Kati is head of digital media at the V&A and in this well-structured and easy to read blog post she describes in seven simple steps how they improved the usability and impact of their own website through a series of small-scale, tactical improvements.
She describes how they reviewed their priorities for the site to make sure that their testing and evaluation was against the right criteria. They then took a user centred approach to improving the visitor experience through A/B testing (testing different versions with audiences), web analytics and tracking links. Issues tackled include how to:
Kati also touches on the challenges internally to working in this iterative way and the value of continuous improvement. She blogs regularly about digital experiments.
|Link||Thinking small – how small changes can get big results|