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Ux scotland - How Schuh Built A Testing Team

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Discover how a British ecommerce site moved from running occasional tests which didn’t really prove much, to developing a testing team who are making a real difference to site performance. Plus, tips to engage other departments, such as customer service, in testing efforts.

Published in: Internet, Technology, Business
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Ux scotland - How Schuh Built A Testing Team

  1. 1. Case Study: How Schuh Built a Testing Team Stuart McMillian Schuh LTD. Deputy Head of Ecommerce @mcmillanstu
  2. 2. Pop Quiz Time! • Who is “client-side”? • Who has dedicated testing resources? @mcmillanstu
  3. 3. Who is this guy?! • Scottish • Geek • Favourite board game: Monopoly @mcmillanstu
  4. 4. What we’ll cover • The schuh context • Building a testing culture • Must try harder @mcmillanstu
  5. 5. The schuh context @mcmillanstu
  6. 6. A bit of schuh background • Founded 1981 • 99 stores • Multichannel • Customer service focused • Systems driven @mcmillanstu
  7. 7. Ecom Challenges – A multi device world @mcmillanstu
  8. 8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 P3 P4 P5 P6 P7 p8 p9 p10 p11 p12 P1 P2 P3 P4 Desktop Mobile Tablet Ecom Challenges – A multi device world schuh traffic by device since Feb 2012 @mcmillanstu
  9. 9. Ecom Challenges – A multi device world @mcmillanstu Results you can’t always measure
  10. 10. Ecom Challenges – A multi device world @mcmillanstu Increasingly competitive marketplace
  11. 11. Ecommerce Mobile Site November 2011 Tablet Site November 2012 Responsive Pilot November 2013 Schuh Responsive July 2014 Trading Online 2001 @mcmillanstu
  12. 12. Head of Ecommerce Digital Marketing Digital Merchandising Online Development & Optimisation Web Editorial Analytics Insight Deputy Head of Ecommerce Ecommerce – Team Structure @mcmillanstu
  13. 13. Building a testing culture @mcmillanstu
  14. 14. This is not an anti-agency rant… @mcmillanstu
  15. 15. Status Quo Ante • Conversion focused • Systems driven • Customer-centric • Self Reliant • ‘Project cycles’ • Backlog/Dev resource • Poor instrumentation • Self Reliant Strengths Weaknesses @mcmillanstu
  16. 16. The watershed moment @mcmillanstu
  17. 17. Stop, collaborate and listen @mcmillanstu
  18. 18. Growing the team, widening the effort • Identify bottlenecks, resource appropriately • Democratisation of effort to entire department & beyond @mcmillanstu
  19. 19. Tools of the trade @mcmillanstu
  20. 20. Training, Development & Support Broaden Horizons • GA • PRWD • Optimizely • Conferences • The Internet! Set New Standards 1. Mobile first 2. User-centric design 3. Fast 4. Analytics ready 5. SEO as standard @mcmillanstu
  21. 21. Areas of improvement @mcmillanstu Hypothesis Creation
  22. 22. Areas of improvement @mcmillanstu These aren’t the results you’re looking for Test Analysis
  23. 23. Areas of improvement @mcmillanstu Evangelise further
  24. 24. Danger! Don’t build new walls! @mcmillanstu
  25. 25. @mcmillanstu If you always do what you’ve always done, you’ll always get what you always got
  26. 26. Contact Info Stuart McMillan Schuh LTD. Deputy Head of Ecommerce Email: StuartM@schuh.co.uk @mcmillanstu Questions?

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