With all the hype swirling around technology buzzwords like blockchain, cryptocurrencies, and non-fungible tokens (NFTs), it can be hard to understand their real utility for your business. But as practical applications continue to emerge, more business leaders are starting to see adopting blockchain as a business priority (PDF) — and, potentially, a competitive advantage.

To help you make sense of it, we’ve compiled a high-level look at blockchain technology and its sister concept, Web3, along with some ideas for how this technology could be relevant to your business right now.

First, What are Blockchain & Web3?

Web3

“Web3” has become a catch-all term that refers to a decentralized online ecosystem where platforms and apps are owned not by a central gatekeeper, but by the users who help develop and maintain those services. To many, Web3 is the next iteration of the internet.

The first version of the internet, Web 1.0, was largely made of individual, static web pages created by the few people who understood the technology. We are currently in the midst of Web 2.0, which provides a platform with tools for non-technical people to create their own content, essentially democratizing authorship. With it, we saw the rise of social media platforms, shopping giants like Amazon, and work tools like Office and Google Suite. This also meant that much of our individual data — our posts, reviews, and photos — have been centralized into these behemoth systems.

The promise of Web3 is the opposite approach: decentralized content, with much greater control over what you create and in what ways your data is associated with your activity.

Blockchain

Web3 achieves its goals of decentralization via blockchain, a digital ledger that exists only on the internet. This ledger uses a complex cryptography system to create encrypted “blocks” of data, ensuring that all the transactions that are written to it are verifiable and unalterable.

This ledger is open to the world to access. It’s not hosted on a single server owned by one company, but instead across a vast network of computers. The technology keeps all transactions up to date everywhere at once, and maintenance fees are paid by those that access the data.

What makes the blockchain so valuable across sectors is that it helps reduce risk, eliminates fraud, and provides scalable transparency. As a chronological, decentralized, single source of truth, the blockchain creates trust in data. As an example, at its most basic level, this open ledger makes it possible for me to verify that you conducted a certain transaction on a certain date (like a digital receipt). But it can do much more than that.

Let’s take a look at some of the ways you can put the blockchain to use.

What Can Blockchain Do for Healthcare?

We’ve already started to see innovation around Web3 in the healthcare space, much of it focused on patient health records. Given the increasing fragmentation of healthcare, the strict privacy regulations in this space, and the high risk of data breaches with current systems, the healthcare industry is a good candidate for blockchain use and the security benefits of decentralization.

Use case: patient records

To imagine how the blockchain can change healthcare, let’s consider a typical patient who sees their general practitioner and requests a visit with a specialist. To ensure continuity of care, the patient’s health records must be sent from the primary doctor to the specialist’s office quickly and securely. Since most patients don’t have copies of all their medical records, they’re relying on their doctor’s office to transfer this sensitive data.

With the blockchain, patients can own their own medical records and control who has access to them. Doctors can add detailed entries to the digital ledger, which can be shared with other medical professionals as needed. Patients can also revoke access to anyone at any time.

Improving access to patient information across providers is crucial for the healthcare industry, given that medical errors are the third leading cause of death in the U.S. Current medications and their side effects could be part of the blockchain ledger, to help reduce complications. In addition, smart contracts that automatically seek out potential conflicts between medications could be added to medical records.

This example barely scratches the surface; luckily, there are many companies already in this space, figuring out how to store patient data via blockchain in accordance with current regulations.

What Can Blockchain Do for Education?

You may not immediately think of educational applications as benefitting from blockchain technology. But paper records are one area that’s ripe for disruption, since moving to a digital format would make communication between institutions much more efficient. Here’s an example.

Use case: student transcripts

Having transcripts stored on a blockchain would make it easier for students to transfer their educational history from one school to another. It would also ensure that educational institutions, or even employers, could easily verify that history. In fact, MIT has been issuing digital, blockchain-stored diplomas since 2017.

Beyond transcripts, the Open Badge Passport issues digital badges that recognize learning, skills, and achievements by scraping information off the blockchain about individuals’ extracurricular activities. This allows students and others to demonstrate soft-skill talents that are valuable to have but not typically recorded by a degree.

What Can Blockchain Do for Ecommerce?

Product registration has long been a way for companies to gain access to buyers’ contact info (more than a way for customers to protect their investment, as advertised). Using blockchain, product registries can serve a greater range of purposes, offering value to both consumers and companies. That’s because when it comes to provenance — the place of origin or earliest known history of something — a blockchain is a perfect public record-keeping tool.

Use case: product registries

For high-ticket items that can be sold on the internet, like jewelry, designer clothing, or rare books, a blockchain entry can be used to prove, and verifiably transfer, an item’s ownership. This user history could not only help bolster the secondary market for verified products, it also reduces the ability of counterfeiters to pass knock-off products as the real thing.

Imagine this approach for high-ticket items like autos. Supporting vehicle transactions that take place online or offline, a blockchain could store vehicle maintenance and crash reports. This trove of information could boost the resale value of a vehicle, because potential buyers can access the vehicle’s entire maintenance history. If the data is connected to onboard sensors, it might even include engine efficiency and tire wear.

What Can Blockchain Do for Non-Profits?

In this example, we combine blockchain, NFTs, and smart contracts to create a unique approach to a fundraising classic. Quick primer on NFTs: blockchain-based tokens that represent digital media like music, art, videos, etc… and can verify authenticity, past history, and sole ownership of a digital item. Smart contracts are preset functions that fire on a blockchain when specific conditions are met.

Use case: silent auctions with NFTs

Non-profits could take a new approach to fundraising with NFTs. Let’s say an artist creates (as a donation) a series of NFTs that are auctioned off to the highest bidder, with ownership of the artwork transferred via a blockchain. Or museums could sell digital representations of their collection, potentially fueling new derivative artwork. Artists could remix classic works into new art, providing additional promotional and fundraising opportunities. The classic silent auction gets upgraded.

But let’s take it a step further. Smart contracts on those NFTs could perpetually pay a royalty back to the original artist or the organization as a portion of any future sales of the artwork. That means one year’s fundraiser could potentially reap monetary benefits for many years to come. The contract could take any form negotiated by the artist and non-profit — future royalties from ownership transfer pay the artist while the initial artwork was a donation, or the artist and organization split future proceeds, etc…

Blockchain can not only help overcome challenges such as consumer privacy concerns and sensitive data management, it can also help organizations seize new opportunities for growth.

What Can Blockchain Do for You?

While blockchain technology was first conceived as a mechanism to support Bitcoin, today it offers tons of uses across industry sectors. This kind of advanced technology may seem only accessible to companies that can afford expensive developers, but the cost to incorporate blockchain technology into many business operations is often less than you think. Plus, new vendors are emerging all the time to provide blockchain technology for a broad range of applications.

Blockchain can not only help overcome challenges such as consumer privacy concerns and sensitive data management, it can also help organizations seize new opportunities for growth. Think about your company’s biggest challenge or goal, and there might be a way blockchain technology can address it.

Interested in looking at ways to incorporate blockchain into your company’s digital assets? Let’s talk.

When companies merge, successfully combining digital assets like websites, intranets, apps, and other platforms takes more than just squishing things together. Poorly merged digital properties can diminish brand equity, squander years of SEO value, and even drive away customers or employees — ultimately tanking the value the merger was supposed to create.

The challenge is that you’re bringing together two end-user communities with different experiences and expectations. And it’s easy to assume the bigger or faster-growing company has the better digital platform, even when there’s a lot you could learn from the smaller company’s practices.

That’s why we recommend a collaborative, UX-centered approach to combining digital properties, to ensure you’re leveraging the best of both worlds. In this article, we’ll share a sample of UX analyses that can help set up a new combined platform for success.

First, let’s talk about leveraging the right mindset.

A Different Approach

Typically, when combining digital platforms, companies tend to take a top-down approach, meaning there’s a hierarchy of decision-making based on which platform is believed to be better. But the calculus can change a lot when those decisions are made from the end users’ point of view instead.

From a practical standpoint, these companies are usually trying to create efficiencies and add new competencies while carefully messaging the benefits of the merger for their customers. They focus on things like branding, SEO, and consolidating social media — all of which are important, and none of which truly shapes the platform user’s experience.

To be fair, before the merger, both companies were likely focused on trying to create the best possible user experience for their customers. Now that they’re joining forces, each brings a unique set of learnings and techniques to the table. Which begs the question: what if your new partner handles some aspects of UX better than you?

Working collaboratively through in-depth Acquisition Analysis gives you an opportunity to extract the best from all digital properties, as either company’s platforms may have features, functionality, or content that does a better job of meeting business goals. How do you know which elements will be more successful? By auditing both platforms with tools like the ones we’ll talk about next.

When merging, don’t assume the bigger company should swallow the smaller and all its digital assets. There might be many things that the smaller company is doing better.

Conducting UX Audits

To preserve SEO value and cull the best-performing content for the new platform, many companies conduct content and SEO audits, often using free or paid tools. These usually involve flagging duplicate content, comparing performance metrics, and using R.O.T. (redundant/outdated/trivial) analyses.

What many organizations miss, however, is the opportunity to conduct UX and customer audits while directly comparing digital platforms. These can provide invaluable insights about the mental models and behaviors of users.

At a minimum, we recommend comparing both platforms using Nielsen Norman Group’s 10 usability heuristics. Setting the standard for user interface design for almost three decades, these guidelines give you a great baseline for identifying which parts of each platform are the most user-friendly. You can also compare heatmaps and scrollmaps to assess which platform does a better job of engaging users in ways that matter to your business goals.

Here are some other examples of UX analyses we conduct for clients when merging digital platforms:

Five second test

With existing customers or representatives of your target audience, ask users to view a page for five seconds and then answer a few questions about it. You’re looking for gut feelings here, as first impressions can tell you a lot about a page’s effectiveness.

Questions might include:

• What does the site tell you about the company’s personality?
• What’s something you think you could do on that website?
• Did anything stand out as new or surprising to you?

This test should be done for multiple pages on a website, not just the homepage. It’s especially valuable for product or service pages, where you can assess whether specific features are easily visible and accessible.

Customer interview comparison

For this assessment, enlist 5 to 10 customers for each business. Have the customers of Company A use Company B’s platform and vice versa, asking them to explain the value each company offers. You can also ask users what’s missing when they use the other company’s website. What’s different and better (or worse) than before? The answers can help you determine which brand and functional elements are essential to the user experience for each platform.

This test can also provide insights about the impact of elements you may not have previously considered, like the quality of photography or the order in which information is presented. These elements can set expectations and affect how people use the platform, all of which contributes to building users’ trust.

For a more in-depth analysis of user engagement and preferences, try gathering a combination of quantitative and qualitative data.

Site map analysis

Given that the merging companies are likely in the same or similar industries, there will probably be overlap between the site maps for each company’s website. But there will also be elements that are unique to each site. To successfully blend the information architecture of both properties, you’ll need to determine which elements work best for your target audience.

In addition to comparing analytics for the different websites to see which elements are most effective, here are a few other research methods we recommend:

Cohort analysis

Looking at other websites in your industry, examine their site structures and the language they use (e.g. “Find a doctor” vs. “Find a provider”). This reflects visitors’ expectations of what information they’ll get and where they can find it. You can also identify areas where you should deviate from the norm, including language that’s more authentic and unique to your brand.

Card sort

Card sorting helps you understand how to structure content in a way that makes sense to your users, so they can find what they’re looking for. Participants group labeled notecards according to criteria they would naturally use. For example, if you have a car rental site, you could ask users to organize different vehicle models into groups that make sense to them. While your company might use terms like “family car” or “executive sedan,” your customers might have completely different perceptions.

Tree testing

Tree testing helps you evaluate a proposed site structure by asking users to find items based solely on the menu structure and terminology. Using an online interface (Treejack is a popular one) that displays only navigation links without layout or design, users are asked to complete a series of 10–15 tasks. This can show you how easy it is for site visitors to find and use information. This test is often used after card sorting sessions to confirm that the findings from the card sorting exercise are correct.

Use Information, Not Intuition

Like we said, just because a larger company acquires a smaller one doesn’t mean its digital properties have nothing to learn from the other’s. Better practices could exist in either place, and it would be a shame to lose any unique value the smaller company’s platform might offer.

With so many robust tools available for UX analysis, there’s no reason not to gather the crucial data that will help you decide which features of each platform will best achieve your business goals. When combining digital properties, the “1 + 1 = 3” trope only works if you truly glean the best of both worlds.

Need help laying the groundwork for merging separate digital platforms? Our strategic UX experts can craft a set of research exercises to help your team make the best possible decisions. Contact us today to learn more.

You’ve just rolled out an important new feature on your platform, and it’s time to answer the all-important question: is it getting the results you want? If you’ve set up an analytics tool, you can look at performance indicators like registrations, logins, downloads, or shares. But that kind of quantitative data will only get you so far.

Let’s say that new feature isn’t having the impact you’d hoped for — maybe registrations are lacking or engagement is low. You have a problem you need to solve, but you don’t have any information about why it’s happening. And you may have an entirely different underlying problem you need to address.

Where can you find actionable information? Enter qualitative research.

By answering the why behind what’s happening, qualitative data provides context for problems that surface through quantitative analysis. It helps you uncover the root of the problem you have and can also reveal problems you didn’t even know existed.

In this article, we’ll cover how to use both types of research to inform your platform design.

First, the Numbers: Quantitative Research

When you’re evaluating the performance of a digital platform, a good place to start is the cold, hard numbers. Quantitative research provides numerical data that can indicate, at a glance, whether your platform is meeting your business objectives. It can also show the scale of any problems and help prioritize which ones to address.

One major benefit of quantitative data is benchmarking. Tracking your data over time reveals whether UI changes are producing the results you want — and can help you measure the ROI of your efforts. You can also compare your data to an industry benchmark or a competitor’s stats as a barometer for your own performance.

Here are some examples of quantitative research methods:

Web analytics

This data describes what people are doing with your platform: where they go, what they click on, what features they use. It’s good for finding problems and monitoring the performance of content or features.

A/B testing

Here, you’re using experiments to compare different UI designs. By creating two live versions of the same element, like a call-to-action button, you can see which one performs best. Learn more in our article on A/B testing.

Surveys and questionnaires

Surveys let you gather information about your users’ preferences, attitudes, and behaviors, and they can produce a combination of quantitative and qualitative data. For easy-to-capture numerical data, use techniques like ratings and multiple-choice questions.

Usability testing

By measuring user experience with hard data, you can test how easy (or not) a platform feature is to use. Let’s say you just released a reminder function, and you want to know if users can create a reminder in two minutes or less. You can run a test where you ask participants to set a reminder, and measure what percentage are able to complete the task within two minutes.

Now that you’ve got a sense of what users are doing on your platform, let’s look at ways to learn why and how they’re doing it.

Now for the Words: Qualitative Research

Qualitative research can help you investigate why something is happening, identify ways to fix problems, and even determine whether you should phase out a feature or redesign it. Using detailed, contextual descriptions of users’ experiences, you can dive deeper into exactly which elements are working well and which are problematic.

Quantitative and qualitative research both provide useful data, but they’re more powerful when used together.

Unlike with quantitative research, you don’t need a ton of data points to get usable info. For example, if you see five customers in a row walk into the corner of a display in a retail store’s entrance, you can safely assume that most visitors will do the same thing.

You may be avoiding qualitative data because it seems expensive. And some techniques, like focus groups, require a greater investment than others. But, because you don’t need an enormous amount of data, qualitative research can be very cost-effective. It might even save you money by helping you identify and fix problems faster.

Here are some examples of qualitative research methods:

User Interviews

There are a number of different ways to handle user interviews, depending on the type and specificity of info you’re looking for. Here are a few:

• Talk to a subset of your platform users and ask what they like, don’t like, and why. What could be improved?
• Listen to users narrate their experience as they move through your platform, to learn how they feel about particular elements or tasks.
• Give test subjects a post-task survey, to capture their experiences while they’re fresh.

Focus Groups

These are similar to user interviews, but they’re done in a group setting. The advantage of a group is that it can often generate more feedback, as people tend to open up when they hear the experiences of others. Just be sure you have a moderator who gives everyone a chance to speak.

Field Studies

What people say they do… is often not what they actually do. Watching platform users in their natural environment can reveal gaps in your understanding of the user experience. You can use direct observation, interviews, contextual inquiry, and usability tests to learn how people do things and why they do them in particular ways.

Diary Study

This method asks users to document their experiences over time, making it useful for understanding longer-term behaviors. You can learn things like what motivates people to use certain features, what they’re trying to accomplish, how they feel, and what their overall journey looks like.

User Surveys

As opposed to quantitative surveys, qualitative surveys use open-ended questions to learn what users think and feel in their own words. One common pitfall: avoid leading questions. Instead of asking, say, “How easy was it to find the info you needed?”, ask “Describe your experience looking for that information.”

Like Peanut Butter & Jelly

Quantitative and qualitative research both provide useful data, but they’re more powerful when used together. Remember that quantitative data can tell you when there’s a problem with your platform design, but you’ll need qualitative data to know how to fix it.

Chances are, you’ll use them at different times. Qualitative research can be done during the initial design phase, once you have a working product, or during a redesign. It’s especially valuable at the beginning of a design process because it can help you focus on what your users need and why. Quantitative research is generally done only when you have a working product (either at the beginning or end of a design cycle), so you can measure the results of a design or change.

Want to learn more about how data-driven design can improve your platform performance? We’d love to help. Contact us today to schedule a call.

If you’ve been tossing around these two terms interchangeably, it’s okay. We won’t hold it against you. With some overlapping features and functionality, websites and digital platforms are easy to confuse at first glance.

In reality, they provide very different user experiences — and knowing the difference can be crucial to meeting your business needs.

How are Websites and Platforms Different?

The fundamental difference between a website and a digital platform lies in how you approach user engagement. Websites provide one-way engagement, with users ingesting whatever content the website delivers. Platforms offer reciprocal engagement, with interactions between a platform and its users generating personalized experiences.

Websites rely on implied audience data capture, meaning that users are grouped into broad buckets. If, say, lots of people click on a particular article, the site will assume that most visitors are interested in that topic and will feature it prominently. Essentially, websites are always working with the majority, not the individual.

By contrast, platforms use expressed data capture, where users provide identifying information by registering and logging in. Once someone becomes an authenticated user, you can learn about them directly through multiple touchpoints. That might include filling out forms, participating in discussions, adding comments, completing quizzes or surveys, or bookmarking content. By supplying a platform with real data, users get experiences tailored specifically for them.

Personalized data also allows platforms to streamline business workflows. Take HR processes, for example. When someone logs into a company intranet, they could receive a reminder to complete any unfinished HR forms — a tool that’s convenient and efficient for both the employee and the HR department.

Website Examples

Users generally can’t personalize anything on websites; they visit them for information. Here a few kinds of traditional websites:

• Editorial news: MSNBC, Buzzfeed, The New York Times
• Non-profits: United Way Worldwide, Tourism Saskatoon, Girls Who Code
• Marketing: Well, this one that you are reading right now 🙂

Platform Examples

Platforms encourage users to actively contribute to the digital experience. Here are some examples of what you can do with a platform:

• Amazon: lets you shop faster and more efficiently with personalized recommendations
• Wingspans: uses personalized content discovery to help students explore careers
• MyFund: an easy-to-use, mobile-friendly web app for charitable donations
• Company intranet: provides digital interactions that enhance company culture
• Mirror: customizes workouts based on your goals, preferences, and performance

The Impact of Engagement

Owners of both websites and platforms are generally aiming to increase engagement as a measure of success. But what does that look like?

For a website, increased engagement is indicated by metrics like increased page views, longer “time on page” stats, lower bounce rates, and higher conversions (such as contact form completions or button clicks). Note that all of those metrics point to things that benefit website owners, not users.

News sites want more page views and longer page sessions so they can sell more advertising. Business sites get people to download whitepapers or fill out contact forms, generating sales leads. These are marketing websites designed to capture users’ interest. When a user clicks on a call to action, it shows they want to know more about what the site is advertising.

Platforms are more likely than websites to turn users into loyal brand ambassadors because they get something of value in return.

Once someone engages with a digital platform’s content, however, a two-way conversation begins. The goal is not to just push out content, but to ensure the audience interacts with it. That’s why platforms measure engagement in terms of personalization, community building, and loyalty metrics — things that indicate whether the platform is meeting the needs of both owner and users.

Platforms are also more likely than websites to turn users into loyal customers and brand ambassadors. To get someone to be an advocate for your company, they need to get something of value in return. Websites provide information that’s convenient, but users aren’t getting anything personal from the experience. A platform, by contrast, provides a highly personal connection between a business and its audience.

Which One is Right For You?

The answer, as with many things business-related, is that it depends on your goals.

The purpose of a website is to get users to consume content and return to the site to consume more. If you mainly need an informational site that serves as marketing for your business, a website is likely a good fit.

But what if you need more than that? Maybe community-building is important for your business, whether you need the network effects of a large user base (like social media) or you’re looking to increase employee engagement (as with an intranet). If your business goals require truly understanding your users and building meaningful two-way relationships, you need a digital platform.

In the end, it comes down to how much you need to personalize the user experience to support your business goals, and whether the extra engagement will provide a real return on investment. If you’re pushing out content for marketing purposes, go with a website. If personalization and loyalty are core factors in your business success, build a digital platform.

Looking for a partner to build the right platform for your business? Contact us today to learn how we can help.

You may have heard the old adage, “A website is never done.” Even the best digital platforms go through multiple rounds of changes, updates, and a complete overhaul now and then. Because even if your platform is already good, there’s always something you can do to improve the user experience and better support your business goals.

The key is figuring out which changes truly result in improvements, and which are a waste of your money and time.

Why You Need A/B Testing

Here are a few use cases where A/B testing can deliver crucial info:

• You’re redesigning your platform with new branding, new content, or new architecture.
• You’re looking to expand your platform with a new service or feature.
• You need data to share with other stakeholders to validate content-related activities.
• You need to increase engagement or conversion rates to achieve your business goals.

Whatever the business case, you must understand how users interact with your platform and how its features impact their experience, in order to make informed decisions about platform design and content.

Too often, companies evaluate changes with internal stakeholders instead of real users. In the end, you may go through a lot of development work without knowing if the changes you’re making will result in something impactful. Instead, with less time and fewer resources, __you can use A/B testing with your actual audience to find out definitively what’s effective and what’s not. __

How A/B Testing Helps Your Platform

In addition to helping maximize the effectiveness and minimize the resources invested in platform redesign, A/B testing provides invaluable short- and long-term benefits:

Increase Conversions

Probably the number-one goal for most redesign efforts, increasing conversion rate is one of the most robust uses of A/B testing. Rather than guessing at what makes users complete a registration form or take a desired action, you get hard data to confirm whether a change truly produces a lift in conversions.

Improve User Engagement & Retention

Bounce rate is often a key indicator of user experience and can have a significant impact on your conversion goals. Testing multiple elements of a particular page can help you find visitor pain points and improve their overall experience, ultimately getting them to spend more time on your site.

Learn About Your Audience

By progressively testing which elements your users gravitate to (or from), you can learn a little more about your audience at each step, and then use that data to inform future design and content.

Road-Test New Features

Before you introduce a new feature, launching it as an A/B test can show how your audience is likely to react. You’ll get hard and fast data in a real-world environment with less risk.

Personalize User Experiences

You can use A/B testing as a way to identify steps toward platform personalization, to understand which forms of personalization could potentially increase user engagement.

What Should You Test?

A/B testing can be used for everything from full page designs to single content elements. Even small and simple changes can significantly impact the user experience and, consequently, your engagement and conversion rates.

When Humana A/B tested a website banner, the version with pared-down copy and a different photo increased click-throughs by 433 percent! In a second test, changing the call-to-action (CTA) copy increased click-throughs by a further 192 percent, showing that even subtle word changes can boost engagement.

How do you figure out what to test? Examining quantitative or qualitative data will help you identify potential pain points and give you a basis for experimentation. Maybe your homepage has an unusually high bounce rate, or users are providing negative feedback on your sign up process. Once you’ve identified an issue, form a hypothesis to test: define a problem, propose a solution, and identify metrics for success or failure.

Whatever you include in your testing plan, focus on things that are most likely to impact the metric you’re trying to improve. For instance, if you want to increase conversion rate, you might test the design or placement of a CTA.

Here are some commonly tested elements:

• Headlines and copywriting: length, language, and detail
• CTAs: word choice, placement, button color/size/shape
• Navigation: nav bar placement, content groupings, dropdown options
• Product pages: placement of images, product description length and format
• Landing pages: photography, amount of copy, visual design, placement of CTA

One caution: if you’re testing multiple elements simultaneously, make sure they’re distinct enough that they don’t affect each other and impact the results of each test. Your results should be related only to the options you’re presenting, so there’s a clear understanding of what exactly is influencing your audience.

One Last Word of Advice

In the end, one form of testing alone is never a panacea for improving your platform. While A/B testing provides valuable data, it has limitations, too. Most importantly, unlike qualitative analysis, it doesn’t explain the why behind your measured results. Also, the data produced is only relevant to the specific area you’re testing, versus open-ended user testing that could surface other challenges hindering your platform’s performance.

That’s why qualitative feedback is still vitally important for your site — it surfaces things you can’t learn from numbers alone (like a user not finding you trustworthy or credible). A/B testing can give you relatively quick and easy ways to improve your user experience, but it doesn’t give you every answer you need.

Your business never stands still, and your audience is always evolving and changing. We’re here to help you keep looking forward. Contact us today to talk about optimizing your platform experience.

In the age of hyper-personalization by the likes of Amazon and Netflix, customized user experiences are now table stakes for digital platforms. Businesses that invest in personalization are rewarded with loyalty and revenue. Those that don’t, get left behind.

But making that investment isn’t a straightforward affair. Many services that pitch themselves as personalization tools don’t even come close to creating a truly customized experience. And today’s savvy web users aren’t fooled:

• 74% of customers feel frustrated when website content isn’t personalized.
• 84% of consumers say being treated like a person, not a number, is important to winning their business.

Where we’ve seen businesses stumble is in substituting personification for true personalization. While personalization involves tailoring content based on direct personal information, personification is based on categories of consumers, not individual people.

Here’s what you need to know about the difference.

Perils of Personification

Gartner defines personification as “the delivery of relevant digital experiences to individuals based on their inferred membership in a defined customer segment, rather than their personal identity.” It’s the digital equivalent of calling someone “buddy” or “champ” because you can’t remember their name. I know that I know you, but I don’t know who you are.

Personification tools can track user behavior and use AI to place users into, say, one of several marketing personas you’ve developed. But in terms of driving meaningful, personalized interactions with users, personification falls down.

Here are a few critical issues with commonly used personification tools:

User Session Data

Information about a user’s interactions with an application is stored temporarily on the application’s server, not the browser.

EXAMPLE: During this session, I see that you’ve visited a piece of content that falls in a specific category. For the rest of your session, I can serve up other content tagged with the same category (often in Featured, Related, or You May Also Like sections).

PROBLEM 1: As soon as the browser session is closed, the user data is lost.

PROBLEM 2: The moment you switch from one device (e.g. mobile) to another (e.g. tablet) you lose all session data.

Contextual Data

Marketing automation or location intelligence software can use AI to gather environmental data about a user to deliver customized content or services.

EXAMPLE: I see that you’re in Los Angeles, California. Knowing your local weather, time zone, and other regional attributes, I can tailor the content you see to be more specific to your area.

PROBLEM: I have to ask you first if I can track your location, and you might say no.

First Party Cookie Data

By storing information about a user’s behavior directly on a domain, site owners can collect analytics data and remember language settings, among other functions.

EXAMPLE: Last time you visited my website, you commented on a certain piece of content. I may even have asked, “Do you want to see more of this type of content?” Now that you’re back, I can serve up newly published content of the same type. I can even feature it right on the homepage.

PROBLEM 1: I need to ask you if I can use cookies with you, and you can say no.

PROBLEM 2: If you clear the cookies in your browser, I’ll lose that valuable data.

PROBLEM 3: Another family member is using the same application on the same device, and now I’m getting mixed signals. This is completely messing with my AI.

Bottom line: personification is not really personalization. Even worse, you may lose your data and have to start from square one. To deliver true personalization, you need first-party data from authenticated users. Instead of guessing who your customer is, get to know who they really are.

Next-Level Personalization

True personalization is difficult to achieve outside of a digital platform, where people register as users (versus just casually visiting a website). Once someone becomes an authenticated user, it’s easier to learn a number of things about them.

83% of consumers are willing to share their data to enable personalized experiences. Platform users in particular are more open to providing personal information, because they’re specifically looking for a customized experience. With that first-party data, you can track preferences and interactions to improve the user experience. And you’re not going to lose the historical data when a user closes a session or clears their cookies.

Here are some key benefits:

• I actually know who you are, and over time I can continue to learn more about you and your interests. Plus, I’ll only lose that data if you quit my tool, service, or platform.
• Your data follows you across any devices where you use my application (mobile, tablet, desktop, etc.).
• I can start a two-way conversation with you, so you can tell me how you want to personalize your experience and what kind of content you want to see.
• I can reach out to you with personalized suggestions, driving more engagement and giving you a reason to return more often.
• While you can always say no to first-party cookies if you have privacy concerns, by signing up for my platform, you’re indicating a level of trust and consent.

Looking for Middle Ground?

In the end, you’ll deliver the best personalization (and earn the most engagement) by building an interactive platform and leveraging first-party data. But what if you have a decent website, and you’re not ready to shift to a platform?

You could approach it as a testing ground for personalization instead. By creating a series of micro-interactions using personification tools, you can test whether your users actually want a personalized experience, and if so, what they want to personalize.

Let’s say you’re a news outlet. You could just let people come and read your content online. At the next level, you can try to guess who they are through personification (via cookie requests, location prompts, etc.). If users are interacting with your prompts, it’s likely they’re interested in having a personalized experience.

Finally, you could build a platform for registered users and offer true personalization. You’ll not only deliver a better user experience, you’ll increase engagement and return visits — not to mention sales and other revenue.

At whatever level you can, go the extra mile and give your users what they want. We’re happy to help! Contact us today to learn more.

While the terminology was first spotlighted by IBM back in 2014, the concept of a composable business has recently gained much traction, thanks in large part to the global pandemic. Today, organizations are combining more agile business models with flexible digital architecture, to adapt to the ever-evolving needs of their company and their customers.

Here’s a high-level look at building a composable business.

What is a Composable Business?

The term “composable” encompasses a mindset, technology, and processes that enable organizations to innovate and adapt quickly to changing business needs.

A composable business is like a collection of interchangeable building blocks (think: Lego) that can be added, rearranged, and jettisoned as needed. Compare that with an inflexible, monolithic organization that’s slow and difficult to evolve (think: cinderblock). By assembling and reassembling various elements, composable businesses can respond quickly to market shifts.

Gartner offers four principles of composable business:

• Discovery: React faster by sensing when change is happening.
• Modularity: Achieve greater agility with interchangeable components.
• Orchestration: Mix and match business functions to respond to changing needs.
• Autonomy: Create greater resilience via independent business units.

These four principles shape the business architecture and technology that support composability. From structural capabilities to digital applications, composable businesses rely on tools for today and tomorrow.

So, how do you get there?

Start With a Composable Mindset…

A composable mindset involves thinking about what could happen in the future, predicting what your business may need, and designing a flexible architecture to meet those needs. Essentially, it’s about embracing a modular philosophy and preparing for multiple possible futures.

Where do you begin? Research by Gartner suggests the first step in transitioning to a composable enterprise is to define a longer-term vision of composability for your business. Ask forward-thinking questions, such as:

• How will the markets we operate in evolve over the next 3-5 years?
• How will the competitive landscape change in that time?
• How are the needs and expectations of our customers changing?
• What new business models or new markets might we pursue?
• What product, service, or process innovations would help us outpace competitors?

These kinds of questions provide insights into the market forces that will impact your business, helping you prepare for multiple futures. But you also need to adopt a modular philosophy, thinking about all the assets in your organization — every bit of data, every process, every application — as the building blocks of your composable business.

…Then Leverage Composable Technology

A long-term vision helps create purpose and structure for a composable business. Technology is the tools that bring it to life. Composable technology begets sustainable business architectures, ready to address the challenges of the future, not the past.

For many organizations, the shift to composability means evolving from an inflexible, monolithic digital architecture to a modular application portfolio. The portfolio is made up of packaged business capabilities, or PBCs, which form the foundation of composable technology.

The ABCs of PBCs

PBCs are software components that provide specific business capabilities. Although similar in some respects to microservices, PBCs address more than technological needs. While a specific application may leverage a microservice to provide a feature, when that feature represents a business capability beyond just the application at hand, it is a PBC.

Because PBCs can be curated, assembled, and reassembled as needed, you can adapt your technology practically at the pace of business change. You can also experiment with different services, shed things that aren’t working, and plug in new options without disrupting your entire ecosystem.

When building an application portfolio with PBCs, the key is to identify the capabilities your business needs to be flexible and resilient. What are the foundational elements of your long-term vision? Your target architecture should drive the business outcomes that support your strategic goals.

Build or Buy?

PBCs can either be developed internally or sourced from third parties. Vendors may include traditional packaged-software vendors and nontraditional parties, such as global service integrators or financial services companies.

When deciding whether to build or buy a PBC, consider whether your target capability is unique to your business. For example, a CMS is something many businesses need, and thus it’s a readily available PBC that can be more cost-effective to buy. But if, through vendor selection, you find that your particular needs are unique, you may want to invest in building your own.

Real-World Example

While building a new member retention platform for a large health insurer, we discovered a need to quickly look up member status during the onboarding process. Because the company had a unique way of identifying members, it required building custom software.

Although initially conceived in the context of the platform being created, a composable mindset led to the development of a standalone, API-first service — a true PBC providing member lookup capability to applications across the organization, and waiting to serve the applications of the future.

A Final Word

Disruption is here to stay. While you can’t predict every major shift, innovation, or crisis that will impact your organization, you can (almost) future-proof your business with a composabile approach.

Start with the mindset, lay out a roadmap, and then design a step-by-step program for digital transformation. The beauty of an API-led approach is that you can slowly but surely transform your technology, piece by piece.

If you’re interested in exploring a shift to composability, we’d love to help. Contact us today to talk about your options.

Second chances are expensive. Why? Because it takes five positive experiences to counterbalance the effects of a negative one. If someone’s first experience with your platform is disappointing, you have a long way to go to win back their confidence — if they even complete your sign-up form.

More than 67% of site visitors will completely abandon a sign-up process if they encounter any complications. If you’re lucky, maybe 20% of them will follow up with your company in some way. Whether you’re trying to get people to sign up for your mobile app, e-commerce platform, or company intranet, you must make the process as seamless as possible.

Here are six tips to reduce sign-up friction for your platform.

1. Use a Single Sign On Service

This is crucial for larger platforms that are part of a vast ecosystem with multiple logins, like a complex hospital platform providing access to multiple systems. On the other hand, for a basic paywall, you may want to manage user info yourself. The key is to think strategically about what your systems may look like down the road and how unwieldy your sign-up process may become.

Here are a few things to consider:

Pros

• Single Sign On (SSO) reduces password fatigue and simplifies password management for users
• It allows businesses to quickly provide or revoke employees’ system access
• It lowers the security risk for customers, vendors, and partners
• It improves identity protection with the ability to add multi-factor verification
• The number of available off-the-shelf SSO products makes it more cost effective to implement

Cons

• When SSO is down, access to all platform systems becomes more difficult
• It may introduce a security flaw, as a stolen password from a single user can provide access to multiple systems — which makes multi-factor verification more important
• SSO using social network sign in may not work in corporate systems where social media platforms are blocked by IT

In the end, the advantages of SSO significantly outweigh the downsides. But you’ll likely need expert guidance when planning and implementing SSO to ensure you reap the benefits while minimizing the risks.

2. Keep It Short

More than a quarter of users who abandon online forms do so because they’re too long. To maximize the number of sign-ups, minimize the steps involved.

How do you decide which fields to keep? Try asking, “If I didn’t have this piece of information, would I still be able to provide a good customer experience?” If it’s something you don’t really need to know, then don’t ask.

Here are two more ways to shorten form length:

• Use only required fields. Save anything optional for after sign-up, with prompts to help users “complete” their profile. Hide any repeated fields, like email or password verification. Display one email field, then, once it’s being entered, display the second one below it. Better yet, don’t force people to type things twice.
• Still having a hard time cutting fields? Consider this: Expedia dropped one form field and gained $12 million per year. If a piece of data is labelled as optional, it shouldn’t be in your sign-up form.

3. Use a Single Column Layout

In general, your form should adhere to this core UX principle:

Make the user experience smoother, faster, and better; not messier, slower, and worse.

The simpler the flow of your form, the faster and easier it feels to fill out. Here are a few tips:

• Put all your fields in a logical order.
• Make it easy to read and enter information in a smooth flow from top to bottom.
• Put labels above the input fields, not to the left (as many forms do).
• Avoid placing fields side by side, except for items where it tends to be the norm, such as city, state, and zip code.

4. Play Nice with Autofill

Nothing makes our sanguine CEO spout expletives faster than a platform that doesn’t allow browser-suggested passwords. While many of those suggested passwords are long strings of characters saved securely to the browser, the letter/number/special character combination may not meet your platform’s arbitrary standards.

In addition, some accessibility checkers will flag fields where autofill is turned off, indicating a possible issue for people with disabilities.

Here are a few more ways to make the experience smoother:

• In phone input fields, automatically fill in dashes. In date fields, fill in slashes
• Transition from one field or step to the next automatically
• Don’t use select lists for date values like months or years

And, don’t forget to test the autofill function on both a desktop and phone — the experience can be very different between the two.

5. Allow Guest Checkout for eCommerce

To put it bluntly, don’t get in the way of someone spending money on your site. Instead, make it easy to open an account just by creating a password. Or, create a new user account automatically with the info you have, then send users an email with instructions on how to finalize the sign-up process.

What we’ve seen work well: after a successful shopping experience, follow up with an email to the customer that sells the benefits of having an account and asks if they would like to activate theirs.

6. Don’t Use a CAPTCHA

That’s right, we said it. It’s time to get rid of CAPTCHA on your sign-up form. Here are three good reasons why:

• There are too many ways to counter CAPTCHA, especially as AI evolves
• CAPTCHA puzzles are getting harder and harder for humans to solve
• Use of CAPTCHA has been shown to increase form abandonment

Instead, confirm any new account the tried-and-true way: with an email to the registered address. And consider if there are ways to clean up your security features on the back end, instead of presenting barriers to customers upon sign-up.

Don’t put the onus on the people who are trying to give you money. Put it on your systems instead.

You Only Get a First Impression Once

As the gateway to onboarding users, the sign-up process is the most crucial piece of your user experience to get right. Whether your goal is to acquire and retain customers, or to engage and inform employees, your success depends on getting your target audience past the initial sign-up hurdle. If their first task is difficult, it doesn’t bode well for the rest of the experience.

Don’t let your sales and marketing be better than your user onboarding. Once someone has decided your platform offers what they need, you’re more than halfway to converting them into a user. Just make sure your sign-up process lives up to your marketing promises.

Not long ago, company intranets were little more than a repository for shared files, general announcements, and the all-important list of holiday office closures. Today, the humble intranet has evolved as a way to enhance internal communication and employee engagement and to help workers do their jobs.

While organizations tend to have more content- and feature-rich intranets these days, many are missing one crucial element: a mobile-optimized version. As a result, they can exclude a large proportion of workers—including the 80% of people who make up today’s Deskless Workforce.

Top “deskless” industries include education, healthcare, retail, hospitality, and transportation, employing many of the frontline workers we all depend on.

One of our own clients, a large hospital system, told us that 70% of their workforce doesn’t sit at a desk, nor do they use a computer every day. And if 70% of their employees can’t easily access the company intranet, they’re not provided equitable access to the same resources as everyone else.

Why Mobile Matters Today

In addition to the challenges of communicating with deskless workers, the rise of remote work and the growing number of Millennials in the workforce are helping to drive an increased demand for mobile-optimized or employee-app versions of intranets.

Consider this: the average American spends more than 5 hours a day on their phone (and it’s almost always within reach). In addition, nearly half of smartphone users access the internet primarily on their phones versus a desktop computer, laptop, or tablet. Those numbers are even higher for Millennials, who currently make up 35% of the US workforce.

Mobile communication plays an essential role in our personal lives. To serve employees, company intranets must offer the same ease-of-use, convenience, and capability to our work lives. The intranet must go beyond the desktop box to where workers are.

The Benefits of an Inclusive Intranet

In addition to facilitating access, mobile technology offers a number of unique benefits that can significantly improve employee engagement and productivity and help reduce frustration.

Here are some of the key benefits of a mobile-optimized intranet:

Real-Time Push Notifications

Imagine there’s an emergency situation in your facility, or an important update that staff need to receive immediately. You can push the information straight to their phone, enabling real-time communication across your workforce. Unlike emails, most push notifications get read within the first 3 minutes after they’re received.

Broader Access for BYOD

As more and more organizations support remote work and flexible schedules—while fewer and fewer provide company smartphones—the “Bring Your Own Device” trend has become more prevalent. Many of today’s employees are using personal devices to access work-related resources and systems. And, as we noted earlier, most of the time that means they’re using a smartphone.

Freedom from Workstations

In some organizations, employees are still sharing desktop workstations that we might charitably describe as “clunky.” It’s inefficient and inconvenient, especially when multiple people have to go out of their way to get to a workspace. A mobile-optimized intranet gives everyone fast and easy access to the same resources, wherever they are.

Two-Way Communication

Intranets have traditionally been top-down communication platforms, focusing primarily on the needs of employers, not employees. Today, companies looking to increase engagement have shifted to a new mindset: communication tools are no longer for talking to employees, but talking with them.

Mobile-optimized platforms and mobile apps help facilitate two-way conversations, especially with features like built-in chatting or social forums where employees can like and comment on posts. This allows companies to have more personalized conversations with employees in addition to collecting valuable, on-the-spot feedback from the front lines.

Remote Doesn’t Feel So Remote

Without regular in-person interaction, remote workers often feel isolated and less engaged. By offering more of an app-like experience with ongoing communication, an intranet can help recreate an environment that fosters idea sharing and boosts morale. It also means that employees who work at home, or don’t have access to a computer, won’t feel uninformed and isolated from the rest of the team.

Better User Experience

If you’re looking to use your intranet as a tool for engagement, you’ll get the best results from an employee app. An app lets you take advantage of mobile-native tools, like location detection and offline access, which let you both customize content and make it more readily available. The improved user experience, speed, and features are the reasons why most people prefer apps to websites.

An Intranet for Everyone

Like many organizations, the purpose of your intranet might be to create a more engaged workforce or improve employee productivity. But if most of your workers either can’t or don’t access the content, you’re not going to achieve your goals.

As cultures, companies, and industries move towards creating more inclusiveness and equity, organizations across the world are looking for ways to meet the needs of their employees. One way to address your team’s needs and expectations is to start by ensuring your internal resources are truly benefiting everyone who relies on them.

In 2023, Oomph’s design for the Lifespan Intranet was selected by the Nielsen Norman Group as one of the Ten Best Intranets globally.

If you can’t measure it, you can’t improve it. It’s true for your business, and it’s true for your digital platform. Yet we’ve seen organizations from startups to enterprises neglect to incorporate measurement into their platform strategy.

Data shows you what is and isn’t working in your platform. And, unlike most websites, platforms provide detailed information about known users across specific touchpoints — accurate, first-party data that doesn’t rely on cookies or fuzzy analytics. Actionable insights await; you just have to know what you’re measuring for.

Here’s how to take a strategic approach to measuring platform performance.

Start From the Top

Measuring the success of your platform involves the same general principles used in strategic planning. Start from the top and work your way down:

• What are your organization’s overall goals?
• What are the business objectives that drive those goals?
• What does your platform need to accomplish, in order to support those objectives?
• What is the core purpose your platform must meet to achieve its goals?

Once you define your platform’s core purpose, you can identify which metrics to track. Just make sure that if you move the needle on those metrics, you’re truly moving the needle for your business.

Here’s an example: Let’s say you run a healthcare system whose primary goal is to save lives. To meet that goal, your employees need speedy access to your procedures for patient care. So, you build an intranet platform in order to provide the fastest possible access to that critical information. Your core purpose is to make sure this information is as easy to find as possible, so employees have critical information at critical moments.

What Should You Measure?

You’ve identified your platform’s core purpose. Next question is, what is the core interaction your platform relies on to achieve that purpose? What’s the single most important thing you need users to do? That action determines how you define an “active” platform user, and it’s the key driver for what you should measure.

Just like with social media, where the term “monthly active users” is widely used but has many different meanings, business platforms often have unique definitions of an active user. A company intranet focused on employee engagement might define an active user as someone who posts content a certain number of times per month. A business platform offering exclusive deals to attract new customers might define an active user as a customer who redeems at least one deal per year.

Whatever your platform’s purpose is, you need to be tracking metrics related to your definition of an active user, in order to optimize the core interaction that drives your business goals.

Examples of Useful Metrics

Before we dive into the list, there’s a caveat: Just because you can measure a ton of metrics doesn’t mean you should. Too much data can be distracting, and paying attention to too many metrics can create confusion and cause analysis paralysis. The goal of measurement isn’t to manage a dashboard; it’s to make decisions and take actions that drive positive business outcomes.

Choose a primary goal, define a core objective and active user, and aim for up to five core metrics to measure success. Here are some examples:

Growth

If your business goals depend on having a large number of platform users, you might use one of the following growth measures:

• Total number of users over time
• Rate at which new people join the platform
• Rate of user attrition in a given period

Reach

This is useful for platforms where you’re looking to engage a certain proportion of a population, such as your employees or your customer base. You might track:

• Total number of registered users
• Percentage of total registered users that are active
• Total logins versus unique logins

Engagement

Engagement covers a lot of ground, and it’s easy to get lost in the weeds. Focus on the metrics that tell you how people are responding to your efforts to engage them at various touchpoints. Here are some examples:

• Number of posts per user / Average number of responses per post
• Number of unique users completing an action, like submitting a form
• Number of support requests (are users confused?)

Begin at the Beginning

It’s a mistake to think about measurement only after you’ve built your platform. Remember, platform measurement isn’t as easy as dropping in base Google Analytics code. Platform metrics are deep and nuanced, so you need to think strategically from the start. Plan the key metrics up front, and incorporate measurement into your platform roadmap from the beginning.

Your game plan, in a nutshell:

1. Decide what to measure
2. Implement tracking capabilities
3. Measure platform performance
4. Analyze the results and find actionable insights
5. Make decisions: what’s working, and what needs to change?

Establishing measurement practices early on enables you to continually track, analyze, and optimize performance over the life of your platform. Already launched? Fear not. It’s never too late to implement measurement techniques to optimize platform performance.

If you’re thinking about how to be more strategic with platform measurement, we’d love to help. Feel free to reach out with any questions you have.