Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
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We talk a lot about User Experience Design nowadays, but how do you know that what you designed really works? To have a testing mindset is to know whether or not you are designing for the user and not yourself. Understand how Booking.com works with A/B testing when validating ideas, and what are the biggest challenges to be a designer in that environment. In this presentation we¡¯ll see the advantages of obtaining quick feedback with data, so that we can learn from it, iterate and try again!
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
- 1. UX + A/B Testing at Booking.com: Design focused on conversion
- 2. Maria L¨ªgia Hi!My name is
- 5. Maria L¨ªgia MARIA ELIGIA MARIA LIDIA MARIA ELISA MARIA OL?VIA
- 7. Maria
- 9. UFSC ChaordicMidiatools CERTI Myreks General Assembly
- 10. AMSTERDAM
- 12. BABETTE
- 13. BABETTE
- 17. 880+K properties 174 o?ces 42 languages 50 currencies 8+K servers 224 countries & territories $64.49 billion market cap perl + template HTML IT languages 3rd largest e-commerce in the world 10+K employees
- 18. Teams from 5 to 10 people Multidisciplinary teams (PO, Team Leader, Designer, Dev) REALLY. Teams are responsible for di?erent areas of the website Semi-Agile SCRUM methodology Everything, absolutely everything is tested
- 19. USER EXPERIENCE
- 21. DEFINE PERSONAS
- 22. DEFINE SCENARIOS Short story that your persona goes through with your product related to the problem you de?ned.
- 23. USER FLOWS
- 24. SKETCHING
- 25. WIREFRAMES
- 26. DESIGN
- 27. FRONT END
- 28. USER EXPERIENCE De?ne the problem De?ne Personas De?ne Scenarios User ?ows Sketching Wireframes Design Front End
- 29. A/B TESTING
- 30. CONVERSION What is success to you? De?ne your metric
- 32. Keep the customer at the centre of everything you do
- 33. A/B TESTING +
- 34. + 10 years Highest conversion in the market Logo A/B TESTING +
- 35. VS.
- 36. Customer Service Budget for negative experiments A/B TESTING + + 10 years Highest conversion in the market Logo
- 37. TESTING +
- 38. Usability lab in-house User Research Team TESTING + LOCALIZATION: Japan
- 40. The Experiment tool is our user's body language. It only tells us a percentage of what they are thinking or wanting. ¡° "Erin Weigel Senior Designer @ booking.com
- 42. 150px x 150px 200px 300px 500px Search Results Photos on the Tablet
- 43. 500px
- 44. 500px 150px A B
- 45. NEUTRAL
- 46. 150px x 150px 500px = Search Results Photos on the Tablet Increased page load time by 0.5 seconds =
- 47. A B 300px
- 49. Good design at Booking.com isn¡¯t just about making something that seems to be better. It¡¯s about measuring results, understanding the impact on the full customer experience, and actually making something better. ¡° "Erin Weigel Senior Designer @ booking.com http://blog.booking.com/goldilocks-and-the-three-experiments.html
- 55. WHAT NOT TO DO IN A/B TESTS Test A, then after a while test B Test more than one idea at the same time Bet with someone that your change will win Trust me!
- 56. HiPPOs !
- 57. HiPPOs?
- 59. Design +A/B Test You = Team Leader = PO = CEO = Founder ¡
- 60. Design + A/B Test Design is hard, but it¡¯s getting harder now.
- 61. BABETTE
- 63. TAKE AWAYS
- 65. NOT EVERYTHING IS WHAT IT LOOKS LIKE Nor how you want it to be, but that¡¯s ok.
- 69. THE USER IS AT THE CENTER OF EVERYTHING. AND THEY GET TO DECIDE. Even when they have no clue what they want.
- 70. ITERATE. ALWAYS. Iteration is essential for a healthy environment.
- 71. Experiment fast, fail often and believe in data. Data never lies.
- 72. Maria L¨ªgia Klokner @marialigiak maria.klokner@booking.com /marialigiak http://grnh.se/ef54yh Dank u wel! Work with us!