nux liverpool ux utopia

Sam Barton - Head of User Experience

NUX Liverpool - March 2016

@sam_barton @shopdirectux

@sam_barton | @shopdirectux

Survival- led Business-led Customer-led

Dec ‘13

84%

TRANSFORM A

CATALOGUE BUSINESS

INTO A WORLD CLASS

DIGITAL RETAILER


Digital Transformation

2003-07

Integration and

consolidation

2007-12

Catalogue to

etail capabilities

2012-today

Vision for world

class digital


UX in Shop DirectWays of working

Problem solving Qualitative testing Quantitative testing


Evidence led approach

Through data In our UX lab On site (100/month)


Focus on learning

ExperimentsResearch

suggest hypotheses

evidence and learning

Not a hypothesis

“I think we should add this feature to

the page and measure it.”


Hypothesis

“I predict change will effect metric.”



Rapid experiments

Reduce barriers to experiments to

push volume and innovation.


Fail fast to learn better

Focus on learning through uncertainty.

90% Fail

Nearly All Fail

67% Fail

90% Fail

66% Fail


“Trying new things constantly

and then abandoning them

without further study or work is

not iterating. That’s flailing.”

Laura Klein


Iterate towards redesign

Incrementalism RedesignIteration


Prioritise

based on

evidence


Tools and technologyMix quantitative and qualitative research to focus on learning.


Full UX tool kit

Experimentation

UX Lab/Guerrilla

Remote surveys (Userzoom)

Eye tracking

Session Replay (Use it Better)

Ease Measure

Quant Observation Huge sample

Qual Observation Small sample

Qual/quant Subjective Medium sample

Quant Observation Low sample

Quant Observation Big sample

Quant Observation Big Sample


UX LabBring the customer into the business


Eye tracking


Quant UX research tools

Session Replay Ease Measure Remote testing


AB Testing / Experimentation

AB Testing Analytics


People and skills

UX Research


Broad skills and specialisms

UX QA

UX Design

UX Testing

UX Dev (iDev)

Psychology, human behaviors

Cross device testing, automated testing

UI design, deep understanding of the sites

ABn testing and data analytics

HTML, CSS, advanced JavaScript

UX Research


Team evolution2010

UX QA

UX Design

UX Testing

UX Dev (iDev)

UX Research


Team evolution2010 2016

UX QA

UX Design

UX Testing

UX Dev (iDev)


Broad UX vision

Building a team with broad skill sets,

with specialisms that can hone in on

the details.


Notable experiments


Product page:

Error messaging

£3.3m

2.9% increase in demand,

2.5% in AOV

0.4% in conversion.


Gallery page:

Layout

less people viewing product page

increase in conversion from products viewed.

1.1%


Multi-device test:

Sticky headers

1.4% lift in conversion on mobile

3.1% drop on desktop


Mobile gallery

(0.2)%

1

2

3


Persuasive messaging

2.7% significant lift in conversion.

2.7%


Persuasive messaging - iteration


What’s next?


What’s next?Experimentation 2.0 Scaled efficient & intelligent experimentation

Connected data sources and visualisation of data

Machine learning technologies

Personalised testing


In summary

• Investment in infrastructure and skills

• Environment to innovate

• Fail fast, learn faster

• The HiPPO is almost extinct!

Which

Test

Won ?

Control Challenger


Gallery page layout Hypothesis accepted

1.1% increase to

conversion

Control Challenger


Managing abandonment Hypothesis rejected

(2.8)% negative to

conversion

Control Challenger


Product add to basket Hypothesis rejected

(1.2)% negative to

conversion

Control Challenger


Collect+ messaging Hypothesis accepted

1.8% increase to

conversion

Control Challenger


Default sort order Hypothesis accepted

0.5% increase to

conversion

Control Challenger


Empty review stars Hypothesis rejected

(0.8)% negative to

conversion

Control Challenger


Cookie messaging Hypothesis accepted

0.5% increase to

conversion

Control Challenger


Enable filtering (latest offers) Hypothesis accepted

1.2% increase to

demand

Control Challenger


Increased font size Hypothesis accepted

0.5% increase to

conversion


Tie break question

Question: How many experiments did Shop Direct run last year?

693

Thank you

@shopdirectux | @sam_barton

shopdirect.com/careers