Go is not just giving people the opportunity to make new friendships, it’s also strengthening existing relationships. A couple of co-workers told us how they’ve become much closer since playing the game together (we caught them playing it on a lunch time walk together), and one mum who was sat with her family told us that the reason she had started playing it was to get closer to her two sons and to enhance their relationship. It was something to talk and laugh about with them, it was something new that she had in common with them.

“My experiences have been very positive. I play it on the bus to work instead of spending that time on social media and comparing my life to all my friends. In the evenings I take my three younger brothers for a walk in the local country park “pokemon hunting”. We’re spending at least an hour, often longer, out there. Only yesterday we spotted and watched fox cubs playing, bats flying over a field catching bugs and sat quietly to watch some rabbits.”

4 Augmented reality

Pokemon Augmented Reality

There’s been a lot of talk about augmented reality and although it’s out there, many apps still do a poor job of creating an engaging experience. It’s often more of a marketing gimmick than a true enhancement to the user experience. Pokemon Go embeds augmented reality very successfully – they’ve turned it into the main feature of the game. Augmented reality is ingrained into the user experience and makes the characters feel more alive. It’s successfully bridged the gap between the digital and physical worlds.

5 Easy to play

Pokemon Mobile App Screens
“It’s a pretty simple game”

“I think it’s pretty intuitive”

The game is really simple and easy to get started, there are no barriers to use. It doesn’t require expensive equipment, you just need a smartphone with a camera and GPS. Crucially, these are technologies that users are already very familiar with. They feel easy. It also doesn’t require much learning. There are no instructions to read and the game is pretty simple to understand, especially if you’re already familiar with Pokemon. In fact all you need to do is:

1 Go outside

2 Walk

3 Find Pokemon

4 Flick a Pokeball to catch it


6 Achievement

Achievement is another key factor of the Pokemon Go success.

Achievement and motivation are two strictly related concepts. People need to feel motivated in order to act, and motivation is boosted by achievements. The self-confidence that arises from the achievement of a goal – catching a Pikachu – motivates people to play more and more…and Pokemon Go players are indeed very motivated, to the point of catching Pokemon whilst their wife is giving birth!

The achievement experience is the fundamental mechanism of the entire Pokemon Go game. And it’s such an easy goal to achieve, that you can’t stop yourself. The ease with which the reward comes every time your phone buzzes, alerting you that a Pokemon is nearby, is very basic psychological conditioning.

7 Exercise

“It’s getting everyone out walking. It’s an excuse to get out of the house.”

Catching Pokemon means you have to get out and about, in effect, you have to exercise. It’s well documented that exercise has a positive effect on both the mind and body and that many people find it highly addictive.

“It’s getting everyone to go to parks and stuff so that’s pretty cool”

Dr. John Grohol is an expert in technology’s impact on human behavior and mental health, he says. “The research is really, really clear on this, that the more you exercise, the more it would help decrease feelings of depression,” he says. “It actually works as an anti-depressant and it has a really, pretty strong effect. It’s probably one of the most beneficial things a person with depression can do.”


Plus, walking around also helps people’s physical health – lose weight and get fitter. All these feel good factors contribute to the addiction.

“Our bosses kids are into it, so he has the excuse of saying ‘do you want to come on a walk and we’ll go and catch some Pokemon’ ”

8 Fun

Pokemon Mobile Outdoors

“It’s simple and it’s fun. You just plod along, it’s something to do on your lunch breaks”

It’s a game and it’s fun to play. You could go for a walk to the park or you could go hunt Pokemon at the park, which you’ll likely find much more fun to do and you’ll probably bump into other players whilst you’re there.

9 Variable reward model

Slot machines are so addictive because they give intermittent variable rewards. Social networks are addictive for the same reason. Pokemon Go uses the same reward model. Variable rewards are one of the most powerful tools to ‘hook’ users. Research shows that our feel good hormone, dopamine, surges when the brain anticipates a reward. Introducing variability multiplies the effect, creating a hunting state that activates the parts of the brain associated with want and desire.

The rewards in Pokemon Go aren’t predictable and as you chase that Pokemon there’s also the fear of not catching it: the psychological ‘fear of missing out’ (fomo) coupled with the excitement of the anticipation of catching that Pokemon. It’s the anticipation that often gives us the biggest dopamine hit.

10 Post brexit escapism

The timing of the launch of Pokemon Go couldn’t have been any better. In the UK, half of us still are depressed about brexit, there’s real uncertainty and fear of what’s to come and in the world there’s been numerous terror attacks. A little escapism is much welcomed! Where Brexit divided the UK as a nation, Pokemon Go is bringing us back together.

How do users want to improve Pokemon Go?

Whilst chatting with Pokemon Go users, we also found out what’s annoying them the most – server issues! Everyone said this was the most frustrating issue with the game at the moment. The gyms also seemed to be a little confusing for some people who didn’t really know what they were supposed to do. Younger people wanted more features, more Pokemon and greater access to gyms.

Will the addiction continue?

Analysing the psychology behind the game mechanics and the user experience, we don’t see any reason for the current addiction to decline.

Need help to create an engaging gaming app user experience?

Our UX experts specialise in psychology and designing engaging mobile user experiences that create a sense of flow. Our expertise in mobile interface and experience design goes back to the first ever Ericsson smartphone, so your mobile app is in the safest of hands with us.

Email us now at for your complimentary initial consultation.

Other posts you may find interesting:

Baby duck syndrome: Why users hate change and what you can do about it
Using the Pareto Principle to improve your user experience

Baby duck syndrome: Why users hate change and what you can do about it


How many times have you heard people complaining because the updated version of Facebook is awful? Every time there’s a change, it all kicks off again… everyone becomes angry and adamant they’ll never use Facebook again but then they get used to the change and forget all about it until next time. There’s even been a timeline created of all the Facebook backlashes.

Facebook is just one example we can all relate to, but there are many across the internet including many ecommerce websites and apps. But why is it that people are so reluctant to changes within websites, software and apps? This reluctance that users have towards change is called ‘Baby duck syndrome’.

Baby duck syndrome

But what do baby ducks have to do with users behaviour?

Well, the name comes from psychology and ethology (the study of animal behaviour). Konrad Lorenz, studied animal behaviour and he observed how new born ducks that leave their nest early, instinctively bond and ‘imprint’ with the first moving object they see (in Konrad’s case this happened to be him).

The same thing happens to people when they’re online. Users get used to and learn how to interact with a website or software in a certain way, this can take some time to do so they’ve also invested effort into doing this. Once they are familiar with the platform and like it, they struggle to change their habits. In general, people perceive the familiar as easier and more efficient and the unfamiliar less so; they have a tendency to “imprint” in the first system they learn, then judge other systems by their similarity to the first. Changes to the existing system will be perceived as less easy to use (even if they do actually make it easier) because they require some learning and therefore effort on the users behalf to get used to the new functionality.

This is not isolated to the digital environment either. In the offline world people are also reluctant to change – they feel safer when they can maintain a routine and an instinctive inner strength motivates them to stick with what they’ve learnt, with what they know, because it feels safer for them.

When a radical change is made to something already viewed as useful, but does not fundamentally change the experience, people rebel – and they rebel quickly.

The dilemma for ux designers and product owners

So, your dilemma is this… if you keep the same interface, users will be happy and feel comfortable, but the risk is that you end up stuck with an interface that doesn’t change with the times and gets stuck in the past. It may well have issues to do with the UI and interaction that need to adapt to improve the user experience. However, if you change it significantly, even if it’s for the better, your users are likely to rebel against the change and deem the previous version as better (even if you’ve tested and proved that it was actually worse).

Keeping your product updated is important, but so is keeping your users happy and providing them with an interface that’s easy and pleasant to use. Angry users and social media aren’t a good combination!

How to make changes with minimal upset to users

  • People need to feel reassured and supported. You need to provide assistance and to guide them through the transition phase.
  • Be there for your users, support and explain the nature of the changes, reassure them about how to do it. Don’t make your users feel forced or imposed, let the interface communicate with them rather than instructing them to make the change.

If you take the risk to make changes to your website, app or software and if you are ready to upset you users, you should also be 100% sure that the changes you are introducing worth the risk.

  • Conduct user testing. Observe users using the new version of your website or software, take note of the feedback and keep the change process open and in continuous progression.
  • Lessen any fear of the change by making your users aware that these changes have been tested with them already and that you’re making the change for their benefit. Explain why.
  • Instead of changing everything at once, make a series of small incremental changes. This is what Facebook do now and for most users small changes go totally unnoticed, despite them leading to the same end result eventually.
  • Interact and listen to your users, tweeting, facebooking, reading forums and taking in their concerns and expectations.
  • Test your interface to gather concrete proof that your users will understand the improvement and finally embrace it.

Need help or advice?

Are you considering making changes to your website and are concerned about how your customers will react? We recommend

Other posts you may find interesting:

What is User Testing?
5 user tests every Product Manager should commission

Using the Pareto Principle to improve your user experience

Have you ever noticed how you use the same small number of features in your favourite software? It’s capable of hundreds of functions, but have you ever actually used them all? How about your favourite website… do you look at every single page or do you generally just look at a small number of pages that most interest you? Do you use all the functionality on that page or do you just press the occasional ‘Like’ button?

This is the norm. You’ve probably heard of the 80/20 rule; we tend to use 20% of things 80% of the time. The principle is also used to mean that 20% of the effort will generate 80% of the results. It’s often the case that 20% of customers generate 80% or more of revenue for a company. It’s known as the Pareto Principle and it can be found in all aspects of our lives.

Let’s learn a bit more about it and how you can apply it to your UX and Conversion.

What is the Pareto Principle?

In 1906 an Italian economist named Vilfredo Pareto noticed that every year, 20% of the pea pods in his garden produced approximately 80% of the peas. He found it very interesting and he observed that this proportion could be applied, in a larger scale, to economic society: 80% of land is owned by 20% of people.

80-20 Rule
If you think about it, this principle can be applied to most of your everyday life. We bet you tend to wear just 20% of your clothes 80% of the time and out of everything you own, you probably use just 20% of things regularly.

When you’re creating that company presentation in Powerpoint do you ever use all of the features or would you say it’s about 20%? Does 20% of your website generate the 80% of your income online?

What are the benefits of using the Pareto Principle in UX?

  • Identify the top 20% of your current usability issues and feature gaps so you can fix them.
  • Keeping focus on the most essential aspects of your website ensures that most of your visitors can find what they need very quickly.
  • This in turn leads to higher conversion rates and more return customers for your brand.
  • A simpler, clean and straightforward user experience, free of distractions, barriers and frustrations.
  • We know that too much information can cause the inattentional blindness effect, leading users away from what they are really looking for on your website. If you want to avoid this and ensure a positive user experience, keep it simple and focus on those 20% of things that really matter for them.
  • The 20% of what you have left will be better quality and much more effective.

Applying Pareto to UX

In our experience in conducting research with users, we have evidenced that features that generate the majority of conversions are a minority of the functionality provided on a website or an app.

The 80/20 rule has a crucial effect on the user experience and ultimately on the effectiveness of the content or functionality of your website.

Knowing that, how can the 80/20 rule be applied to improve your UX and Conversion?

  • What are the 20% that users want the most? At the start of a project, consult users on the features you have in mind and get them to rank them and discuss their thoughts. You’ll soon discover the 20% of features that will appeal to 80% of your target users. Make these your MVP then develop from there in future iterations. Beware of feature creep.
  • Use analytics to determine the top 20% of things your users use the most.
  • Conduct user research on your top user journeys. What are the top 20% of things that 80% of people use your website, software or app for? Focus on these in user testing to get the most value and impact from your consumer research.
  • Prioritise the research results and focus your design and development resources on the 20% of issues that are causing 80% of users problems. The aim is to tackle the biggest barriers first.
  • De-clutter features or content that is not needed by your users. It’s just detracting from other things that are more effective.
  • Help 80% of users. Do 80% of people all choose the same option? If so, consider defaulting to that option.
  • Keep converting don’t stop. Keep focussing on the 20% of things that could make the biggest difference to your ongoing conversion.
  • Don’t invest too much time and money optimizing lesser-used functionality. Your investment is best spent in your top 20% instead.

Example: Amazon

Here is an example of the 80/20 rule on Amazon’s checkout process. As shown in the picture, the country in the form is pre-populated with United Kingdom. Since the United Kingdom is the most selected country while browsing from, they’ve made it the default selection, therefore saving time during checkout. One less thing to think about and choose has no doubt had a positive effect on their conversion of this page. People do not like completing forms so the less effort required from them, the more likely they are to complete the form and convert.

Example: Laterooms

Below is Laterooms old Home page. Through analysing their data analytics and conducting multiple rounds of user testing, they discovered that most people don’t use or even look at most of the content on the page. 98.6% of users didn’t use the menu and 98.9% ignored their prominent popular destinations content.

The vast majority only used Search.

So, Laterooms decided to redesign their home page to focus on the main thing users do when they come to the website: Search. They aimed to remove distraction and clutter, emphasise the search feature, hide ancillary elements and boost credibility. This is a great example of how removing distraction from the page creates a highly focussed user journey and a lovely, clean UI. No colourful banner ads and no gimmicks. Of course they tested the new design with users and following great feedback, split tested the new design against the current version.

The new, simplified design (shown below) was the clear winner

Mobile first demonstrates Pareto

Luke Wroblewski has made a name for himself advocating a mobile first approach to design and build and it is certainly in line with the 80/20 rule. Luke observed how, most of the time in the design process, the desktop version of a website is the first to be developed and the mobile is often an afterthought. As such, the mobile experience suffers. The mobile first principle states that the design process should be the other way round: mobile should come first. Why?

In designing the mobile version of a website the focus has to be on the 20% of features and functionality that is most crucial for users, simply because there is limited space on small mobile screens. This makes it the most challenging user interface to design for and many companies are still struggling to find talented people and agencies like Keep It Usable that can create outstanding mobile user experiences.

Need help simplifying your user journeys or creating amazing mobile experiences? Arrange a call with one of our super friendly UX experts for complimentary, no-ties advice.

Other posts you may find interesting:

12 reasons to invest in UX
Personas: Why is it important to understand your users?

Personas: Why is it important to understand your users?

Persona example 1Personas are amazing! If you don’t have them or if you have them but don’t use them (what a waste!) then you’re missing out on a whole host of business benefits. Let’s have a quick look at these before we dive more into what personas are and how they fit into the design process…

Benefits of Personas

  • Company wide understanding of who your users are
  • Deep understanding of customer behaviour and needs
  • Stop everyone in your company from talking about themselves, their friends and family as the user(s)
  • More effective, focussed conversations and business meetings
  • Clearer and better decision making – focussed on user needs and goals
  • Greater empathy with the customer

Enables your design team and project managers to create much better products and services

Where did it all begin?

Personas were introduced in 1998 by Alan Cooper.

At the time he was working on the design of new software and he interviewed some colleagues (possible future users of the software), to collect some ideas to implement in his project. That day, without even realising it, Cooper started to engage himself in a dialogue, play-acting as a project manager, inspired by one of the colleagues he interviewed that day.

Cooper found this play-acting technique was tremendously effective for solving design questions around functionality and interaction, allowing him to understand what was necessary or unnecessary from a user-centred point of view.

Since then, he used this technique to design all of his products, bearing in mind the benefits of thinking from the users point of view. Hypothetical user archetypes allowed him and his clients to better understand the end user in their projects.

What is the personas method?

Using Cooper’s own words:
“You tend to canvas the user community, collect their requests for functions, and then provide them a product containing all of those functions. I call this the sum of all desired features.”

Personas are narrations, stories about imagined characters; they are imagined and described in interaction with the product that is going to be developed (website, device, app, software etc.). Personas are defined in the early stages of the design process and they guide the project team throughout the product development process.
Defining personas is also essential for any consumer research involving the product. To canvas the profile of future users helps in the recruitment of a representative sample of the population for an effective and realistic UX testing session.

Why are personas so important to the design process?

The most important goal of personas is to create understanding and empathy with the end user(s).

If you want to design a successful product for people, first of all you need to understand them. Designing for everyone results in an unfocused goal that will dehumanise the profile of future users. The personas method allows you to draw not just a profile about gender and age, but to dig into the psychology of the imagined character in their interaction with the product.

“Personas consolidate archetypical descriptions of user behaviour patterns into representative profiles, to humanise design focus, test scenarios, and aid design communication” (Cooper, A. (2004) The inmates are running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity)

The power of the narration that typified this method, allows us to create a story that introduces the product in the everyday life of the imagined character. The narration sets goals, creates visibility of problems and potential issues in the user-product relationship.

Personas are a crucial passage in the user-centred design process because they define expectations, concerns and motivations, helping design teams to understand how to design a product that will satisfy users needs and therefore be a success.

People are no longer passive users of a product or a service, but they are actively interacting with it; they are engaged in a ‘conversation’ in which both sides, user and product, are actively asking and responding. Defining personas during the design process helps your team to imagine that conversation.

Designing personas

The story

When designing personas, the story needs to cover the following:

  • Demographic presentation of the character (age, gender etc.)
  • General traits (occupation, interests, hobbies etc.)
  • Psychological traits (needs, motivations, aspirations etc.)

Collection of data when designing personas

The scenario

The scenario is very important for the effectiveness of personas.

Scenarios are imagined situations in which the character interacts with the product. Personas without scenarios have no value, so defining good scenarios is crucial.

The narration of an imagined scenario follows this structure:

  • Setting a problem, a situation
  • Describe the character’s reaction to the problem
  • Define the role of the product in this scenario (e.g. how does the character interact with the product in that situation? Why does the character use the product? With which aims? What are the character expectations of the product?)
  • Resolution of the situation

Personas design-process

Remember, if you want your product to be successful, you have to design it bearing in mind who will use it.Personas design process

1. Collection of data. In the first step, you collect as much information and knowledge about your users as possible. Data can come from many different sources, even from pre-existing knowledge in the organisation. A good starting point is user research to gather insight into your users.

2. Hypothesis. Based on the data collected in the first step, you create a general draft of the various kind of users, including in which ways users differ from one another.

3. Description of scenarios. You create scenarios that describe solutions; possible situations that could trigger the use of the product are described. Scenarios will be used to better imagine user interaction with the product. The story about how the character will use the product is the personas’ ultimate objective.

4. Description of personas. Preparation of a brief description of the typical user, paying attention to user needs, motivations, aspirations and values. It is very important that you add to the narration one of the scenarios created in the previous step. The ultimate aim at this stage is to generate a narration that creates an empathic bond between the imagined person and the reader.

5. Selection of 3-6 personas. The ideal number of personas is limited (too many and you’ll start to lose track of who’s who). At this stage, choose 3-6 descriptions that are the most representative of your typical users. Selecting a limited number of personas allows you to be more focused during the design of the product.

6. Dissemination of personas. It is important that personas defined during the process are shared with the whole project team to provide a shared understanding of your users / customers.

Example persona

Here’s an example of a completed persona:

Persona example 2

Need help or advice?

If you’d like to know more about personas and how they can help you to create a more successful product, contact our UX experts for free, friendly, no-ties advice.

Other posts you may find interesting:

12 reasons to invest in UX
What is User Testing?

The origin of personas (Cooper) –
Persona templates –

What is User Testing?

Mobile UX Research Testing

User testing, aka usability testing, user research, UX testing… everyone’s talking about it, all the best companies are doing it, but what exactly is user testing? And why are your peers banging on about it so much?

Why is user testing important?

Because it will save you A LOT of money, make your projects more successful and make you look good for all those new customers you’ll convert at the end of it.

Increase your sales

Whether you’re responsible for e-commerce sales, online conversion or sales of a product there’s a common factor for those that go through regular user testing. They’re more successful, they experience higher and faster growth and the business works better as a whole because everyone understands the user.

Save time and money

A common misconception of user testing is that it will lengthen your design and build process, however, there’s no need for this to be the case. It runs in parallel with other activities. The one way to guarantee adding time and having to increase budget and that’s by not including any user testing in your project. Imagine getting to the end, only to realise that you missed out a crucial piece of the user journey and you’re going to have to rework everything.

Fail fast and fail often

If your new project isn’t going to resonate with customers you want to know that as soon as possible so that you can adapt it and re-test it until you get it right. The sooner you get this insight the better! How soon? You should start at the concept stage and you don’t even need any tangible designs to get your first, most important user feedback. Test everything with your target users.

Improve what you’ve got

Whatever stage you’re currently at (wireframes, prototypes, procrastination…) user testing will always be enlightening to improve what you already have. Identify the main issues, the strengths and opportunities for further enhancement.

Consumer insights, intelligence and evidence

You’re building for an end user, a human being so why wouldn’t you actually observe their behaviour, listen to their feedback and question their expectations? The insights you’ll come away with will help you across your whole business and the changes you’ll need to convince your teams to make will be clearly evidenced by the testing. When conducted by experts, user testing is a methodology and a science that produces behavioural and psychological evidence of the changes that are necessary to meet your customers needs.

Mobile shopping ecommerce ux

When it comes to digital experiences, users are used to being able to do things quickly. If a website is difficult to use, people leave. In recent years we’ve seen big change in the customer mindset, they now expect things to be easy to use and they’re more aware of usability than ever before. Once upon a time people would blame themselves but now they are quick to blame a company for a poor experience with their website, app, software or product.

Usability is a necessary condition for survival and doing user testing is the solution to ensure your costumers with a positive and enjoyable user experience, which will in turn create more new and return customers.

What makes this harder for you is that people no longer read instruction guides and they’ll skip through your very helpful user interface overlays. We know, you put them there to be helpful, but we’re sorry to have to tell you that we see users skip these all the time. Then when they need the help they can’t find it!

There are many things to consider. You need to provide users with all information they need and to allow them to find it as quickly as possible. Most of them will not take the time to look through a website that is not usable. For this reason, ensuring your projects include user testing is a clever time and money saving activity your company would choose.

What is user testing?

User testing is an essential part of the UX design process. It typically consists of evaluating a product by researching it with your representative users (who we recruit). A product may be a physical product such as a kettle, a piece of software, an app, a website or other form of digital interface such as those found in retail stores. User testing when done best, takes the form of one-to-one interviews that are conducted face-to-face by a qualified UX researcher. This research method enables deep information to be gained about your users’ patterns of behaviour, preferences and opinions, in order to implement this feedback for a more successful product. Testing early during the design process allows you to prevent future re-design costs and to launch a user-friendly product. Testing doesn’t require a big sample of participants since the aim of the session is to gather qualitative data. Remote user testing tools are also available and are useful for backing up face-to-face with greater numbers, however they should not be used in isolation unless your budget really does constrict you.

Mobile Usability Testing

In the user testing session, a wide range of testing tools can be involved. Each testing session is tailored on your objectives and the best user research technique is chosen according to your needs.

User testing will generally be task oriented. Tasks will be created in advance and the user will be asked to complete them whilst being questioned by a researcher who will analyse and question their behaviour in real-time. A good researcher will pick up on UX issues as and when they happen, and pursue a relevant line of questioning.

A user test may also include activities to inform structure and navigation, such as card sorting. Typical measures of usability may also be included, such as the SUS rating scale – the official measure of user satisfaction. This is a questionnaire that the user completes to give an overall satisfaction score.

After the testing sessions, our expert will analyse the findings thoroughly and they will provide you with a full range of design solutions.

Are you ready to grow?

User testing gives you deep psychological and behavioural insights from users that will improve not just your user interfaces and products, but also your business as a whole. The more you understand your users, the stronger and more successful you’ll become.

If you’re curious about any of the above and how user testing will help you to create a more successful product, contact our user testing experts for free, friendly, no-ties advice.

Other posts you may find interesting:

5 user tests every Product Manager should commission
What’s the real difference? Face-to-face versus Remote user testing

5 user tests every Product Manager should commission

User research

You’re very busy, in and out of meetings all day, managing projects and making decisions that will create a successful product. You’re managing expectations and dealing with multiple conflicting opinions from stakeholders, everyone has a different idea and vision – perhaps you rely on your gut instinct to make the final decision.

It’s great to have lots of ideas but how do you refine these to those that will really resonate with your users and be a huge success? How do you then build these into successful products? How do you validate ideas and evidence required changes? The answer is user testing.

1. Concept tests

The start of a project is the perfect time to begin research with your target users. Are you guilty of waiting until the build is complete before running your first user test? This is a very high risk strategy. We’ve been called into projects at the last minute to test before launch because concern sets in that perhaps the site/software/app actually isn’t all that great. The initial cost saving of not running any user research in the early stages is not worth it when you’re then faced with the overwhelming cost of redesign, development and additional time to launch, all resulting in potential lost sales.

2. SWOT competitor tests

Did you know you can run a full user test on all of your competitors? This enables you to understand their strengths, weaknesses, opportunities and threats to your product from a user perspective. The biggest assumption you should avoid making is that they have a good UX. They may well do no user testing, they may not be very good at user testing, they may do it but not interpret and implement the required changes very well, you can’t assume they are better than you you need to find out for certain. You should also include your own site in competitor tests so you can discover how users compare you against them and where you are strong/weak in direct comparison.

3. Features and functionality tests

You have a long list of things you want in the UI. Your stakeholders have their own lists. You all disagree what should be in the UI and which features should take priority. How do you decide? What you need is a user test focussed on determining which functionality and features are important for the user. We use tools to determine what should be included, the priority of importance, user expectations of each feature, where it should be within the navigation structure and interface and much more.

4. Prototype tests

How much time do you spend sat in meetings debating what the UI should look like and where things should go? Forget it. It doesn’t matter what you think, you need to remember you are not your user. Ask your designers to mock up your early wireframes in a prototyping tool. This can then be tested with users. It’s quick, effective and provides you with the peace of mind that your design is progressing in the right direction. Of course, if users respond negatively to it, at least you’ve caught this at a very early stage where alternatives can be mocked up and tested easily.

5. Visual design tests

So you’ve been user testing at the early stages and everything’s gone well, there’s no need to test at the end is there? Wrong. You should always test after the visual design stage. Visual design forms part of the user experience and is crucial to get right. Poor readability, poor CTA contrast, copy, imagery and many other factors can all have a big influence on usability and conversion. Don’t invest in UX all the way up to this stage then blow it on the final hurdle.

What next?

The next step is simple. If you’re curious about any of the above and how user testing will help you to create a more successful product, contact our user testing experts for free, friendly, no-ties advice.

Karen Millen’s Black Friday UX Faux-pas

It’s Black Friday, you wake up, grab your mobile by your bed and have a quick look at your favourite sites to see if there are any bargains to be had before christmas. Going round the shops is for losers, you’re going to be the first one to get the bargains and all in the comfort of your own bed before you’ve even started work. Win!

One of your favourite stores is Karen Millen and you’re excited to see they’ve joined in with Black Friday. It’s promoted on the Home page, however, you nearly missed it because it doesn’t have the usual Black Friday branding and looks just like a normal ad. But you spotted it and that’s what counts.

karen millen black friday

You eagerly click on the ‘Shop now’ text (you do this carefully because it’s very small on your mobile) and land on a page full of items. The large ‘25% off’ text on each item immediately grabs your attention. Fantastic! 25% off!

karen_millen_uxAt first you’re confused. It appears there are are only two jumpers in the Black Friday sale so you go to press the back button but you happen to catch the screen with your finger and the page scrolls slightly. You notice there are actually more items hiding further down the page!

You see a jumper you like so you look at the price and it says £75.00. You look back at the 25% off text and wonder if that means the price is already discounted or not…. There’s no other price on the item (you’re used to seeing a before and after price) and the price isn’t in a different colour so it looks like it might still be the full price. Is it really in the sale?

Hmm… you decide to click on it to have a closer look at the jumper and to see if there’s any sign of a sale price on the next screen. Maybe they just missed it off the previous page. But now it looks worse… the 25% off text has now gone completely and there’s just the one price of £75.00. It doesn’t look like it’s in the sale at all.


You’re confused. You like the jumper but don’t know if it’s reduced or not. Is is reduced? Is the £75.00 the reduced price or the full price? You don’t want to risk it so you leave and go to River Island instead.


Aha! That’s more like it! River Island screams the magic words 50% OFF as soon as you land on their home page. It doesn’t actually say if it’s a Black Friday sale but who cares, it’s a whopping 50% off and that’s good enough for you!

river_island_black_fridayYou eagerly press to see the items in the sale and land on a page full of cool stuff to wear. It’s really clear to you that these are all sale items because you can see the original prices which are crossed out and replaced with new prices that are also red so you know they’re in the sale. Whoop! Let’s get sales shopping!

Keep It Usable.

Keep It Usable app featured in the papers

If you were sitting down with your coffee on Saturday morning, reading the papers, you may have spotted Keep It Usable. We were featured in an article about a fantastic health app called Clintouch, which has been developed by Manchester University. We are proud to have worked on the design of the user interfaces for this now award-winning app that has subsequently made an appearance at 10 Downing Street to inform the future of how digital technology can improve the nations health.

Clintouch is one of the first apps being prescribed by doctors to patients to aid early intervention. Currently prescribed to patients with psychosis, the app could ultimately save the NHS millions by enabling earlier treatment before a patient becomes seriously ill.

This groundbreaking app has subsequently gone on to win an innovation award and is currently being trialled in NHS trusts in the UK.

Independent research that we conducted with users of health and wellbeing apps showed that there is a great deal of distrust and disengagement with health apps (caused by the quality of apps in the marketplace at the moment). Users want trustworthy apps that are easy to use and will do what they claim to do. Clintouch is hopefully the first of many apps that bridge the gap between patient and doctor and make a real difference to both the NHS an people’s lives.

There is a great deal of scope for health and wellbeing apps to improve our lives, cut NHS costs and improve the relationships we have with our doctors. However, it is crucial that these apps are designed by professionals in collaboration with health experts so they actually work and have a high level of efficacy, otherwise they just join the thousands of health apps already in the app store that are downloaded and never used.