EVIDENCE BASED DESIGN
           Rob Scherer
     User Experience Designer
isio ns
                             ign dec
                           des
 EVIDENCEoBASED DESIGN
                    inf...
Good policy design requires
more than good intentions


Evidence (it’s easy to get!)
Good intentions?
How do we ensure our designs aren’t sticking out
the top of our pants?
http://www.flickr.com/photos/aknacer/3196381450/
Rational




Emotional




            http://www.flickr.com/photos/aknacer/3196381450/
Start small

Identify and agree the goals

Choose the important metrics

Design for those metrics

Test / iterate / measur...
27% Increase
13% Decrease
0.003% Increase
Freedom to experiment

Freedom to fail

Stakeholder confidence
THANKS!
WE’RE HIRING
                You looking? Let’s chat.




Andrew Green    Craig Hill    Rob Scherer   Stuart Partridge
Evidence based design
Evidence based design
Evidence based design
Evidence based design
Evidence based design
Evidence based design
Evidence based design
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Evidence based design

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Despite our best intentions we can often make the wrong design decisions. How do we ensure that we're making the right decisions? Further, how do we convince rational, evidence based decision maker of the commercial importance of good design?

We're fortunate that web analytics allows us to test and measure alternative designs and gives us the hard numbers we need to have commercial discussions with stakeholders.

At SEEK, we've found that setting goals, determining metrics, designing for those metrics and then measuring the impact has given us the freedom to experiment and has earned the confidence of decision makers.

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  • Using analytics to ensure we’re making the right decisions Keeps us “honest” Earns the trust and confidence of business stakeholders, which results in more freedom for us.
  • Despite best intentions, we can get it wrong Evidence does 2 things - keeps our intentions in check and is good for talking to biz people. Evidence is easy to get! Our medium, the web! Analytics. A/B Testing
  • These guys had the best intentions. How do we know that our designs aren’t hanging out the top of our pants???
  • The second reason this is important is This guy wants evidence. He doesn’t have time for good intentions. He wants data. If he doesn’t get it from us, he’ll get it from somewhere else.
  • Anthony - UCD generally comes from a more emotional place We can’t expect him to get the emotional but we can talk about the rational. START THE CONVERSATION WITH RATIONAL. When he sees that what we do has an impact then he’ll give us more freedom to do the things we need to do to get him his numbers.
  • Start small - choose something small that can still have a measurable impact. Goals - we’re working on a commercial website. Everything has to be rooted in a goal/objective. Metrics - how are you going to determine success/failure Typically test on small segments over the course of a couple of weeks
  • Reduction in people searching for a job Lower conversion to learning registration for those who came via the curl.
  • Working this way has given us the.....
  • Evidence based design

    1. 1. EVIDENCE BASED DESIGN Rob Scherer User Experience Designer
    2. 2. isio ns ign dec des EVIDENCEoBASED DESIGN inform ytic st ga nal U sin Rob Scherer User Experience Designer
    3. 3. Good policy design requires more than good intentions Evidence (it’s easy to get!)
    4. 4. Good intentions?
    5. 5. How do we ensure our designs aren’t sticking out the top of our pants?
    6. 6. http://www.flickr.com/photos/aknacer/3196381450/
    7. 7. Rational Emotional http://www.flickr.com/photos/aknacer/3196381450/
    8. 8. Start small Identify and agree the goals Choose the important metrics Design for those metrics Test / iterate / measure / share
    9. 9. 27% Increase
    10. 10. 13% Decrease
    11. 11. 0.003% Increase
    12. 12. Freedom to experiment Freedom to fail Stakeholder confidence
    13. 13. THANKS!
    14. 14. WE’RE HIRING You looking? Let’s chat. Andrew Green Craig Hill Rob Scherer Stuart Partridge

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