The process ﬂowPlanning Live EnvironmentKPIs – clear targets Test design variationsPersonas & scenarios Maintain successful variant Prototyping > usability testing Repeat process 5
Proximity to conference = ? 6 minutes by car…… Venue itself
Measurement Framework Measurable Goals & Key Performance Indicators 1) Business Objectives à 2) Goals à 3) KPIs à 4) Target Increase online # transactions for last 60 Currently 468 – increase purchases days by 2% Increase revenue Increase revenue per AOV for last 60 days Currently €82.43 - order increase by 3% % of policy renewals Increase online renewals Increase by 10% (60days) Increase number of Increase member online # registrations (60days) Increase by 5% website members registrations (Retention) Maintain and increase % of members renewing membership retention Increase by 7% (60days) online 8
“You create the system your visitor must navigate. People don’t cause defects, systems do” W. Edwards Deming 9
People and Interactions take precedent overprocesses and tools 10
User Centred Design Interaction design ‘sweet spot’ Users and their tasks Business and its goals 11
Where should we test? Home Category Sub-‐category Product Booking funnel 12
Usability Heuristics 1. Visibility of system status2. Match between system and the real world3. User control and freedom4. Consistency and standards5. Error prevention6. Recognition rather than recall7. Flexibility and ease of use8. Aesthetic and minimalist design9. Help users recognise, diagnose and recover from errors10. Help and documentation 17 http://www.useit.com/papers/heuristic/heuristic_list.html
Booking funnel guidelines1. Maintain a clear and concise progress indicator2. Design the primary action as a call to action button, all other actions get visually degraded from this3. Keep the form ﬁelds to a minimum4. Provide a clearly labeled help section 5. Avoid jargon – keep language as clear and simple as possible6. Error messages need to be contextual7. Do not force registrations nor sign-ups (do not tick checkboxes as default) and keep the terms & conditions in the background 18
A/B & multivariate tests 2 elements with 2 variations = 4 tests 3 elements with 4 variations = 64 tests 4 elements with 5 variations = 625 tests 19
SummaryKnow your Business goalsKnow your UsersAlways Be Testing 21
ReferencesAlways Be Testing – Bryan Eisenberg & John Quatro-vonTivadarKPIs -http://management.about.com/cs/generalmanagement/a/keyperﬁndic.htmUsability heuristicshttp://www.useit.com/papers/heuristic/heuristic_list.html Steve Krug – Don’t make me think 22
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.