Evidence based design
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Despite our best intentions we can often make the wrong design decisions. How do we ensure that we're making the right decisions? Further, how do we convince rational, evidence based decision maker of the commercial importance of good design? We're fortunate that web analytics allows us to test and measure alternative designs and gives us the hard numbers we need to have commercial discussions with stakeholders. At SEEK, we've found that setting goals, determining metrics, designing for those metrics and then measuring the impact has given us the freedom to experiment and has earned the confidence of decision makers.
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Evidence based design
- 1. EVIDENCE BASED DESIGN Rob Scherer User Experience Designer
- 2. isio ns ign dec des EVIDENCEoBASED DESIGN inform ytic st ga nal U sin Rob Scherer User Experience Designer
- 4. Good policy design requires more than good intentions Evidence (it’s easy to get!)
- 6. How do we ensure our designs aren’t sticking out the top of our pants?
- 8. Rational Emotional http://www.flickr.com/photos/aknacer/3196381450/
- 9. Start small Identify and agree the goals Choose the important metrics Design for those metrics Test / iterate / measure / share
- 12. 27% Increase
- 15. 13% Decrease
- 18. 0.003% Increase
- 19. Freedom to experiment Freedom to fail Stakeholder confidence
- 20. THANKS!
- 21. WE’RE HIRING You looking? Let’s chat. Andrew Green Craig Hill Rob Scherer Stuart Partridge
Editor's Notes
- Using analytics to ensure we’re making the right decisions Keeps us “honest” Earns the trust and confidence of business stakeholders, which results in more freedom for us.
- Despite best intentions, we can get it wrong Evidence does 2 things - keeps our intentions in check and is good for talking to biz people. Evidence is easy to get! Our medium, the web! Analytics. A/B Testing
- These guys had the best intentions. How do we know that our designs aren’t hanging out the top of our pants???
- The second reason this is important is This guy wants evidence. He doesn’t have time for good intentions. He wants data. If he doesn’t get it from us, he’ll get it from somewhere else.
- Anthony - UCD generally comes from a more emotional place We can’t expect him to get the emotional but we can talk about the rational. START THE CONVERSATION WITH RATIONAL. When he sees that what we do has an impact then he’ll give us more freedom to do the things we need to do to get him his numbers.
- Start small - choose something small that can still have a measurable impact. Goals - we’re working on a commercial website. Everything has to be rooted in a goal/objective. Metrics - how are you going to determine success/failure Typically test on small segments over the course of a couple of weeks
- Reduction in people searching for a job Lower conversion to learning registration for those who came via the curl.
- Working this way has given us the.....