Conversion Camp Manchester 2015 talk by Imran Younis of Laterooms on translating user needs to conversion

1. Translating User Needs to Conversion
Imran Younis - Global Head of UX
@imranyounis

2. Challenge…
How would you get a piece of paper to travel 5 metres?
0m 5m3m2m1m 4m
!
@imranyounis

3. Some people try doing this
You come up with a solution and figure out the best possible output
@imranyounis

4. Build it and they will come
Film: Field of Dreams
‘‘ @imranyounis

5. Shouldn’t we ask why?
Easily fall into a trap with solutions, not understanding the problem
@imranyounis

6. ‘‘People don’t want to buy a quarter-inch
drill. They want a quarter-inch hole.
Theodore Levitt
@imranyounis

7. Clayton Christensen
Harvard Business School
@imranyounis

8. Milkshake marketing
Try and increase the sales of milkshakes for a fast food restaurant
@imranyounis

9. What job causes you to hire a milkshake?
Ask the right question
‘‘ @imranyounis

10. Clayton Christensen
Harvard Business School
Long boring commute
caused them to buy a milkshake
@imranyounis

11. If you can understand the job, to improve
the product becomes obvious.
Clay Christensen‘‘ @imranyounis

12. Zappos.com
The problem wasn’t selling shoes, the problem was customer service
@imranyounis

13. Applying lean UX
collaboration, innovation and creativity
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14. Try to work as one
small, collaborative and cross-functional team, working to one common goal
@imranyounis

15. Marshmallow Challenge
Getting your business to think differently
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16. Who constantly performs well?
@imranyounis

17. Children do well
why?
@imranyounis

18. They go straight into prototyping
business students try to find the single right plan
Business students
School children
@imranyounis

19. Height(Inches)
0
10
20
30
40
50
Average Graduates Solicitors School
Children
Architects &
Engineers
CEOs CEOs &
Exec Admin
People who do well
Specialised skills + facilitation skills = success
@imranyounis

20. Lean UX
Users involved every step of the way
Users
Check Make
Think
T
@imranyounis

21. Day 1 - Booking form discovery phase
UX/IxD, Dev, BA, Legal, wider stakeholders working together
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22. Customer
details
Your details
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23. Card details
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24. Day 2 - Sketch & paper prototype
Avoiding wireframes and designs
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25. Build a prototype
Cross-functional collaboration with developers
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26. @imranyounis

27. Day 3 - G.O.O.B.
Get outside of the building, there are no facts inside the building
@imranyounis

28. We did Lab-based user testing
Benefits of doing moderated tests
@imranyounis

29. More formal setting
Enabling stakeholders and key team members to watch the session in real time
@imranyounis

30. Day 4 - learn
Breakdown customer insight, revisit hypothesis, iterate designs
Orange
=
29
Actions
Green
=
19
themes
@imranyounis

31. Don’t stop, keep iterating
Constantly challenging yourself to make it better for the user
user needs
DON’T STOP!
Iteration
user needs user needs
Live
@imranyounis

32. Booking form
Decreased exit links
Old form New form
12 6links links
vs
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33. 20 12
Old form New form
input fields input fields
vs
Booking form
Streamlined form
@imranyounis

34. @imranyounis

35. @imranyounis

36. @imranyounis

37. 00:00:11.6hours minutes seconds
Learning every 11.6 seconds
Amazon test every feature and fewer than 50% work, constantly learning
@imranyounis

38. Failure is simply the opportunity to begin
again, this time more intelligently.
Henry Ford‘‘ @imranyounis

39. Show & tell
Important: talk about not what you built, but what you learnt
@imranyounis

40. Moneyball Principle
Why data-driven design is important
http://espn.go.com (Patrik Giardino)
@imranyounis

41. Chat Bradford
Major league baseball player, who threw funny, but one of the best pitchers
@imranyounis

43. 98.6% of users don’t use the menu
Data-driven design
@imranyounis

44. 98.9% ignore popular destinations
Data-driven design
@imranyounis

45. Vast majority use the search
Data-driven design
@imranyounis

46. User research
Guerrilla testing
@imranyounis

47. How do we meet user needs?
Emphasise the search feature
Remove distraction and white noise
Tuck away ancillary elements
Boost credibility
@imranyounis

48. Data and hypothesis-driven design
when designing our new homepage
@imranyounis

50. “Ilikethesimplicity”
“Thepicturemakesyou
wanttojustgetaway”
“Thecompanyseemsreliable,
asitshowsagoodservice
ratingandlotsofsociallikes”
“Thisisveryuserfriendly”
“Looksenticingand
easytouse”
“Clearinformation
andnicecolour”
Customer insight
User feedback through moderated and unmoderated tests
@imranyounis

51. 100%
80%
20%
UNCHANGED
WEBSITE
NEWFEATURE
Test with wider audience
Gathering analytics using Maxymiser and Google Analytics
@imranyounis

52. If you want truly to understand
something, try to change it.
Kurt Lewin‘‘ @imranyounis

53. Thank you
@imranyounis