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Making & Taking 
Informed Decisions 
J. Boye Aarhus 14 – @galimathies
… Valuable lessons I have 
learned from messing around 
with A/B testing on one of 
Denmark’s largest e-commerce 
websites...
Mathies Jespersen 
User Experience Designer at Dansk Supermarked 
since 2012 
J. Boye Aarhus 14 – @galimathies 
- A/B test...
Lesson 
How-to 
J. Boye Aarhus 14 – @galimathies
Always have 
a clear hypothesis 
J. Boye Aarhus 14 – @galimathies
Always have 
a clear hypothesis 
“By changing ______ 
into ______ I can 
increase ______” 
J. Boye Aarhus 14 – @galimathie...
If you can’t measure it, 
you can’t test it 
J. Boye Aarhus 14 – @galimathies
If you can’t measure it, 
you can’t test it 
Ask yourself 
what success is 
J. Boye Aarhus 14 – @galimathies
Your numbers say more 
than a 1,000 words 
J. Boye Aarhus 14 – @galimathies
Your numbers say more 
than a 1,000 words 
Your boss prefers 
$$$ over essays 
J. Boye Aarhus 14 – @galimathies
Get everyone to 
contribute 
J. Boye Aarhus 14 – @galimathies
Get everyone to 
contribute 
Start by asking 
“why?” 
J. Boye Aarhus 14 – @galimathies
Let tests run 
as long as possible 
J. Boye Aarhus 14 – @galimathies
Let tests run 
as long as possible 
200+ successes 
J. Boye Aarhus 14 – @galimathies
Keep it simple 
J. Boye Aarhus 14 – @galimathies
Keep it simple 
Can you actually 
change this? 
J. Boye Aarhus 14 – @galimathies
Organize and prioritize 
a backlog 
J. Boye Aarhus 14 – @galimathies
Organize and prioritize 
a backlog 
1. Business value 
2. Technical setup 
3. Dev effort 
J. Boye Aarhus 14 – @galimathies
Learn from failure 
J. Boye Aarhus 14 – @galimathies
Learn from failure 
Everything’s 
a lesson learned 
J. Boye Aarhus 14 – @galimathies
Don’t break stuff 
J. Boye Aarhus 14 – @galimathies
Don’t break stuff 
Review, present 
and discuss your test 
J. Boye Aarhus 14 – @galimathies
- Have a clear hypothesis 
- Can’t measure success? Don’t test 
- Numbers speak louder than words 
- Involve people 
- Run...
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Making & Taking Informed Decisions

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Making & Taking Informed Decisions

  1. 1. Making & Taking Informed Decisions J. Boye Aarhus 14 – @galimathies
  2. 2. … Valuable lessons I have learned from messing around with A/B testing on one of Denmark’s largest e-commerce websites for the past two years. J. Boye Aarhus 14 – @galimathies
  3. 3. Mathies Jespersen User Experience Designer at Dansk Supermarked since 2012 J. Boye Aarhus 14 – @galimathies - A/B testing - Wireframing - Information architecture - Usability testing - Analytics
  4. 4. Lesson How-to J. Boye Aarhus 14 – @galimathies
  5. 5. Always have a clear hypothesis J. Boye Aarhus 14 – @galimathies
  6. 6. Always have a clear hypothesis “By changing ______ into ______ I can increase ______” J. Boye Aarhus 14 – @galimathies
  7. 7. If you can’t measure it, you can’t test it J. Boye Aarhus 14 – @galimathies
  8. 8. If you can’t measure it, you can’t test it Ask yourself what success is J. Boye Aarhus 14 – @galimathies
  9. 9. Your numbers say more than a 1,000 words J. Boye Aarhus 14 – @galimathies
  10. 10. Your numbers say more than a 1,000 words Your boss prefers $$$ over essays J. Boye Aarhus 14 – @galimathies
  11. 11. Get everyone to contribute J. Boye Aarhus 14 – @galimathies
  12. 12. Get everyone to contribute Start by asking “why?” J. Boye Aarhus 14 – @galimathies
  13. 13. Let tests run as long as possible J. Boye Aarhus 14 – @galimathies
  14. 14. Let tests run as long as possible 200+ successes J. Boye Aarhus 14 – @galimathies
  15. 15. Keep it simple J. Boye Aarhus 14 – @galimathies
  16. 16. Keep it simple Can you actually change this? J. Boye Aarhus 14 – @galimathies
  17. 17. Organize and prioritize a backlog J. Boye Aarhus 14 – @galimathies
  18. 18. Organize and prioritize a backlog 1. Business value 2. Technical setup 3. Dev effort J. Boye Aarhus 14 – @galimathies
  19. 19. Learn from failure J. Boye Aarhus 14 – @galimathies
  20. 20. Learn from failure Everything’s a lesson learned J. Boye Aarhus 14 – @galimathies
  21. 21. Don’t break stuff J. Boye Aarhus 14 – @galimathies
  22. 22. Don’t break stuff Review, present and discuss your test J. Boye Aarhus 14 – @galimathies
  23. 23. - Have a clear hypothesis - Can’t measure success? Don’t test - Numbers speak louder than words - Involve people - Run tests for at least a month - Keep it simple - Use a backlog - There’s always something to test - Test your tests What makes your interface successful? J. Boye Aarhus 14 – @galimathies

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