Quirk over usability – why the Zara online shopping experience is frustrating so many users

Posted by Sophie Knight on Jul 15, 2021 1:38:32 PM

I recently took a trip onto the Zara website. It is a trip I take often, but sadly, never without frustration. I was looking for a dress for an event that I was attending. With clear goals of my own in mind, I realised how hard it actually was to achieve these goals quickly and seamlessly.

User research continues in lockdown

Posted by Lucy Collins on Nov 3, 2020 10:00:00 AM

Your digital presence is more important than ever and we are pleased to be able to continue to serve our customers and all their UX requirements.

The dog ate my passport: my experience of Gov.uk

Posted by Lucy Collins on Jan 7, 2020 4:04:36 PM

Just before Christmas, my dog ate my passport.

How your website is damaging your brand

Posted by Lucy Collins on Aug 7, 2018 2:28:29 PM

How many times have you tried using a website that just makes you want to give up? Either they just don't work, you can't find what you're looking for or the the company in question does not meet your expectation of share your values.

UX for change

Posted by Lucy Collins on Jul 18, 2018 9:46:16 AM

Organisational change is like steering a big ship – hard work and slow to turn.

Chatbot - user research and testing would make them better

Posted by Lucy Collins on Feb 1, 2018 2:36:37 PM

Most current chatbots are not very good. This makes it very easy for people to be sceptical about them and ignore the whole approach. However, this is often because the user’s needs were not fully understood or because they have not been adequately tested with users.

Tell them about the drill, not the hole

Posted by Peter Collins on Sep 5, 2016 3:55:17 PM

I recall being taught about features & benefits in the marketing part of my MBA. We were told nobody wants a drill - they want a hole. The drill is just a means to an end, so you have to talk about the benefits of the hole not the features of the drill.

Martha Lane Fox and a vision of a united and robust digital economy

Posted by Lucy Collins on Jul 6, 2016 12:37:58 PM

Martha Lane Fox wrote a thoughtful (as ever) piece in The Sunday Times last weekend in which she talks about spreading "digital skills to unite the nation". In the wake of the Brexit vote she argues for an inclusion agenda in which the 12.6 million adults in the UK with no digital skills must have access to high quality and affordable internet infrastructure. She concludes by saying that "tech used well can unite everyone – not just the metropolitan elite".

When usability testing goes strategic

Posted by Lucy Collins on Jun 27, 2016 4:25:10 PM

Recently we have been working with a start-up business developing a new website. They were working on tight timescales and budgets so it was essential that the research delivered added-value: it went well beyond ‘usability testing’ and significantly informed the strategic USP and brand proposition.

Information architecture performs better in real life than in testing

Posted by Lucy Collins on Jun 23, 2016 3:25:10 PM

I was talking to one of our clients the other day who said that he was seeing a 94% task completion success on his site – needless to say, he was delighted! This was better than I recalled from testing, so I thought I’d dig back into the reports to see what was happening.

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