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UX + A/B Testing at Booking.com:
Design focused on conversion
Maria Lígia
Hi!My name is
Maria Lígia
MARIA ELIGIA
MARIA LIDIA
MARIA ELISA
MARIA OLÍVIA
Maria
USER EXPERIENCE
UFSC ChaordicMidiatools CERTI Myreks General Assembly
AMSTERDAM
BABETTE
BABETTE
880+K
properties
174
offices
42
languages
50
currencies
8+K
servers
224
countries &
territories
$64.49 billion
market cap
pe...
Teams from 5 to 10 people
Multidisciplinary teams (PO, Team Leader, Designer, Dev)
REALLY.
Teams are responsible for differ...
USER EXPERIENCE
DEFINE THE PROBLEM
DEFINE PERSONAS
DEFINE SCENARIOS
Short story that your persona goes through with your
product related to the problem you defined.
USER FLOWS
SKETCHING
WIREFRAMES
DESIGN
FRONT END
USER EXPERIENCE
Define the problem
Define Personas
Define Scenarios
User flows
Sketching
Wireframes
Design Front End
A/B TESTING
CONVERSION
What is success to you?
Define your metric
Avoids regression
A/B TESTING
Keep the customer at the centre of
everything you do
A/B TESTING +
+ 10 years
Highest conversion in the market
Logo
A/B TESTING +
VS.
Customer Service
Budget for negative experiments
A/B TESTING +
+ 10 years
Highest conversion in the market
Logo
TESTING +
Usability lab in-house
User Research Team
TESTING +
LOCALIZATION:
Japan
The Experiment tool is our user's body language. It
only tells us a percentage of what they are thinking
or wanting.
“
"Er...
Photos on
the Tablet
150px x 150px 200px 300px 500px
Search Results
Photos on
the Tablet
500px
500px
150px
A
B
NEUTRAL
150px x 150px 500px
=
Search Results
Photos on
the Tablet
Increased page load time by 0.5 seconds
=
A
B
300px
A
B
300px
POSITIVE!
Good design at Booking.com isn’t just about making something that
seems to be better. It’s about measuring results, unders...
THE HAMBURGUER ICON
A
B
?
http://blog.booking.com/hamburger-menu.html
A
B
NEUTRAL
http://blog.booking.com/hamburger-menu.html
A
B
http://exisweb.net/menu-eats-hamburger
A
B
POSITIVE!
http://exisweb.net/menu-eats-hamburger
20% +
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 th...
HiPPOs !
HiPPOs?
HiPPOs
Highest Paid Person
Design +A/B Test
You = Team Leader = PO = CEO = Founder …
Design + A/B Test
Design is hard, but it’s getting harder now.
BABETTE
TAKE AWAYS
UX CHANGES AFFECT
CONVERSION
NOT EVERYTHING
IS WHAT IT LOOKS LIKE
Nor how you want it to be, but that’s ok.
DON’T RELY
IN GURUS
DON’T BELIEVE
IN HiPPOs
THE STRONGEST
WILL WIN
THE USER IS AT THE CENTER OF
EVERYTHING. AND THEY
GET TO DECIDE.
Even when they have no clue what they want.
ITERATE. ALWAYS.
Iteration is essential for a
healthy environment.
Experiment fast, fail often and believe in data.
Data never lies.
Maria Lígia Klokner
@marialigiak
maria.klokner@booking.com
/marialigiak
http://grnh.se/ef54yh
Dank u wel!
Work with us!
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
Tag-it 2016 slides: UX + A/B Testing at Booking.com: Design focused on conversion
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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. 1. UX + A/B Testing at Booking.com: Design focused on conversion
  2. 2. Maria Lígia Hi!My name is
  3. 3. Maria Lígia MARIA ELIGIA MARIA LIDIA MARIA ELISA MARIA OLÍVIA
  4. 4. Maria
  5. 5. USER EXPERIENCE
  6. 6. UFSC ChaordicMidiatools CERTI Myreks General Assembly
  7. 7. AMSTERDAM
  8. 8. BABETTE
  9. 9. BABETTE
  10. 10. 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
  11. 11. 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
  12. 12. USER EXPERIENCE
  13. 13. DEFINE THE PROBLEM
  14. 14. DEFINE PERSONAS
  15. 15. DEFINE SCENARIOS Short story that your persona goes through with your product related to the problem you defined.
  16. 16. USER FLOWS
  17. 17. SKETCHING
  18. 18. WIREFRAMES
  19. 19. DESIGN
  20. 20. FRONT END
  21. 21. USER EXPERIENCE Define the problem Define Personas Define Scenarios User flows Sketching Wireframes Design Front End
  22. 22. A/B TESTING
  23. 23. CONVERSION What is success to you? Define your metric
  24. 24. Avoids regression A/B TESTING
  25. 25. Keep the customer at the centre of everything you do
  26. 26. A/B TESTING +
  27. 27. + 10 years Highest conversion in the market Logo A/B TESTING +
  28. 28. VS.
  29. 29. Customer Service Budget for negative experiments A/B TESTING + + 10 years Highest conversion in the market Logo
  30. 30. TESTING +
  31. 31. Usability lab in-house User Research Team TESTING + LOCALIZATION: Japan
  32. 32. 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
  33. 33. Photos on the Tablet
  34. 34. 150px x 150px 200px 300px 500px Search Results Photos on the Tablet
  35. 35. 500px
  36. 36. 500px 150px A B
  37. 37. NEUTRAL
  38. 38. 150px x 150px 500px = Search Results Photos on the Tablet Increased page load time by 0.5 seconds =
  39. 39. A B 300px
  40. 40. A B 300px POSITIVE!
  41. 41. 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
  42. 42. THE HAMBURGUER ICON
  43. 43. A B ? http://blog.booking.com/hamburger-menu.html
  44. 44. A B NEUTRAL http://blog.booking.com/hamburger-menu.html
  45. 45. A B http://exisweb.net/menu-eats-hamburger
  46. 46. A B POSITIVE! http://exisweb.net/menu-eats-hamburger 20% +
  47. 47. 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!
  48. 48. HiPPOs !
  49. 49. HiPPOs?
  50. 50. HiPPOs Highest Paid Person
  51. 51. Design +A/B Test You = Team Leader = PO = CEO = Founder …
  52. 52. Design + A/B Test Design is hard, but it’s getting harder now.
  53. 53. BABETTE
  54. 54. TAKE AWAYS
  55. 55. UX CHANGES AFFECT CONVERSION
  56. 56. NOT EVERYTHING IS WHAT IT LOOKS LIKE Nor how you want it to be, but that’s ok.
  57. 57. DON’T RELY IN GURUS
  58. 58. DON’T BELIEVE IN HiPPOs
  59. 59. THE STRONGEST WILL WIN
  60. 60. THE USER IS AT THE CENTER OF EVERYTHING. AND THEY GET TO DECIDE. Even when they have no clue what they want.
  61. 61. ITERATE. ALWAYS. Iteration is essential for a healthy environment.
  62. 62. Experiment fast, fail often and believe in data. Data never lies.
  63. 63. Maria Lígia Klokner @marialigiak maria.klokner@booking.com /marialigiak http://grnh.se/ef54yh Dank u wel! Work with us!

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