The document discusses the importance of humility and testing in UX design, emphasizing the need to prioritize customer needs over assumptions and biases. It advocates for using various user testing methods, such as formative assessments and A/B testing, to gather valuable insights and validate design decisions. Additionally, it encourages collaboration and the use of analytics to identify pain points before making changes to improve user experience and business outcomes.

1. Why UX experts
should show
humility & test
by @KyleNewsh

2. Sometimes the little things frustrate me..
kylenewsh

3. BUSINESS FIRST APPROACH
• Guides you through a labyrinth
• You will spend more than you planned to
• If you’ve got plans for later, cancel them
• You probably don’t rush back

4. CUSTOMER FIRST APPROACH
• No queues, cashiers or need for cash
• ‘Zero friction’ approach - it’s at your convenience
• You’ll most likely make frequent visits

5. Now think about your website.
Which one are you?
kylenewsh

6. Now be honest. Have you made changes to
your website without knowing the impact?
kylenewsh

7. I used to do this all the time
kylenewsh

8. How do you decide what needs ‘fixing’?
kylenewsh

9. What’s the problem with that approach
kylenewsh

10. Analytics is a starting point at showing what is a
problem but not why.
1
There is an assumption that competitors or
industry leaders are doing things right.
2
Although data is a good starting point,
assumptions are often made about the solution.
3
What’s the problem?

11. Not everything that can be counted
counts, and not everything that counts
can be counted.
(Albert Einstein)
“

12. So what can you do?
kylenewsh

13. When in doubt,
test it out.
This is the time to leave egos
behind and see what potential
customers care about.
1

14. 1 Formative assessment
Remote user
testing
Participants are in
their natural
environment, using
screen-sharing
software. Great in
terms of speed and
cost.
Moderated
user testing
Moderated sessions
give you more
control. You can
keep participants on
task to meet the
goals of the study.
Great for thorough &
regional insight.

15. to your audience
It’s all about
the customer
Listen

16. 1 Summative assessment
A/b testing
Where user testing allows you to
form ideas based on feedback, a/b
testing allows you to validate them
based on real user interactions.

17. Actions
Finding your conversion rate
÷ unique visitors
Form submit
Sales
Registrations
Phone calls
×
10,000
250,000
100
10,000,000
5,000
kylenewsh

18. Identify audience or segments
Language
Arabic version
Pages/Session Avg. Session
2.5 00:01:55
English version 5.5 00:04:54
kylenewsh

19. Case
study
Increasing product sales
Respect the visitors context
‘Engaging’ isn’t always positive
Leverage social proof
UPLIFT
15%

20. Increasing phone calls
Challenge assumptions
Targeting multiple visitor segments
Customer preference is clear
UPLIFT
170%
Case
study

21. of users are
unlikely to
return to a
mobile site
they had
trouble
61%
You can’t afford to sit
around and do nothing.
You’re literally harming
your business by not
respecting your
potential customers

22. A problem shared is a
problem halved.
Don’t test in isolation.
Collaboration brings out the best
ideas.
google.com/forms
2

25. If it ain’t broke,
don’t fix it.
Before rolling up your sleeves to
solve a problem, look at the data
to see if the effort is justified.
3

26. Search…
Is there a problem?
Establish if there’s a pain point
first. Customer feedback, user
testing and competitor
benchmarking can help.
1 Is it a priority?
Have a look at the analytics. Is
there actually an issue? How
does search influence
conversions?
2

27. Search…
only 0.01% of visitors use site search

28. How can you take things even further?
kylenewsh

29. Strategise
Plan how you can introduce
a/b testing to your team.
Early on, quick wins can help
with buy in.
1 Get started
The tools are more
accessible than ever. Do
some research and look at
launching your first test.
2
kylenewsh

30. Consultation
If you want the best results.
work with experts and learn
from them. You’ll save time in
the long run
3 Get training
Coaching or training is a
quick way to develop your
own skills. Reading blog
posts will only get you so far.
4
kylenewsh

31. Human action can be modified to
some extent, but human nature cannot
be changed
(Abraham Lincoln)
“

32. User testing is a goldmine for customer insight and ideas
A/b test to find out what ideas actually work best for your customers
Agility is your friend
Make small and frequent changes
There isn’t one perfect solution
Don’t be scared to innovate or get inspiration from other industries
Key lessons

33. Over to you.
Any questions?
kyle@newsh.co.uk

34. Limited startup offer
• 1-on-1 remote coaching
• Skype call (+ session recording)
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• Priority email access
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