Analysis & AB Testing

Contentsquare

This page illustrates some of the UX studies I was in charge for, during my work at Moncler.

With the use of a tool called ContentSquare it’s possible to identify frictions, usability issues, the attractiveness of a particular content - for example to understand the performance of an editorial plan, and the real conversion rate of a component. 

Different metrics can be applied depending on the analysis objective, such as: click rate, attractiveness, scroll rate, conversion rate & others.  

JOURNEY ANALYSIS

This was a study about how an editorial page can impact conversion rate. In the example, I am highlighting how storytelling and nice editorial contents can push towards a better conversion rate, creating a stronger connection between the user and products.

MAPPING INTERACTIONS

In the example I am highlighting how a poor design decision can impact the success of a product.
The mobile design, in this case, wasn’t as effective as the desktop. Such analysis helps in taking better design decisions for future projects, or, when possible, correct the design on-the-fly.

A/B TESTING

AB test is a practical and quick way to test an idea or a possible improvement before releasing it.

In the example I am highlighting how social networks have a great impact in the way we experience digital contents, creating sticky patterns that can be re-used to make a design more effective.

In this case, version B was a strong winner, as it was leveraging on the IG “Stories” pattern.