At PRWD's User Research Lab launch event on 12th July 2018, James Barley, the Head of UX Research at AutoTrader (the 12th biggest website in the UK) delivered a keynote presentation on the power and business impact of 1-1 moderated user research. The talk provides insights in to how 2 of the UK's biggest businesses, AutoTrader and Shop Direct, have developed their experimental and customer centric culture

1. #thepowerofUXresearch
1

2. James Barley,
UX Research @
Auto Trader.
@AutoTraderLife
Hello !
#powerofUXresearch

3. I ❤ research
#powerofUXresearch

4. ‘Accidental researcher’
#powerofUXresearch

5. Section title
5#powerofUXresearch
‘Accidental researcher’

6. Evidence toolkit
Experimentation
UX Lab/Guerrilla
Remote testing & surveys (Userzoom)
Eye tracking
Behavioural metrics (ContentSquare)
Satisfaction and Ease Measure
Quant Behavioural Huge sample
Qual Behavioural/Attitudinal Small sample
Qual/quant Behavioural/Attitudinal Medium sample
Quant Behavioural Small sample
Quant Behavioural Big sample
Quant Attitudinal Big Sample
(Qualaroo)
#powerofUXresearch

7. Learn things you can’t through data
Your customers become people,
not just numbers
It engages your team, gives them a shared goal
and understanding, and inspires collaboration
Richest source of hypotheses
It’s always interesting – and a lot of fun!
I ❤ the lab
7#powerofUXresearch

8. The more evidence
we have in support
of a hypothesis,
the greater its
chances are of
being successful..
Learning leads to success
#powerofUXresearch

9. Understand ‘why’ and ‘how’
QuantQual
What
Why
Evidence and learning
Suggest hypotheses
#powerofUXresearch

10. Solve the right problems
#powerofUXresearch
Problem Analysis Idea
Learn
Build
Measure
Learn
Build

11. From catalogue to pure-play etailer
#powerofUXresearch

12. Creating a culture of UX @ Shop Direct
12
2010 2011 2012 2013 2014 2015 2016-7
• Experimentation 2.0
• ‘Mobile lab’
• Personalisation
• Machine learning
• Accessible data
• Experimentation at
scale
• Internal user
testing
• UCD
• 1st A/B Test • In house UX lab
• Evidence led
approach
• A/B Testing in
house
#powerofUXresearch

13. #powerofUXresearch

14. 12th
biggest UK
Page views, ComScore CY2017
website
55mmonthly
585,000
Vehicles listed per day
(average)
4xmore
Auto
searches
than
Google
Engagement compared
with all other portals
COMBINED
2.5x
95
Adviews
per second
140kvehicles
moved with MTD
cross-platform
visits
ComScore –Nov 17
2xmore
influential
for new car
buyers
than nearest
competitor
Annual Car Buying Report 2016

15. UX research @ Auto Trader
15
Purpose
Put our ‘users’ and evidence at the heart of our
products, so we can continue to lead the digital
future of the UK automotive marketplace.
#powerofUXresearch

16. UX research @ Auto Trader
16
Principles
Be unbiased
Challenge opinion
Always learning
Mixed methods
Foster collaboration
#powerofUXresearch

17. #powerofUXresearch
New Car
IBET
Text Text
Buying
Experience
Deal builder
UX research @ Auto Trader
‘Product’ focus

18. UX research @ Auto Trader
New Car
searches &
conversions
C o n t r o l Immediate
Gratification
TrustPriceE a s e
#powerofUXresearch

19. Research is as important as design
#powerofUXresearch
Stuff to solve
Ways to solve it

20. Thanks for listening "