Thinking small – how small changes can get big results

Format Web page Created by Kati Price
Organisation V&A

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:

  • Help users plan a visit
  • Improve legibility and flow of content
  • Identify ways to increase income generation
  • Improve newsletter sign ups
  • Monitor, measure and respond

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.

Publish date 11/11/2015