Data driven design_MOO

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Slides from Amit Shanker (Director of Business Intelligence at MOO) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.

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Data driven design_MOO

  1. 1. CS Signals Making Data Based Decisions Amit Shanker Director, BI @ MOO.com
  2. 2. Intro to MOO Problem Solution Implementation Considerations
  3. 3. MOO: An Intro About: Online print and design company, supplying businesses with great quality stationery products History: Founded 2006 in London Products: Business Cards, Mini Cards, Greeting Cards, Letterheads, Accessories Customers: Creative professionals (e.g. Photographers) and Professional Services (e.g. Lawyers) 3
  4. 4. Products 4
  5. 5. Satisfaction Guaranteed 5
  6. 6. A Problem… Cost of Reprints & Rejects in 2013 £425,965 Reprints: happen after an order is received by customer Rejects: happen before an order is dispatched by MOO 6
  7. 7. …Has Amplifications 7
  8. 8. CS: First Port of Call Customer Queries order library pack PDP crop CMYK formats payment shipping colour Luxe upload 8 bleed error
  9. 9. Solution: Phase One Quantifying the Problem 120,000 100,000 80,000 60,000 40,000 20,000 0 Build 9 Buy Info Post-order
  10. 10. Solution: Phase Two Peeling the Build Onion Data sources for Signals: - Customer Services Google Analytics NPS Surveys Focus groups (Qual) User Surveys (Quant) 10
  11. 11. Solution: Phase Three Signals: Rank Ordering Build Issues 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Selecting and uploading images 11 PDP editing File formats Bleed Pack quantity Colour match PDP locked Crop marks Image library
  12. 12. Solution: Phase Four Prioritising Build Fixes • Problem: • It's too complicated to understand what your cards will actually look like – this leads to cost, time and stress for customer • Solution: • Don’t boil the ocean – be focused! • Incremental, iterative changes to existing Build flow using following solutions:  Messaging and warnings – with helpful solutions  Preview - live, step-by-step  PDP editing – contextual help 12
  13. 13. Implementation Goal Setting Browse Engaged visitors Build Purchase intent Buy Paid Orders • GOAL for 2014: • Increase landing page to cart conversion by 7% for engaged visitors • Build improvement has a direct positive impact on Buy 13
  14. 14. Considerations Data = Nirvana? 14
  15. 15. Considerations Data is necessary, but not sufficient • • • • • Data literacy – new hires Data training – for existing staff Tools Mindset/Culture Exec support • Implement evidence based thinking and decision making in the business… • … but also use experience, intuition, gut feel etc to generate hypothesis to test against data 15
  16. 16. That’s all folks!

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