SlideShare a Scribd company logo
Connecting
the Dots.
Strategies for effective
Problem Definition
2
UXDX | Connecting the Dots • Alkistis Mavroeidi
Director of Product Design at KAYAK
Alkistis Mavroeidi
3
UXDX | Connecting the Dots • Alkistis Mavroeidi
In 2004, a bunch of business, travel
and tech guys got together and said
“travel planning online sucks.
Let’s make it better.”
A bit about
4
UXDX | Connecting the Dots • Alkistis Mavroeidi
20 years later we’re still innovating to
solve problems for travelers.
Innovating in the
Travel Space
How might we…
Retain Speed and Flexibility?
6
UXDX | Connecting the Dots • Alkistis Mavroeidi
Problem
Definition
Design
Solution
Build
Solution
Launch &
Analyze
Iterate
Product Development
Process
🎉
7
UXDX | Connecting the Dots • Alkistis Mavroeidi
■ Struggling to distill your project into a concise
and compelling narrative
■ Spending excessive time in discovery mode
Signals that mean you might be struggling with Problem Definition
■ Difficulty prioritizing tasks from a long list
of identified opportunities
How to
Connect the Dots
in Problem Definition
Best practices drawn from real KAYAK examples
9
UXDX | Connecting the Dots • Alkistis Mavroeidi
also known as the 80 20 rule
Roughly 80% of the effects come
from 20% of the causes.
In simpler terms, it means that a
small portion of your efforts often
leads to the majority of your results.
The Pareto Principle
20% 80%
10
UXDX | Connecting the Dots • Alkistis Mavroeidi
strategies to help Product Designers see the big picture
a critical lever for maintaining speed & quality
Connecting the Dots is…
11
UXDX | Connecting the Dots • Alkistis Mavroeidi
Research Data Communications
Problem Definition
Three areas of focus.
12
UXDX | Connecting the Dots • Alkistis Mavroeidi
I gathered all these very
thorough data.
What does it mean for
our project?
I have no idea….
KAYAK Case 1
13
UXDX | Connecting the Dots • Alkistis Mavroeidi
Is your Research
scope too wide?
Ask yourself:
Are you gathering data
instead of insights?
14
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Always write down your goals
and hypotheses.
2.
Reduce volume of participants
for qual research
15
UXDX | Connecting the Dots • Alkistis Mavroeidi
3.
Process horizontally and
vertically.
4.
Avoid distractions and unrelated
insights
16
UXDX | Connecting the Dots • Alkistis Mavroeidi
Discipline in Research is important in order to
ensure you are being efficient and getting impact
for you work.
Research Learning
17
UXDX | Connecting the Dots • Alkistis Mavroeidi
How can we measure quality accurately?
KAYAK Case 2
Number of ux issues reported?
Number of ux issues resolved?
Heuristic Audits?
…?
18
UXDX | Connecting the Dots • Alkistis Mavroeidi
Are you trying to find the
one perfect metric?
Ask yourself:
Are you “torturing data” to
tell you a story?
* Ronald Coase
19
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Continuously ask what
problem you are solving and
what the gap is.
2.
Identify your indicators, not your
one perfect metric.
20
UXDX | Connecting the Dots • Alkistis Mavroeidi
Remember:
When a metric becomes a goal, it stops being a
good metric. *
* Goodhart’s Law
Data Learning
21
UXDX | Connecting the Dots • Alkistis Mavroeidi
I don’t understand why we are working on
this project. It seems like the wrong
direction.
I shared my 40 page brief two
months ago. Why didn’t you share
that feedback then?
KAYAK Case 3
22
UXDX | Connecting the Dots • Alkistis Mavroeidi
Are you hindering
communications?
Ask yourself:
Are you getting lost
in the details?
23
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Cater for your audience
upward, laterally, and downward.
2.
Protect the unique perspective
of each stakeholder.
…
….
…
….
24
UXDX | Connecting the Dots • Alkistis Mavroeidi
3.
Keep the big picture in
sight when it comes to
prioritization.
25
UXDX | Connecting the Dots • Alkistis Mavroeidi
Empowering Communications is your strongest
tool for sense checking your project’s direction.
Communications Learning
When you enable feedback, you create quality
checks for your product.
Tο summarize…
27
UXDX | Connecting the Dots • Alkistis Mavroeidi
strategies to help Product Designers see the big picture
a critical lever for maintaining speed & quality
Connecting the Dots is…
Problem
Definition
Design Solution Build Solution Launch & Analyze Iterate
28
UXDX | Connecting the Dots • Alkistis Mavroeidi
Communications
Empower Communications
to keep sight of the big
picture.
Data
Focus on the Outcome not
the Metric.
Research
Practice Discipline in
Research.
Problem Definition
29
UXDX | Connecting the Dots • Alkistis Mavroeidi
■ Always check that your problem is well defined.
■ Scope your Research wisely.
■ Identify the right Gap and the Data Indicators.
■ Communicate concisely and effectively.
How can you apply this:
30
UXDX | Connecting the Dots • Alkistis Mavroeidi
Thank you.
Stay in touch

More Related Content

Similar to Connecting the Dots in Product Design at KAYAK

User Experience: The Great Differentiator
User Experience: The Great DifferentiatorUser Experience: The Great Differentiator
User Experience: The Great Differentiator
craigmmacdonald
 
Introduction to UX Design
Introduction to UX DesignIntroduction to UX Design
Introduction to UX Design
Bill Tribble
 
Design Thinking & Innovation Games : Presented by Cedric Mainguy
Design Thinking & Innovation Games : Presented by Cedric MainguyDesign Thinking & Innovation Games : Presented by Cedric Mainguy
Design Thinking & Innovation Games : Presented by Cedric Mainguy
oGuild .
 
Transformér dine produkter med teknologi
Transformér dine produkter med teknologiTransformér dine produkter med teknologi
Transformér dine produkter med teknologi
Microsoft
 
Training Webinar: From a bad to an awesome user experience - Training Webinar
Training Webinar: From a bad to an awesome user experience - Training WebinarTraining Webinar: From a bad to an awesome user experience - Training Webinar
Training Webinar: From a bad to an awesome user experience - Training Webinar
OutSystems
 
User Experience: A Lean UX Process
User Experience: A Lean UX ProcessUser Experience: A Lean UX Process
User Experience: A Lean UX Process
Ricardo Luiz
 
Putting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and InsurancePutting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and Insurance
Josh Levine
 
Developing a Culture of UCD
Developing a Culture of UCDDeveloping a Culture of UCD
Developing a Culture of UCD
Elisa Poquette
 
Convey UX: Design for the Future. Creating speculative visions that works.
Convey UX: Design for the Future. Creating speculative visions that works.Convey UX: Design for the Future. Creating speculative visions that works.
Convey UX: Design for the Future. Creating speculative visions that works.
Antonio De Pasquale
 
WTF is Design Thinking
WTF is Design ThinkingWTF is Design Thinking
WTF is Design Thinking
Marian Mota
 
Masterclass architectural thinking
Masterclass architectural thinkingMasterclass architectural thinking
Masterclass architectural thinking
Wolfgang Göbl
 
Creative during COVID - Makerspaces beyond physical spaces
Creative during COVID - Makerspaces beyond physical spacesCreative during COVID - Makerspaces beyond physical spaces
Creative during COVID - Makerspaces beyond physical spaces
CILIPScotland
 
Crafting a central product narrative
Crafting a central product narrativeCrafting a central product narrative
Crafting a central product narrative
Alex Pandel
 
Service Design in Experience Design
Service Design in Experience DesignService Design in Experience Design
Service Design in Experience Design
Paul Kahn
 
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case StudyBEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
Ena Arel
 
UX and Agile – Playing Nice
UX and Agile – Playing NiceUX and Agile – Playing Nice
UX and Agile – Playing Nice
Chris Collingridge
 
UX & Design Thinking for BI Applications
UX & Design Thinking for BI ApplicationsUX & Design Thinking for BI Applications
UX & Design Thinking for BI Applications
ibi
 
BeyondCurious: Managing Agile Research
BeyondCurious: Managing Agile ResearchBeyondCurious: Managing Agile Research
BeyondCurious: Managing Agile Research
Carrie Yury
 
UX in an Agile World
UX in an Agile WorldUX in an Agile World
UX in an Agile World
Richard Caballero
 
User Experience Versus Marketing
User Experience Versus MarketingUser Experience Versus Marketing
User Experience Versus Marketing
IRJET Journal
 

Similar to Connecting the Dots in Product Design at KAYAK (20)

User Experience: The Great Differentiator
User Experience: The Great DifferentiatorUser Experience: The Great Differentiator
User Experience: The Great Differentiator
 
Introduction to UX Design
Introduction to UX DesignIntroduction to UX Design
Introduction to UX Design
 
Design Thinking & Innovation Games : Presented by Cedric Mainguy
Design Thinking & Innovation Games : Presented by Cedric MainguyDesign Thinking & Innovation Games : Presented by Cedric Mainguy
Design Thinking & Innovation Games : Presented by Cedric Mainguy
 
Transformér dine produkter med teknologi
Transformér dine produkter med teknologiTransformér dine produkter med teknologi
Transformér dine produkter med teknologi
 
Training Webinar: From a bad to an awesome user experience - Training Webinar
Training Webinar: From a bad to an awesome user experience - Training WebinarTraining Webinar: From a bad to an awesome user experience - Training Webinar
Training Webinar: From a bad to an awesome user experience - Training Webinar
 
User Experience: A Lean UX Process
User Experience: A Lean UX ProcessUser Experience: A Lean UX Process
User Experience: A Lean UX Process
 
Putting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and InsurancePutting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and Insurance
 
Developing a Culture of UCD
Developing a Culture of UCDDeveloping a Culture of UCD
Developing a Culture of UCD
 
Convey UX: Design for the Future. Creating speculative visions that works.
Convey UX: Design for the Future. Creating speculative visions that works.Convey UX: Design for the Future. Creating speculative visions that works.
Convey UX: Design for the Future. Creating speculative visions that works.
 
WTF is Design Thinking
WTF is Design ThinkingWTF is Design Thinking
WTF is Design Thinking
 
Masterclass architectural thinking
Masterclass architectural thinkingMasterclass architectural thinking
Masterclass architectural thinking
 
Creative during COVID - Makerspaces beyond physical spaces
Creative during COVID - Makerspaces beyond physical spacesCreative during COVID - Makerspaces beyond physical spaces
Creative during COVID - Makerspaces beyond physical spaces
 
Crafting a central product narrative
Crafting a central product narrativeCrafting a central product narrative
Crafting a central product narrative
 
Service Design in Experience Design
Service Design in Experience DesignService Design in Experience Design
Service Design in Experience Design
 
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case StudyBEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
BEST PRACTICES FOR COMMUNICATING WITH KEY PROJECT STAKEHOLDERS A Case Study
 
UX and Agile – Playing Nice
UX and Agile – Playing NiceUX and Agile – Playing Nice
UX and Agile – Playing Nice
 
UX & Design Thinking for BI Applications
UX & Design Thinking for BI ApplicationsUX & Design Thinking for BI Applications
UX & Design Thinking for BI Applications
 
BeyondCurious: Managing Agile Research
BeyondCurious: Managing Agile ResearchBeyondCurious: Managing Agile Research
BeyondCurious: Managing Agile Research
 
UX in an Agile World
UX in an Agile WorldUX in an Agile World
UX in an Agile World
 
User Experience Versus Marketing
User Experience Versus MarketingUser Experience Versus Marketing
User Experience Versus Marketing
 

More from UXDXConf

Building Design Systems that Work for Design and Development
Building Design Systems that Work for Design and DevelopmentBuilding Design Systems that Work for Design and Development
Building Design Systems that Work for Design and Development
UXDXConf
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering Teams
UXDXConf
 
Design-Driven Leadership: Transforming Organizations through Creative Thinking
Design-Driven Leadership: Transforming Organizations through Creative ThinkingDesign-Driven Leadership: Transforming Organizations through Creative Thinking
Design-Driven Leadership: Transforming Organizations through Creative Thinking
UXDXConf
 
Improving Product Design with Futurism at ORACLE
Improving Product Design with Futurism at ORACLEImproving Product Design with Futurism at ORACLE
Improving Product Design with Futurism at ORACLE
UXDXConf
 
Motion for AI: Creating Empathy in Technology
Motion for AI: Creating Empathy in TechnologyMotion for AI: Creating Empathy in Technology
Motion for AI: Creating Empathy in Technology
UXDXConf
 
Transforming The New York Times: Empowering Evolution through UX
Transforming The New York Times: Empowering Evolution through UXTransforming The New York Times: Empowering Evolution through UX
Transforming The New York Times: Empowering Evolution through UX
UXDXConf
 
Server-Driven User Interface (SDUI) at Priceline
Server-Driven User Interface (SDUI) at PricelineServer-Driven User Interface (SDUI) at Priceline
Server-Driven User Interface (SDUI) at Priceline
UXDXConf
 
A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System Strategy
UXDXConf
 
Structuring Teams and Portfolios for Success
Structuring Teams and Portfolios for SuccessStructuring Teams and Portfolios for Success
Structuring Teams and Portfolios for Success
UXDXConf
 
Designing for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at ComcastDesigning for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at Comcast
UXDXConf
 
Improving UX Research Quality with Cross-Department Collaboration
Improving UX Research Quality with Cross-Department CollaborationImproving UX Research Quality with Cross-Department Collaboration
Improving UX Research Quality with Cross-Department Collaboration
UXDXConf
 
The UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoThe UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, Ocado
UXDXConf
 
We're Agile. So why haven't our outcomes improved?
We're Agile. So why haven't our outcomes improved?We're Agile. So why haven't our outcomes improved?
We're Agile. So why haven't our outcomes improved?
UXDXConf
 
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
UXDXConf
 
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
UXDXConf
 
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
UXDXConf
 
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
UXDXConf
 
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
UXDXConf
 
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
UXDXConf
 
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
UXDXConf
 

More from UXDXConf (20)

Building Design Systems that Work for Design and Development
Building Design Systems that Work for Design and DevelopmentBuilding Design Systems that Work for Design and Development
Building Design Systems that Work for Design and Development
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering Teams
 
Design-Driven Leadership: Transforming Organizations through Creative Thinking
Design-Driven Leadership: Transforming Organizations through Creative ThinkingDesign-Driven Leadership: Transforming Organizations through Creative Thinking
Design-Driven Leadership: Transforming Organizations through Creative Thinking
 
Improving Product Design with Futurism at ORACLE
Improving Product Design with Futurism at ORACLEImproving Product Design with Futurism at ORACLE
Improving Product Design with Futurism at ORACLE
 
Motion for AI: Creating Empathy in Technology
Motion for AI: Creating Empathy in TechnologyMotion for AI: Creating Empathy in Technology
Motion for AI: Creating Empathy in Technology
 
Transforming The New York Times: Empowering Evolution through UX
Transforming The New York Times: Empowering Evolution through UXTransforming The New York Times: Empowering Evolution through UX
Transforming The New York Times: Empowering Evolution through UX
 
Server-Driven User Interface (SDUI) at Priceline
Server-Driven User Interface (SDUI) at PricelineServer-Driven User Interface (SDUI) at Priceline
Server-Driven User Interface (SDUI) at Priceline
 
A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System Strategy
 
Structuring Teams and Portfolios for Success
Structuring Teams and Portfolios for SuccessStructuring Teams and Portfolios for Success
Structuring Teams and Portfolios for Success
 
Designing for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at ComcastDesigning for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at Comcast
 
Improving UX Research Quality with Cross-Department Collaboration
Improving UX Research Quality with Cross-Department CollaborationImproving UX Research Quality with Cross-Department Collaboration
Improving UX Research Quality with Cross-Department Collaboration
 
The UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoThe UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, Ocado
 
We're Agile. So why haven't our outcomes improved?
We're Agile. So why haven't our outcomes improved?We're Agile. So why haven't our outcomes improved?
We're Agile. So why haven't our outcomes improved?
 
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
 
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
 
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
 
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
 
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
 
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
 
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
 

Recently uploaded

"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor Ivaniuk
"Frontline Battles with DDoS: Best practices and Lessons Learned",  Igor Ivaniuk"Frontline Battles with DDoS: Best practices and Lessons Learned",  Igor Ivaniuk
"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor Ivaniuk
Fwdays
 
Christine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptxChristine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptx
christinelarrosa
 
Principle of conventional tomography-Bibash Shahi ppt..pptx
Principle of conventional tomography-Bibash Shahi ppt..pptxPrinciple of conventional tomography-Bibash Shahi ppt..pptx
Principle of conventional tomography-Bibash Shahi ppt..pptx
BibashShahi
 
A Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's ArchitectureA Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's Architecture
ScyllaDB
 
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
AlexanderRichford
 
What is an RPA CoE? Session 2 – CoE Roles
What is an RPA CoE?  Session 2 – CoE RolesWhat is an RPA CoE?  Session 2 – CoE Roles
What is an RPA CoE? Session 2 – CoE Roles
DianaGray10
 
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
DanBrown980551
 
Must Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during MigrationMust Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during Migration
Mydbops
 
"What does it really mean for your system to be available, or how to define w...
"What does it really mean for your system to be available, or how to define w..."What does it really mean for your system to be available, or how to define w...
"What does it really mean for your system to be available, or how to define w...
Fwdays
 
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectorsConnector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
DianaGray10
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
Safe Software
 
QA or the Highway - Component Testing: Bridging the gap between frontend appl...
QA or the Highway - Component Testing: Bridging the gap between frontend appl...QA or the Highway - Component Testing: Bridging the gap between frontend appl...
QA or the Highway - Component Testing: Bridging the gap between frontend appl...
zjhamm304
 
"$10 thousand per minute of downtime: architecture, queues, streaming and fin...
"$10 thousand per minute of downtime: architecture, queues, streaming and fin..."$10 thousand per minute of downtime: architecture, queues, streaming and fin...
"$10 thousand per minute of downtime: architecture, queues, streaming and fin...
Fwdays
 
"NATO Hackathon Winner: AI-Powered Drug Search", Taras Kloba
"NATO Hackathon Winner: AI-Powered Drug Search",  Taras Kloba"NATO Hackathon Winner: AI-Powered Drug Search",  Taras Kloba
"NATO Hackathon Winner: AI-Powered Drug Search", Taras Kloba
Fwdays
 
Dandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity serverDandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity server
Antonios Katsarakis
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
Ajin Abraham
 
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptxPRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
christinelarrosa
 
Harnessing the Power of NLP and Knowledge Graphs for Opioid Research
Harnessing the Power of NLP and Knowledge Graphs for Opioid ResearchHarnessing the Power of NLP and Knowledge Graphs for Opioid Research
Harnessing the Power of NLP and Knowledge Graphs for Opioid Research
Neo4j
 
AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)
HarpalGohil4
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
Miro Wengner
 

Recently uploaded (20)

"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor Ivaniuk
"Frontline Battles with DDoS: Best practices and Lessons Learned",  Igor Ivaniuk"Frontline Battles with DDoS: Best practices and Lessons Learned",  Igor Ivaniuk
"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor Ivaniuk
 
Christine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptxChristine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptx
 
Principle of conventional tomography-Bibash Shahi ppt..pptx
Principle of conventional tomography-Bibash Shahi ppt..pptxPrinciple of conventional tomography-Bibash Shahi ppt..pptx
Principle of conventional tomography-Bibash Shahi ppt..pptx
 
A Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's ArchitectureA Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's Architecture
 
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...
 
What is an RPA CoE? Session 2 – CoE Roles
What is an RPA CoE?  Session 2 – CoE RolesWhat is an RPA CoE?  Session 2 – CoE Roles
What is an RPA CoE? Session 2 – CoE Roles
 
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
 
Must Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during MigrationMust Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during Migration
 
"What does it really mean for your system to be available, or how to define w...
"What does it really mean for your system to be available, or how to define w..."What does it really mean for your system to be available, or how to define w...
"What does it really mean for your system to be available, or how to define w...
 
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectorsConnector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
 
QA or the Highway - Component Testing: Bridging the gap between frontend appl...
QA or the Highway - Component Testing: Bridging the gap between frontend appl...QA or the Highway - Component Testing: Bridging the gap between frontend appl...
QA or the Highway - Component Testing: Bridging the gap between frontend appl...
 
"$10 thousand per minute of downtime: architecture, queues, streaming and fin...
"$10 thousand per minute of downtime: architecture, queues, streaming and fin..."$10 thousand per minute of downtime: architecture, queues, streaming and fin...
"$10 thousand per minute of downtime: architecture, queues, streaming and fin...
 
"NATO Hackathon Winner: AI-Powered Drug Search", Taras Kloba
"NATO Hackathon Winner: AI-Powered Drug Search",  Taras Kloba"NATO Hackathon Winner: AI-Powered Drug Search",  Taras Kloba
"NATO Hackathon Winner: AI-Powered Drug Search", Taras Kloba
 
Dandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity serverDandelion Hashtable: beyond billion requests per second on a commodity server
Dandelion Hashtable: beyond billion requests per second on a commodity server
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
 
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptxPRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
PRODUCT LISTING OPTIMIZATION PRESENTATION.pptx
 
Harnessing the Power of NLP and Knowledge Graphs for Opioid Research
Harnessing the Power of NLP and Knowledge Graphs for Opioid ResearchHarnessing the Power of NLP and Knowledge Graphs for Opioid Research
Harnessing the Power of NLP and Knowledge Graphs for Opioid Research
 
AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
 

Connecting the Dots in Product Design at KAYAK

  • 1. Connecting the Dots. Strategies for effective Problem Definition
  • 2. 2 UXDX | Connecting the Dots • Alkistis Mavroeidi Director of Product Design at KAYAK Alkistis Mavroeidi
  • 3. 3 UXDX | Connecting the Dots • Alkistis Mavroeidi In 2004, a bunch of business, travel and tech guys got together and said “travel planning online sucks. Let’s make it better.” A bit about
  • 4. 4 UXDX | Connecting the Dots • Alkistis Mavroeidi 20 years later we’re still innovating to solve problems for travelers. Innovating in the Travel Space
  • 5. How might we… Retain Speed and Flexibility?
  • 6. 6 UXDX | Connecting the Dots • Alkistis Mavroeidi Problem Definition Design Solution Build Solution Launch & Analyze Iterate Product Development Process 🎉
  • 7. 7 UXDX | Connecting the Dots • Alkistis Mavroeidi ■ Struggling to distill your project into a concise and compelling narrative ■ Spending excessive time in discovery mode Signals that mean you might be struggling with Problem Definition ■ Difficulty prioritizing tasks from a long list of identified opportunities
  • 8. How to Connect the Dots in Problem Definition Best practices drawn from real KAYAK examples
  • 9. 9 UXDX | Connecting the Dots • Alkistis Mavroeidi also known as the 80 20 rule Roughly 80% of the effects come from 20% of the causes. In simpler terms, it means that a small portion of your efforts often leads to the majority of your results. The Pareto Principle 20% 80%
  • 10. 10 UXDX | Connecting the Dots • Alkistis Mavroeidi strategies to help Product Designers see the big picture a critical lever for maintaining speed & quality Connecting the Dots is…
  • 11. 11 UXDX | Connecting the Dots • Alkistis Mavroeidi Research Data Communications Problem Definition Three areas of focus.
  • 12. 12 UXDX | Connecting the Dots • Alkistis Mavroeidi I gathered all these very thorough data. What does it mean for our project? I have no idea…. KAYAK Case 1
  • 13. 13 UXDX | Connecting the Dots • Alkistis Mavroeidi Is your Research scope too wide? Ask yourself: Are you gathering data instead of insights?
  • 14. 14 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Always write down your goals and hypotheses. 2. Reduce volume of participants for qual research
  • 15. 15 UXDX | Connecting the Dots • Alkistis Mavroeidi 3. Process horizontally and vertically. 4. Avoid distractions and unrelated insights
  • 16. 16 UXDX | Connecting the Dots • Alkistis Mavroeidi Discipline in Research is important in order to ensure you are being efficient and getting impact for you work. Research Learning
  • 17. 17 UXDX | Connecting the Dots • Alkistis Mavroeidi How can we measure quality accurately? KAYAK Case 2 Number of ux issues reported? Number of ux issues resolved? Heuristic Audits? …?
  • 18. 18 UXDX | Connecting the Dots • Alkistis Mavroeidi Are you trying to find the one perfect metric? Ask yourself: Are you “torturing data” to tell you a story? * Ronald Coase
  • 19. 19 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Continuously ask what problem you are solving and what the gap is. 2. Identify your indicators, not your one perfect metric.
  • 20. 20 UXDX | Connecting the Dots • Alkistis Mavroeidi Remember: When a metric becomes a goal, it stops being a good metric. * * Goodhart’s Law Data Learning
  • 21. 21 UXDX | Connecting the Dots • Alkistis Mavroeidi I don’t understand why we are working on this project. It seems like the wrong direction. I shared my 40 page brief two months ago. Why didn’t you share that feedback then? KAYAK Case 3
  • 22. 22 UXDX | Connecting the Dots • Alkistis Mavroeidi Are you hindering communications? Ask yourself: Are you getting lost in the details?
  • 23. 23 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Cater for your audience upward, laterally, and downward. 2. Protect the unique perspective of each stakeholder. … …. … ….
  • 24. 24 UXDX | Connecting the Dots • Alkistis Mavroeidi 3. Keep the big picture in sight when it comes to prioritization.
  • 25. 25 UXDX | Connecting the Dots • Alkistis Mavroeidi Empowering Communications is your strongest tool for sense checking your project’s direction. Communications Learning When you enable feedback, you create quality checks for your product.
  • 27. 27 UXDX | Connecting the Dots • Alkistis Mavroeidi strategies to help Product Designers see the big picture a critical lever for maintaining speed & quality Connecting the Dots is… Problem Definition Design Solution Build Solution Launch & Analyze Iterate
  • 28. 28 UXDX | Connecting the Dots • Alkistis Mavroeidi Communications Empower Communications to keep sight of the big picture. Data Focus on the Outcome not the Metric. Research Practice Discipline in Research. Problem Definition
  • 29. 29 UXDX | Connecting the Dots • Alkistis Mavroeidi ■ Always check that your problem is well defined. ■ Scope your Research wisely. ■ Identify the right Gap and the Data Indicators. ■ Communicate concisely and effectively. How can you apply this:
  • 30. 30 UXDX | Connecting the Dots • Alkistis Mavroeidi Thank you. Stay in touch