Experimentation, Tone and Emotional Design

Slides from my talk at EmpireJS 2015.

Transcript

1. & Experimentation, Tone Emotional Design
2. About me @kng kellyk kellyking.me
3. About me @kng kellyk kellyking.me Quote Tweet
4. About me @kng kellyk kellyking.me While you were away...
7. why experiment?
9. +40.6%
10. 2.8 m 288k $57m What does that mean? subscribers volunteers donations
11. $57 in context... $750 = 7%
12. original: variation:
13. original: variation: -92.3%
14. original: variation:
15. original: +600% variation:
16. how to get started
17. Let’s pretend...
18. such tweets # Tweets wow Jan Feb Mar Apr May Jun Jul Aug Sep Oct +10%
19. hypothesis how to
20. 1. make an assertion 2. be testable A hypothesis should:
21. Why do some people tweet more than others? example:
22. example: Users will Twitter if our tone is more fun.
23. example: Users will tweet more if our call to action is more fun.
24. Let’s pretend...
25. original: variation 1: variation 2:
26. A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
27. Users will tweet more if our call to action is more fun. 1. Hypothesis 2. Design 3. Experiment (testing it out)
28. Old School
29. 0.2 1 =20% Last week What’s happening? 1 million This week ‘sup? 1.2 million Tweets
30. #obama # Tweets #2012 11/1 11/2 11/3 11/4 11/5 11/6 11/7 11/8 11/9 11/10
31. framework experimentation
32. • buckets + controls • multiple code paths • collect data We need
33. Goal What’s happening? ‘sup
34. Buckets + Controls
35. Multiple Code Paths
36. Data
37. Results
38. Optimizely Dashboard
39. Optimizely Dashboard
40. An option for all levels Off (web) site Third-party Diy
42. emotional design
43. Three Levels of Processing Norman, Ortony & Russell, 2001
44. or “Gut Reaction” Visceral Level 1
46. Designing for Emotion
47. case study: Haiti Fundraiser
48. + 8% A/B Testing: The Most Powerful Way to Turn Clicks Into Emotional Connection
49. Effort A/B Testing: The Most Powerful Way to Turn Clicks Into + 11%
50. 1. Tweak aesthetics 2. Make it easy 3. Remind users why Visceral Lessons
51. 2or “Usability” Behavioral Level
53. case study: Mailchimp
57. 1. Usability 2. State of mind Behavioral Lessons
58. 3or “Self-identity and pride” Reflective Level
60. Variable rewards
62. jasonshen.com
65. Slaying new messages in your inbox stimulates neurons similar to those stimulated by playing StarCraft. - Nir Eyal Techcrunch
67. 1. Exclusivity 2. Gamification 3. Variable Rewards Reflective Lessons
68. ‘ New Netflix - Most liked comment from Netflix blog announcement interface is complete crap. ‘ ‘‘
71. 1. Ship with confidence 2. Data Driven! 3. Eliminates HiPPO 4. Creative Freedom A/B Testing
72. Recommended Reading
73. Thank you @kng