I’ve made reference in the past to tech’ often – weirdly, being an inhibitor of progress, at least in the world of ecommerce where proprietary platforms rule the roost and the costs of implementation prohibit rapid/volume testing. Or at least they did…
The rise of product layers such as Qubit and the like are a huge boon to those who’ve been toying with the idea of implementing multivariate testing. And to be frank – for us as an experience design practice too. Not being bogged down by back-end development costs and being able to live test and the see significance of our design work so fast is fantastic.
Multivariate had previously only been the proviso of those in the know – those with more serious budgets and those who we’re empowered by the board to have a certain level of control and authority. All of a sudden taking a strategic and scientific approach to experience design/optimisation is a whole lot more accessible. But what are people doing with the opportunity?
Qubit themselves are certainly covering a lot of ground. The number of retailers they’re working with is impressive – retailers and ecommerce teams have a tendency to love a product. It’s very easy to find plugins and bolt ons – a solution fix for every problem, It’s in a retail’s nature to see a shopping list as preferential to bespoke strategic consultancy.
However there’s a fine line between leveraging the tools and techniques out there to optimise, personalise and craft an experience and wholly relying on them to manage the entire process. There’s a need for strategic oversight and experienced practitioners to utilise these tools – give an everyday driver a Formula 1 car and you’ll end up with a crash.
If you’re looking to implement testing as part of your roadmap, or want to start taking a research led/strategic approach to giving your audience the experience they want – give us a shout and we can lend an ear. Give some impartial advice, spread a bit of seasonal cheer. Didn’t mean for that to rhyme. Brilliant.