Category Archives: User Experience

Attracting Attention to Your Call to Action

Using our new eye tracking device We decided to run some tests to see what impact different designs may have on call to action (CTA) buttons. We ran a study with 62 participants to see how subtle changes to design affected their gaze on ecommerce websites. Test One – Repositioning the CTA In our first… Continue Reading »

How did Marks And Spencer make £150 million mistake?

On July 7th Marks and Spencer revealed that their online sales were down 8% (compared to their typical 20% increases previously). What was conspicuously absent was any mention of the £150m investment in the site that they had been eager to boast about on launch in February. M&S have a team of 50 software developers… Continue Reading »

Conversion and Content Vs. Highstreet Retail Operations

Throughout university I held down a job in retail, over the years I moved from brand to brand and several patterns were consistent throughout. The foundations of the offline retail business were understood to the core, however the same cannot be said about many of their online stores. The problem is that most influencers in… Continue Reading »

KLM-GOMS – An old fashioned but efficient way of measuring user interaction

When designing for interaction there may come an instance where conducting user testing or A/B testing might not be the most practical solution. Giles Colborne brought up such an example during his talk at Interaction14. Giles described a problem his agency, cxpartners, faced when choosing an address verification form for an online checkout. The team… Continue Reading »