Weboptimization Cycle
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A model of an continous systematic and data-centered approach to improving UX and conversions online. Can be used to discuss challenges, prerequisites, competencies, online tools, organisational maturity, working data-centered and just how to get started on weboptimization. Presented at UXCampCPH 2012. By Ole Gregersen 2012.
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Weboptimization Cycle
- 1. SYMPTOM or POTENTIAL ESTABLISH TEST HYPOTHESIS CREATE DESIGN SUGGESTIONS TEST DESIGN SUGGESTIONS IMPLEMENT BEST DESIGN FOLLOW-UP IMPLEMENTATION QUALIFY TEST HYPOTHESIS WEBOPTIMIZATION CYCLE WWW.OLEG.DK - OLE GREGERSEN 2012 1 2 3 45 6 7 DESIGN EVALUATION Slides updated June 2013
- 2. DISCUSSIONS • Establishing a continues systematic approach • Data-centered (or just empiric) design decisions • ROI or cost-benefit on UX work • Competencies: Which or who? • Tools and best-practices • Organisational maturity
- 3. SYMPTOM or POTENTIAL ESTABLISH TEST HYPOTHESIS CREATE DESIGN SUGGESTIONS TEST DESIGN SUGGESTIONS IMPLEMENT BEST DESIGN FOLLOW-UP IMPLEMENTATION QUALIFY TEST HYPOTHESIS 1 2 3 45 6 7 WWW.OLEG.DK - OLE GREGERSEN 2012 Step 1 - 3: Making sure you are spending resources on the right thing Step 4 - 6: Making sure you are designing the right thing Step 7: Making sure you were actually right SUBPROCESSES
- 4. SYMPTOM or POTENTIAL ESTABLISH TE HYPOTHESIS FOLLOW-UP EMENTATION 1 27 WEBOPTIMIZATION CYCLE Question: Example: Prerequisite: Benefits: Where’s our potential or problems? ”Our check-out process leaks at step 3” User or usage-based data, usertest, web analysis ROI, systematic approach, data-driven, doing it…
- 5. SYMPTOM or POTENTIAL ESTABLISH TEST HYPOTHESIS 1 2 WEBOPTIMIZATION CYCLE Question: Example: Prerequisite: Benefit: What behaviour or tech. is related to potential? ”Why do users leave the page at this point?” Experience, competencies, knowledge Precision, efficiency, reducing risk Most often related to: - Technical stuff - Usage or interactions - Fluctuations, variations
- 6. ESTABLISH TEST HYPOTHESIS CREATE DESIGN SUGGESTIONS QUALIFY TEST HYPOTHESIS 2 3 4 Questions: Whats the ROI on this idea? Should we go ahead? Example: ”Let’s send quitters an email with some questions” Prerequisite: Web analytics, error logs Online tools, UX methods Benefits: Not designing the wrong thing Changing things that matters
- 7. CREATE DESIGN SUGGESTIONS QUALIFY TEST HYPOTHESIS3 4 DESIGN Question: Example: Prerequisite: Benefit: How do we design the best possible UX? ”Users lack trust, let’s add some user reviews” Interaction design skills (experience, education) Allowing tests, learning, accepting challenges?
- 8. TEST DESIGN SUGGESTIONS IMPLEMENT BEST DESIGN 45 6 DESIGN EVALUATI Question: Example: Prerequisite: Benefit: Which design works the best? ”Treatment A outperformed the control by 29%” Split-testing skills, access to test on website Empiric, statistical, usage related decision
- 9. TEST DESIGN SUGGESTIONS IMPLEMENT BEST DESIGN FOLLOW-UP IMPLEMENTATION 5 6 7 EVALUATION Prerequisite: Access to (fast iterations in) releases
- 10. SYMPTOM FOLLOW-UP IMPLEMENTATION 1 7 Question: Example: Prerequisite: Benefit: Did it actually improve value or reduce problem? ”We reduced dropouts by 15%, what’s next?” User or usage-based data, web analysis Qualifying change in larger context WEBOPTIMIZATION CYCLE
- 11. SYMPTOM or POTENTIAL ESTABLISH TEST HYPOTHESIS CREATE DESIGN SUGGESTIONS TEST DESIGN SUGGESTIONS IMPLEMENT BEST DESIGN FOLLOW-UP IMPLEMENTATION QUALIFY TEST HYPOTHESIS WEBOPTIMIZATION CYCLE WWW.OLEG.DK - OLE GREGERSEN 2012 1 2 3 45 6 7 DESIGN EVALUATION
- 12. WWW.OLEG.DK - OLE GREGERSEN 2012 OLE GREGERSEN USABILITY & WEBOPTIMIZATION SPECIALIST WWW.WEBOPTIMERING.NU BLOG: WEBOPTIMERING.NU/BLOG TWITTER: @OLEGUSABILITY CALL ME +45 28 30 55 89 SLIDES AT: SLIDESHARE.NET/OLEGREGERSEN1/WEBOPTIMIZATION-CYCLE THANK YOU
Notes de l'éditeur
- Here it is, the weboptimizationcycle by Ole Gregersen. April 2012. Presented at the UXcampCPH 2012.
- Design does not mean visual or graphic design alone, but all website development.
- The symptomidentifies the potential improvement. Itscanbeanything from a blogpost, a usertest, salesdata, web analysis, ekspert evaluations. The trick is to pick the right symptoms. Using data from tests or web analysis must give potentials of higherquality. Symptom canalsobe a newfounderror or based on analysisinitiatives, which is alsosomethingthatcanbeestablished. So identifying symptoms, prioritizingthem and working with them is also a skill. Maybethisshouldbecalled the potential in stead – but for now the symptom is a symptom of the a potential. The point is thatwedon’tknowifthere’sanything to gain, but weassume so – hence the data we base it on.Low hangingfruits
- So most oftenwedon’tknowwhy the symptom is there. In other situations it can have multiple explanations. Typicallytheseexplanationscanbedividedintetechnicalissues, usageissues or mere fluctuations in traffic. The latter is not relevant in this case. Establishing the right hypothesistakesexperience with whatworks and how, it alsotakescompetenciesabout usability/UX/Interactiondesign, in order to knowwhatcouldpotentiallycreatethat symptom. Same goes for the technicalstuff (not coveredherereally). Whenwearetalkingabout CRO, the hypothesisrelates to how a potential canbeexploited (udnyttet).
- Sowe end up with a fewideas (hypothesis) aboutwhatcauses the symptom (the problem). Now its time to qualifywhichhypothesisareactuallyinvolved.Timneagain to consultyour data-collectingtools and methods. Depending on the issues at hand, different types of data is relevant. I have usedquestionaires, usertests, Google Analytics, Crazyegg and other and oftentriangulating information to establishsome rough understanding of problems related to the symptom. End resultshouldbe a clear idea of what the problem is and what sort of design changescanbesuggested – becausetherecouldeasilybe multiple changes. Itscanbeeverything from tinychanges to changes in overall concept.So this is the placewherewecallweather a potential has potential - in the case where CRO is the case. I thinkthis step couldbeomitted to somedegree, if the symptom is so ”obvious” thatonecan go straight to suggested design.After this step the cycle can RESTART because this is where the ROI should be proven.
- Againthis is an actualcompetency, a skill. To creategreat interaktionsdesign/UX design/visual design. Somecyclesare more related to error – others, especiallyafter a while or in more mature organisations, are part of ”true” optimization potentials. Theyarecalled suggestions in respekt to the factthatweshould not create just one solution, to somedegreebecausewedon’tbelieve in knowing whatworks. The willalwaysbepossibilities to be testet/tried out.
- Copyright Ole Gregersen april 2012.
- Copyright Ole Gregersen april 2012.
- Copyright Ole Gregersen april 2012.