Presentation to Stanford d-school class "Rapid Experiments for Design"

1. MY INTRO
ANDREA GALLAGHER
DESIGN EXPERIMENTATION AT INTUIT
RAPID
EXPERIMENTSMAY 11, 2015

2. ANDREA GALLAGHER
COGNITIVE PSYCH, INFORMATION
ARCHITECT, DESIGN RESEARCHER,
INNOVATION CATALYST

3. DESIGN FOR DELIGHT
DESIGN FOR
DELIGHT

4. INNOVATION
CATALYSTS

7. THERE ARE NO
“FAILED”
EXPERIMENTS
APPS.COM AND SOCIAL PROOF
CONFIDENTIAL7

8. Our goal – help small business owners feel confident that
they’ve found an app that works for them
CONFIDENTIAL 8
APPS.COM

9. CONFIDENTIAL 9

10. WITHOUT AN
ASPIRATIONAL
VISION, IT’S HARD TO
PIVOT
FALL IN LOVE WITH
THE PROBLEM, NOT
THE SOLUTION
DESIGNING
FOR CORRECT
A BEHAVIOR IS
WORTH
A THOUSAND WORDS
Watch what they do
versus listen to what
they say they would do
A COUPLE OF INSIGHTS

11. OUR VISION
CONFIDENTIAL 11
A SMALL BUSINESS
OWNER SHOULD FEEL
CONFIDENT WHEN THEY
FIND THE APP THAT IS
JUST RIGHT FOR THEM

12. CONFIDENTIAL 12
EXPERIMENT 1
BELIEF: reviews from the
same industry are more
valuable than general
reviews
HYPOTHESIS: when
looking at an app page
with reviews, participants
will click to select their
own industry

13. CONFIDENTIAL 13
EXPERIMENT 1
RESULT: No one clicked

14. CONFIDENTIAL 14
EXPERIMENT 2
NEXT
HYPOTHESIS:
Reviews don’t
matter, but
knowing who uses
it does

15. CONFIDENTIAL 15
EXPERIMENT 2
RESULT: all 5
clicked industry to
show number of
users

16. BUT WAIT!
WE KNOW BUSINESS OWNERS CARE
ABOUT REVIEWS – THEY TELL US THOSE
STORIES MATTER

17. CONFIDENTIAL 17
EXPERIMENT 3
HYPOTHESIS:
Business owners
will review, if
asked by someone
they know

18. CONFIDENTIAL 18
EXPERIMENT 3
RESULT: Of the 6
participants, 6 said
“add me to the
users”, 5 said
“show my vendors
and customers, 4
said “let them
contact me”. 0
said “spam them
with email.”

19. CONFIDENTIAL 19
AND WHAT’S OUR INSIGHT?
Reviews Usage
Industry
X
PeopleIknow
X

20. THANKS!
NEXT…
CONFIDENTIAL20