Marten is one of Sweden ‘s most coveted interaction designers and usability consultants. His work has spread pleasant user experiences to millions of users all over the world. So, whether you are just a person with a good idea, run a small business or represent a multinational brand Marten can surely help to develop and improve your interactive business.
Usability expert
Get to know what your customers think!
An evidence-based approach makes us rich online. Through insights about the users, we can build your brand and increase sales. I offer all kinds of usability studies, expert reviews, analysis of web statistics, eye tracking, and A/B testing.
1000+ users studied
After conducting nearly one hundred studies I have met over a thousand users and studied their actions, second by second, in the most critical moments for conversion. This has given me deep insight into how users function in situations that make or break for your service. Knowledge of user behavior makes me effective in my work as a designer, and analysis is always an integral part of my design process.
Every successful digital service is designed to fit users’ motivations and needs, but because the Internet makes the majority of users anonymous, we need to actively invite our customers to be able to measure their opinions, feelings and attitudes. Then we can find a direction in which to move forward and ensure that we have succeeded in the design of the service.
Eye Tracking
Since 2009 I have specialized in usability tests with eye-tracking cameras. With unique Swedish technology, the camera sees exactly where a user fixes his eyes. The eye movements help us understand why users behave as they do on the internet and we get a clear roadmap of how we can solve usability problems. The eye-tracker allows you to see what your customers are thinking!
Analytical methods in the design process
For me, analysis is a design tool, and including the results into the design process means that we do not have to guess. Analysis of web statistics, usability tests and A/B tests interacts with concept development and design in a natural way. Here are the major analytical steps that contribute to a successful design process:
Analysis of web statistics
By studying visitor statistics in detail from Google Analytics and similar tools, you’ll learn which parts of your service that needs to be developed.
Following the development of our services in Google Analytics or similar quantitative statistical tools is something we do every day, when it comes to a site or digital service. A couple of times a year, it makes sense to take a deep dive into the numbers.
I will be happy to review your statistics from a usability perspective. Together we go deep and find the strong and weak points of your service. When we study how the statistics change over time, we see short- and long-term changes in user behavior, enabling us to secure conversion, both now and in the future.
However, web statistics have their limitations. Seeing the statistical outcome of your service does not automatically provide a clear path forward. To know what the next step is, the service needs to be tested by users so that we see the experience with their eyes. In my methodology, I use eye-tracking as a complement to web statistics to see how weaknesses can be improved.
User tests with eye-tracking
Eye-tracking data provides invaluable insights into how users approach your design, and it provides us with a map and compass for designing changes.
In a user test with eye-tracking, we invite a group of customers from your target market and put them in front of an eye-tracking machine. Then, they presented with a test scenario; a background story that puts the user in the right context with a specific task to perform. While the customer uses the service, the eye-tracking camera captures their experience without any need for interruption.
Design Priorities from insight
Focusing on the design of features like web stats and user tests that show what customers really need is a guaranteed recipe for success.
In the modern approach to digital services, the analysis of web statistics and user testing are important milestones in the design process. A change in design is complete only when trials with real users show that it converts better than the previous design.
A knowledge-driven approach is based on hypotheses and ensures that important decisions are based on qualitative indicators and quantitative facts. With clarity, logic and scientific methods we ensure the success of your service and minimize the risk of costly surprises.
To test a hypothesis we translate it to user scenarios in which users run through the pages of the optimized system version. Each page of the service is discussed and refined until we reach a solution the project team is pleased with. The sketches are transformed into a visual design and submitted to the development team. The new design can be validated by A/B testing.
A/B-Testing
A/B testing allows us to validate how well the new design converts in comparison with the existing design.
The most effective way to determine whether a design change work or not is an A/B test, where half of the users are exposed to the existing solution and every other to the new design. The result shows which design that converts the best.
The A/B tests are most effective when each design variation is based on qualitative and quantitative knowledge of your target market and user behavior in the current service.
The outcome of an A/B test is sometimes unexpected. These unexpected results are good, because they give us access to invaluable knowledge about the user experience. The insights provide inspiration for what areas need to be analyzed more thorougly through the web statistics.
portfolio
Mårten’s featured usability projects
- Bythjul: A new responsive site is revolutionizing the way we buy tires and rims online
- Tradera: eye‑tracking study of the world’s largest auction site provides important insights into the buying process online
- Västtrafik: Commuting Calculator helps Göteborg to travel to work smarte
- Photowall: New cash concept, sales of photo wallpapers
- Box Experience: New ways to sell online experiences based on eye tracking as a design tool
- Salus‑Ansvar: New design and optimized order flows resulted in increased online sales of insurance
- Treated: Concept and design for the world’s most modern online pharmacy
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Get a free usability analysis of your site!
You may want to try before start a project with a new deisgner. Then you’ve come to the right place! Now you can get a free review and analysis of your site, app or e-commerce application. The only thing you need to do is tell us a little bit more about your service and describe your current challenges! But, hurry up, the number of free analysis is limited!
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