Moderated testing is a vital part of the PurpleFire toolbox during user research. Time and time again it allows us to get great quality research, probing deeper in to users’ experiences, in order to understand the reasons behind their objections. This post outlines some of the things we’ve learned that will give you a great […]

It seems that using personas becoming more and more popular in design, marketing, and even business strategy, but are they worth the effort? Aren’t they a bit fluffy? Can they really provide great value? Ultimately, how will they help you improve conversion and bottom line? At PurpleFire we spend a significant amount of our time […]

I’ve always found personas to be useful and effective tools for creating truly user-centered website experiences. However, during my time as a strategist, optimiser and all round UX geek, I have come across many who don’t feel the same way. For example, Steve Portigal, author of Interviewing Users, suggests that “personas are user-centered bullshit’. What are […]

We have recently produced a downloadable 1 page process overview for User Centered Design (UCD). I felt that it will be good to share this with our blog readers rather than this just been part of our consultancy process with our direct clients. Below I have pulled out all the definitions of each phase in the […]

Web design has recently come under fire for its ‘lack of creativity’ with some people even saying that all websites are starting to look the same. These types of articles have had a lot of criticism from other web designers. And on first reflection, yes, websites are starting to look similar. As a creative who has watched the web grow […]

A/B testing is quite a scientific process. Hours of user research are conducted to compile significant amounts of data. From the data, a hypothesis of how a site can be improved is finalised and set against the control. Once the test has concluded and has gathered enough data, there is a rigorous analysis of the […]

Today, it is more commonplace for the majority of visits to client’s websites to be coming from mobile devices as opposed to desktops. Analytics and user research is telling us that visitors are more comfortable than ever completing transactions on mobile devices, and we’re not just talking about grocery shopping; Euromonitor has claimed that by […]

The fairly decent English summer has come to an end and if you’re like me you’ve started to look for a break away from the cloudy skies and 9 – 5 routine. Researching and booking holidays is one of my favourite things to do. Like the majority of people, I look to the internet to start […]

The A/B testing process The reams of data now available to digital marketers and strategists allow us to identify opportunities for optimisation, test theories and learn on an ongoing basis. Although our key focus at PurpleFire is optimising businesses digital offerings, the theories we use day to day to run successful optimisation programmes, can just […]

Here at PurpleFire, we believe that conversion optimization is not just about improving conversion rates, but also – and most importantly – about fostering continuous business growth. With this in mind, here are five areas that eCommerce businesses should focus on getting right this year, to set the foundation for future success. 1. Embrace cross-device […]