SlideShare a Scribd company logo
@JorrinQ
DATA DRIVEN UX
SN
#WUC16
@JorrinQ
DATA DRIVEN UX
informed
SN
#WUC16
@JorrinQ
SN
#WUC16
CODING DESIGN
DATA
PSYCHOLOGY
@JorrinQ
Conversion Optimization
Increase the % of visitors
that convert into customers.
SN
#WUC16
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
#WUC16
#WUC16
www.GTMtesting.com (Free)
#WUC16
www.GTMtesting.com
www.BayesianCalculator.com (Also Free!)
www.bayesiancalculator.com
@JorrinQ
SN
#WUC16
1
2
3
Huge anticipation!
Best seller of August 2016
740,591 total owners
The huge success of...
No Man’s Sky
@JorrinQ
User Experience
Improve the quality of the user’s interaction with and
perceptions of your product and any related services.
SN
#WUC16
@JorrinQ
SN
#WUC16
#WUC16
@JorrinQ
SN
Conversion
Optimization
1 Short-term
2 Money, money, money.
3 Page focussed
Focus
1 Long-term effect?
Biggest challenge
@JorrinQ
SN
User Experience
A person's entire experience
using a particular product,
system or service.
1 Long-term
2 Experience, emotions
3 Human centered
Focus
1 Impact on revenue?
Biggest challenge
@JorrinQ
SN
A beautiful thing is coming...
The Great Convergence
UX CRO
UX
PS
Y
%
$
@JorrinQ
SN
A beautiful thing is coming...
The Great Convergence
UX CRO
UX
PS
Y
%
$
@JorrinQ
SN
#WUC16
“In the Great Convergence
UX will adopt CRO’s
methodology to optimize
customer centric business
growth.”
UX
Data science
Psychology
Business
@JorrinQ
SN
#WUC16
Organisations are the biggest conversion killer.
Burn the fuckin’ silos!
- Craig Sullivan
@JorrinQ
SN
#WUC16
SN
#WUC16
Text wordExperiments
@JorrinQ
I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
@JorrinQ
SN
I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
SN
@JorrinQ
VIEW
Web Analytics
Heatmaps
Recordings
VOICE
VERIF
Y
VALUE
Customer Service
Surveys
Online Chat
Feedback
Experiments
User Testing
Scientific research
Focus groups
Marketing
Brand
Product
Hypotheses are sourced from 4Vs
SN
@JorrinQ
Returning visitors
New visitors
1
2
3
Ease of use
Complete listing of hostels
Best website for hostels
Thank you page
Survey results
Conformity is the change in one's
behaviour due to the real or
imagined influence of other people.
On the Hostelworld homepage we
can try to influence new visitors’
behaviour with the appearance of
other visitors.
THEORY BY PSYCHOLOGIST
I DO THISIf , then THIS BEHAVORIAL CHANGE
will happen, among THIS GROUP ,
THIS REASONbecause of .
@JorrinQ
SN
WE APPLY
SOCIAL
IMPACT
THEORY
If , then
A DECREASE OF THE EXIT
RATE AND
INCREASE OF BOOKINGS
will happen, among
NEW
VISITORS ,
THEY RECOGNIZE THEIR
SOCIAL PEERS BOOK AT
HOSTELWORLD
because .
@JorrinQ
SN
A B
A B
A
+2.78%
FOR NEW VISITORS with chance of 96.4%
B
A
+2.78%
chance of 96.4%
B
“Manage your booking with ease in your Valk account”
A B
Manage your booking with ease
in your Valk account.
Proof of Concept
Do notifications have any negative effect?
A
No difference!
B
Manage your booking with ease
in your Valk account.
Proof of Concept
Do notifications have any negative effect?
Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation
Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Optimize these key factors to earn more
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation
Proof of Concept
Do notifications have any negative effect?
What are the key factors1 for effective notifications?
Optimize these key factors to earn more
Key Factors1 = Content, Segment, Journey step, Algorithm
Less Impactful Factors2 = Design, Position, Animation
Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
Profit or loss?
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
#WUC16
#WUC16
@JorrinQ
SN
#WUC16
@JorrinQ
SN
#WUC16
Manage your booking with
ease in your Valk account.
Example
Control No notifcations
Variant B No notifications
Variant C
Variant D
@JorrinQ
SN
Manage your booking with
ease in your Valk account.
Last booking at this hotel was
2 minutes ago.
Last booking at this hotel
was 2 minutes ago.
Most rooms in this hotel
have free cancellation.
Example 2
SN
Control
Variant B
Variant C
Variant D
Last booking at this hotel
was 2 minutes ago.
Last booking at this hotel
was 2 minutes ago.
Last booking at this hotel
was 2 minutes ago.
Most rooms in this hotel
have free cancellation.
Most rooms in this hotel
have free cancellation.
Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.
Manage your booking with
ease in your Valk account.
6 people are looking at rooms
for this hotel right now.
Last booking at this hotel
was 2 minutes ago.
Most rooms at this hotel
have free cancellation.
You will get a confirmation of
your booking per e-mail.
This hotel was already
booked 12 times today.
89% of the rooms are booked
for your chosen dates.
Get a 5 euro Valk bonus for
your next booking.
www.smartnotifications.com

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Data driven UX at World Usability Congress 2016 - Graz, Austria

Editor's Notes

  1. Jeff mentioned the feedback loop
  2. Calm-before-the-storm period (50/50 traffic) Annealing effect (logaritmic function) Minimum threshold per variation
  3. Calm-before-the-storm period (50/50 traffic) Annealing effect (logaritmic function) Minimum threshold per variation
  4. Factors of influec
  5. Factors of influec