Online, everything is measurable and adjustable. However, if you’re working at a substantial online offer, we recommend you to already make sure to involve the user in the development process before the launch. That way you can avoid expensive developments that are not an added value for your customers and unnecessary changes in functionality.

Using the EMAKERS approach we try (both for a small and a large budget) to involve the user in the development process to design the right one on the one hand – and for the right design on the other hand. For this purpose we use some proven methods, as described below.


EMAKERS’ e-commerce inspiration session is a creative brainstorm with (client) experts within your own organization aiming to spot online sale and service opportunities.


If you already have an existing website or web shop, you probably already have a mine of information by means of Google Analytics or another site statistics program. Starting from such statistics, we can make an analysis about the most important functionality (tasks) within your current offer. If your current site has a search engine, then often an additional analysis can be made on the basis of executed queries. Such a task analysis proves to be very useful for instance to determine the information architecture of your digital offer.


By using card sorting, a target group is asked to classify, sort and prioritize each card with an individual function from a bin full of cards. That kind of exercise can for example be used after a creative brainstorm, or can be based on input of the company itself. Card sorting is the most useful in a group, but it might be useful to ask the participant to first do the card sorting individually. Using digital instruments, the card sorting can be done remotely as well.


When you have decided what to offer, the design process of your digital offer can kick off. Nearly immediately, you then can involve the user into testing your first designs. For instance, often a so-called wireframe (also: skeleton design) is made, sometimes even on paper, that you can present to your user. Such a wireframe often forms a part of a functional specification. In subsequent phases you then involve your clients by presenting them a design or functioning prototype.


When your offer is live and large number of customers know how to find you, you can continuously optimize the (presentation of) your offer based on the findings of your site statistics. Then, the so-called A/B test is an instrument at your disposal that allows you to turn a small element into a variation each time and show that variation to half of the site visitors. After sufficient visitors have seen in the same period either the A or the B variation, you can determine with great reliability which variant provides you with more (conversion). In fact you should carry out such tests on a continuous basis.


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