Slides from Amit Shanker (Director of Business Intelligence at MOO) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.

1. CS Signals
Making Data Based Decisions
Amit Shanker
Director, BI @ MOO.com

2. Intro to MOO
Problem
Solution
Implementation
Considerations

3. MOO: An Intro
About: Online print and design company, supplying businesses with great quality
stationery products
History: Founded 2006 in London
Products: Business Cards, Mini Cards, Greeting Cards, Letterheads, Accessories
Customers: Creative professionals (e.g. Photographers) and Professional Services (e.g.
Lawyers)
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4. Products
4

5. Satisfaction Guaranteed
5

6. A Problem…
Cost of Reprints & Rejects in 2013
£425,965
Reprints: happen after an order is received by customer
Rejects: happen before an order is dispatched by MOO
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7. …Has Amplifications
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8. CS: First Port of Call
Customer Queries
order
library
pack
PDP
crop
CMYK
formats
payment
shipping
colour
Luxe
upload
8
bleed
error

9. Solution: Phase One
Quantifying the Problem
120,000
100,000
80,000
60,000
40,000
20,000
0
Build
9
Buy
Info
Post-order

10. Solution: Phase Two
Peeling the Build Onion
Data sources for
Signals:
-
Customer Services
Google Analytics
NPS Surveys
Focus groups (Qual)
User Surveys
(Quant)
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11. Solution: Phase Three
Signals: Rank Ordering Build Issues
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Selecting and
uploading
images
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PDP editing
File formats
Bleed
Pack quantity Colour match
PDP locked
Crop marks
Image library

12. Solution: Phase Four
Prioritising Build Fixes
• Problem:
• It's too complicated to understand what your cards
will actually look like – this leads to cost, time and
stress for customer
• Solution:
• Don’t boil the ocean – be focused!
• Incremental, iterative changes to existing Build flow
using following solutions:
 Messaging and warnings – with helpful solutions
 Preview - live, step-by-step
 PDP editing – contextual help
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13. Implementation
Goal Setting
Browse
Engaged
visitors
Build
Purchase
intent
Buy
Paid
Orders
• GOAL for 2014:
• Increase landing page to cart conversion by 7%
for engaged visitors
• Build improvement has a direct positive impact on Buy
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14. Considerations
Data = Nirvana?
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15. Considerations
Data is necessary, but not sufficient
•
•
•
•
•
Data literacy – new hires
Data training – for existing staff
Tools
Mindset/Culture
Exec support
• Implement evidence based thinking and decision
making in the business…
• … but also use experience, intuition, gut feel etc to
generate hypothesis to test against data
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16. That’s all folks!