1.
UX + A/B Testing at Booking.com:
Design focused on conversion

2.
Maria Lígia
Hi!My name is

3.
Maria Lígia
MARIA ELIGIA
MARIA LIDIA
MARIA ELISA
MARIA OLÍVIA

4.
Maria

5.
USER EXPERIENCE

6.
UFSC ChaordicMidiatools CERTI Myreks General Assembly

7.
AMSTERDAM

8.
BABETTE

9.
BABETTE

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.
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.
USER EXPERIENCE

13.
DEFINE THE PROBLEM

14.
DEFINE PERSONAS

15.
DEFINE SCENARIOS
Short story that your persona goes through with your
product related to the problem you defined.

16.
USER FLOWS

17.
SKETCHING

18.
WIREFRAMES

19.
DESIGN

20.
FRONT END

21.
USER EXPERIENCE
Define the problem
Define Personas
Define Scenarios
User flows
Sketching
Wireframes
Design Front End

22.
A/B TESTING

23.
CONVERSION
What is success to you?
Define your metric

24.
Avoids regression
A/B TESTING

25.
Keep the customer at the centre of
everything you do

26.
A/B TESTING +

27.
+ 10 years
Highest conversion in the market
Logo
A/B TESTING +

28.
VS.

29.
Customer Service
Budget for negative experiments
A/B TESTING +
+ 10 years
Highest conversion in the market
Logo

30.
TESTING +

31.
Usability lab in-house
User Research Team
TESTING +
LOCALIZATION:
Japan

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.
Photos on
the Tablet

34.
150px x 150px 200px 300px 500px
Search Results
Photos on
the Tablet

35.
500px

36.
500px
150px
A
B

37.
NEUTRAL

38.
150px x 150px 500px
=
Search Results
Photos on
the Tablet
Increased page load time by 0.5 seconds
=

39.
A
B
300px

40.
A
B
300px
POSITIVE!

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.
THE HAMBURGUER ICON

43.
A
B
?
http://blog.booking.com/hamburger-menu.html

44.
A
B
NEUTRAL
http://blog.booking.com/hamburger-menu.html

45.
A
B
http://exisweb.net/menu-eats-hamburger

46.
A
B
POSITIVE!
http://exisweb.net/menu-eats-hamburger
20% +

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.
HiPPOs !

49.
HiPPOs?

50.
HiPPOs
Highest Paid Person

51.
Design +A/B Test
You = Team Leader = PO = CEO = Founder …

52.
Design + A/B Test
Design is hard, but it’s getting harder now.

53.
BABETTE

54.
TAKE AWAYS

55.
UX CHANGES AFFECT
CONVERSION

56.
NOT EVERYTHING
IS WHAT IT LOOKS LIKE
Nor how you want it to be, but that’s ok.

57.
DON’T RELY
IN GURUS

58.
DON’T BELIEVE
IN HiPPOs

59.
THE STRONGEST
WILL WIN

60.
THE USER IS AT THE CENTER OF
EVERYTHING. AND THEY
GET TO DECIDE.
Even when they have no clue what they want.

61.
ITERATE. ALWAYS.
Iteration is essential for a
healthy environment.

62.
Experiment fast, fail often and believe in data.
Data never lies.

63.
Maria Lígia Klokner
@marialigiak
maria.klokner@booking.com
/marialigiak
http://grnh.se/ef54yh
Dank u wel!
Work with us!