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UXINDIA18 - How not to drown in the ocean of qu...
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uxindia
October 05, 2018
Design
1
37
UXINDIA18 - How not to drown in the ocean of qualitative and quantitative data?
30 min case study - Day 2
uxindia
October 05, 2018
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Transcript
None
redesigning Allegro in the ocean of data
disposable diapers
disposable diapers pampers
disposable diapers pampers off-road vehicle
disposable diapers pampers off-road vehicle jeep
disposable diapers pampers off-road vehicle jeep sneakers
disposable diapers pampers off-road vehicle jeep sneakers adidas
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
None
buying on Allegro = buying online
? icon: Freepic from www.flaticon.com
72 %
? icon: Good Ware from www.flaticon.com
50 %
“With great power comes great responsibility.” uncle Ben, Spiderman
why the new Allegro layout?
new styleguide metrum
main page
main page offer listing
main page offer listing offer page
main page offer listing offer page checkout process
main page offer listing offer page checkout process thank you
page
previous redesign in 2012...
previous redesign in 2012... went wrong!
previous redesign in 2012... how to fix it?
Metrum redesign in 2017...
Metrum redesign in 2017... how to make it painless?
None
None
metrics how is our product doing?
how is our product doing? % of converted visits
how is our product doing? % of converted visits Gross
Merchandise Value
how is our product doing? % of converted visits Gross
Merchandise Value NPS
start small
start small 1.5% traffic
2 months rollout?
2 months rollout? NOPE
metrics showed us... % of converted visits Gross Merchandise Value
NPS
something is wrong % of converted visits Gross Merchandise Value
NPS
how to move forward?
metrics how is our product doing?
metrics how is our product doing? creating hypothesis
metrics how is our product doing? creating hypothesis why is
something happening? ux research big data analysis
metrics how is our product doing? creating hypothesis why is
something happening? ux research big data analysis surveys Diary studies Usability tests
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
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?
Why are people spending less?
None
“I can’t find other items from the same seller!”
None
None
None
None
buying multiple offers from one seller
buying multiple offers from one seller Analysis of transactions
buying multiple offers from one seller
why is something happening? ux research big data analysis
why is something happening? ux research big data analysis alarmed
us
why is something happening? ux research big data analysis alarmed
us gave us hints
why is something happening? ux research big data analysis alarmed
us gave us hints showed us scale
Why is the checkout performing worse?
list of offers offer page checkout process ending transaction monitoring
purchase funnel
list of offers offer page checkout process ending transaction monitoring
purchase funnel conversion up!
list of offers offer page checkout process ending transaction monitoring
purchase funnel conversion up! conversion down
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!
None
I just wanted to find out which delivery options are
available.
None
None
None
None
None
why is something happening? ux research big data analysis alarmed
us
why is something happening? ux research big data analysis alarmed
us redefined problem
why is something happening? ux research big data analysis alarmed
us redefined problem confirmed problem
Why is the conversion on offers listing dropping?
list of offers offer page checkout process ending transaction monitoring
purchase funnel conversion down
None
None
None
more space
more space less offers
is that a problem?
None
None
None
why is something happening? ux research big data analysis
why is something happening? ux research big data analysis alarmed
us
why is something happening? ux research big data analysis alarmed
us provided hypothesis
why is something happening? ux research big data analysis alarmed
us provided hypothesis proved the hypothesis
why is something happening? ux research big data analysis alarmed
us provided hypothesis proved the hypothesis
metrics how is our product doing? creating hypothesis why is
something happening? ux research big data analysis
metrics how is our product doing? creating hypothesis why is
something happening? ux research big data analysis creating solution
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?
wrapping things up
ux research big data analysis
ux research big data analysis why is not enough?
ux research big data analysis why is not enough?
ux research big data analysis
2 months rollout?
2 months rollout? 8 months rollout
2 months rollout? 8 months rollout
any questions?
[email protected]
[email protected]