Rule 1: Do not extrapolate consumer behavior from the physical to the digital. This is a classic mistake that can lead to the wrong strategy.
Strategic thinking is hard. It is a different way of thinking that blends analytical, creative, and practical ways to think and problem solve.
I introduce the concept of Web Brand Equity as a marketing concept. The marketer’s goal is to build brand or site preference and choice. How do we do that?
Traditional UI/UX testing involves asking consumers for their feedback on site elements. We suggest a different way.