making & taking informed decisions
TRANSCRIPT
Making & Taking Informed Decisions
J. Boye Aarhus 14 – @galimathies
… Valuable lessons I have learned from messing around
with A/B testing on one of Denmark’s largest e-commerce websites for the past two years.
J. Boye Aarhus 14 – @galimathies
Mathies JespersenUser Experience Designer at Dansk Supermarked since 2012
J. Boye Aarhus 14 – @galimathies
- A/B testing - Wireframing - Information architecture - Usability testing - Analytics
Lesson
How-to
J. Boye Aarhus 14 – @galimathies
Always have a clear hypothesis
J. Boye Aarhus 14 – @galimathies
Always have a clear hypothesis
“By changing ______ into ______ I can increase ______”
J. Boye Aarhus 14 – @galimathies
If you can’t measure it, you can’t test it
J. Boye Aarhus 14 – @galimathies
If you can’t measure it, you can’t test it
Ask yourself what success is
J. Boye Aarhus 14 – @galimathies
Your numbers say more than a 1,000 words
J. Boye Aarhus 14 – @galimathies
Your numbers say more than a 1,000 words
Your boss prefers $$$ over essays
J. Boye Aarhus 14 – @galimathies
Get everyone to contribute
J. Boye Aarhus 14 – @galimathies
Get everyone to contribute
Start by asking “why?”
J. Boye Aarhus 14 – @galimathies
Let tests run as long as possible
J. Boye Aarhus 14 – @galimathies
Let tests run as long as possible
200+ successes
J. Boye Aarhus 14 – @galimathies
Keep it simple
J. Boye Aarhus 14 – @galimathies
Keep it simple
Can you actually change this?
J. Boye Aarhus 14 – @galimathies
Organize and prioritize a backlog
J. Boye Aarhus 14 – @galimathies
Organize and prioritize a backlog
1. Business value 2. Technical setup 3. Dev effort
J. Boye Aarhus 14 – @galimathies
Learn from failure
J. Boye Aarhus 14 – @galimathies
Learn from failure
Everything’s a lesson learned
J. Boye Aarhus 14 – @galimathies
Don’t break stuff
J. Boye Aarhus 14 – @galimathies
Don’t break stuff
Review, present and discuss your test
J. Boye Aarhus 14 – @galimathies
What makes your interface successful?
- Have a clear hypothesis - Can’t measure success? Don’t test - Numbers speak louder than words - Involve people - Run tests for at least a month - Keep it simple - Use a backlog - There’s always something to test - Test your tests
J. Boye Aarhus 14 – @galimathies