What testing won’t tell you

Just like their real-life counterparts, our relationships with digital products and services have a tendency to change, to mature over time. So when the UX team at Shopify sought to improve the product’s onboarding process—one that normally takes several days or weeks to transpire—we chose to employ a rather unusual approach.

My story begins with a question: what do users think and feel while setting up an online store? Upon joining Shopify last year, I immediately set about finding the answer. As I quickly learned, it’s certainly a more daunting task than purchasing an item from one!

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