By - Neal Cole

The Psychology of Brexit – Why Emotions Won!

Brexit – WTF happened? The Brexit  UK European Referendum captured world-wide attention and generated intense and passionate debate in the UK. Despite the economic arguments being clearly in favour of Remain, as no one could accurately predict the impact of Brexit, the UK is now heading out of the EU. The Remain camp and their “Project fear” strategy completely failed to

By - Neal Cole

Improving Information Architecture Using Tree Testing

How Good Is Your Information Architecture? The information architecture of a site or app is crucial to creating a good user experience. A good test of the information architecture is to evaluate how easy it is for visitors to find what they are looking for.  However, many websites and apps have never tested the findability of items in their navigation

By - Neal Cole

Remember what users want from your website!

What do users want from your digital experience? We used the Hotjar user experience tool to place a poll on our homepage to find out what users want from the page. We then compared this with what was actually on the page. The Venn diagram above shows how so much of what was on the homepage didn’t match what users want

Image of Flybe aircraft
By - Neal Cole

Are we taking the benefits of European membership for granted?

Until a few weeks ago I was busy optimising the websites and apps for 4 brands at a large online gaming company. I had 10 A/B tests running simultaneously and was seeing some excellent results that should have given a good return on investment. However, the company had recently been taken over and the preferred organisational structure was to replace

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