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UX Conversion Camp: Matalan
Karl Rowlands, a digital UX manager at Matalan, presents an overview of the company's journey in building a UX team and optimizing user experience. He discusses the evolution of Matalan, from its beginnings to its current status as a leading retailer, emphasizing the importance of a user-centered approach and data-driven decision making. Key learnings include the necessity of agile processes, continuous testing, and the need for a culture that embraces change and experimentation.
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UX Conversion Camp: Matalan
- 1. UX Conversion Camp 2017 KarlRowlands | Digital UX Manager @TheKarlRowland s @TheKarlRowland s @MatalanU X
- 2. 2 ABOUT ME • KarlRowlands (Digital UX Manager) • BSc Usability of Software & Systems • Been with Matalan since 2009! • FIRST Conference! You Poor Sods! • TODAY: • About Matalan • About Formation of UX Team • About How UX Works @ Matalan • About Key Learnings • About What’s Next
- 3. 3 ABOUT MATALAN • BeganSelling Seconds in a Market Stall in Liverpool • Established Matalan in 1985 - Members Only Discount Club • UK’s Largest Out of Town Value Retailer for Fashion & Homeware • +220 Stores Across UK & Ireland (Retail Parks) • 3 High Street Stores • International Presence (Middle East & Malta)
- 4. 4 ABOUT MATALAN • Re-Location(2015) • Knowsley, Liverpool • 700,000sq ft Site • Custom Built Head Office • New Distribution Centre
- 5. 5 ABOUT MATALAN • E-Commerce(2007) • Our Biggest Store • Millions of Visits a Week • Reward Card App (2015) • Furniture via Matalan Direct (2016)
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- 7. 7 OUR JOURNEY • Trading/ Traffic / Design / Brand • E-Commerce Co-Ordinator (Various E-Comm Roles) • Sell, Sell, Sell / Inspire, Inspire, Inspire • WHAT IS BEST FOR THE USER?
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- 9. 9 OUR JOURNEY • HiPPORuled • A/B Testing - 4/5 Experiments a YEAR (Managed Service) • Business-Led Testing • No Dedicated Owner for Optimisation • No Real Advocate for the User
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- 13. 13 FORMING • We hadto CHANGE BUSINESS THINKING! • A lot of People didn’t GET IT (What’s an “ucks” team?) • Involved a lot of Preaching! • “I can’t TELL you what UX is, I can only SHOW you.” • As we were a NEW function, we didn’t really have any budget. • Have to work within our means.
- 14. 14 STORMING • When westarted to get embedded is when we began to be met with Resistance! • There were teams in the business, particularly the Design team who wanted us GONE! • “What do you mean we have to ‘TEST’ putting a 50MB Video on the homepage & have it autoplay?” • FEAR of CHANGE. “How We’ve Always Done It” Mentality.
- 15. 15 NORMING • HiPPOs pushtheir own agenda. • Results TALK! You can’t argue with DATA! • Sometimes prove HiPPO WRONG! Sometimes prove YOURSELF wrong too. • Data MASSIVE in getting us approval. • Help PROVE things, Help Others SHINE by Supporting with DATA. • Can’t IMPROVE what you don’t MEASURE!
- 16. 16 PERFORMING • The HiPPOis dying! EVERYTHING Prioritised! • Everyone WANTS to Experiment & Learn • Next Challenge? • Goal now is to move from User- Considered to User-Led. • Fully UX Driven Business!
- 17. 17 HOW UX WORKSAT MATALAN • Not even TWO years old (July 2017) • In order to succeed, we had to get THREE things right, straight away: • People • Processes • Toolkit
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- 20. 2 PEOPLE • NOT Pigeonholed(Can’t afford to be!) • AGILE Approach • Multi-Faceted / Multi-Skilled Team • Each Have a Vertical(s) / Upskill to be Sufficient in Other Areas
- 21. 2 PEOPLE • Our Branding& Identity MAKE USERS HAPPY BY MEASURING EVERYTHING WE DO
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- 25. 25 PROCESS - LISTEN •Performance / Speed • Research • Analytics • Voice of Customer • Voice of Business
- 26. 26 LISTEN - SPEED 40KB 2.5MB •Need for Speed! • Is Everything Optimised? • What is Slowing Your Website?
- 27. 27 LISTEN - SPEED •Do we REALLY Need that Carousel/Video? • Have we Compressed Images? • Have we Minimised our Code?
- 28. 28 LISTEN - RESEARCH •Case Studies / Other Business Winners • Competitors • Comparitors - Websites Our Customers Are Used to Using Daily!
- 29. 29 LISTEN - ANALYTICS •What Pages are Users dropping off the website on? • What are the Funnels Like? Are there pain-points? • Bounce / Exit Rates by Page Type? • WHAT is Happening?
- 30. 30 LISTEN - VOICEOF CUSTOMER • Tried ‘Survey’ Tools - Piss Off Factor • ALL IN ONE - Analytics & Feedback Solution • Feedback • Screen Recordings • Polls • Heat/Scroll/Click Maps • Form/Funnel Analysis • WHY is it Happening?
- 31. 31 LISTEN - VOICEOF CUSTOMER
- 32. 32 LISTEN - VOICEOF CUSTOMER "Why do you not write down a list of colour names available? I'm colour blind I cant tell colours!” "You don't appear to have anything to sell to me. I am a short legged, fat, 66 years old male. If you are no longer interested in persons of my profile then tell us so and stop wasting my time. I have more of a disposable income than I had 30 or 40 years ago. There is a gap in the market you are not attempting to fill!”
- 33. 33 LISTEN - VOICEOF CUSTOMER
- 34. 34 LISTEN - VOICEOF CUSTOMER • Identify Usability Issues We Otherwise Wouldn’t Have • Issue when Copy & Pasting Text Into Search • We’d Disabled Button until Text was Typed
- 35. 35 LISTEN - VOICEOF CUSTOMER Click & Collect - Checkout Flaws
- 36. 36 LISTEN - VOICEOF CUSTOMER • Scroll • Click / Tap • Move
- 37. 37 LISTEN - VOICEOF CUSTOMER • Custom Funnels to Understand Drop Offs • Can Watch What is Happening • Form Analysis • What Fields Take Longest to Complete? • What Fields Require Re-Types • Which Fields Are Being Left Blank?
- 38. 38 LISTEN - VOICEOF CUSTOMER • Polls & Survey Ability • Unobtrusive • Strategic (Deep-Dives)
- 39. 39 LISTEN - VOICEOF CUSTOMER Leverage Data from Post-Purchase Feedback Surveys.
- 40. 40 LISTEN - VOICEOF BUSINESS • Experiment Request Form • No Idea is a Bad Idea • Email Signature • Another Method in Pipeline • Revealed Soon!
- 41. 41 PROCESS - ACT •HYPOTHESISE • PRIORITISE • ROADMAP • PROTOTYPE • BUILD • INFORM • EXPERIMENT
- 42. 42 ACT - HYPOTHESIS Wepredict IDEA will improve PRIMARY METRIC.
- 43. 43 ACT - PRIORITISATION •EVIDENCE • Research, Iteration, VoC • COMPLEXITY • Build Effort, Parties Involved • DURATION • Traffic, Interactions, Area Nothing is ever REJECTED, encouraged to increase & bump up the list.
- 44. 44 ACT - ROADMAP Scored& Added to Our Optimisation Roadmap.
- 45. 45 ACT - PROTOTYPE •Review Past Learnings & Use Toolkit • Begin to Visualise • Low Fidelity Mockups • Polish & Prototype • Occasionally Tested Internally
- 46. 46 ACT - COMMUNICATION •One-Page Plan (More Digestible than Technical Spec Documents) • Who Will See Experiment • What We’re Hypothesising • What We’re Measuring • What it Looks Like
- 47. 47 ACT - EXPERIMENTATION •Fully Self-Service (Previously Fully- Managed) • 100% via Code Builder • Visual Builder (Struggled with Adaptive Solution) • Determine Traffic Split (Usually 5% Initially)
- 48. 48 ACT - EXPERIMENTATION •Quality Assurance (Cross-Browser / Cross-Device Testing)
- 49. 49 ACT - EXPERIMENTATION •Business as Usual “FIXES” • Limitations of Old Platform • Limitations of B/E Developers • Held Together by Sticky-Plasters • Winners Serve to 100% of Traffic
- 50. 50 ACT - EXPERIMENTATION •We don’t do things by halves! (Re- Location) • Christmas 2015 - DC Issues • (Bottle Neck - Too Much Demand!) HOW TO REDUCE DEMAND?
- 51. 51 ACT - EXPERIMENTATION •Some Things You Can Do to REDUCE DEMAND: • Hide Value Proposition • Increase Lead Times & Make MORE Prominent • Disable Delivery Methods • Disable Payment Types • Remove Winning Experiments Definitely a UNIQUE Learning Experience!
- 52. 52 PROCESS - LEARN •ANALYSE • PROJECT • COMMUNICATE • ITERATE
- 53. 53 LEARN - ANALYSIS •Review ALL Metrics NOT Just Primary Metric • Review Across Devices • Review Any Daily Fluctuation • Review Confidence Level (95%) • Corroborate with other Analytics
- 54. 54 LEARN - PROJECTION •Determine Incremental Uplift Benefit • Don’t just Multiply by 12… • THREE Views • £ Made During Experiment • £ Projection (Based on Uplifting Metric Over Traffic Plan) • £ Rolling (Actualised Data) • Also Track Revenue per Supplier to Determine ROI • Not ALWAYS about the £ - Re-Measure Experience / Satisfaction
- 55. 55 LEARN - COMMUNICATION •One-Page Results Document • Uplifts/Decreases in Metrics • Insights Obtained • Conclusions & Next Steps
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- 57. 57 LEARN - ITERATION •JavaScript Tagging on All Experiments • Ability to Drill Into Each Variant to Obtain: Session Replay, Feedback, Polls • Allows us to Refine if Any Issues Before Increasing Traffic Split
- 58. 58 LEARN - ITERATION •Re-Visit BOTH Winners & Losers • If it’s a LOSER: • How do we make it more viable? • If it’s a WINNER: • Look to step it on even further • Also lets us re-validate
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- 61. 61 WEBSITE RE-PLATFORM • TUESDAY- New Web Platform • Moved from Adaptive THREE-Site Solution to RESPONSIVE • 2 Years in the Making • Formerly, Re-Design Route (Based on Assumption) • Like Going to Supermarket & Can’t Find the Milk Aisle We Can Rebuild It! Better, Faster, Stronger!
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- 64. 64 VIEW BUTTON •Desktop - Older Demographic • -3.6% Decrease in Arrivals
- 65. 65 SALE • Marketingwanted to ‘Spice Up Sale’ • -15% Clicks
- 66. 66 MODEL v STILLLIFE • +11.25% Uplift in Product Page Arrivals.
- 67. 67 CHECKOUT v VIEWBAG • MVT: Promo Code Hidden & Removed ‘Bag’ Interstitial. +20% Uplift in Conversion.
- 68. 68 KIDS NAVIGATION • -4%CTR to Product List Pages • Boys Sales Marginally Up • Feedback that hard to buy for Girls. • Girls Sales Significantly Down
- 69. 69 EMAIL SIGN-UP •Notifications Cause INTRIGUE • +187% Sign Ups • +498% Sign Ups
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- 71. 71 BOTTOM BAR NAVIGATION •Interactions Down but MiniBag was up! • Big declines on iOS on Safari
- 72. 72 BOTTOM BAR NAVIGATION •Mobile Safari Menu Bar • Tapping Bottom of Screen Bumps Menu Up • Hotjar Insights / Real Device Testing Valuable
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- 74. 74 GOOGLE PARTNERSHIP • Accessto all Pre-Beta Programs • Support from the UK Board • Extension of Our Team • Tap Into Google’s UX Learnings • Tap Into Android Best Practices Upcoming Case Study
- 75. 75 EXPOSED SEARCH BAR •+31.6% on Mobile. • +50.8% on Tablet. • +4% Uplift in Conv. • Users who search convert 3.5x higher than those who don’t.
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- 77. 77 EXPERIMENT OUTPUT • NewResponsive Website • Utilisation of Maxymiser’s Visual Builder - Old Site NOT Compatible! • New & Improved Maxymiser Workflow / UI Enhancements • More than Double our Experiment Output
- 78. 78 BRAVERY • Less Iterative,More Evolutionary • We’ll Begin to Make BIGGER Changes • Complete Overhaul of CHECKOUT Process • Over Time Added Services & Functionality • Bolted on to Existing Methods • Click & Collect is KEY - Flow is WRONG • User Driven, Not Just a ‘Re-Design’ • Response to User Frustration
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- 81. 81 INTRANET • Experiments • Insights •About Us • Submit Ideas • Feedback (via Hotjar) • Improving Engagement!
- 82. 82 KEY PILLARS Journey Mapping- Identifying Opportunities
- 83. 83 PLATFORM ENHANCEMENTS • ModularDesign (Responsive) • Various Modules Across the Funnel • Engagement, Upsell / X-Sell
- 84. 84 PERSONALISATION • Onboarding Monetatefor Personalised Experiences • Leverage our Identification Rate (Matalan Card) • Omni-Channel Tracking with Google
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- 87. 87 CUSTOMER WORKSHOPS • Initiallyworking with HR to integrate UX testing into the ‘New Starter’ induction. • Plan will be to utilise the device space to work with some of our Customers on future developments & initiatives.
- 88. 88 SUMMARY • Know YourProcesses - LISTEN, ACT, LEARN. Evangelise UX Throughout Your Business • Know Your Toolkit - Creativity Loves Constraint (Identify NEED, Stretch what you HAVE) • Know Your People - Avoid Pigeonholing. Be AGILE & Get Involved in EVERYTHING! • ALWAYS be Testing - NEVER Waste Traffic. You Can’t IMPROVE what you don’t MEASURE! • Be BRAVE - Sometimes it’s FINE to make BIGGER Changes, Less Iterative. • EVERYTHING is Possible - If you BELIEVE you will ACHIEVE
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