Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
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We talk a lot about User Experience Design nowadays, but how do you know that what you designed really works? To have a testing mindset is to know whether or not you are designing for the user and not yourself. Understand how Booking.com works with A/B testing when validating ideas, and what are the biggest challenges to be a designer in that environment. In this presentation we’ll see the advantages of obtaining quick feedback with data, so that we can learn from it, iterate and try again!
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Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
- 1. UX + A/B Testing at Booking.com: Design focused on conversion
- 2. Maria Lígia Hi!My name is
- 5. Maria Lígia MARIA ELIGIA MARIA LIDIA MARIA ELISA MARIA OLÍVIA
- 7. Maria
- 9. UFSC ChaordicMidiatools CERTI Myreks General Assembly
- 10. AMSTERDAM
- 12. BABETTE
- 13. BABETTE
- 17. 880+K properties 174 offices 42 languages 50 currencies 8+K servers 224 countries & territories $64.49 billion market cap perl + template HTML IT languages 3rd largest e-commerce in the world 10+K employees
- 18. Teams from 5 to 10 people Multidisciplinary teams (PO, Team Leader, Designer, Dev) REALLY. Teams are responsible for different areas of the website Semi-Agile SCRUM methodology Everything, absolutely everything is tested
- 19. USER EXPERIENCE
- 21. DEFINE PERSONAS
- 22. DEFINE SCENARIOS Short story that your persona goes through with your product related to the problem you defined.
- 23. USER FLOWS
- 24. SKETCHING
- 25. WIREFRAMES
- 26. DESIGN
- 27. FRONT END
- 28. USER EXPERIENCE Define the problem Define Personas Define Scenarios User flows Sketching Wireframes Design Front End
- 29. A/B TESTING
- 30. CONVERSION What is success to you? Define your metric
- 32. Keep the customer at the centre of everything you do
- 33. A/B TESTING +
- 34. + 10 years Highest conversion in the market Logo A/B TESTING +
- 35. VS.
- 36. Customer Service Budget for negative experiments A/B TESTING + + 10 years Highest conversion in the market Logo
- 37. TESTING +
- 38. Usability lab in-house User Research Team TESTING + LOCALIZATION: Japan
- 40. The Experiment tool is our user's body language. It only tells us a percentage of what they are thinking or wanting. “ "Erin Weigel Senior Designer @ booking.com
- 42. 150px x 150px 200px 300px 500px Search Results Photos on the Tablet
- 43. 500px
- 44. 500px 150px A B
- 45. NEUTRAL
- 46. 150px x 150px 500px = Search Results Photos on the Tablet Increased page load time by 0.5 seconds =
- 47. A B 300px
- 49. Good design at Booking.com isn’t just about making something that seems to be better. It’s about measuring results, understanding the impact on the full customer experience, and actually making something better. “ "Erin Weigel Senior Designer @ booking.com http://blog.booking.com/goldilocks-and-the-three-experiments.html
- 55. WHAT NOT TO DO IN A/B TESTS Test A, then after a while test B Test more than one idea at the same time Bet with someone that your change will win Trust me!
- 56. HiPPOs !
- 57. HiPPOs?
- 59. Design +A/B Test You = Team Leader = PO = CEO = Founder …
- 60. Design + A/B Test Design is hard, but it’s getting harder now.
- 61. BABETTE
- 63. TAKE AWAYS
- 65. NOT EVERYTHING IS WHAT IT LOOKS LIKE Nor how you want it to be, but that’s ok.
- 69. THE USER IS AT THE CENTER OF EVERYTHING. AND THEY GET TO DECIDE. Even when they have no clue what they want.
- 70. ITERATE. ALWAYS. Iteration is essential for a healthy environment.
- 71. Experiment fast, fail often and believe in data. Data never lies.
- 72. Maria Lígia Klokner @marialigiak maria.klokner@booking.com /marialigiak http://grnh.se/ef54yh Dank u wel! Work with us!