UXINDIA18 - How not to drown in the ocean of qualitative and quantitative data?

30 min case study - Day 2

Transcript

2. redesigning Allegro in the ocean of data
3. disposable diapers
4. disposable diapers pampers
5. disposable diapers pampers off-road vehicle
6. disposable diapers pampers off-road vehicle jeep
7. disposable diapers pampers off-road vehicle jeep sneakers
8. disposable diapers pampers off-road vehicle jeep sneakers adidas
9. generic trademark trademark or brand name that, due to its popularity or significance, has become the generic name for, or synonymous with, a general class of product or service
11. buying on Allegro = buying online
12. ? icon: Freepic from www.flaticon.com
13. 72 %
14. ? icon: Good Ware from www.flaticon.com
15. 50 %
16. “With great power comes great responsibility.” uncle Ben, Spiderman
17. why the new Allegro layout?
18. new styleguide metrum
19. main page
20. main page offer listing
21. main page offer listing offer page
22. main page offer listing offer page checkout process
23. main page offer listing offer page checkout process thank you page
24. previous redesign in 2012...
25. previous redesign in 2012... went wrong!
26. previous redesign in 2012... how to fix it?
27. Metrum redesign in 2017...
28. Metrum redesign in 2017... how to make it painless?
31. metrics how is our product doing?
32. how is our product doing? % of converted visits
33. how is our product doing? % of converted visits Gross Merchandise Value
34. how is our product doing? % of converted visits Gross Merchandise Value NPS
35. start small
36. start small 1.5% traffic
37. 2 months rollout?
38. 2 months rollout? NOPE
39. metrics showed us... % of converted visits Gross Merchandise Value NPS
40. something is wrong % of converted visits Gross Merchandise Value NPS
41. how to move forward?
42. metrics how is our product doing?
43. metrics how is our product doing? creating hypothesis
44. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis
45. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis surveys Diary studies Usability tests
46. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis Analysis of transactions Analysis of traffic surveys Diary studies Usability tests
47. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis Analysis of transactions Analysis of traffic surveys Diary studies Usability tests Why so many methods?
48. Why are people spending less?
50. “I can’t find other items from the same seller!”
55. buying multiple offers from one seller
56. buying multiple offers from one seller Analysis of transactions
57. buying multiple offers from one seller
58. why is something happening? ux research big data analysis
59. why is something happening? ux research big data analysis alarmed us
60. why is something happening? ux research big data analysis alarmed us gave us hints
61. why is something happening? ux research big data analysis alarmed us gave us hints showed us scale
62. Why is the checkout performing worse?
63. list of offers offer page checkout process ending transaction monitoring purchase funnel
64. list of offers offer page checkout process ending transaction monitoring purchase funnel conversion up!
65. list of offers offer page checkout process ending transaction monitoring purchase funnel conversion up! conversion down
66. list of offers offer page checkout process ending transaction monitoring purchase funnel conversion up! conversion down first conclusion: there’s something wrong with our checkout process!
68. I just wanted to find out which delivery options are available.
74. why is something happening? ux research big data analysis alarmed us
75. why is something happening? ux research big data analysis alarmed us redefined problem
76. why is something happening? ux research big data analysis alarmed us redefined problem confirmed problem
77. Why is the conversion on offers listing dropping?
78. list of offers offer page checkout process ending transaction monitoring purchase funnel conversion down
82. more space
83. more space less offers
84. is that a problem?
88. why is something happening? ux research big data analysis
89. why is something happening? ux research big data analysis alarmed us
90. why is something happening? ux research big data analysis alarmed us provided hypothesis
91. why is something happening? ux research big data analysis alarmed us provided hypothesis proved the hypothesis
92. why is something happening? ux research big data analysis alarmed us provided hypothesis proved the hypothesis
93. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis
94. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis creating solution
95. metrics how is our product doing? creating hypothesis why is something happening? ux research big data analysis creating solution A/B tests is the solution working?
96. wrapping things up
97. ux research big data analysis
98. ux research big data analysis why is not enough?
99. ux research big data analysis why is not enough?
100. ux research big data analysis
101. 2 months rollout?
102. 2 months rollout? 8 months rollout
103. 2 months rollout? 8 months rollout
104. any questions? alicja.antkowiak@allegro.pl przemyslaw.chrosniak@allegro.pl