Lean vs Agile vs Design Thinking

Today's article is complicated. What are the differences between Lean, Agile and Design Thinking? Phew ...

Following the popularization of these terms, of a book entitled Lean Vs. Agile Vs. Design Thinking: What You Really Need to Know to BuildBy Jeff Gothelf published in 2017 and the emergence of the use of these techniques in several television series, many people ask me about them. What is the difference between Lean, Agile and Design Thinking? Well, the techniques are different in nature and objective. Let's see ... I start so easy ...

Design Thinking It is the way in which we explore topics or find problems that need to be solved.

Lean It is a way to manage a company while it is a framework that will help us get the desired results and that Agile part.

Agile It is how we adapt to the changing conditions of something. Apply it to agile sales (Agile sales) and agile thinking (Agile thoughts) among other terms. It used to design solutions. The agile sales I explain them in class when I explain how to create a minimum viable product and test it in the market through landing pages and you campaigns on Facebook / Instagram.

Agile It is also related terms scrum, iteration, and burn down charts Do you sound these words? This is what you see in the series in which they appear programmers who write in post-its colors everything to do and go past the post-its from one part to another of a mural as they programming these parts. a big problem breaks into small tasks and are performing these tasks until it ends and one faces the following problem.

There is confusion between terms because agile part leanBut also a way agile of running a company is applying in respect of lean start-up. Agile tests the product with users ( agile sales I mentioned earlier) and the concept of Lean Start-up test is based on a prototype of the product by putting on the market to be tested. The concepts are almost the same, hence ... sometimes you're not sure which one to use.

Not if I have helped to clarify the terms or have gotten worse ... sorry. The image that illustrate this article and that is John Scheider It might help you more.

You find the book Lean vs Agile vs Design Thinking here.

This article explains cOW generate value for our customers is important and how today it makes sense to ask directly (ie action agile) And co-create together (this is also agile)

In any case, if you have questions specific to the connection, do not hesitate to ask them in the comments area and will watch to answer them.

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Tool that calculates the value of a website

Today we put online a calculator that can determine much is a website. We have done it because this is one of the questions that I am usually asked in class. Surely, if you have a website, you have also asked yourself "How much is my website worth?".

To find out how much your website is worth, first ask yourself some questions, and then we will indicate how much you could bill with an advertising-based business model and how much in an e-commerce based business model. With this we are able to make an initial evaluation of your website that can be useful in case you need to evaluate it.

How to calculate the value of a website? and How to calculate the turnover of a business online?

Every day I see business plans made by my students in predicting revenue from advertising or e-commerce totally exaggerated. This tool can help predict income of a portal based on their traffic. Thus, the performance of the financial plan in a business plan can go extrapolating growth of a website (which are a function of network externality of the business) and from these data and with the help of this tool, you can predict potential advertising revenue.

The issue of determining the growth of a portal based on network externalities of their business model is not easy. In a business where the growth model of its users is linear, usually it grows very slowly. In a business type marketplace (where supply and demand, such as Solostocks.com) They are growths of between 12% and 15% per month (geometric) in a business network type (eg Linkedin) growths are much stronger and can exceed 20% monthly geometric.
In this regard, when I worked in Intercom I wrote an article that may be of interest: Why free content raises the billing? (OGame)

Returning to the subject of calculating the income of a portal, if we are able to extrapolate the growth in the number of users of our online service, with this tool we can have a potential clue to the billing page. So you can help us get more realistic business plans when the portal business model is based on selling advertising.

By the way, I almost forgot ... if you want to know how much is a website worth, here is the link to the calculator:

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Research User What is and what is

User Research, UX research are two ways to call the same: research on the experience of a user on our website. Ie, their behavior, their motivations and needs.

When we want to increase the conversion of a research website user experience is critical, the User Research it is a key success factor. Thanks to this research we will get to know our user better, we will discover what he expects from our website and we will be able to adapt the navigation, the texts and the structure to what the user is waiting for. This is especially critical in e-commerce.

Converting a trade products a value between 1 and € 100 should be around 3% for products between 100 € 500 between 1% and 3%. For products over 500 € is usually around 0.5%. If this is not the case for your e-commerce and are above, congratulations! You did! I'm really happy! I have clients with 8% and 9% conversion, I know it can be done. If you are below, you should conduct research on user experience, you should know more about user research you are in the right place.

How can you investigate what is the behavior of your users? That is to say,

How to do User research?

These are the main techniques:

Eyetracking: it consists of keeping track of the user's gaze and seeing what he reads, what he does not read, what he looks at, what he clicks, what word makes him decide to continue reading or click the button to take the product to the shopping cart, etc.

You will find more articles I have written about Eyetracking here: Eyetracking.

A/B Testing: It consists of making several copies of different pages of your website and testing which one converts more users. Google has a tool to perform this type of test called Google Optimizer and it's free. Before it was called Google Experiments, perhaps you had heard of it.

Cart sorting: esta técnica sirve para testear cuál es la mejor arquitectura de la información en un sitio web. Consiste en testear a un grupo de usuarios entregándoles una serie de cartas con los productos que deseas vender o las diferentes secciones de tu web. Ellos deberán agruparlos por categorías y deberán ponerle un nombre a la categoría… te quedas de piedra cuando ves las diferencias entre tu forma de organizar las cosas y la suya… Esta técnica te ayudará definir la estructura del sitio web, a decidir qué pondrás en la página de inicio y cómo deberías etiquetar las categorías de navegación de tu web y las de tus productos.

You can also make focus groups ... but it is expensive and the results are not the most reliable ...

There is a technique that I always explain in class and it is very funny for the students, but it is real like life itself and I have used it many times: use your mother as a beta tester.

Sí, como lo oyes. Tu madre te dirá siempre la verdad, no es una heavy user de internet pero sabe navegar y desde que usa Whatsapp y se ha registrado en Facebook, no hay quien la pare. Si tu madre no entiende de qué va tu sitio web… tu sitio web está mal. Si tu madre no consigue encontrar tus datos de contacto… tu sitio web está mal. Si tu madre no consigue realizar una compra o suscribirse a tu boletín, tu sitio web está mal. Y no olvides hacerle probar a tu madre la versión móvil de tu sitio web… si ella no lo entiende, entonces es que esta mal. En una versión móvil no es suficiente pasar el test Google, it is necessary to pass the "mom betatester" test. I tell you with a very serious face. Take my advice ... you'll save yourself a lot of trouble.

When should you apply user research?

You can do this during the 3 stages of website creation.

  1. During the previous investigation: the cart sorting It is ideal to start.
  2. Research in the process: the mockups of the website can be tested with eyetracking and thus only the versions that have been best understood by the user go into production.
  3. Research of real users: when the website is already online, you can make eyetracking and can A/B testing... or what was said ... you let your mother taste it.

What are the differences between User Research and Usability?

They are two sides of the same coin: user research it's going to analyze the user, usability, it's going to analyze the website to see if we get users to do what we want them to do.

I hope this article has been helpful and now know a little more about What is the user research and what is. If you have conversion problems contact me and we will analyze together how we can help you from Quadrant Alfa.

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What is eyetracking? and What is?

He Eyetracking It is a technology that allows users to track their gaze to obtain data on things like: what are they looking at? What catches your attention? Do you look at advertising? Does that button really see it? What word makes someone decide to read a text? and to be able to make decisions based on that data. It also has applications in the field of psychology and optics, but above all it is in digital marketing and specifically in usability and user experience where it is most used.

How does an eyetracker work?

Eyetracker - EyetrackingBásicamente es un monitor de ordenador con un emisor de rayos infrarrojos que ilumina la cara del usuario (sin que el usuario note nada) y con una cámara (que el usuario tampoco ve que está allí) en la que el eyetracker puede ver el reflejo de los infrarrojos en las pupilas del usuario, y por lo tanto, triangulando la posición de las pupilas frente a la pantalla, puede saber qué es lo que usuario está mirando.

En este vídeo está muy bien explicado (si no entiendes el francés, activa los subtítulos en castellano o en tu idioma nativo)

También hay eyetrackers incrustados en gafas y en dispositivos portátiles que facilitan los análisis de eyetracking when you're studying something that is not on a screen such as linear products from a supermarket or the dashboard of a car.

Why is a EyeTracker used in Digital Marketing?

Como he comentado en el primer párrafo, es especialmente útil para comprobar la usabilidad de un sitio web. En este vídeo que verás bajo estas líneas estaba yo testeando si los usuarios podían encontrar fácilmente las fichas de los apartamentos que el sitio web deseaba alquilar. Verás como tras más de un minuto, el usuario testeado aún no ha encontrado las fichas de los apartamentos. También es curioso ver en este vídeo como el usuario se distrae cada vez que el slider de la web cambia. Cosa que es normal y está bien porqué los sliders se incluyen en la cabecera de las webs para mostrar la propuesta de valor de la empresa, así que es correcto que hagan que la mirada del usuario vaya hacia allí… aunque una vez dentro del sitio web, ya no deberíamos distraer más al usuario, por esta razón sólo se incluyen en la página de inicio.

How Eyetracking used in Content Marketing?

It can also be used for related topics content marketingFor example, to see what word makes when we read diagonally finally decide it is worthwhile or not read a text. Or on an AdWords ad that will be seen above, what word it draws attention and makes the user read the ad and possibly click on it.

Here I leave 4 links that can help you better understand the use of the eyetracking in this last field:

  • The first is a study I did in 2005 about how reading a news website men and women and whether or banners are not seen: Eyetracking_Media_Espana
  • The second is a study of the words must contain the Adwords to attract attention. The study I did in 2009 but the results are still valid although Adwords are no longer on the right side and now are only at the top of search pages: Eyetracking Search Marketing
  • Here you will find an article I wrote in 2009 on the Eyetracking and Golden Triangle Google in relation to SEO (Article also remains valid today).
  • And here, information eyetracker I use for these analyzes: Tobii Eyetracker

I hope this information will be useful.

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