In a digital world where our attention spans are reduced to seconds, we need to be able to design experiences that adapt to these new behavioral patterns.

Today we are going to give you 8 tips to put into practice when creating, designing or improving an E-commerce.

1- Categorize the products:
Not everyone who enters your site knows what they want or knows where it is, it is the same case when you go to the supermarket looking for a product
looking for a product and you go to the wrong aisle because you associate it with another product nearby. This is the same thing that happens online, if we don’t know where what we want is, we will associate it with another product.
Ideally, you should create a structure that goes from the most general to the most specific. If the inventory is very large you can create subcategories.

2- Intelligent search engines
Search engines that offer suggestions help users find what they are looking for more easily.

3- Suggestions
You can show products that are associated with the one they are looking at, either because they are almost the same or a compliment.

4- Create a sense of urgency and scarcity
This is about showing in real-time the amount of that product in inventory to create scarcity. Putting limited time on offers and making countdowns will make users buy faster.

5- Keep in touch
Many of us like the products in a store but rarely go in all the time to see what’s new. Having customer contact ensures an upcoming sale, so you can let them know when you have new merchandise to show.

6- A friendly shopping cart
What always happens in the shopping cart is that although people add everything at the end they only pay for a few things. For them you can apply some of these tips:
In a message tell them that they are making a good purchase, praising their good taste or before checking out ask them if they need anything else to add to the cart.

7- A simple checkout the user got this far, don’t make them regret it always show contact numbers where they can call in case of any inconvenience.
Show the number of steps to checkout. Assure users that their data is protected.

8- Don’t leave without saying goodbye
Once the sale is completed, thank the user for choosing you, give him all the information about his order, show him his invoice and invite him to come back soon.

Designing a good user experience is vital for any E-commerce since this will allow people to be interested in your products, feel confidence and the process of making the sale will be much easier.
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Do focus groups and usability testing serve the same purpose?

When people think of collecting information or comments from users, they often associate it with focus groups or usability tests and in most cases they are often confused, although their objectives are completely different.
Here we explain the difference between each of them and their different methods.

Focus groups evaluate what users say, and consist of several people getting together to discuss their feelings, attitudes and thoughts about a given topic in order to reveal their motivations and preferences.
Usability testing, whose main objective is to observe how people actually use a product, by asking some key tasks to users to analyze their performance and experience.
The research processes are totally different. Focus groups involve discussions with members of the target audience, while usability testing is about observing users performing certain tasks. It is important to mention that a focus group is usually conducted with a group of participants, while a usability test is conducted on a one-to-one basis.

Another important point is that these practices should be performed at different stages of product/service development. Focus groups are performed at the beginning of the project to discover the target audience, while usability testing should be performed to measure the performance of the site after it has been drafted, designed or is in a testing phase.

To conclude, in plain words, “focus groups tell you what people want; usability testing tells you whether something works or not.”


Sales and User expirence

Sales and User expirence

What is user experience design?

UX design is the process by which visitor satisfaction is enhanced by improving the usability and accessibility of the interaction between the visitor and the website or product.

While the user experience is not limited to the web or applications alone, the principles behind it are essential to design in our time. We now interact with websites and applications on a daily basis. If you are able to guarantee that users will be successful in your e-commerce store, generating leads on your site or application; you will ensure more sales, leads and activity.

Main techniques

In addition to building these habits, there are a number of skills and techniques that are ideal to learn as you become a UX designer. These are the main techniques used during the strategy, research, analysis, design and production phases. This list should be the basis of the tactics to be used, but don’t let them limit you. Discover more tactics and build on them.


  1. Analysis of the competition. This is an evaluation of your competence that is usually completed during the strategy and research phase. This will help you not only to understand your competitors, but also to highlight areas of strength and weakness for both you and your competition.


  1. Review of the analysis. A thorough review of the analysis is useful during the research and analysis stages. Identifying the key areas of the data you need and what it is telling you will help you produce a more informed user experience. This means identifying traffic and browsing habits, popular page content, exit pages, etc.


  1. Heuristic review. Evaluating a website or application for alignment with recognized usability principles and a heuristic review ensures that the site or application is aligned with best practices. You can use beginners or experts to perform the review. The goal is to discover and highlight where current usability blocks are, by asking your evaluators to complete a series of activities.Here you can found more info about Heuristic review tests


  1. Content audit. A content audit is a detailed inventory of all content. This allows you to get an overview of all site content, which can help solve strategic sitemap issues, or even detect gaps or duplicate content. Although it may take longer, it can act as a useful reference in the stages of the UX process.


  1. Interviews with stakeholders. These are a key way to identify misalignment of purpose, major usability issues, and more, among the various stakeholders involved with the management of the site or application. The stakeholder interview should take place at an early stage to help create clarity around objectives.


  1. User testing. As the name suggests, user testing involves watching users navigate the site or application as they complete specific tasks and express their thoughts as they go. Asking the right questions can be the most difficult part.


  1. Use interviews and surveys. User interviews and surveys are tactics for getting direct feedback from current or potential users. They can be useful for understanding specific weaknesses or needs of users.


Getting the user to finally visit our website is a great achievement, but it doesn’t all end here, rather it all starts here, because the idea is that during their visit they find what they are looking for and that they achieve the conversion we are looking for.

The inclusion of related content can be done manually from each post in your WordPress blog or through algorithms so that they appear according to the user’s interest. You can also think about the idea of including links within the same content, this way you will be favoring the time of visit of the users, you indicate to Google that what you show is good and you reduce your percentage of bounce.

In conclusion, get to know what kind of people you are creating a website for, what your users want, etc. Remember that the key to success in the digital arena is the customization of strategies and if you don’t know the market segment you’re targeting, you’ll have a hard time achieving customization.

Case of study 1 : Less is better


Case of study 1 Ux for Feutri : When Less is better

How to improve a contact form when it doesn’t work

Feutri is in charge in Costa Rica of everything related to triathlon, for 7 years they have a website where athletes can make their affiliations and payments for federated events.

Feutri used an old version of WordPress in addition to completely custom code for the creation of forms this not scalable, besides generating an event took a long time.

At the level of UX design, this form was badly done does not verify if the data entered is correct or if the date was in the future.

besides that, the persons in charge had to ask the persons in charge of excel files with the data of the participants of different dates of the national championship for example




Just Because It Works … Doesn’t Mean It Works

In fact thanks to Google Analytics we realized that it had a very high bounce on mobile devices because it was never thought to be adaptable to smaller resolutions, we also included a tracker tool, in this case, we used HotjarF to know where the user stayed in the form thought.

We realized with our studies that some data are not necessarily creating flows of athletes as well as how they expect to be asked for the necessary information.

Our solution is a form that works on any kind of device that asks for information in a clear way although it is not ideal for the needs of Feutri now verifies and we can have better control over the data of the athletes’


With this improvement the purchases to the site improved by 40% in addition the bounce rate was reduced by 20 percent. This helps all athletes have a better platform for the enjoyment of their favorite sport.

WordPress and User experience


Before giving you more concrete examples of what to review at the level of user experience in your WordPress web, I want you to understand in the concept of don’t make me think (do not make me think).

Think of a very successful television show, such as the series of friends or The Simpsons.

They are chapters of 20 minutes in which, if we imagine a continuous line, we can draw the line with chalk, without raising the hand of the blackboard. From point A to point B. Easy. You like. It doesn’t make you think and you can even do any other activity while watching a chapter.

Now think Of Game of Thrones, or in West World, whose chapters (not all) seem to master classes of a university where you have to be with paper and pen carefully looking at the screen to not lose detail.

Who is with who, who dominates what, what flashback is here now, what a dream is the one who controls not what and killed the best friend of someone’s sister-in-law… tired sometimes not? You have to be a fan to continue watching some series today.

Well, in my view, the same thing happens with webs. If a website, in a leisure environment such as Internet, is complicated too much from the beginning, and that, add that you visit does not know you previously or has references about you, you can take for granted that your percentage of Bounce it ‘s going to be very high (people coming in, look at what’s in 2 seconds, and flee terrified).

When visiting a website, you have to see little, almost nothing. Very few things. A single concept that is easy to understand: look, this web sells mobile, OK. Look, this website is for booking hotels, OK. Look, this man is a personal trainer and he makes you lose pounds, okay. 

Little by little you discover new content, little by little you are hooking.

Don’t pretend to show all your cards on the home screen. Show one there, then another on the Services page, then another in your portfolio… But connect Those pages well, take the hand of your visitor and show him, experience to experience, what you can do for him.

These concepts remind me of two moments that for me have a lot of meaning at the UX level or user experience.


The first, for me, is a good example OF UX: It is a scene from the film Idiocracy, in which, in a future where people directly do not think more, a man of our time travels in time and becomes the Smartest man on the planet.

In this particular scene, this man visits a hospital and the receptionist searches between a large and very descriptive button interface what happens to the prospective patient.

The second is a clear example of BAD UX and many will sound. It is the website that became Homer Simpson when he discovered the Internet (it lowers the volume because it makes a lot of noise).

And finally, I step to talk about what you should take into account at the level of user experience in the elements that Make up your WordPress website.

Keep in mind that I commented superficially, so I hope you will be curious about some points and work, investigate and get your hands dirty to apply to your page.

User experience or UX  applied WordPress

  • When hovering (hovering the mouse over the menu) it has a striking or at least beautiful effect.
  • Always highlight the benefits of your product or service (and not the features). This means highlighting why they have to buy or hire you and not just know what you offer.
  • Fortunately, more and more people worry about a minimalist and fast loading design (not like Homer Simpson’s page).
  • Es de mis partes favoritas de UX, las tiendas online. Es cierto que hay que seguir muy de cerca lo que hace Amazon que no ha cambiado su UX en varios años, porque simplemente, les funciona.
  • As other elements I refer to price tables, sliders, testimonials, pages 404… all of this has to be taken care of at the level of design, text, etc
  • Also, decide if you need them or not. And above all, why would you need them? If you can’t answer that question, don’t put them.

10 Tips For Improving Your Product’s User Experience

I remember how easy it was to overlook UX errors in my first start-up. It had a drastic effect on the experience users had with our product.That’s bad, because positive user experiences lead to increased word-of-mouth, higher engagement rates and faster growth.The thing is that most of these bugs could easily have been fixed. All it takes is a little time to figure out how to detect them. Do you want to learn how to create repeat customers and loyal and committed users?

1. Focusing on “Impressive Design” over “Usable Architecture”

It’s easy to understand how this happens. You want your app or product to make a big splash. You want to create a buzz.

2. Not Removing Unvalidated Features

Ideas for features can quickly get away from you. At my last startup, we racked up a “planned features” list that we could have never kept up with.

When you have a great idea, it’s so easy to let your brain convince you that your product needs it. What makes this even worse is when the idea comes from one of your users.

3. Listening to What Users Want, Not What They Actually Use

What I’m talking about here is the gigantic difference between what a user says they want, and what they actually use.

Listening to what a user wants ultimately leads you to hamburgers in the shoe store. You’ll be building features no one will actually use.

4. Forcing People to Signup Without Offering Any Value

The most likely scenario for this is a mobile app. The user downloads the app, opens it, and then gets stuck at a “signup or login” screen.

It can also be a landing page that contains nothing but images of icons and selling points.

5. Taking User Feedback Personally

This used to be me. There was a time, before I started learning about UX, that I hated when users couldn’t figure out how to use something I designed.

6. Not Including an Onboarding Experience

Onboarding is how you interact with a user when they use your product for the first time. It’s often in the form of guided tours with overlays, tips and arrows pointing out what button does what.

7. Having a Poorly Design Search Function

Fifty percent of users, on the entire internet, are search dominant. This means 50% of your users are using your search function as their main point of navigation.

They don’t care about your drop downs or your side nav or any fancy browse function you’ve got. They get in, search, and find what they want.

8. Not Optimizing for Mobile

If you’re bootstrapping, or if you’re just testing the waters with a minimal product, building a responsive site is a lot of extra development.

9. Not Offering Users Help

Regardless of how usable your site is, someone is always going to need help.

If you’ve ever worked in a supermarket you’ll have been in this situation before.

There you are, stocking some bread on the shelf when a distraught customer approaches you. “Excuse me! Where on earth do you keep your bread? I’ve looked everywhere for it!” You casually hand them a loaf as they quietly walk away with their tail between their legs.

10. No Emotional Connection Between Your Brand and Your Users

If the goal of good UX is to create an enjoyable experience for your users, then your company’s brand plays into this far more than you’d think.

Positive user experiences aren’t just about making sure your users are able to use your product, it also has to do with the reason they’re using it.

Understanding Cancellation Flows

Understanding Cancellation Flows

The creation of a cancellation flow can be something simple or very complex, it will depend mainly on the guidelines adopted by your company, the product or service you are dealing with and the level of openness you have to suggest alternatives that can make this a quieter process for the user and minimize losses to the maximum for the company. Understanding the scenario and the possibilities within which it is possible to work, it is easier to trace the profile of the client, to trace the possible ways and to find viable solutions that are interesting for both parts.

Let the user find the cancellation option

First of all, it is important that the user can find this option within the site or application. It is obvious that hierarchically this should not be prioritized, but it has to be something easy to find, after all, if you can’t find it, it doesn’t mean you will give up the cancellation, it just means that:

Call customer service

You will complain on social networks, app stores or other channels, generating a bad impression about your brand;
You won’t be honest with him, and that’s unfair, to say the least.
So, the main thing is that you give him this option and let him find it. You have to understand this: if someone wants to cancel a product, they will find a way to do it. The question is to figure out how to keep it, but this you will try to resolve later in the process.

.Understanding the reason

Several factors can influence the decision to cancel: quality, a higher price, cost reduction, the choice of another company that offers the same thing with a better cost-benefit, among others.

It is essential to understand what your user’s motivations are when making this decision, not only to think about a strategy and try to change your mind, but also to observe where your company is going wrong.

Therefore, ask for the reason for the cancellation and ask for an evaluation of the product. You can preset the most obvious answers, but it’s also good to leave a field open for the user to talk more about their experience and better detail the problem.

It may be redundant to say this, but try to simplify the text as much as possible throughout this flow. The journey to the end of this task will not be so easy and will certainly generate some discomfort, so think of a friendly and objective text.

Understanding UX – what are personas?


Understanding UX – what are personas?

In this post, we’ll help you start taking steps to improve UX.

The first step to better user experience is a better understanding of who your users are – and what they want and need.

Referring to these documents and sharing them with all teams should lead to a user experience (or UX) that better aligns with their real needs. In reality, personas rarely cause these results. In many teams, personas’ documents remain abandoned, left aside while web designers and ergonomists continue to create products based solely on their intuitions.In contrast, data-based personas can be real protectors of the user. They help us control the work of UX Design, web design, and ensure that we are building what our users need.

Why make personas? The 7 good reasons

The personas allow you to:

  1. To really address the need of users and not just to remain in the discourse
  2. Identify the real and precise needs of users. This will allow you to create a simple and adapted product and not a catch-all of features
  3. Understand, humanize your target audience and create empathy towards users
  4.  Have a simple, clear and explicit communication tool
  5. Have a common referent
  6.  Streamline decisions
  7. Prioritize development efforts

In two sentences (or almost!)Peopleas are also a great communication tool both to raise awareness and to convince and bring a different vision of the user experience.

On the other hand, just because your personas are well done does not mean that your site, your service will be properly designed. There are other methods to use and other rules to follow to achieve this!





The use of Sitemaps with clients

people working on sitemaps

These days I saw an article that talked about sitemaps and how effective (or not effective) they can be when showing the structure of a site during a meeting with the customer. The article caught my attention because I stopped to think that in the most recent projects I worked on the sitemap had not been very effective in communicating the structure of the site to those on the other side of the table or the line.

Some points I’ve noticed:

Depending on the type of project, showing the structure of the site is not important for the project and for what is being decided at the meeting. But this varies according to the type of navigation that is being designed In a Facebook application, for example, which has a more linear than hierarchical navigation, it makes much more sense to show a user flow than a sitemap. And what I realized is that this kind of project has been much more common than building websites with menus and submenus.
The sitemap is not a very interesting document to go through. It is clear the customer’s disinterest for the document, especially when the person to whom the sitemap is being presented does not have much experience in building sites. Put yourself in that person’s place: it’s all a big succession of rectangles and lines that can often scare you more than clarify.

Precisely because of this, in some cases, the client approves the sitemap without having understood very well what this approval means. It is important that, in the speech, the UX Designer makes very clear the purpose of the document, the implications of that structure that is being presented and even why you have not opted for a different structure. If you do not take these precautions during the presentation of the sitemap, the client ends up approving just by approving. Only in the stage of wireframes, the client will realize that a link he thought important ended up being too hidden within the structure of the site or the menu.

It is dangerous to show only the sitemap and cause the false sensation that the experience always starts from the homepage of the site – mainly because some of them happen in very different sites of the great worldwide network of computers. An experience can start on a user’s Facebook wall, proceed with an application, go through an SMS and end up inside the brand’s institutional website. In these cases, it makes more sense to show the way from the user’s point of view, and not from the point of view of the structure of the site – which usually starts on the homepage.
The article I mentioned tries to list some alternatives for the sitemap, some of them even interesting. What I’ve been trying to use is a hybrid between sitemap and user flow – and as far as possible from gray rectangles to avoid scaring the client too much.

But of course this deliverable decision should be thought of on a case-by-case basis and there is no “definitive formula” for that.

When in doubt, common sense and old common sense.