Conversion Camp: UX Keeping it lean at Autotrader
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Slides from Paul Steven's talk at Conversion Camp Manchester 2015 on Autotrader's approach to UX and product design.
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Conversion Camp: UX Keeping it lean at Autotrader
- 1. UX: Keeping it lean at Autotrader Paul Stevens
- 2. Paul Stevens UX Lead at AutoTrader 7 Years senior UX at moneysupermarket.com Studied Graphic Design
- 5. 2010 7,000,000 used car sales 4.4 avg customer dealership visits 30,000,000 selling opportunities 2014 7,000,000 used car sales 2.2 avg customer dealership visits 15,000,000 selling opportunities 2018 ? Digital has fundamentally changed our life’s, the way we shop and do our jobs.
- 6. How we work We don’t have departments A typical work flow (maybe) Business Requirement Marketing UX Design I.T (agile) Release (MVP)
- 7. How we work Squad Name Product Delivery Tech Design Marketing Tribes and Squads? Lead Developers UX Visual ProductOwner QA
- 8. Our Lean UX work flow Ideas BuildLearn Measure
- 9. Our Lean UX work flow Ideas BuildLearn Measure • Define a business problem • What’s the desired outcome? • Declare your assumptions • Hypothesize and test • Make an MVP • Test • Repeat
- 10. Our Lean UX work flow We believe that by doing ‘X’ Will result in ‘Y’ We will know this is true when ‘Z happens’
- 11. Outcomes not outputs “We’re not getting enough email data. Lets make the email sign up box more prominent on the home page.” We believe that by asking customers for their email on the detail pages of a product.(Rather than the homepage) Will result in more email sign ups because they are more engaged in the journey. We will no this is true when we get more email sign ups.
- 12. “I’m glad we all agree then”
- 13. “I’m glad we all agree then”
- 14. Our Lean UX work flow Ideas BuildLearn Measure • Define a business problem • What’s the desired outcome? • Declare your assumptions • Hypothesize and test • Make an MVP • Test • Repeat
- 15. The important bit our customers* *Real people not users
- 16. Personas
- 19. Qualitative
- 22. Build a test plan
- 23. It’s easy Top tip: Leave lots of space between questions.
- 24. Quantitive
- 25. What is an MVP?
- 27. @dancingmango
- 32. To sum up Outcomes not outputs. Cross functional teams. Empathy. Test, test and test some more. Fail fast - fail cheap. Don’t make your MVP crap.
Editor's Notes
- This is not me saying how you should do UX. it how we are evolving and hopefully you’ll take something useful away from it Auto trader simple classifieds model. make money from Car dealers paying to advertise. BUT Its all about Data that we provide!
- Auto Trader formed in 1977 as Thames Valley Trader.
- Making the switch to purely digital in 2013. 11 million unique visitors a month Number one MARKETPLACE for car BUYERS in UK
- Much more transparency now online, you can work out what you should pay for a car. I want to focus on car dealers. Its all about Data!
- waterfall - agile
- Cross functional teams. Everyone has an input to ux
- Build is not code it’s sketches first. Fail fast, fail cheap
- outcome not output. Output email sign up on every page. Outcome more email sign ups
- Fail fast, fail cheap
- Thousands of pounds a month make their money from our systems - can’t run with out us Facebook, Twitter - angry at change
- ethnographic studies and UX strategy
- we will use invision, Marvel, POP or sometimes some quick code spikes hacked together.
- Can they use it? Do they actually want to use it?
- using the word think suggests you have to know something about the subject. take a note taker with you. ANYONE maybe a developer to get them to understand a customer.
- AB testing, Formstack, Hot Jar, Forums
- Doing as little as you can to get maximum learning with benefit for the customer. MDP
- as little as you can to get maximum learning with benefit for the customer
- Business model How its MVP. Mobile only. 12 Dealers in small radius. Auction near by.
- AB test the 3 of these journeys but you’d have to actually build the 3 options which takes time and means two lots of work would go in the bin.