Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Paradox of Choice
Search
Dan Cork
June 10, 2016
Technology
0
34
Paradox of Choice
Dan Cork
June 10, 2016
Tweet
Share
More Decks by Dan Cork
See All by Dan Cork
Unify The UI With React
dancork
0
210
Talking Tech Jan 2016
dancork
0
54
Give CSS3 Some Love / FOWD2015
dancork
0
250
Git For Humans - Holiday Extras - 14/08/2015
dancork
0
240
Other Decks in Technology
See All in Technology
Azureの基本的な権限管理の勉強会
yhana
0
270
チームでロジカルシンキングに改めて向き合っている話 〜学習環境と実践⽅法〜
sansantech
PRO
2
2.2k
「スニダン」開発組織の構造に込めた意図 ~組織作りはパッションや政治ではない!~
rinchsan
3
550
Next'24 事例セッションの紹介とクラウド資格を活用したキャリア形成について語りMuscle
yasumuusan
1
440
Cracking the KubeCon CfP
inductor
2
240
ServiceNow Knowledge Learning Rise up
manarobot
0
210
Delivering Millions of Messages within seconds @ Duolingo
pelelgrino
0
350
Cloud Native Java with Spring Boot (CNCF Aarhus, April 2024)
thomasvitale
1
170
エンジニア候補者向け資料2024.04.24.pdf
macloud
0
3.3k
20240418_Google ColabにLLMが搭載されたようなのでPython x データ分析の勉強方法を考えてみる
doradora09
0
130
Postman v10リリース後を振り返る / Looking back at Postman v10 after release
yokawasa
1
160
ServiceNow Knowledge 24の歩き方 EYストラテジー・アンド・コンサルティング
manarobot
0
190
Featured
See All Featured
How to name files
jennybc
65
93k
Documentation Writing (for coders)
carmenintech
60
3.9k
The Power of CSS Pseudo Elements
geoffreycrofte
60
5k
A Tale of Four Properties
chriscoyier
151
22k
Code Reviewing Like a Champion
maltzj
514
39k
The Illustrated Children's Guide to Kubernetes
chrisshort
31
46k
Distributed Sagas: A Protocol for Coordinating Microservices
caitiem20
322
20k
Build your cross-platform service in a week with App Engine
jlugia
225
17k
[RailsConf 2023] Rails as a piece of cake
palkan
23
3.9k
Reflections from 52 weeks, 52 projects
jeffersonlam
345
19k
Into the Great Unknown - MozCon
thekraken
10
990
ReactJS: Keep Simple. Everything can be a component!
pedronauck
659
120k
Transcript
Choice a case study Paradox of
George Product Lead @SarcasmWarning Alix
Cork Web Developer @dancork Dan
None
beginnings
None
None
None
+44% likely to book
ASSUMPTION: Customers are able to make a more informed decision
when products are filtered.
The Paradox of Choice
None
None
When people have no choice, life is almost unbearable. As
the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive…
… But as the number of choices keeps growing, negative
aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded...
… At this point, choice no longer liberates, but debilitates.
It might even be said to tyrannize.
30+ Packages
None
First Iteration
A/B Test: • Mobile first • London Gatwick • Hotels
None
After 2 weeks: • Conversion up 49% • Product selection
unchanged • Team very excited!
The Next Step: • Test Manchester on mobile • Test
Heathrow on mobile • Test on tablet & desktop
Rolling With It
A/B Tests: Heathrow conversion was up
A/B Tests: Heathrow conversion was up … but Manchester was
failing
A/B Tests: Heathrow conversion was up … but Manchester was
failing … and so was tablet/desktop
Usability Testing
Mobile WOES
Only image and text are “hit” areas on mobile tile
None
None
Images didn’t match the selection being made
None
Gatwick, Heathrow, Birmingham and Glasgow performed well...
Gatwick, Heathrow, Birmingham and Glasgow performed well... … but Manchester
still didn’t
Tablet WOES
Slow performance on some tablets when navigating
Navigating Back x 2
Product Images Product Image Loops Product Rendered Products 15 x
5 x 2 x 30 15 approx 5 times 2 times >30
4500
9000
13500
13 seconds < 1 second
DEsktop WOES
Surprised to hit the upgrades page on single-option tiles
Grouped and ungrouped had same colour buttons
Grouped tile images not clickable, caused frustration
None
Navigating back-and-forth
Looping Paradox!
Where Are We Now?
100% for UK Hotels
Conversion flat or better
...even for Manchester!
None
Close to £500k
86% of original forecast
Next... parking products
Summary
To deliver wins You’re going to break stuff!
It’s ok to fail
How important is quality pre/post MVP?
Treat code, data and experience as equals
@dancork Thanks @SarcasmWarning join.holidayextras.co.uk