Etail 2013: Rabbits from their Hats: Tricks Design-Savvy Executives Are Using...Melissa Matross
Experience Design is transforming the business and technology communities. By leveraging "design thinking," savvy executives can create innovative experiences that drive new and highly profitable lines of revenue. Using examples from web and mobile platforms, attendees of this session will gain insight on where to find new revenue and how to grow it, while also managing the difficult shift away from systemic experience-poor (but money making) features so "bad" revenue can turn to good.
Learn how to leverage customer behavior and data to create innovative experiences that drive new lines of revenue
Gain insight to manage the difficulties of changing systemic experience-poor (but money making) features and turn “bad” revenue into good
Specific case studies will cover examples for both web and mobile platforms
Site Redesign: When Hell Freezes Over Use a BlowtorchMelissa Matross
Hotwire is a data-driven company: all projects have to have clear financial return; all customer interactions - purchase, quote, drop-off and click rates - are closely tracked. As a result, there was never enough support from the numbers alone to complete a redesign since Hotwire’s launch. So, when hell freezes over… use a blowtorch.
Based on my experience driving the first successful Site Redesign at Hotwire, I will share strategies and tactics to:
* Sell your large-scale UX project, gaining support from executives and approval to
augment UX and Engineering staff to resource the effort.
* Make your project happen by creatively distributing the work, all while showcasing UX
leadership and maintaining momentum toward completion.
* Demonstrate UX successes and build equity within the organization for future work.
I will also share lessons from successes, failures and pain at Hotwire to help guide those embarking on a large-scale UX project.
This presentation will not simply be a user experience case study of the Hotwire redesign, but rather will focus on strategies to successfully use your project to position the UX team and manage the organization from start to finish.
Etail 2013: Rabbits from their Hats: Tricks Design-Savvy Executives Are Using...Melissa Matross
Experience Design is transforming the business and technology communities. By leveraging "design thinking," savvy executives can create innovative experiences that drive new and highly profitable lines of revenue. Using examples from web and mobile platforms, attendees of this session will gain insight on where to find new revenue and how to grow it, while also managing the difficult shift away from systemic experience-poor (but money making) features so "bad" revenue can turn to good.
Learn how to leverage customer behavior and data to create innovative experiences that drive new lines of revenue
Gain insight to manage the difficulties of changing systemic experience-poor (but money making) features and turn “bad” revenue into good
Specific case studies will cover examples for both web and mobile platforms
Site Redesign: When Hell Freezes Over Use a BlowtorchMelissa Matross
Hotwire is a data-driven company: all projects have to have clear financial return; all customer interactions - purchase, quote, drop-off and click rates - are closely tracked. As a result, there was never enough support from the numbers alone to complete a redesign since Hotwire’s launch. So, when hell freezes over… use a blowtorch.
Based on my experience driving the first successful Site Redesign at Hotwire, I will share strategies and tactics to:
* Sell your large-scale UX project, gaining support from executives and approval to
augment UX and Engineering staff to resource the effort.
* Make your project happen by creatively distributing the work, all while showcasing UX
leadership and maintaining momentum toward completion.
* Demonstrate UX successes and build equity within the organization for future work.
I will also share lessons from successes, failures and pain at Hotwire to help guide those embarking on a large-scale UX project.
This presentation will not simply be a user experience case study of the Hotwire redesign, but rather will focus on strategies to successfully use your project to position the UX team and manage the organization from start to finish.