Weboptimization Cycle

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A model of an continous systematic and data-centered approach to improving UX and conversions online.

Can be used to discuss challenges, prerequisites, competencies, online tools, organisational maturity, working data-centered and just how to get started on weboptimization.

Presented at UXCampCPH 2012.

By Ole Gregersen 2012.

Published in: Design, Technology, Business
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  • @OleGregersen1 No problem. It was just a suggestion.
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  • Thank you Brian, sorry it took me so long (10 months) to read you message thoroughly :-0
    You are so right, something I see clearer now, than when I wrote the slides. At the time, I didn't really know about the test hypothesis, since I came up with this model from working with improving usability, not from reading about optimization.
    Now I also understand that the red-button/green-button might not be the best example (and so it will be changed in the updated version above).
    Again thank you for taking the time to look through the slides and pointing out weaknesses.
    /Ole
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  • You've hidden the hypothesis under 'create design suggestions.' I would add 'Hypothesis: Additional product information will decrease abandonment rates below 50%' to slide 5 so that the hypothesis is a unifying example.

    In step 5 'Test Design Suggestions' you pose a different hypothesis: button color. This may confuse your readers.
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  • The whole point of this model is to spark dialogue and discussion. So feel free to give me your honest opinion. I have shared this model with many people and your experiences are what improves the model. My next step is to help newcommers get started on the cycle, including 'tips and tricks' in relation to each step. /Ole
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  • Here it is, the weboptimizationcycle by Ole Gregersen. April 2012. Presented at the UXcampCPH 2012.
  • Design does not mean visual or graphic design alone, but all website development.
  • The symptomidentifies the potential improvement. Itscanbeanything from a blogpost, a usertest, salesdata, web analysis, ekspert evaluations. The trick is to pick the right symptoms. Using data from tests or web analysis must give potentials of higherquality. Symptom canalsobe a newfounderror or based on analysisinitiatives, which is alsosomethingthatcanbeestablished. So identifying symptoms, prioritizingthem and working with them is also a skill. Maybethisshouldbecalled the potential in stead – but for now the symptom is a symptom of the a potential. The point is thatwedon’tknowifthere’sanything to gain, but weassume so – hence the data we base it on.Low hangingfruits
  • So most oftenwedon’tknowwhy the symptom is there. In other situations it can have multiple explanations. Typicallytheseexplanationscanbedividedintetechnicalissues, usageissues or mere fluctuations in traffic. The latter is not relevant in this case. Establishing the right hypothesistakesexperience with whatworks and how, it alsotakescompetenciesabout usability/UX/Interactiondesign, in order to knowwhatcouldpotentiallycreatethat symptom. Same goes for the technicalstuff (not coveredherereally). Whenwearetalkingabout CRO, the hypothesisrelates to how a potential canbeexploited (udnyttet).
  • Sowe end up with a fewideas (hypothesis) aboutwhatcauses the symptom (the problem). Now its time to qualifywhichhypothesisareactuallyinvolved.Timneagain to consultyour data-collectingtools and methods. Depending on the issues at hand, different types of data is relevant. I have usedquestionaires, usertests, Google Analytics, Crazyegg and other and oftentriangulating information to establishsome rough understanding of problems related to the symptom. End resultshouldbe a clear idea of what the problem is and what sort of design changescanbesuggested – becausetherecouldeasilybe multiple changes. Itscanbeeverything from tinychanges to changes in overall concept.So this is the placewherewecallweather a potential has potential  - in the case where CRO is the case. I thinkthis step couldbeomitted to somedegree, if the symptom is so ”obvious” thatonecan go straight to suggested design.After this step the cycle can RESTART because this is where the ROI should be proven.
  • Againthis is an actualcompetency, a skill. To creategreat interaktionsdesign/UX design/visual design. Somecyclesare more related to error – others, especiallyafter a while or in more mature organisations, are part of ”true” optimization potentials. Theyarecalled suggestions in respekt to the factthatweshould not create just one solution, to somedegreebecausewedon’tbelieve in knowing whatworks. The willalwaysbepossibilities to be testet/tried out.
  • Copyright Ole Gregersen april 2012.
  • Copyright Ole Gregersen april 2012.
  • Copyright Ole Gregersen april 2012.
  • Weboptimization Cycle

    1. 1. SYMPTOM orPOTENTIALESTABLISHTEST HYPOTHESISCREATE DESIGNSUGGESTIONSTEST DESIGNSUGGESTIONSIMPLEMENTBEST DESIGNFOLLOW-UPIMPLEMENTATIONQUALIFY TESTHYPOTHESISWEBOPTIMIZATION CYCLEWWW.OLEG.DK - OLE GREGERSEN 20121234567DESIGNEVALUATIONSlides updated June 2013
    2. 2. DISCUSSIONS• Establishing a continues systematic approach• Data-centered (or just empiric) design decisions• ROI or cost-benefit on UX work• Competencies: Which or who?• Tools and best-practices• Organisational maturity
    3. 3. SYMPTOM orPOTENTIALESTABLISH TESTHYPOTHESISCREATE DESIGNSUGGESTIONSTEST DESIGNSUGGESTIONSIMPLEMENTBEST DESIGNFOLLOW-UPIMPLEMENTATIONQUALIFY TESTHYPOTHESIS1234567WWW.OLEG.DK - OLE GREGERSEN 2012Step 1 - 3: Making sure you are spending resources on the right thingStep 4 - 6: Making sure you are designing the right thingStep 7: Making sure you were actually rightSUBPROCESSES
    4. 4. SYMPTOM orPOTENTIALESTABLISH TEHYPOTHESISFOLLOW-UPEMENTATION127WEBOPTIMIZATION CYCLEQuestion:Example:Prerequisite:Benefits:Where’s our potential or problems?”Our check-out process leaks at step 3”User or usage-based data, usertest, web analysisROI, systematic approach, data-driven, doing it…
    5. 5. SYMPTOM orPOTENTIALESTABLISH TESTHYPOTHESIS12WEBOPTIMIZATION CYCLEQuestion:Example:Prerequisite:Benefit:What behaviour or tech. is related to potential?”Why do users leave the page at this point?”Experience, competencies, knowledgePrecision, efficiency, reducing riskMost often related to:- Technical stuff- Usage or interactions- Fluctuations, variations
    6. 6. ESTABLISH TESTHYPOTHESISCREATE DESIGNSUGGESTIONSQUALIFY TESTHYPOTHESIS234Questions:Whats the ROI on this idea?Should we go ahead?Example:”Let’s send quitters an emailwith some questions”Prerequisite:Web analytics, error logsOnline tools, UX methodsBenefits:Not designing the wrong thingChanging things that matters
    7. 7. CREATE DESIGNSUGGESTIONSQUALIFY TESTHYPOTHESIS34DESIGNQuestion:Example:Prerequisite:Benefit:How do we design the best possible UX?”Users lack trust, let’s add some user reviews”Interaction design skills (experience, education)Allowing tests, learning, accepting challenges?
    8. 8. TEST DESIGNSUGGESTIONSIMPLEMENTBEST DESIGN456DESIGNEVALUATIQuestion:Example:Prerequisite:Benefit:Which design works the best?”Treatment A outperformed the control by 29%”Split-testing skills, access to test on websiteEmpiric, statistical, usage related decision
    9. 9. TEST DESIGNSUGGESTIONSIMPLEMENTBEST DESIGNFOLLOW-UPIMPLEMENTATION567EVALUATIONPrerequisite:Access to (fast iterations in) releases
    10. 10. SYMPTOMFOLLOW-UPIMPLEMENTATION17Question:Example:Prerequisite:Benefit:Did it actually improve value or reduce problem?”We reduced dropouts by 15%, what’s next?”User or usage-based data, web analysisQualifying change in larger contextWEBOPTIMIZATION CYCLE
    11. 11. SYMPTOM orPOTENTIALESTABLISH TESTHYPOTHESISCREATE DESIGNSUGGESTIONSTEST DESIGNSUGGESTIONSIMPLEMENTBEST DESIGNFOLLOW-UPIMPLEMENTATIONQUALIFY TESTHYPOTHESISWEBOPTIMIZATION CYCLEWWW.OLEG.DK - OLE GREGERSEN 20121234567DESIGNEVALUATION
    12. 12. WWW.OLEG.DK - OLE GREGERSEN 2012OLE GREGERSENUSABILITY & WEBOPTIMIZATION SPECIALISTWWW.WEBOPTIMERING.NUBLOG: WEBOPTIMERING.NU/BLOGTWITTER: @OLEGUSABILITYCALL ME +45 28 30 55 89SLIDES AT:SLIDESHARE.NET/OLEGREGERSEN1/WEBOPTIMIZATION-CYCLETHANK YOU

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