Paul AinsworthPaul AinsworthMarch 21, 2019


A new report has found that 20 percent of marketing and CX professionals feel they will “never truly understand” their customers’ buying decisions.

The study from analytics firm Clicktale, titled Defining Digital Experience, states that part of the reason for this is due to 34 percent of marketers and CX professionals being unable to unite data between their web and mobile-optimised sites to create a single customer view, while 39 percent struggle to unite data from their websites and mobile apps.

This inability, the report continues, also means that 71 percent of brands can’t action customer insights in real time, while 73 percent are struggling to provide a consistent experience across channels. Ultimately, this lack of ability to understand customers is hindering brands’ chances of securing customer loyalty and damaging potential sales.

The study explores the current state of digital with 200 marketing and CX professionals working in some of the world’s leading brands in the UK and the US. The report uncovers how brands are building a strategy around Digital Experience, including who is ‘owning’ the function, and what technology they’re deploying.

Clicktale CMO Sara Richter said: “With so many brands struggling to build a single customer view, is it any wonder that marketing and CX professionals feel they cannot build a true understanding of their customers?

“But while uniting data is undoubtedly key, so too is capturing the right kind of data – beyond the usual demography, geography, purchase history and preference. Very few brands are tapping into the power of behavioural data, which enriches the marketer’s understanding of the customer immensely. With behavioural data and the right analytics, brands can better serve customers, improve loyalty and drive more repeat revenue.”

Sukhi DehalSukhi DehalFebruary 27, 2019


Digital transformation – a term that often gets used without much thought or consideration to the true scale and effort required to truly digitise a legacy business, service, or product.

There are a few trends and areas of focus that any business should be aware of before starting on their digital transformation journey. Here are a few thoughts for consideration;

1. It’s going to be more difficult and probably take longer than you expect, and this is totally fine and normal

Digitally transforming a business requires a lot of scrutiny of existing processes and services, and during this process there should be no stones left unturned and no questions unanswered. You will always find new requirements and new challenges that will impact your desired timelines and scope. This is normal and can be managed effectively when it occurs through a process of constant internal communication, rescoping and planning where necessary.

2. Put your user at the heart of everything you plan to deliver  

The process of digital transformation should truly allow you to orientate your business around the people who ensure it exists your customers, your users, and your internal teams. Your CRM platforms and insight teams should give you the tools and understanding needed to allow you to get close to your users, and then create truly personalised, relevant, and enjoyable experiences for them.  

Digital transformation could be your first opportunity to make a huge positive shift in your user experience and engagement with your brand, so it’s vital to make sure this is right from the beginning. It’s also worth remembering that whilst digital transformation has a formal start, it will very rarely ever end. The digital world is constantly evolving and improving, and your business must do so too. Digital transformation really isn’t a one hit wonder and is something that’s constantly evolving and changing based on your user’s needs.

3. Don’t create products and struggle to cross your internal operational units 

This is a big one. A lot of businesses report a broken user experience or customer journey, and more often than not this is because operational business unit silos have bled through to the customer journey. For example, a user may have two logins for related services within the same brand, or they may have to wait a week for “another department” to finish off a support query.

Your goal should always be to deliver a seamless, coherent, and enjoyable experience across your product or services. Users don’t know or care about how your business works internally, so don’t make the mistake of forcing them to understand it whilst navigating your experience.

4. Don’t try and build everything yourself

Unless you’re the size of Amazon or Google, then there is no practical or real reason why you would want or need to build your own on-site cloud solutions. Off-site solutions will always, always allow you to create, test, and deploy at a scale and speed that matches your product growth and expansion.

There may be some internal stakeholders who truly want to completely own the end-to-end technology stack of your product or services, and this may ultimately be the end result. However, we believe you must avoid the temptation to try and take on too much development early on in the transformation process. Bringing development work in-house too soon will inject a huge amount of risk in your transformation programme. So find the right partners, tools, and processes that allow you to focus on your business, and let someone else worry about the technology.

5. Know where your expertise start and end, and when to bring in support  

For a lot of businesses, digital transformation in its very nature is a new concept and approach to doing business. More often than not the expertise required to successfully deliver digital transformation simply doesn’t exist in the business when plans are being created. Digital transformation requires a very specific skillset across Strategy, User Research, Design, Development, Project Management, DevOps, etc, etc. There are organisations and individuals out there that specialise in these skills who can, and will ensure your digital transformation is a resounding success.  

Whether your business has 30 or 3000 employees, it’s vital to remember that digital transformation isn’t a one-size-fits-all process, and there will always be challenges and nuances to the process that you may need support with.

So digital transformation – it’s difficult, it can be messy, and it can be massively challenging for any business. But get it right and you’ll have a business, value proposition, and experience that is truly in tune with your customer’s needs and expectations.

Rahul VarshneyaRahul VarshneyaFebruary 26, 2019


Your website can be a revenue-generating machine when you optimise it with your users in mind. But if you want to generate more leads and in turn, more revenue, then you have to implement effective user experience (UX) best practices to get it done.

Consider these six effective UX strategies you can use to leverage revenue-producing results from your website. These strategies are extremely effective when built into your product’s strategic roadmap and the wireframes that are created thereof.

1. Optimise your landing pages

Your landing pages will help generate revenue by leading your prospects down the sales pipeline to convert and eventually pay for your services, so it’s important to optimise them. For instance, you can create landing pages that help prospects make a purchase and use clearly identifiable buttons for carrying out the transaction.

Also, make sure your content on your site is consistent on your landing page. For example, if you’re offering a free trial on your site, your landing page should mirror that message.

2. Make site navigation natural

A site that is hard to navigate can drive down your revenue potential. So it’s crucial to make your site navigation simple and natural for your users. For instance, you can organise your page links at the top of the page or on the right-hand side with a static bar that travels with them as they scroll down the page and categorise them based on popularity rather than by alphabetical order.

This helps the user to quickly identify where they want to go to next and keeps them on your site longer. This tactic also helps increase your conversion rates, and, ultimately, your revenue potential. Just base your site navigation on your customers and consider their habits.

3. Push profit-making with progressive web app features

Take your site to new heights and enhance the user experience by leveraging responsive web design. This hybrid of the best app features and web experience can help you generate leads by making it more attractive for new users and enticing and convenient for existing customers.

For instance, you can utilise push notifications that users can enable on their mobile devices or desktops to notify them of new deals or services you offer. With this tactic, you can help to drive revenue with convenient reminders and encourage buying even when visitors are off your site.

4. Automate ordering

When you automate your ordering process, you can enhance the user experience design with a convenient way to make repeat purchases. But to make any user experience worthwhile, it has to work hand-in-hand with user interface (UI) design.

This means you’ll have to adjust the layout of the page to support your users’ typical buying behaviours. For example, you can cache data in your form fields and save pertinent order information, such as their credit card and address, with users’ permission for repeat customers. This helps ensure users don’t have to keep re-entering information and encourage sales. This is extremely relevant in nonprofit fundraising strategies.

5. Increase site speed

One of the biggest ways to drive leads is a core component of web development to ensure your site speed can accommodate your traffic and content. That means you’ll need to ensure you’re optimising your site speed so that it’s fast. For instance, you can reduce the size of images, eliminate pop-up ads, and remove unnecessary videos that are slowing down your speed.

Also, test your site speed and resolve site speed issues with your hosting service right away. By taking these steps you can encourage users to visit your site 1.6 times more, which translates into a potential 60 percent increase in sales potential.

6. Leverage UGC

User Generated Content helps drive engagement and increase conversion rates by helping customers solve issues, such as how to try on clothing for an online store.

For example, you can use a photo gallery that helps customers shop online based on photos voluntarily submitted by customers as part of a customer review. This helps encourage customers to better visualise the product and increase the chances of them buying the product.

Seb BurchellSeb BurchellFebruary 20, 2019


Technological sophistication is all pointing towards one thing: reducing the requirement for human labour, and input.

But in the fintech industry, humans aren’t simply a necessity – they’re irreplaceable.

Human developers are obviously needed to write, and maintain code, as well as learning and understanding the products that make the code necessary. Say these processes eventually become automated, the need for humans would remain.

That’s partially due to the fact ‘build it and they will come’ isn’t applicable to the disruptive world of fintech. Even the most boisterous, compelling and revolutionary products need effective branding, marketing and PR teams that will help the product succeed. Particularly as we see the rise in the importance of search ranking, SEO professionals will also have an integral part to play in making their fintech visible in an increasingly competitive space.

Moreover, while technology drives many fintechs services, certain businesses need real-time human emotion to overcome unique challenges. For some enterprises, such as online mortgage brokers, they’re task is to convince consumers to change from traditional brokers to their banks or existing lenders. This is just one case in which human empathy can’t be replaced or simulated by technology.

Consumer attitudes

Understandably, customers can be hesitant to trust small, relatively unknown startups with their personal and financial data, especially if it involves one of the biggest financial decisions you can make.

Recent research conducted by TopLine Comms found a whopping 83 percent of respondents were ‘unsure’ of fintech companies and how they work. Insightfully, 27 percent ascribed a lack of understanding as the reason why they were unsure.

Consumers will only trust Fintech firms once they understand and address customers’ concerns, one pertinent method to educate and earn potential consumers trust is through marketing, communication and branding.

But that’s solely acquiring customers. Consumer experience is what turns a cynical user into a fully-fledged customer, and a hybrid approach that encumbers an equilibrium of tech and human interaction is likely to be the key to the best customers experiences in fintech.

For example, fintechs in the banking industry can use technological innovation to alleviate their human advisers from the arduous and time-consuming parts of the job. Now finance experts can spend more time sourcing the best advice for their customers and building a relationship that raises trust between both parties.

These relationships build advocacy, which can in turn convert others – offline and online word of mouth is undoubtedly one of the best methods of attracting new customers. Ninety-three percent of respondents in a recent survey by Podium said online reviews affected their decision to make a purchase or not.

Many people intend to use an online fintech, as opposed to a traditional service because they won’t have to deal with a human when liaising with the former. Often, customers aren’t too keen to talk about their own sensitive financial situations issues and said customers in these circumstances may prefer to not speak to an actual human. Entirely digital experiences, that use complex technological features such as Artificial intelligence in the form of Natural Language Processing (NLP) and machine learning, could be the best solution for them.

The truth is that both kinds of consumers exist – and so a hybrid model that uses tech and human interaction flexibly, to improve the Customer Experience may be the most pragmatic approach.

The future

As fintech moves into the mainstream, consumer attitudes may also move in a certain direction. The more sophisticated and accessible technology becomes, the more likely it is that people may start to feel less anxious about trusting new businesses with their data. The arrival and widespread adoption of Open Banking could be the catalyst to start this paradigm shift.

But in the meantime, fintechs must combat the dichotomous challenges of converting sceptical customers and making themselves stand out in a crowded marketplace. In both cases, humans will remain an integral and irreplaceable element to any fruitful fintech.

Anubhuti ShrivastavaAnubhuti ShrivastavaFebruary 19, 2019


Ruby on Rails (RoR) is a flexible and collaborative web development framework which works on the principles of an agile and iterative approach to building web apps and solutions.

It has become an integral tool for businesses to create customised web apps quickly without compromising on the quality.

But to hire Ruby on Rails developers is a challenging task for entrepreneurs as it’s a fiercely competitive marketplace where there’s limited availability of experienced Ruby developers in the niche Ruby development domain. In such a scenario, it becomes much more significant to hire and retain superior RoR professionals.

This issue can be addressed with exploring this definitive guide to interviewing the RoR wizards in the right manner. Here, we have come up with common interview questions for RoR developers that will allow you to get an idea of how well they can expound their awareness and intellect of the domain. Let’s take a look at four such questions…

1. Questions related to Ruby in order to test the applicant’s expertise in basic language concepts & skills to write code for business apps

First phase

You might wonder what the point is of asking Ruby related questions to a RoR programmer? But as the framework is written in Ruby, the developer should be aware of all the ins and outs of the language.

While you may go through the engineering resume, assessing their Ruby knowledge will allow you to spot the programmers who have the capacity to write quality code by using their understanding of the basics of Ruby language. You can ask questions related to the key concepts of Ruby, such as inheritance, class hierarchies, polymorphism, object-oriented design patterns, etc.

In case the potential programmer answers the first round of questions well, you can easily consider him for being eligible to appear in the next round and take the interview process further.

Second phase

After examining the fundamental language expertise it’s mandatory to assess the applicant’s capability to write code for business apps. Here, you have to judge their ability to work efficiently with key Ruby interfaces such as Rack which makes it possible to create a Ruby app.

In order to assess this skill, you should ask the interviewee questions related to Rack such as its definition, how does it work, rack application interface, etc. Also, you can make him write a simple Rack application.

Third phase

In the third phase, you will be examining the applicant’s ability to recognise the basic configuration of a Ruby library. Being a popular programming language, Ruby is blessed with an enthusiastic community of programmers who strive to develop and maintain several useful libraries.

This is the reason why RoR developers must have the knack of taking advantage of this third-party code in order to accelerate and simplify the entire development process. It will give you an idea of their ability to understand code written by experts. In addition, you can ask questions related to Ruby gems which is an integrated system built to let programmers easily construct, share, and apply gems.

2. Questions related to Ruby on Rails in order to test applicant’s proficiency in the framework

The second set of questions will be dedicated to the RoR framework in order to assess an applicant’s familiarity and skill to work efficiently with the platform for building scalable apps and solutions. You can ask the following questions:

a. General questions related to Rails framework, such as:

I. What is your definition of a Rails engine?

II. What do you understand by Asset Pipeline?

b. Questions associated with main parts of a business app routing, controllers, and views, such as:

I. How do you describe CRUD verbs and actions?

II. What is that we need to test in controllers?

c. Queries related to ActiveRecord in order to understand an applicant’s ability to comprehend the Model part of an app, such as:

I. How will you define Object-Relational Mapping?

II. What are the major types of associations in Active Record?

d. Questions related to security of RoR apps by understanding an applicant’s knowledge of possible attacks and their solutions, such as:

I. What do you mean by a session mechanism and how does it work?

II. Explain the difference between CSS Injection and SQL injection.

e. Questions associated with automated testing of RoR apps in order to judge applicant’s capability to enhance the workflow. The RoR professionals must have a comprehensive understanding of automated testing, its types, and the reason to write them.

I. State your two favourite tools for writing unit tests.

II. What primary technique do you use for writing tests?

f. Questions related to refactoring to get an idea of an RoR programmer’s ability to polish the existing code they’ve written to make it more efficient and cleaner. This skill will allow developers to produce code that can be easily maintained and expanded. Here, it’s a good idea to ask questions such as:

I. Why should you avoid fat models and controllers?

II. What do you mean by a code smell and what are your favourite tools to spot them?

3. Allocate a pair programming task and give them a home assignment

Assigning a pair programming task allows you to check an applicant’s ability to work in harmony with senior professionals in the team. Also, it’s the best way to understand their mindset and get a grip on their line of thought.

Therefore, after screening the candidate on all the above questions, make them share the screen with a senior programmer and solve a task. After comprehending the problem, the applicant can suggest a few methods to solve in accordance with their expertise. And, the senior professional can let him understand the big picture and what can be the best solution to it.

In the end, you should provide the RoR developer with a home assignment in order to check their ability to use multiple frontend and backend technologies for seamless web development. Also, by evaluating the outcome you can get an idea of their proficiency in JavaScript, its libraries, markup language, and stylesheets.

If you find the result above satisfactory, you can make the final call to hire that RoR professional because a home assignment can be the ultimate yardstick to judge their expertise and intellect.

There can be several other questions that you can ask when interviewing a RoR programmer when they apply for a job. But the above-mentioned are the most important ones to ensure that you hire the best RoR developer who will definitely be a great asset for your organisation.

Parham SaebiParham SaebiFebruary 19, 2019


The popularity of smart speakers such as Amazon’s Echo and Alexa and Google’s Home Hub is increasingly rapidly.

A recent study by Adobe revealed that almost a third of US households now own at least one of these devices, with the global adoption of voice assistants predicted to increase 1,000 percent by 2023, according to Juniper Research.

While digital text-based platforms have been the focus of customer service channel shift in recent years, it’s clear that consumers are falling back in love with voice. This presents a real opportunity for brands. Executed well, voice assistant technology can offer a natural-sounding, speedy response to common customer service queries, 24 hours a day.

The challenge for businesses is to integrate it successfully with existing customer service platforms, in order to provide a seamless experience that is consistent across all communication touch points. 

The human touch

It’s crucial that voice technology is deployed in a way that is genuinely useful for customers – businesses cannot fall into the trap of the novelty of voice automation, rushing to roll it out without properly considering its use. To engage with customers meaningfully, companies must be able to effectively leverage the technology that underpins all automated platforms – data analytics, machine learning and artificial intelligence (AI).

AI is already allowing brands to deliver round-the-clock solutions to customer enquiries, using automation and data to process simple questions and provide responses via chatbots. The next step is to broaden the scope of queries that this technology can manage.

Delivering outstanding customer service requires personalisation, ensuring that responses are relevant to the customer’s specific situation no matter the channel they choose to make contact through. With a comprehensive customer management system (CRM) supported by AI, it’s possible to collate data from every customer touch point, to equip smart platforms with the information they need to deliver a more tailored, and ultimately more human, customer service.

Know your limits

Brands must also ensure they’re aware of the limitations of any automated platform. As voice automation technology becomes more popular, customers’ expectations of its capabilities will increase – if they end up trapped in a phone menu that’s unable to find them a solution or direct them to the right place, brands risk losing customers to frustration.

Ultimately, advances in AI will broaden the range of questions voice platforms can comprehend. Businesses looking to implement this relatively new technology now must make sure it is equipped to recognise complex requests beyond its scope, and to connect customers to a human when required. An example of this in practice is a voice assistant providing retail customers with information such as stock availability, delivery timescales, or store opening times, but deferring to an advisor for a personal query such as making a complaint.   

Augmented agents

As the capabilities of autonomous customer service channels become more sophisticated, so too will the roles of human representatives. The popularity of voice technology globally means that consumers will increasingly rely on this and other smart channels to find answers to day-to-day queries. But for those more challenging requests and judgement-based tasks, customer service representatives remain crucial.

Businesses must tailor their recruitment and training strategies to ensure that all employees are equipped with the digital capabilities they need to operate in this tech-enabled environment, as they work across multiple channels including voice, and manage complex CRM systems. However, as advisors will primarily be responsible for the highest-value and often most challenging tasks, an empathetic approach, strong communication and problem-solving skills must form a core part of their skill set.

Ultimately, the successful deployment of automated voice-based customer service channels relies on investment in employees as much as investment in technology, creating an experience that cultivates customer loyalty through convenience and quality. 

Andrea WilliamsAndrea WilliamsJanuary 29, 2019


According to the Harvard Business Review, the seemingly-elusive definition of Customer Experience is “the quality of all of a consumer’s encounters with a company’s products, services, and brand”. 

Of course, you want your company to be the best – have the greatest products, most engaged employees and stellar Customer Experience. But many firms get lost in the process of crafting a competitive CX program. It’s not always straightforward, so, how should you start?

Savvy businesses have discovered the need to focus on the new frontier, namely digital Customer Experience – defined as “only (things) experienced through a digital interface, like a computer, tablet, or smartphone”. It’s important to understand that Digital Experience is not a subset of CX, but rather the area where you’ll likely get the most return on your investment in today’s business environment.

Why? Imagine that you’re out shopping and need to ask a question, but the salesperson is helping another customer at the moment. You likely won’t mind waiting a few minutes for your turn. On the other hand, if you’re trying to buy something online and the page is taking forever (more than 10 seconds) to load, you’re immediately outraged.

As a consumer, you already know this: interacting with a firm online is very different from visiting a business in person. The standards for customer service in the digital world are much higher.

Online customers will quickly write a business off if they have to jump through any hoops when requesting help. If your technology doesn’t deliver, if the technical functionality isn’t there, your company loses the opportunity to establish a positive relationship with that customer – and other elements such as quality of the product or the use of creative design won’t make up for that defeat in the long run.

Even businesses with big budgets routinely fail to prioritise the technical functionality of Customer Experience. This brings us to CX tech solutions that facilitate a digital Customer Experience program. Investing in this type of software offers a juicy competitive advantage. The field is wide open.

How many times have you tried to complete a routine digital interaction with a large company and thought “Wow, considering this is an industry leader, it sure is a nightmare booking a vacation / accessing my bank statement/ finishing new hire on-boarding …?” If, as a smaller company with a “shoestring budget”, you focus on really getting the technology solutions that best fit with your industry and target market needs, you’ll already be ahead of the curve.

CX tech is a growing niche. There are lots of available tools, whether it’s mobile platforms, chatbots, online communities, location services (beaconing), and many personalisation strategies. It’s up to you to test these many offerings and select the vendor(s) providing the best partnership for your company.

As you tackle this decision, keep in mind that the greatest bang for your buck could come in the from delivering Digital Experience from a mobile mindset. Here is why:

• A mobile system is accessible anytime, anywhere – both for team members and customers

• Each company is different, and requires the right tools, not all the tools – mobile platforms can be customised through third party integrations

• Fit with the modern business climate – it’s a cliché, but everything changes in an instant today. Mobile apps are constantly being improved upon and updated

• Resonates best with modern customers – people check their phone every 12 minutes on average or around 80 times per day, which means asking them to get on a desktop computer to connect with your company is already poor Digital Experience

But of course, don’t take our word for it. Explore various options while monitoring your own preferences as a consumer. Think about how a seamless experience on mobile influences your habits when choosing one company over another. After all, isn’t that how you ended up with those glow-in-the-dark holiday socks from Amazon?

The same processes are at work in the B2B arena. Quality Customer Experience tech will make it easier to understand your company’s brand, not just for customers, but for partners and employees as well. For instance, many businesses have already established online brand communities where they share news and updates while strengthening their image as industry experts.

Great CX is all about making a connection; having helpful, memorable interactions with customers. For B2B companies, this can encompass everything from sending out personalised notifications to providing turn-by-turn directions inside a convention centre  to automating the registration process for guests at the corporate headquarters.

The real value of CX tech is only now beginning to be understood.

Paul AinsworthPaul AinsworthJanuary 29, 2019


A quarter of UK business customers would shun a company that had poor website usability and choose to shop elsewhere, according to new research.

The findings by full-service e-commerce agency PushON show that of the 500 UK business decision makers that were surveyed, 25 percent said a website’s usability is the most important factor when deciding where to purchase supplies from online – more so than user reviews (21 percent) or product offering (18 percent).

Aside from poor UX, the other most common issues B2B customers faced when shopping online was a lack of customer service (32 percent), issues with visualising products (20 percent), and problems with bulk orders (20 percent).

Sam Rutley, Managing Director at PushON, said: “Our research has shown that the majority (80 percent) of B2B customers would be more inclined to purchase products for their business online than in a physical store. However, our research has also uncovered that, worryingly, a large number of e-retailers do not appear to have their online offering ready for this yet.

“In a world where online commerce is rapidly overtaking the physical store, business owners need to ensure their websites are up to scratch if they are to remain competitive. Websites need to offer a good online customer experience and our research shows that they need to be easy to use and navigate, offer strong customer service, as well as clear, concise product information.

“There is no point having an online proposition, if the front end provides an off-putting experience for anyone using it. In today’s competitive and challenging retail landscape, customers expect their B2B shopping experience to match the B2C experience. Now is the time for B2B e-retailers to review their offering in order to maximise their sales opportunities.”

Paul AinsworthPaul AinsworthJanuary 17, 2019


UK Business Awards winners indaHash, the influencer marketing platform connecting more than 900,000 digital influencers with brands such as Coca-Cola, McDonald’s, and L’Oréal, has announced it is expanding its global footprint into Belgium, the Netherlands, and Luxembourg.

Rodric Leerling is the newly appointed indaHash representative offering automated cross-market influencer campaigns with international reach. Leveraging indaHash’s technology, brands and agencies are given end-to-end solutions to work with global influencers at scale, with speed and convenience.

indaHash technology, along with their newest insight tool, indaHash IQ – powered by Amazon Rekognition – enables the analysis of millions of influencer images and videos, significantly increasing the relevant partnering of influencers and brands. indaHash focus on the internet’s ‘power users’, micro and mid-tier influencers. Campaigns however combine influencers from multiple tiers, which until now has generated over 50 million engagements on branded content.

Prior to working for indaHash – which in 2017 won the Disruptive Business Model category of the UK Business Awards – Leerling was engrossed in new media technology and projects, taking brands from traditional advertising into the digital age.

Working in Benelux, DACH, and the US, Leerling has worked for renown publishers such as Time Magazine and Nikkei Business Publications. He has dealt mostly with international brands and successfully introduced new publishing concepts such as Crowd Sourcing, Advocacy Marketing, and Online Reputation.

Barbara Sołtysińska, CEO and co-founder at indaHash, said: “With the headquarters of many international brands being in Benelux, indaHash is a solution for them to run cross-market campaigns in an easy way, thanks to our tech. We have successfully run indaHash campaigns in 34 markets for Catrice, eight markets for Sony, and many others. We have chosen further development in Europe and with Leerling’s local and global expertise, are offering clients high quality campaigns at scale.”

Rodric Leerling added: “I’m not only here to drive the growth of indaHash in the Benelux region, but also to educate, assist, research, debate and advance the progression of influencer marketing.”

Hilary StephensonHilary StephensonJanuary 17, 2019


In today’s digital-by-default society, inclusive design has never been more important.

From healthcare to food delivery, many of our regular administrative tasks are now completed online which – overall – makes people’s lives easier and more efficient. However, those with ranging abilities are often left out; unable to use these platforms (and therefore access the services and information they need) due to poor design practices.

This is particularly relevant following news of a landmark case won against Domino’s Pizza – which must now take steps to ensure its mobile app is fully accessible to all.

Addressing this issue needs to be a priority for businesses – not just in terms of sales lost by not taking advantage of the £212m “purple pound” – but morally, too.

But how to do it? Here is our top tips:


  • Invite users with ranging abilities and needs to take part in usability sessions throughout the site’s design process. This will help assess how effective certain features are and highlight areas that need to be improved.


  • Include features such as adjustable text size, optional visual effects, close-captioned or signed videos and links in which the clickable area is larger than the surrounding text.


  • Constrain choices and actions so that people aren’t overwhelmed by too many options.


  • Make content easy to understand. Try to use the language that people use day-to-day.


  • Make design choices in the typography and use of colour that make your content more legible, easier to digest, and scan quickly.


  • Consider the digital skills of those accessing the website or app, to remove any barriers to engagement. Ask them for feedback regularly.


  • In navigation, give people quick routes to the information they need, and minimise the number of steps needed to complete an action so that people can achieve their goals quickly and easily.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



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