UX STRAT USA: Ben Babcock, "Blending Big Data and Little Data to Build Amazing Products"

1. Blendingbig&LITTLEdata
OVERview effect
Ben
Babcock
Director
of
Research,
Jet.com

2. BENJAMIN
Babcock
Abitaboutme…
Research UX
Research UX
Research Dir.
Research
XBOX
games
Hardware
Mobile
Amazon.com
Devices
Grocery
Jet.com
All
Start
Up Big
Corp Start
Up
à Big
Corp Start
Up

3. • Jetisanewonlinemarketplace(ecomsite)
• Jetsellsdirectlytoconsumers
• WiderangeofmerchantssellonJet
• It’sdifferent…pricesdropasyoushop?!
• 1st 12months,5+millioncustomers,1bsales

4. Pricesdropasyoushop?!

6. StartupsVSBigCompanies...what’sthebigdiff?
Startups Medium BigCorp

7. Who is our customer?
Love/hate about us?
Last time you spoke with a customer?
Your team improving customer experience?
Where do you go to learn about customers?
Makeknowingyourcustomerathing(popquiz)
consistent
specific
specific
prioritized
today
last
week
metrics
projects
[team]
CX
dashboard
inconsistent
no
details
no
idea
all
love,
right?
never
Why
would
I?
not
our
thing
how?
do
we
do
that?
that
one
person?
NOTgoodGood

10. LearnfromourCSteam,andgivethemtools

11. Itgoesbothways…(livelisten-ins)

12. • Can do field studies quickly and easily, not multi week projects
• Inexpensive (save money & time)
• Do these often (100% participation)
FIELDSTUDIES

13. FLOATINGFIELDSTUDY
• Printed guide (NDA, etc)
• Gift cards or $$
• 15 min sessions
• Creepy

14. • Customers come in every Thurs (rolling)
• Live shopalong study (1hr, naturalistic)
• Everyone is invited (new hire orientation)
• Observe, discuss, summarize, action
• Real-time iteration (test, iterate)
In-personstudies…
Real
customers
Free
Food
+
user
testing
=
FunDiscover,
insight,
action,
update,
repeat

15. Thursday

18. Popcorn&Insights

19. Live
notes
stream
via
Slack
Live
session Summary
Report
Live
stream

20. Typicalinsightshandoffprocess

21. Faraway
(Remote)
Remotetesting
• Fast and easy - results in mins
• Unmoderated & Moderated
• Benchmarking, feature launches, etc
• Your customers, or their panel

22. Sat Survey

23. • Our field studies and in person studies yield a gold mine of insights and pain points
• These findings fall into one of 3 buckets …
Insightsinhand,werapidlyiterate
3typesoffindings
1)D’uh,justlaunchit!
(commonsense)
2)IthinkIknow,but
(let’sbecautious)
3)Yikes,let’stake
(sometimetothink)
we
test,
using
A/B
testing
methodology
we
launch
immediately
to
improve
site
experience
parallel
path
the
stuff
that’s
not
as
easy,
needs
more
time

24. A/Btesting(quickintro)

26. BuyBox

27. A B
?
✔

28. C B
?
✔

29. A B
✔
C

30. • Small, autonomous, vertical teams
• Self-selection of projects
• Unfettered access to data/research
• Empowered to push it live!
• Still have our day jobs, though
Squads

32. Fini.Thanksfortuningin!
Ben
Babcock
Dir.
UX
Research,
Jet.com