I’ve been a freelance UX consultant for over four years now and I’m a big fan of fixed pricing and fixed scope projects. It makes it very clear what I will deliver and means I can plan my tasks and time. …


I’ve been using Google Analytics (GA) as a tool in my evidence-based UX design approach for several years — particularly when helping clients redesign their websites. It’s a great source of information as all the sites I’ve worked with already had it installed and gathering data.

However for all the…


Product

Ecommerce site for a brand selling home lighting

Insight

I always begin my research on websites with a look at what the analytics data can tell me. …


I came across an article recently that promoted a strategy for research interviewing. It said that you should avoid the formal interview approach and aim to just have a conversation instead.

It’s a great idea: conversations encourage people to open up and allow you to get great material you hadn’t…


Once upon a time I was a product manager and ran a lot of A/B tests to decide if new designs were any good. Some of them were well run but many of them weren’t, particularly in the early days.

Through trial and error I was able to use A/B…


In the world of ecommerce there are lots of funnels to be found — try Googling it, you’ll see what I mean:


Image by Soragrit Wongsa on Unsplash.

For a long time the listings page within ecommerce has remained a functional thing, where users sort through a database of options. It’s traditionally not been the most visual or inspiring place to spend time, despite the importance of great images for selling products.

However more recently I’ve noticed from…


It can be hard to pull together a decent set of personas on your users, but often all you need is a single statement about your them to guide your design. This is something you can find for any website in just 10 minutes.

Full personas

Personas are a design tool for…


History worth studying: the Forum in Rome

Here’s a question I’ve received from a few clients that is worth a decent answer:

“If we’re aiming to completely redesign our website, why are we studying what’s happening on the existing one? We don’t like it and want to change it altogether!”

The wrong way round

It seems like a fair question, but…


A few years ago I went to a restaurant in London called Bob Bob Ricard. It’s a pretty swanky place though I didn’t think the food was that memorable. …

Matt Isherwood

UX consultant who helps ecommerce sites improve their design via evidence (not assumptions). I specialise in working with growing startups. https://mattish.com

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