Irina Ivan - Digital Consultant

2iVisio Blog: insights on design, digital marketing, user experience

By: Irina Ivan | May 14, 2018

As the deadline for complying to GDPR ( May 25th, 2018) is getting closer, e-mail marketers find themselves at a turning point. They can either continue on the beaten track of the e-mail marketing, considering the new regulations as a formality and hoping for the best when it comes to consequences of a potential infringement OR they can do their best to comply and play on the safe side.


The benefits of being GDPR compliant go far beyond avoiding the dreaded fines for those who elude new regulations. While taking the necessary measures to be GDPR compliant you put your customers and potential customers at the core of your business and dig in for new ways of increasing the efficiency of your e-mail marketing campaigns. Simply put you are p...

By: Irina Ivan | May 11, 2018


May 25th, 2018 is the deadline for companies dealing with users personal data to comply with the new General Data Protection Regulation, shortly known as GDPR.


There are many resources explaining the measures each company has to take, depending on the industry it operates in. Many companies, however, regardless of the industry, use e-mail as a means to communicate with their customers or potential customers, market their services or products to them. And because the e-mail address is part of the user personal data and falls under the new regulations, the first step for businesses to keep their email marketing campaigns rolling is to adhere to GDPR when it comes to how they get the consent to contact people by e-mail.

Why is consent a sore s...

By: Irina Ivan | April 21, 2018

What is UX?

UX is a concept recently emerged, as a result of the wide digitalization and yet, I still see surprise popping up on people's face when the word is being pronounced. Bringing into discussion one of the standard definitions – e.g “The UX is an evaluation of how something is experienced.” - may not facilitate the understanding of what UX covers and how a UX specialist can help. That is why I wanted to write something plain and simple, as well as relevant about what UX is, how it can help businesses and what to focus on, if you want to see improvements in this area.


Paul Olyslager, a UX designer from Belgium, surveyed regular internet users visiting his blog about what UX means to them. The answers he received and shared are comm...

Category: UI UX 

Tags: UX, UX principles, UX specialist 

By: Irina Ivan | October 17, 2017

A turning point in SEO was the Hummingbird update on Google algorithms, in 2013, which made it possible to identify the intent behind the search query based on semantics. From that point on, the focus switched from individual keywords to the relations between them and the meaning they build. In other words, with this upgrade, Google was just taking its first significant steps in using natural language processing to understand the query's context and better sort the results.


The trend intensified two years later, in 2015, when voice search was launched. Today, voice search counts for 20% of the total searches made on mobile.

What do all these changes in search and results sorting mean in terms of SEO?

By: Irina Ivan | October 02, 2017

“Vanity is my favorite sin” is the famous line of Al Pacino in Devil's Advocate and, guess what, even businesses out there are touched by a “vanity sin” consisting in the misuse of objective analytics data. Why would they do that, you may ask. Reasons are multiple: to nurture their brand ego, to validate their biases, to mislead competition or to manipulate the market with a specific intent. Or, simply out of ignorance, because they don't know how to use them in a way that adds value.

What are vanity metrics?

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