Smart text analysis: how our AI tool rapidly categorises large amounts of data

If you ever buy something online, chances are you’ve seen this question pop up: “How likely are you to recommend us?” For many organisations, that single number has become a holy grail. Everyone talks about NPS — from marketing teams to senior management. But how valuable is that score really? Many organisations measure NPS on a structural basis, yet struggle to translate it into concrete improvements. The score goes up or down, but remains disconnected from real decisions. In this article, we explain how to use NPS to create insight and impact — and where to be cautious.

For professionals in data, analytics, martech and customer experience, Digital Velocity is one of the events where developments become tangible. It brings together practitioners, partners and industry leaders to show how they approach AI, real-time data and customer experience in practice.

Special Olympics Netherlands is the national sports organisation for people with an intellectual disability. The organisation is committed to making sport accessible all year round. This gives participants the opportunity to develop their skills, enjoy themselves, and share their achievements with those around them.

Large Language Models (LLMs) have quickly become a standard component in modern applications. Most developers start by integrating models such as OpenAI, Claude or similar providers through APIs. It is fast, convenient and requires very little infrastructure.

Within Eneco’s Data Driven Marketing Chapter (around 60 colleagues), there was a growing need to better embed data-driven ways of working. The ambition was clear: not only data specialists, but also marketers and other teams should be able to perform analyses independently and make well-founded decisions.

When you combine quantitative and qualitative data with the aim of genuinely understanding your customers, you create real value. This approach allows you to identify the actual issues customers face and gain insight into their experiences. By addressing these challenges, you make a lasting impact. To achieve this, you need to develop and optimise experiences that are both evidence-based and human-centred. In this article, we answer the most frequently asked questions about customer experience analytics. Discover what you need to focus on if you truly want to improve the customer experience.

Many organisations invest heavily in attracting new customers, but often forget what truly matters: Do users actually see the value of the product? In this blog, we’ll explain what "first value" is and how to effectively measure this moment. We’ll also give you tips on how to help users experience value. This is the first step towards satisfied customers who integrate your product into their lives.

Dedimo wanted to explore how AI could help automatically transcribe therapy sessions between client and therapist and generate reports.

Heerema Marine Contractors operates the world’s largest crane vessels, equipped with many sensors that together generate millions of measurements every day. This sensor data is critical for safer operations, lower emissions, better engineering and well-founded investment decisions.

Artificial Intelligence is transforming how you design, build, and maintain digital solutions. From code generation to data pipeline automation, AI has become a trusted companion in technical workflows.

When the regular Analytics Translator of a service organisation went on maternity leave, the team sought our help to ensure ongoing AI projects ran smoothly. At the same time, the organisation wanted a fresh, external perspective: how was the role being filled, and where could improvements be made?

With Scaling Experimentation Effectively (S.E.E.), you can take your experimentation programme to the next level, or we can help you launch a programme. We listen to your ambitions and scale the quality and/or quantity of your experiments.

Volero.nl is a young and fast-growing company that sells rugs through a webshop and a physical store. The company is primarily active in the Netherlands but is growing rapidly across Europe, including Belgium, Germany and Poland. To support this growth, it is essential for Volero to work in a data-driven way.

To improve the liveability of the Woensel-Zuid district in Eindhoven, more than 60 partners joined forces under the name Pact Woensel-Zuid. At the start of the initiative, goals were defined, but translating these into concrete indicators and a monitoring framework to track progress proved challenging. They asked us to develop a monitoring process that provides data-driven insights into the programme’s progress.

Implementing customer journeys in an organisation is a milestone. You celebrate it, share it, and feel the energy. But then comes the real challenge: how do you scale this success across multiple teams and multiple journeys?

When you launch a new feature, you naturally want to know if people actually use it. Makes sense. Yet measuring adoption is less straightforward than it seems. What do we even mean by adoption? And when has someone truly started using your product? In this blog, we walk you through the most common pitfalls when measuring adoption and give you practical tips to measure this metric effectively.

You optimise a form and see that it is completed twice as fast. Great result, right? Until the customer service department is flooded with calls about error messages. In this blog, we show you the biggest pitfalls when choosing metrics and give you practical tips to decide which metrics you should actually focus on.

At energy company Ennatuurlijk, the belief grew that intuition was no longer enough to set the course. The energy market was changing rapidly, the organization was growing, and the amount of information was increasing every day. IT Manager Eric Vanderfeesten went looking for a data partner who could not only provide strategic advice on data-driven work, but could also strengthen his data team operationally. In this interview, he shares his vision, experience and results from working with Digital Power.

Within your organisation, quite a lot of experimenting is already taking place, perhaps even extensively. Yet there is much debate about the resources and time it requires, and the added value is not always clear. Sound familiar? In this article, you’ll discover how to tackle some of the major challenges in getting value from experimentation.

Artificial Intelligence (AI) is changing the way organisations operate, from personalised customer experiences to automated or assisted decision making, AI helps your organisation leverage your data. However, navigating through this fast-evolving field can feel overwhelming, with terms like AI, Generative AI (GenAI) & Machine Learning (ML) often causing confusion.

JongPIT is a foundation with a platform for young people with chronic conditions. It allows them to share experiences, organise online activities, and make their voices heard in society. The members and moderators of the foundation are committed to keeping the community active.

Imagine this: you're working from home and everything seems to be going smoothly. Until suddenly, your internet starts acting up. Your emails won't send, Teams doesn't work, and your favourite series keeps buffering. Frustrated, you try to fix the issue yourself using your provider’s website. In this case, KPN. But the self-service tool offered provides no clear solution. You don’t fully understand the instructions, and after several attempts you decide to call. While waiting on hold, you ask yourself: Why is this so complicated? Why can’t I just fix this myself?

With the ongoing developments in the data and AI industry, the hype around AI agents has no signs of slowing down. Jensen Huang, Nvidia CEO, is a strong proponent of AI agents, envisioning a multi-trillion-dollar opportunity, where agents can perform tasks with a high degree of autonomy and revolutionize how people work and how businesses operate. So, in this article we would like to discuss what exactly AI agents are, what are their main components, how they interact together and the basics on how to build one.

Do you regularly adapt your digital product or service, but not sure if it really works? With few visitors and low conversion rates, traditional A/B testing is difficult, but certainly not impossible. In this webinar, you will learn how to validate ideas and gain valuable insights, even with a small sample size.

Many organisations are feeling the pressure: AI suddenly seems to be high on the agenda everywhere. New tools are following each other at lightning speed, colleagues are experimenting with ChatGPT, customers are asking smarter questions, and in the media, the word “AI” is unmissable. It feels like a train has taken off, and no one wants to be left behind.

Privacy First is committed to protecting citizens' privacy. With the arrival of the new European law EHDS (European Health Data Space), the medical data of all European citizens becomes accessible to governments, Big Tech, Big Pharma and medical researchers.

Ennatuurlijk supplies sustainable heat and cold via heat networks to consumers and businesses. The internal Data & Analytics team is tasked with making the organisation data-driven. In doing so, they ran into a challenge: the many requests for data products within the organisation were difficult to manage and the impact remained limited. The management team therefore asked us to help them develop a data strategy, create a future-proof data landscape and drive a data-driven mindset within the organisation.

CitizenM wanted to improve the performance of different product generations in their hotel rooms. This specifically concerned sinks and showers, by improving models and technological, performance and design improvements from manufacturers.

Are you tired of guessing what your customers want? When traffic for your website or digital product is low, creating exceptional experiences can feel challenging—but it doesn’t have to be.

citizenM wanted to understand the customer journey and thus increase the conversion rate of the mobile booking flow. They asked us to identify optimisation opportunities through a two-month pressure cooker. The aim here was to solve customer problems. Where in the flow was citizenM losing customers and what adjustments could result in more hotel rooms booked? Our Experience Analytics experts zoomed in on the mobile customer journey using insight-driven optimisation.

Since the launch of ChatGPT, an increasing number of organisations have been exploring the question: "How can we apply AI within our organisation?" At this hotel chain as well, employees have already been using AI applications on their own initiative and recognise the potential to scale their use further. They sought pragmatic AI applications tailored to their domain and an approach focused on creating business value. The hotel chain engaged with multiple partners and ultimately chose to work with us. Our pragmatic approach was the decisive factor in their decision.

Most organisations that offer digital products, experiences, and services conduct experiments, typically to increase conversions. In practice, alongside many other applications, we see the risks you face if you don’t experiment. In this article, you’ll find answers to the most frequently asked questions about experimenting.

Talent Garden provides masterclasses and training programs to students, engaging with them through various online and offline touchpoints. Online interactions include completed contact forms and information requests, while offline touchpoints involve meetings and calls with Talent Garden’s sales team. Throughout the customer journey, from initial contact to final enrollment, Talent Garden collects extensive data*. With a wealth of raw data at their disposal, they sought to improve their enrollment strategy and the effectiveness of their sales team. To achieve this, they asked us to develop a data model that could better predict the likelihood of a new contact eventually becoming a student.

The internet provides a massive amount of interesting social media posts, likes and shares. A wealth of information, especially for organisations wanting to make more impact online. But where do you start? What data will you collect, how will you analyze it and how can you convert insights into concrete action points? To answer these questions, it is important to start with the mission and goals of the organization.

A Perfect Jane is a webshop focused on vegan boots made from apple leather, recognisable by their green sole in the shape of a leaf. The webshop noticed a lot of traffic from marketing activities but felt that these visitors were of low quality, resulting in a low conversion rate. They also perceived a low conversion rate from regular traffic. Additionally, the webshop aimed to reduce the number of returns and increase the average order value. A Perfect Jane enlisted the help of our Customer Experience Analysts for advice.

citizenM is an innovative hotel chain with city hotels in the luxury segment. The digital customer experience is a key element of the customer journey. For example, hotel guests check in themselves online and can control the equipment in their room with a tablet. To better align the website with hotel guests' offline experience, citizenM wanted to revamp their hotel rooms page. They asked our research team to provide insight into the potential impact of this revamp.

Resto VanHarte brings people who are lonely together by offering them an affordable three-course meal in one of their community restaurants. Not only elderly people often live in isolation; for example, students and single parents also fall within the target group. A campaign aimed at a broad audience received little response. They asked us to investigate why this was the case, with the aim of learning how it can be improved in the future.

Understanding the needs of your target group is crucial for the effective development and optimisation of (online) products and services. Putting yourself in the customer's shoes helps your organisation create a user experience that matches the wishes, needs and emotions of that target group. In this article, you will read more about 3 mapping methods to map out a complete customer journey.

With the increasing availability of cloud services that enable companies to leverage Large Language Models, it becomes relatively easy to setup your own GPT-model. However, one important question needs to be answered before you start building: what are the benefits for my organisation?

The AI Document Explorer (AIDE) is a cloud solution developed by Digital Power that utilises OpenAI's GPT model. It can be deployed to quickly gain insights into company documents. AIDE securely indexes your files, enabling you to ask questions about your own documents. Not only does it provide you with the answers you are looking for, but it also references the locations where these answers are found.

Financial institutions need to process large amounts of documentation. For this particular institution, an internal team facilitates this by, for example, creating summaries using text analysis and natural language processing (NLP). They make these available to the various business units. To conduct audits more efficiently, they wanted to develop a question-and-answer model to get the right information to them faster. When ChatGPT was launched, they asked us to create a proof of concept.

citizenM aims to prevent, reduce, and resolve incidents in its hotels more efficiently. They established an Incident Management Product Team to consolidate scattered initiatives and make the working method scalable and future-proof. They asked us to examine the current process and map the desired situation.

A bank wanted to know whether it was desirable to add a new functionality to their app. This functionality already existed as a separate app from the bank app. Would merging the two apps bring extra value to users? Our researchers explored this via qualitative desirability study.

Digitalisation, digital transformation, start-ups: digital products are being developed all around us. Think of banks that serve users entirely via an app, the entertainment industry that makes content available via an app, and fully digital work processes. One thing is certain: users of a product want to get value from it. Strangely enough, this is often not looked at on a structural basis in practice.

Does your organisation struggle to steer on its KPIs? Or do isolated teams hinder internal collaboration? Mapping offers a powerful solution to these challenges, one that we at Digital Power firmly believe in. Mapping is a strategic tool for visualising situations, whether it's a customer journey such as a purchase process or app usage, or a process like order processing.

You strongly feel that your website or a particular page no longer meets your customer needs or brand identity: time for an update! Will you immediately invest in developing something new or will you first invest in research? In this blog, we explain why research prior to website optimisation can save you a lot of unnecessary costs and problems.

A well-known scenario: when a product or service is renewed, the assumption is made that an improvement has been achieved. Think, for example, of an adjustment to your website, the implementation of a new product feature or the digital transformation of an organisation to work more efficiently. If you really want to test whether the situation is better after the implemented innovation, you will have to start creating hypotheses prior to the change.

Nationale Jeugdraad is an umbrella organisation for 37 Dutch youth organisations. To gain a thorough understanding of youth behavior and opinions, they conducted a survey among a large group of young people. As they did not have the appropriate personnel available themselves, they enlisted our assistance.

Artificial Intelligence seems capable of everything, and sometimes even better and faster than what we can do ourselves. Analysing qualitative data is a time-consuming task, and as researchers, we are curious if it can be done faster and easier. Does AI offer a solution for this? Our researchers investigated.

Consultancy.nl interviewed Team Lead Mieke Kleppe about our new data solution UX Research.

In this (Dutch) online masterclass, Youp van der Graaf and Michiel Cassee (WUA) reveal the art of translating user problems into valuable solutions.

An essential part of Otis's business operations is the maintenance of their elevators. To time this effectively and proactively inform customers about the status of their elevator, Otis wanted to implement continuous monitoring. They saw great potential in predictive maintenance and remote maintenance.

The Municipality of The Hague was seeking a partner to assist them with their web analysis. In doing so, they had a central goal: to investigate the performance of their future new website and identify opportunities for further optimisation. They enlisted our help to establish and execute the process.

A Dutch telecom provider sought to examine and enhance their change management process using Lean Six Sigma. The objective was to maximise successful changes in hardware and software, evaluate risks, inform customers, and conduct assessments. The telco aimed to strengthen operational stability, streamline network and IT maintenance, foster innovation, and optimise service delivery.

KWF is a Dutch charity dedicated to fighting cancer. The organisation was working on the development of a Memoriam Platform. This is a new initiative to create personalised memorial pages for the deceased. On these pages, donations can be made to KWF.

FrieslandCampina Global facilitates local teams in Europe, Asia, and Africa. They want to gain a better understanding of the market and provide the teams with new insights. The goals are to strengthen their competitive position and to identify new opportunities for expansion.

In October 2022 we launched our new website, in a fresh design style. We asked our partner Kaliber to update our branding and website with a design that fits our brand values. After the website went live, we wanted to know if they succeeded at this. Therefore, our own research consultants designed and conducted a research study to evaluate the effectiveness of the new design in conveying our intended brand values and message.

One of the largest professional service providers in the Netherlands aims to achieve a comprehensive overview of their customer data. They wanted to build a data warehouse or Customer Data Platform (CDP) for this purpose and asked for our help.

A/B testing is a powerful tool for validating the impact of optimisations across a website, app or marketing campaign. In A/B testing, statistics are crucial in determining whether the found results are significant or coincidental.

A job as a Data Analyst at Digital Power: What does this job look like in practice? What skills are required? And what kind of work will you do? Marloes talked to Jasmijn, Customer Experience Specialist, to get an idea. Listen to the Dutch podcast or read it in the article below!

The organisation Doctors of the World offers medical assistance to people in a vulnerable position. They often do not know how to find their way in the Dutch healthcare system. Doctors of the World helps them with this. One of the channels to get informed about the work of Doctors of the World is the website, which will be redesigned.

Dutch citizens living, working or studying abroad must also take care of things like renewing their passports, arranging tax issues and pension with the Dutch government. This can be something of a challenge by being far away from the Netherlands, due to fragmentation of services, time difference and different situations. In a project which lasted from 2018-2022, the Ministry of Foreign Affairs therefore worked together with 12 implementing organisations (e.g. Tax and Customs Administration and RDW) on government-wide access to public services. The service is called Netherlands Worldwide (NWW). NWW is accessible 24/7 on the website, and direct customer contact channels such as telephone, WhatsApp and email.

Everywhere at events and online, stories are told about what 'data science' is all about. Definitions are anything but consistent. They go from 'getting something of value out of data' to 'it's basically the same as statistics'. And a Data Scientist is 'a data analyst who lives in Silicon Valley' or 'a socially skilled IT person who does something with data'. But what is it really?

The outbreak of the corona pandemic in early 2020 has turned the world upside down. In addition to countless infections, hospitalisations and deaths, we also saw an outbreak of violence in many countries. Citizens took to the streets, sometimes violently, to protest against the measures taken, but domestic violence also increased in many places and fear and frustration played a role in racism.

For some time now, we have been assisting PostNL's customer service department with the optimisation of their online service & contact environment. Various pilots showed that there was also a lot of potential in improving the offline service.

Before downloading a new app, consumers often look at the app's rating. This is shown in stars with 5 stars being the highest rating. What does the app rating mean for your organisation? And for your users? The app rating is a metric that accurately reflects the tension field between marketing and product. While the importance of a high rating is obvious, a shortcut can be taken on the way to it. How does your organisation use the app rating?

Good service is important for customer satisfaction and loyalty and therefore very valuable for companies. Many companies offer services digitally. Customers can then find information about a product via a website or app. Optimising this digital 'service environment is best achieved with the help of data.

At the 'MKB Data Science Top 50', 50 agencies competed for the title 'the fastest-growing SME data science agency in our country'. Even before the event, we heard that we were in the top 3! During the Den Bosch Data Week, Marieke got to pitch our organisation.

Whereas conversion rate optimisation (CRO) used to be mainly in the E-commerce focus, we now see its application in all kinds of forms and fields. The focus here is on improving a particular conversion goal. Whatever your goal is for your organisation or team, CRO requires a good approach. This e-book will help you get started.

Is your organisation's backlog of the development teams overcrowded? Then you may be of the opinion that investing in Customer Experience (CX) specialists is not a good idea at the moment. This is based on the assumption that the CX team will come up with suggestions for improvements for the website/app and therefore 'burden' the development backlog even more. Yet there is definitely added value in investing in a CX specialist, even when there is high pressure on the development capacity. PRECISELY when there is a high pressure on the development capacity…

Every day, we collect data. Think of customer data, website visitor behaviour, information about conversions through all your off- and online channels and the performance of different teams within your organisation. But how do you use that data effectively?

Do you want to get more out of your conversion rate optimisation process, or do you want to know which pitfalls there are and how to avoid them? This blog article contains 5 tips on how to professionalise your CRO process so that you can get more value out of it.

You have worked with your product team on developing a new product. You have certain expectations of how users will use the product. The only question is: is this really the case? Are they using the product as you imagined? Who is using the product and who is not? In this article we discuss the Product User Activity Model. This model gives you more insight into the current and potential use of your product to take targeted action for growth.

Vesteda was curious if social listening – monitoring and analysing social media discussions about a brand, competitors, products or hashtags/keywords – could add value to the organisation. To this end, we started a project that consisted of two parts: exploring possibilities for social listening in the Corporate Communication department and applying social listening in an ongoing Data Science project.

Data is increasingly being used to map customer journeys. Which makes sense, because we collect a lot of data in our analytics tool around the online part of the journey. A technology that can lead to valuable insights but is often forgotten is process mining.

When are user goals optimally supported by a digital environment? Everyone has an idea about this, for example 'a pleasant purchase flow' or 'easy login'. How effectively you support the user is challenging to measure. However, it is everything that determines the success of your digital environment. To help you measure your success, or to check if something is missing in your current framework, we share our Customer Experience (CX) pyramid.

Eneco customers can enter into or change an energy contract via the website, but also purchase a charging station or hire an energy coach, for example. Eneco wanted to bring in more expertise regarding the field of digital analytics. We helped Eneco find an extra Web analyst with whom this ambition could be fulfilled.

Tuesday, 3 March 2020, was known as Super Tuesday, the day on which several American states vote simultaneously for the Democratic presidential candidate. We use this day as a case for the application of Social Network Analysis. This example is about elections, but you can also apply the same method to a commercial case where you replace the names of the candidates with, for example, different brand names.

The Corona measures are a much discussed topic on Twitter. The crisis team not only fights against Corona's effects on public health, but also tries to maintain legitimacy for the decision to keep certain measures in place among the public. With this practical case we explain how you can make public opinion on Twitter transparent with Social Network Analysis.

If your organisation is active on social media and you want to optimise the online strategy, you need to know what is happening online around you and the impact of your activities. Social Network Analysis can help you with that. We explain what it is, how it works and the purposes it serves.

RNW Media builds online communities in countries with limited freedoms. In these communities, young people can read and discuss sexual and reproductive health and rights (SRHR) and civil rights. In addition, RNW Media is working on advocacy – putting the interests of young people on the map with governments.

There's no denying it. We all work with data and we generate huge amounts of new data every day. The data on our supermarket customer card, the disposal of household waste at the smart container, checking in with public transport, the number of hours our TV is on or refilling our parking meter. But how do you use that data effectively?

KLM Digital Studio builds innovative digital solutions to make working at KLM more efficient, effective and enjoyable. One of the teams within Digital Studio, the Service Design team, is concerned with user experience. They conduct user research, build designs and test design ideas for new digital solutions. KLM asked us to provide insight into the impact of this team on the UX of its internal tools.

KLM employees work with various applications on a daily basis. For example, the ground staff uses Appy2Help. This digitises work processes and supports employees in answering all questions from passengers. iMech helps to free up more time for maintenance instead of administration and the intranet is my. klm is the starting point for everyone within KLM to find information. KLM asked us to support various teams in developing good applications using insights from user data.

As Customer Experience Specialists at Digital Power, we regularly come up with 5 metrics that help us measure user quality. With this we are taking the first steps in optimising the Customer Experience. We are happy to walk you through all 5 of them. Are you going to use them from now on to analyse the user experiences of your product or service?

More and more organisations are getting started with data science. A logical consequence of this is clearly a growing number of related vacancies. But how do you set up a useful job description for a data scientist – and mostly: how do you actually pick the right one? We're giving you some hints on what to do, and what not.

The introduction of the new privacy law (GDPR) in 2018 has ensured that many organisations put privacy high on the agenda. In this article you can read about the 5 ethical risks of working digitally and using data. We also share a concrete solution: the Responsible Data Framework.

When we talk about Customer Experience, we mean virtual assistance in the form of voice and chatbot applications. It is expected that these will make interaction with the customer more accessible and easier. Companies like to go along with these kinds of innovative trends to improve their services. Is this indeed what Customer Experience Optimisation is all about?

Residential investor Vesteda is working on a new website. If an available rental home has a garden, the location of the garden must be listed on the webpage of that home. This information was not yet available in the database. We were instructed to determine the location of the garden based on the coordinates of the homes.

More and more organisations are aware of the impact of the customer experience on business results and competitiveness. Research shows that 84% of organsations prioritise customer experience more than they did two years ago. In fact to 76%,  it is high or top priority. Further research shows that the customer experience is essential to the marketing strategy according to CMOs.

Organisations wanting to get started with data quickly ask for Data Science solutions. Data Science is often seen as the holy grail of data-driven working. But what does a successful Data Science project actually look like in practice? And how can it serve your organisation? In this series of articles, we take you through all the elements you need to achieve success for your organisation with Data Science.

Fair Wear is a non-profit organisation that aims to improve the working conditions of employees in garment factories. The NGO has collected a lot of documentation about its activities in recent years, for example in the form of reports from a complaint line for factory employees, reports of audits that check whether factories comply with the guidelines, and reports of training for factory employees. This information is stored as typed text, usually in Word or PDF format.

An increasing number of people are traveling by public transportation. Several stations in The Netherlands are being rebuilt or renovated to keep up with the growing number of train passengers. For the rebuilding and layout plans, information was needed on station traffic. NS Stations also wanted to improve transfer safety in collaboration with ProRail.

In the tight labour market, professionals no longer choose their new employer only because of the employment conditions. Increasingly, they decide whether or not to come on board and stick around based on employee experience. The 'employee experience' is therefore important in all phases. Not only at the recruitment and selection level, but also, for example, when processing a claim.

Residential investor Vesteda is working on a new website. This must offer (potential) tenants and B2B customers, such as investors and pension funds, an optimal online experience. Buyer personas of the various B2C target groups had already been developed. Together with Vesteda, we also started to map out the B2B target groups. In addition, together with the customer, we developed the optimal customer journeys for the most important buyer personas.

A Smart Security Scan is a tool that allows you to test the security of websites. The reports showed that something went wrong in the flow where people have to verify their IP address to be able to scan. We went looking for a solution. We also gave tips to optimise online conversion.

'How do we make our app more accessible to people from Vietnam?' During a Learning @ Location Day, our multi-disciplinary team of data professionals worked on this Oxfam Novib challenge.

Vodafone started a 3-month 'digital boost' project with the aim of improving the conversion of the online shop. The project team consisted of external digital professionals, each with their own specialism. As part of this project, we set up an A/B test environment with the aim of improving the user experience and thus increasing conversion.