Strategy

User Research: The Superpower Behind Experimentation Programs User research is often a side-lined activity within the experimentation space, but it’s crucial for keeping your testing velocity up and your win rates high. Many experimentation and optimisation teams fail to make this connection due to a lack of time, resources, knowledge or the siloed structure of their organisation. On VWO’s webinar last week, […]

Top 5 User Behaviour Trends from 2022 It’s been the busiest year yet for our UX team when it comes to user research. We’ve conducted hundreds of moderated user research sessions uncovering a huge number of customer problems and opportunities for our clients. During these sessions we’ve noticed a growing number of trends around user behaviour which are applicable across a wide […]

Our 5 key takeaways from Experimentation Elite December Conference Last week we sponsored, presented, and attended, the second Experimentation Elite conference of the year. Talks ranged in topic from copywriting to code breaking, but here were my top 5 takeaways. 1. “Cross team collaboration” is the future Our own Chris and Paul presented their experience with developing a ‘Centre of Excellence’, along with our […]

A quick guide to using Jobs To Be Done research to enable customer driven innovation Video transcript: Are you looking to improve your current proposition, or are planning to launch a brand new product/service? If you are, then can you confidently say that you understand your user’s needs, and where your proposition fits into their lives?  As Albert Einstein once said: “If I had an hour to solve a problem […]

How we analyse A/B/n tests using Contentsquare At Creative CX we are proud to be technology agnostic, which means we have a lot of experience with various analytics and testing platforms, and make an effort to learn the best way to conduct analysis within each. When it comes to analysing a completed experiment we like to use all the platforms at our […]

The Power of Behaviour Analytics to inform Experimentation Last week we hosted a hands-on ideation workshop at Sussex County Cricket Club for in-house practitioners working directly across experimentation, UX and analytics. Alongside partners, Contentsquare and Webtrends Optimize we explored how powerful behavioural analytics can inform experimentation and improve customer experiences. Based on real customer insights provided by Travel Republic, the UK’s leading online […]

Harnessing Experimentation in the Luxury & Fashion sector On Wednesday 9th March we hosted a roundtable lunch focussing on ‘Harnessing Experimentation in the Luxury & Fashion sector’. Together with YOOX Net-a-Porter Group, we discussed how luxury and fashion brands can best structure the experimentation function within businesses to improve customer experiences and drive efficiency across product teams. Thank you to Ibrahim Lawal, Experimentation Manager at […]

How to iterate on winning, losing and inconclusive experiments Test to learn, not to win If you have found this article you are probably already aware of the massive benefits to experimentation and why it is so important. (If this all sounds new, take a look at our article on how to kickstart your experimentation programme). A lot of the emphasis on testing is […]

Webinar: What does “Experimentation Democratisation” really mean? Experimentation Democratisation. Hear from those who are actually doing it We’ve all heard people talk about ‘Experimentation Democratisation’, but what does it really mean? How can businesses get beyond a buzzword to enable business-wide change? In this webinar Chris Gibbins talks with Natasha Senior & Sam Ingleston about how Experimentation has been adopted by a […]

Running moderated usability testing remotely: the pros and cons Yet another usability testing participant in their car! Not driving thankfully but parked in a car park whilst Andy (one of our Senior UX Consultants) moderated the session remotely. Even though covid forced us to move all of our Usability Testing from our London labs to purely remote, we’ve actually been loving the format. And […]

How do you decide on the primary metric for your experiments? When defining an experiment’s primary metric, the industry is divided. It may come as a surprise, but many businesses determine the success of their experiments based on the primary metric alone (we do not suggest this at Creative CX!). Accurately defining the primary metric is vital. But first, what is a primary metric? Simply put, […]

How to get the most out of your experiments: running your A/B tests alongside a parallel stream of qualitative research “Hope is not a strategy.” – Vince Lombardi Whilst we’ve shared insights on measurable, quantitative data in previous blogs, it should also be noted that we believe qualitative research is equally as important. But why you might ask? Essentially, qualitative research helps you understand the motives behind specific user behaviours, which in turn allows you […]

Become a champion of qualitative and quantitative research triangulation Even if you’re not a football fan, you may have seen the recent successes of Liverpool F.C. Having won the Champions League in 2019 and the Premier League in 2020, they’re now considered one of the best teams in the history of the modern game. And if like me you know a Liverpool fan, you […]

Webinar 3: Integrating server-side experimentation capabilities into your business How to make the best use of server-side experimentation In the final webinar of our 3 part series, we discuss how to make the best use of the capabilities server-side testing tools provide. Our guests Helena Mathieson (Monetate) and Chris Gibbins (CCX) talk through some of their experiences and recommendations for how businesses can enable […]

Webinar 2: Best practice implementation for server-side experimentation How to implement server-side experimentation In part 2 of our 3 part webinar series, we discuss some of the technical considerations for implementing and utilising server-side experimentation tools. Our guests Elliot Cranmer (AB Tasty) and Nelson Sousa (CCX) discuss some of their experiences and recommended best practices to ensuring a robust and scalable setup. This […]

Webinar 1: The business case for server-side experimentation Why move to server-side experimentation In the 1st webinar discussion of a 3 part series, we discuss some of the most common use cases for selecting a server-side experimentation approach and considerations for building a business case. Stewart Ehoff (RS Components) and Isabel Meijaard (Optimizely) join us to share their experiences and recommendations. This webinar […]

Experimental Product Design Interview I was interviewed by Miklos Philips from TopTal on the exciting subject of Experimental Product Design back in September. We had a very long discussion about Experimentation (A/B testing, Optimisation), and in particular how Product Teams and Product Designers are just starting to be introduced to experimentation. At Creative CX this has been a real […]

How to Effectively Manage an Experimentation Programme and its Lifecycle Experimentation can result in some pretty incredible changes, changes that improve the experience for your customers and your profit margins. But while the experimentation process is exciting and its results insightful, effectively managing an experimentation programme and its lifecycle is demanding and can often be viewed as a little dull. Yet this is a crucial […]

How to (successfully) conduct a Competitor Analysis in 3 simple steps Undertaking a competitive analysis is often one of the most overlooked research methods available in an optimisation teams’ arsenal.

How to Analyse your Experiment Results If you’ve read our blog post on problem statement vs the hypothesis, you should already know how to set the foundation to a successful experiment. However, analysing your data and results is also one of the most important stages of any experiment.  Unfortunately our cognitive biases and wishful thinking can often impact how accurately we […]