Design with soul: Battling the e-commerce blues

There are literally hundreds of techniques available to UX practitioners – but which techniques are the most effective? We all have our favourites, but how do you know if you’ve chosen the right combination for your project? We chose to answer this question by tackling a project where time was largely a non-issue – not a Mickey Mouse personal project, but a real ecommerce redesign project for a real client: the Mathematical Association of Victoria’s online bookstore. We managed the client’s expectations on timeframes to allow us to apply every technique in the UX toolkit. So began our quest to determine, once and for all, which UX technique was most valuable.