5 Questions for Étienne Garbugli – Web Usability Expert at Kotsego

Digital Marketing / November 11, 2008

This week I had the pleasure of interviewing Étienne Garbugli owner of Kotsego a user-centered web design agency specializing in web usability design and testing, landing page optimizations and heuristic evaluations.

In short, Étienne is an expert at improving user experiences on websites and landing pages helping to drive better results by increasing conversion rates (sales, leads, signups, etc.). All things that are handy when trying to get the most out of a paid search campaign!

I asked Étienne to share some insights on his experience and expertise – here’s what he had to say:

Xurxo: How did you get your start in Usability, and what keeps you there?

Étienne: I’ve been doing Web design for the last 10 years. My obsession for improving designs have led me to create my own research and testing methodologies which were formalized through work experiences and schooling.

I’m more passionate than ever about usability. New technologies like the iPhone are raising awareness towards the importance of having a good user interface which, creates a lot of interesting opportunities in my field. After all, you can have the best looking website in the world but, if it doesn’t reach your goal, it may be time to consider a redesign.

Xurxo: What are you most passionate about when it comes to Usability?

Étienne: I’m passionate about creating perfect user experiences. Seamless interfaces with all the right options available at the right time and position. I love helping companies get there through user testing, usability reviews, analytics, redesigns, strategy etc. before watching the results roll in.

Xurxo: Tell us a bit about your approach, for example how do you convince people that have never done usability reviews and testing to start seeing this as an opportunity?

Étienne: Often times, only minor changes are required in order to generate additional revenues. It’s important for companies to see their website’s potential for improvement.  Adapting to usability feedback is often easy and generate quick gains. The money invested in usability is only a fraction of the revenues it will generate.

Xurxo: What’s your elevator pitch?

Étienne: Kotsego is for result-oriented businesses who are dissatisfied with approximate design solutions. Our services (landing page optimization, usability audits and user testing) provide companies with a concrete way to increase conversion rates. Unlike other usability firms, we focus our usability research on increasing profitability for our customers.

Xurxo: Which blogs are a must read for you – those that you absolutely can’t wait for the next post to come out?

Étienne: I enjoy Don Norman and Jakob Nielsen‘s websites and industry benchmarks because they provide a lot of data and insight on things that can help my customers. Boxes and Arrows is a must-read blog on user testing and design while Konigi and 37signals are excellent design resources I read everyday.

BONUS QUESTION:

Xurxo: Why should you invest in usability during tougher economic times when budgets are being cut?

Étienne: Usability can help businesses make the best of their current traffic by improving conversion rates (average increase is 83% – [Nielsen]). Good usability and user experience also help increase traffic through word of mouth and repeat transactions in an increasingly competitive market. The times may be harder but usability can help you make the best of what you already have.

Xurxo: Thanks Étienne!

—

About Kotsego
Kotsego is a user-centered design agency focused on increasing profitability through usability. Services include landing page optimization, Web design, usability reviews, usability testing and design strategy. Visit www.kotsego.com to learn more, check out their web usability blog or follow twitter.com/kotsego.