An example of how I apply usability testing to digital ads - in this case Amazon AWS ads. The product image, ad layout and other aspects of AMS ads are controlled by Amazon. The headline and description is the one aspect that can be A/B split tested. I created three version of a CPC ad for a product (a kids' Christmas Journal and Activity Workbook, of which I also created),. All ad variables are the same with the exception of the headline on each. The three headlines are being tested over one month to see which resonates best with the consumer and performs the best. I may also create these same three ads but target them by similar product instead of category., as these ads are set up.
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UX Research Process (Footwear)
A detailed buyer persona was created for a footwear brand. Tthen an empathy map created for that persona, highlighting a shoe shopping scenario and elaborating on what that persona might say, think, do or feel during the shoe shopping experience. A journey map based on scenario of this persona shopping for a pair of shoes on the website was layed out, and using the information from Buyer Persona and Empathy Map, I was able to address some pain points this shopper might encounter on the current website and suggest changes that would improve her user experience as well as recapture prospective buyers on abandoned carts to increase sales.
