according to a study carried out by the Multiplica digital consultantSpanish companies obtain a average mark of 4.8 in the management of the , the usability in private areas of their websites. A shocking conclusion, which has led us to want to know something more dedicated to trying to maximize the user experience for all its customers. We interviewed David Boronat, CEO of Multiplica.
How was Multiplica born?
Multiplica was born at the beginning of the year 2000 in Barcelona from the passion for the Internet and the desire to contribute all the knowledge and enthusiasm in the digital world and the good chemistry of its 3 founding partners: Santi Mundi, Jacobo Alvarez and David Boronat.
The three of us started Multiplica very young and without a very clear idea of the value proposition at the service level that it should have, but with the motivation to get going and start providing services to the first companies that decide to entrust their digital presences to them. .
It is in that first stage that I joined as a consultant for Multiplica and in which I could see how Multiplica was forged little by little. Project by project. Until we felt that we were beginning to have a clearer and more compact value proposal around the world than what we called at that time usability, although our more commercial or marketing instinct led us to direct our expertise where conversion was important and where online presence was not only usable. They were above all persuasive. Hence we came across the persuadability that we created in 2005 and that has clearly marked Multiplica’s position in the market.
What is the differential value offered by Multiplica compared to its competitors?
Our differential value focuses on knowing how to attract and bring together a group of professionals – more than 200 today – who they madly love the world of user experience and they put all their energy into learning every day how to create online presences or applications that maximize conversion and transactionality. And that is what makes us different.
We do not intend to do everything. We do not pretend to work for any industry. We have set out to be the consultancy that gives the most guarantees in the market to maximize the probability of converting your users into clients and we seek to generate impact and results in each and every one of our projects.
Digital results. Yes, significant and extraordinary. For more than happy customers. No, to make powerpoints or to design wireframes or beautiful designs. Yes, to impact the income statement of our clients through the improvement and optimization of their assets or digital presences. Presence with greater meaning. With clearer and more effective value propositions. Easier to use. They convert more. Multi-device. Quick to implement
What is the biggest problem that your customers usually present?
Our clients come to us mainly because, as a result of having already carried out multiple projects in the digital field, they understand how important it is create an online experience designed from and for the user.
And here we appear trying to contribute our grain of sand by helping our clients understand what the starting point of their clients is, what they expect from their online presence and how to be able to give an adequate response at the level of value proposition and experience combining the expectations of users with the need for profitability of digital channels.
That is the piece we play that is not always well resolved by interactive agencies or development companies and where consultants like Multiplica We provide a look and a method that allow us to create and optimize digital presences with meaning. For the user and for the business.
Do user experience and conversion always go hand in hand?
Not necessarily. There is a world where the user experience is central, where the conversion is not relevant (from Gmails, to Ubers or YouTubes, so that it is understood) and a world of online presences where no user experience is necessary to maximize conversion. Let’s say they are worlds that intersect, but not necessarily. The conversion can be leveraged on the user experience. But, you can do it
What would be, in your opinion, the best way to convert a user?
The key varies from industry to industry, and the way to set up a site for an airline is not comparable to that for a company that offers insurance. But, there are two dimensions that we can think about how to improve the conversion of our sites or landing pages.
the first dimension It has to do with the great drivers that today offer us greater force to create and design highly persuasive sites.
And by drivers we mean the importance of our clarity in how we communicate and verbalize our value proposals and the benefits of our products and services, how we respond to the information needs of our potential clients and how we manage their ‘buts’, how we create a minimalist presence that focuses the user’s attention on our main calls to action that makes the user advance – almost without realizing it – in their decision process and how we create momentum and urgency to make the user understand that now (and not later) is the best time to decide on our products and services.
the second dimension has to do with how we work to optimize our online presence and that happens mainly by iterating more with users at the user research level and making use of tools – type Clicktale, Formisimo or Hotjar – that help us obtain insights where we are losing our users to be able to propose two lines of action: improvements that we are going to introduce yes or yes and improvements that we are going to want to test in real time before taking them to production with tools such as Optimizely or Visual Website Optimizer.
In your study on the private areas of clients, you assure that in general this lack of adaptation is due to cultural reasons. What are those cultural reasons that limit offering an adequate private area to clients?
The main cultural reason that prevents companies from offering private areas for more powerful clients on their website is that in organizations in general there are usually a culture of customer orientation still in its infancy, poorly structured, podo grounded at the organizational level and work methodologies. Nowadays, technology allows knowing the user/client, what is missing is that organizations really focus on it.
What is the main challenge facing Spanish companies in the digital world?
The challenges are multiple, but from our experience, the core is to have a real capacity to implement a high-quality digital product and know how to improve it over time. The main challenge is ‘delivery’. But of a ‘delivery’ with meaning and that has been validated with the end user.
Spanish companies are already aware that digital is relevant in their businesses, but their internal dynamics do not facilitate agile, lean and transversal processes that allow them to adequately respond to the real needs of their clients in the digital field.
Is the way you serve your users different in Spain than in Latin America? If so, what is the difference?
no, it’s good looking. The differences do not lie between the differences between Spain and Latin America, but between the differences between countries with greater or lesser digital maturity or greater or lesser banking penetration. And in that sense, there are many countries in Latin America where simplicity, credibility or pedagogy are more important than ever and we face a more fearful and distrustful user who is not so used to transacting online and where all the help or connection with other channels such as the telephone are absolutely decisive to achieve maximize conversions and sales.
What are the future plans for Multiplica?
They are many and very few. Many because we continue to promote the internationalization of the company with a presence in ten cities of the world.
Many because we are shaping a whole series of business lines that complement Multiplica’s value proposition, such as Uncommon in strategic ideation and service design, triples in digital analytics, goodlead in the generation and optimization of dotlab in the creation of user research laboratories. Many also because we are immersed in rethinking our work methods to facilitate the time-to-market of the projects in which we participate.
But very few because at the end of the day what we are trying to do is create spaces where those of us who make up Multiplica are happier and can translate that happiness into enthusiasm for doing our work better every day.
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