{"id":2464,"date":"2021-04-27T16:15:00","date_gmt":"2021-04-27T20:15:00","guid":{"rendered":"https:\/\/shiny.agency\/?p=2464"},"modified":"2021-06-04T16:01:27","modified_gmt":"2021-06-04T16:01:27","slug":"when-being-wrong-is-so-very-right","status":"publish","type":"post","link":"https:\/\/shiny.agency\/blog\/when-being-wrong-is-so-very-right\/","title":{"rendered":"When being wrong is so very right."},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

There we were, observing remote user testing, and a prototype we had created for one of our clients was failing. Spectacularly. And repeatedly.<\/p>\n\n\n\n

We have worked with this client, a large financial services institution, for years and have a lot of familiarity with their digital properties and how people use them. One of the insights we\u2019ve heard over the years is that people shopping on their site love the compare functionality. We were working on an overhaul of the entire shopping experience and thought, \u201cPeople love comparing. Why not make the entire experience about comparing?\u201d Brilliant! It will save people time, get them right to the functionality they use (and always say they want) and no doubt lead to a great increase in conversions.<\/p>\n\n\n\n

Except it didn\u2019t. It had the opposite effect \u2014 it frustrated users and made them want to abandon their shopping altogether.<\/p>\n\n\n\n

We\u2019ve been at this digital marketing game for quite a few years. We\u2019re used to building things, learning how they perform, and optimizing from there. We read the trades, evaluate other experiences\u2026all the things that help shape our perspective on what is good, effective UX. And with all that knowledge can sneak in a bit of hubris that can lead to the sense that we completely understand what works, and what doesn\u2019t.<\/p>\n\n\n\n

This is when your intended audience can quickly humble you and dissuade you of those thoughts.<\/p>\n\n\n\n

Back to the user testing. Watching people engage with the prototype, we quickly realized that \u201csimplifying\u201d the experience and putting people into a comparison mode right away utterly confused them. They didn\u2019t understand they were comparing right from the start partly because they have been taught by countless other sites (our client\u2019s included) that to compare you have to select or choose things to compare and then will be taken to a results page. In our prototype you could simply freeze a product to compare it and then scroll through to see how it stacked up against others. Total confusion and, of the three prototypes we developed, the compare one failed the greatest number of times.<\/p>\n\n\n\n

The moral of the story is that experience matters, and insights from existing performance matter. Both of those things can lead to better, more productive experiences. But all of that needs to be pressure tested with functioning prototypes and actual people using them. It\u2019s not enough to believe it will work\u2026you need to know that it will work before putting it out in the world and be willing to take those learnings to make it even better.<\/p>\n\n\n\n

And while it may sound humbling to have an idea fail, we actually love it. It means we\u2019re pushing boundaries and finding the limits of experiences to ultimately ensure that the best solution is what goes out into the world.<\/p>\n\n\n\n

Looking to push some boundaries? Let\u2019s chat about how we \u2014 and your customers \u2014 can help you get to the right experience for your business.<\/p>\n\n\n\n

As originally written for<\/em> Little Black Book<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

There we were, observing remote user testing, and a prototype we had created for one of our clients was failing. Spectacularly. And repeatedly. We have worked with this client, a large financial services institution, for years and have a lot of familiarity with their digital properties and how people use them. One of the insights […]<\/p>\n","protected":false},"author":5,"featured_media":2577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[145,14,146,91],"class_list":["post-2464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-customer-insights","tag-marketing","tag-prototyping","tag-user-testing"],"acf":[],"yoast_head":"\nWhen being wrong is so very right. - Shinyverse<\/title>\n<meta name=\"description\" content=\"Think you have your site's UX all figured out? 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