This presentation sho

1. Craig Sullivan
Belron®
January 2012

2. Naked promotional slide
@OptimiseOrDie
• Conversion Rate Optimisation • Contact deflection and online
self service
• A/B and Multi-variate testing
• Site search analytics
• Cross channel optimisation
• Site, Page and Campaign
• User centered Design optimisation
• Usability testing • Test design and execution
• Customer Research & Insight • A long usable site portfolio
• Web Analytics • ROI on UX improvements
• Browser and email • Over 19 years of slow death
compatibility in really really boring
meetings
Group CX Manager for Belron® (Autoglass ®)
I’ve done it with 28 million people.

3. Outline
• Lean Optimisation
• Insight and Customers
• Walking the walk
• A toolkit of techniques
• Realtime optimisation
• A/B and multi-variate testing
• Mobile UX
24 Jan 2012

4. Lean UX / Lean Optimisation
• Old but new in the way it’s packaged
• It isn’t really Lean – more sleek
• Combines UCD, Agile PM and tightly integrated teams
• Econsultancy report part 2
Usability Industry Definition:
“A cross functional, principle driven process
characterized by rituals that predispose teams to high-
quality, high-velocity user experience outcomes”
24 Jan 2012

5. Lean optimisation
Lean startup:
“For a particular vision, test your hypotheses against reality
very, very early. Learn, evolve and repeat.”
Belron definition:
“Using a tightly integrated team and an Agile PM method, we
design products using lots of rapid prototypes, iterations, split
testing and consumer feedback loops. There are no
deliverables, releases or real products: Only continually
improving experiences with measurably positive outcomes for
our business.”
“It makes lots of money and delights customers”
Edison, Dyson and Jobs – for websites. 24 Jan 2012

6. Insight
Research and insight
24 Jan 2012

7. Our killer insight sources…
• Usability testing
• Remote usability testing
• Other usability techniques
• Surveys
• Customer feedback loops
• Analytics and instrumentation
• BU contacts and market research, local knowledge
• Market research
• Foolproof and our Optimisation team
• Optimisers in industry, books, websites
• Social networks
• New for 2012? – Reviews/Ratings/Social/Bail surveys
24 Jan 2012

8. Usability testing
• International scope : 35 countries, 19 languages
• Over 300 tests in the last 18 months
• Including 52 mobile handsets, 40 locations and 9 key products
• Usability testing is a vital part of our strategy
• Without this, our products would suck (for long periods)
How does testing help?
• Reduces development and ‘get wrong’ time
• Faster iteration of product improvements
• In flight adjustment not ‘like it or lump it’
• We’ve built our development process around it
• There is no IT team or department
• Fast design of successful x-channel and platform products
(mobile, app, website, call centre)
24 Jan 2012

9. Remote usability testing
• What are the advantages here?
• Cheaper, faster than lab based testing
• Belron does this to get large viewing audiences too!
• Participants, Team and Colleagues
• Live audio, video and realtime translation
• Normal test viewing ~3 people. Remote tests = 20+
Userzoom remote testing - like:
• Live prototyping and feature tests
• Larger groups can be recruited for volume studies (say a new
postcode lookup function)
• International language support
• Integration between surveys, behaviour and customer
outcomes
24 Jan 2012

10. Other usability stuff of note:
• Paper prototyping
• Escape from the office prototyping
• Card sorting
• Diary studies and competitors
• Linking UX work to analytics, NPS and ROI:
• Lifetime value, downstream conversion, return rate etc. etc.
“Good in test isn’t always good in pocket”
Stop discriminating against customers:
• Browser testing (Browsercam)
• Performance : Turn off your wifi, take a train, flush your cache
• Mobile device testing (Deviceanywhere)
• “This store does not support Puma trainers” and the buggy test
• Noble cause or actually just the Scotsman’s eternal sadness 24 Jan 2012

11. Surveys
• A neglected art
• Put 99% of your time into the design (RIRO)
• Read Catherine Jarrett : http://slidesha.re/mZUeNo
My tips:
• Test at least 3 times with small samples
• Fix problems (e.g. Too many ‘none of the above’ responses)
• Rinse and repeat
• Use someone who has done it before
• Design for outcomes
• General service surveys are great (Lovefilm)
• Are you surveying competitors? Your service? Think about 7 years
of data!
• Where else can we use these wonderful things?
24 Jan 2012

12. Surveys #2
• Dropped basket survey (LF payment options, change impact)
• Remarketing sucks without knowledge. Drops on the floor.
• Bail survey (exit process)
• Behavioural triggers
• Page level feedback
• Site exit survey (satisfaction, what purpose, completed?, why not?)
• Onion layer survey
• NPS – Belron runs a huge program
• UX work = 35% filled responses, 4% dropout, 10% mobile fillout
• Userzoom - likes : Trigger surveys, test prototypes and new product
features, show video, adverts or mockups to people
24 Jan 2012

13. Customer contact
• Live the customer
• Buy their products, use their services, put together the flat-pack,
wait for the delivery guy, call at peak time, return the goods. BE
DIFFICULT (Tesco IT example)
• Spend at least 1 hour a month listening to calls
• Dip into customer emails regularly or take a slice to read
• Be part of contact loops during launches
• Make your contact centre part of the team – remove the machine
thinking by making them part of product design
• Userzoom and other tools will also help you to create live feedback
loops by capturing user feedback, behaviour on page and the
outcomes.
• If you aren’t part of these loops, you will make bad judgements
• Invest in an online call tracking system and capture web->phone
outcomes
24 Jan 2012

14. Analytics and instrumentation
• For our work, we use 4 tools for optimising outcomes:
Google Analytics Insight, realtime, hypotheses
Speed Trap Advertising response engine
Autonomy Optimost Split and MV testing
Clicktale Session capture, realtime
So, what about instrumentation?
• We invest time each week on (re)instrumenting the site
• We’re getting richer behavioural data as time goes on
• Slicing and Dicing data becomes simpler and outcome focused
• We measure more phone and contact channel behaviour
• We ask more questions
24 Jan 2012

15. Analytics tips
• Invest in Talent.
• A 35k hire versus a 55k hire is not a 20k saving lol.
• Beware of bull ordure – hard to recruit
• Try my analytics interview tips (email me)
• Invest in instrumentation:
• Ringfence development time for continual improvement of
analytics. Give it some love.
• Link behaviours to post conversion event activity (MVT,
Segments)
• Invest in call analytics (on your mobile site, you can do it for
free)
• Drive report monkeys out of your business
24 Jan 2012

16. How we build stuff
From prototype to final product 24 Jan 2012

18. How do we build stuff?
• We don’t know what the final end product will be
• We do have some basics, previous product and insight
• We start with a clay model (prototype)
• We work out the basic shape
• We then optimise the face in stages
• Once we’re good enough, we go live
• Then we tweak and optimise in place
• The human face of Belron, not a robot
• Emotional and customer centric, not designed by them
• This is the sweet spot
• This is also a key competitive advantage
19 Dec 2011

19. User centred Design
Wireframe
Research Concept Prototype
Analyse Test

20. Multi channel and platform
Washup
Mobile
Web 1
1
UX
Insight Washup
Design
Washup App 1

21. Execution – getting stuff live
How we deliver Agile service design
24 Jan 2012

22. Making it out the door…
• All our work is driven off Pivotal tracker
• This is a ‘story’ driven system
• Not IT, technical or data driven = customer driven
• Flexible, fast, communicative, lightweight
• Allows a single point of project activity & comms
• Sources : BU, Team, Optimisation, UX, CCC
• Flexible prioritisation, at short notice
• Low communications overhead = real comms
• Less time sapping meetings where you play with your
phone secretly under the desk
24 Jan 2012

23. Other tools
• Other tools : IM, Join.me, Conceptshare, Balsamiq, Axure
• All low cost or free, fast, easy, low footprint, work globally
• Projects are managed outside of Pivotal
• A combination of Excel, Google Docs, Microsoft PM
• A nice example of agile production this lot!
24 Jan 2012

24. Optimisation - Products
How we optimise product builds
24 Jan 2012

25. OPTIMISATION
A set of techniques, implemented in
order to influence customer behaviour
towards these outcomes:
• Increased revenue or profit
• Increasing NPS (Customer Sat) scores
• Lower cost for business or contact centres
• Increasing productivity or labour flexibility
• Simply delighting customers
We may fail with 90% of what we try.
The 10% of winners let us shift
behaviour hugely and measurably.

26. What do we use in optimisation cycles?
• Autonomy (for split testing)
• Data warehouse or reporting link (TNC/NPS)
• Realtime Analytics
• Google Analytics
• User Research materials
• Browsercam
• Testing and lots more testing
• CCC feedback
• Surveys (e.g. video testing)
24 Jan 2012

27. New funnel cycle Analyse
Go live Fix &
10% Improve
Browser
and Device Live 20%
testing
Usability Test and Fix &
Instrument Improve
test
output
Rinse and
Live 50%
repeat
A/B test
live

28. Usability & Optimisation process
Final Usability Legal review
Final changes Release build
prototype issues left kickoff
Signoff
Instrument Marketing Cust services
(Legal, Test Plan
analytics review review kickoff
Mktng, CCC)
Instrument
Offline End-End Launch
Contact QA testing
tagging testing 90/10%
Centre
Launch Monitor < 1 Launch
Go live 100% Monitor
50/50% week 80/20%
Analytics Washup and New New test Rinse and
review actions hypotheses design Repeat!

29. UX and Split testing
How we blend the techniques
24 Jan 2012

31. A/B test
Control Version A Version B

32. Multi variate Pizza
Ingredients Experiment Recipes
=

33. What’s our testing mix?
• A/B testing – Homepage, Landing pages, Funnels
• MVT testing – High traffic landing or Home pages
– Mini (less than 8 variables)
– Midi (8-32)
– Maxi (>32 variables)
And 6 types of specialised testing:
• Funnel testing – bedding in new funnels
• Landing page optimisation
• Cross channel testing
• Iterative feature and product testing
• Micro testing
• Call Centre and Telephony tests

34. Lean optimisation : The roundup
• Reduced ego and opinion (execs + others)
• Faster time to market
• Measurable ROI
• Increased conversion in the pocket early
• Iterative and rapid product lifecycles
• Faster, smaller, focused, measured releases
• Continual testing = continual improvement
• SLED vs. Agile = faster return, better focus
• Less reliance on anecdotal evidence
• Introduces a testing culture for everyone
• Large cross silo team now gets involved
• Improved £ - but also drives business change

35. Optimisation - Mobile
Why was our mobile stuff rocking?
24 Jan 2012

36. 35
Growth in Worldwide
29.9
Mobile traffic
30
% of all unique visitors
25.8
25
23.9
Nov-11 Jul-11 Dec-10 May-10
20
17.6
16.8
15
13.8
12.8 13
12.7
11.7
10.4
9.8 9.7
10 9.5
7.3
6.5
6.2 6.1
5.8
5.1 5
4.6 4.7
5 4.2
3.6 3.6
3.2
2.7 2.5
2.4 2.3 2.3 2.3
0
Australia USA UK Norway Sweden Spain Italy France Canada Netherlands Germany

37. Our mobile journey…
• Launched Dec 2010
• Mobile web in all countries
• Apple and Android apps in key markets
• Growth areas – iOS, Windows Phone, Android
• Conversion is over 20% when including tap to call
• Has delivered over 4M per month in revenue
• Not driven by apps – mobile web 20-300x larger revenue
• Search traffic (intent), a discovery route (SEO and PPC) and an
optimised site = 
• Tablets, though growing, are still only 10-15% of all our visitors
• Everyone needs a highly optimised site

38. Reasons…
• Focus on
user, device, context, location, performance, emotions.
• User centred Design (8 weeks) for fast execution, high
conversion
• Deviceanywhere – remote rental
• Total handset compatibility – an Optimal experience for all
device capabilities, even 10 year old flip phones (95%+).
• Uses HTML5 techniques on supported phones

39. Reasons…
• Sensitive traffic routing and switching
• High performance site, even in poor data conditions
• Page weight 7-10 Kb payload for each page, after cache
• Performance does not mean poor design
• Contact options that customers want
• Cheap mobile targeted PPC and Display advertising
• Total compatibility with their handsets
• Employed a dedicated copy specialist, Sticky Content
• Listened to customers, not our inner geek

40. Autoglass UK – Putting it together
• 12.4% from User centred Design
• 12.5% increase from Multi Variate Testing
• 3.5% increase in downstream conversion rate
• 4% increase in online conversion from mobile optimised site
• Reduced call time (1 second = > 10k per year)
• Faster online booking time
• 5.5% increase in NPS (Customer sat) score
• Customer delight – feedback. Less questions and worries
• Total increase in conversion (measured) = 32%
• Actual increase in conversion = 41%
• NO additional marketing spend needed
• Web Channel : ROI positive within 2 weeks
• Worldwide ROI : 15% increase in conversion during 2011

41. More reading. Slides and resources on slideshare.net
Email : sullivac@gmail.com
Twitter : @OptimiseOrDie
: linkd.in/pvrg14
Slideshare : slidesha.re/nlCDm6