Data driven design_MOO

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BIMA (British Interactive Media Association)

Slides from Amit Shanker (Director of Business Intelligence at MOO) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.

Technologie

CS Signals
Making Data Based Decisions

Amit Shanker
Director, BI @ MOO.com

Intro to MOO
Problem
Solution
Implementation
Considerations

MOO: An Intro

About: Online print and design company, supplying businesses with great quality
stationery products
History: Founded 2006 in London
Products: Business Cards, Mini Cards, Greeting Cards, Letterheads, Accessories
Customers: Creative professionals (e.g. Photographers) and Professional Services (e.g.
Lawyers)
3

A Problem…
Cost of Reprints & Rejects in 2013

£425,965
Reprints: happen after an order is received by customer
Rejects: happen before an order is dispatched by MOO
6

CS: First Port of Call
Customer Queries

order
library

pack

PDP

crop

CMYK

formats

payment

shipping

colour
Luxe
upload
8

bleed

error

Solution: Phase One
Quantifying the Problem
120,000

100,000

80,000

60,000

40,000

20,000

0
Build

9

Buy

Info

Post-order

Solution: Phase Two
Peeling the Build Onion

Data sources for
Signals:
-

Customer Services
Google Analytics
NPS Surveys
Focus groups (Qual)
User Surveys
(Quant)
10

Solution: Phase Three
Signals: Rank Ordering Build Issues
35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Selecting and
uploading
images

11

PDP editing

File formats

Bleed

Pack quantity Colour match

PDP locked

Crop marks

Image library

Solution: Phase Four
Prioritising Build Fixes

• Problem:

• It's too complicated to understand what your cards
will actually look like – this leads to cost, time and
stress for customer

• Solution:
• Don’t boil the ocean – be focused!
• Incremental, iterative changes to existing Build flow
using following solutions:
 Messaging and warnings – with helpful solutions
 Preview - live, step-by-step
 PDP editing – contextual help
12

Implementation
Goal Setting

Browse

Engaged
visitors

Build

Purchase
intent

Buy

Paid
Orders

• GOAL for 2014:
• Increase landing page to cart conversion by 7%
for engaged visitors
• Build improvement has a direct positive impact on Buy
13

Considerations
Data is necessary, but not sufficient

•
•
•
•
•

Data literacy – new hires
Data training – for existing staff
Tools
Mindset/Culture
Exec support

• Implement evidence based thinking and decision
making in the business…
• … but also use experience, intuition, gut feel etc to
generate hypothesis to test against data
15

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Data driven design_MOO

1. CS Signals Making Data Based Decisions Amit Shanker Director, BI @ MOO.com

2. Intro to MOO Problem Solution Implementation Considerations

3. MOO: An Intro About: Online print and design company, supplying businesses with great quality stationery products History: Founded 2006 in London Products: Business Cards, Mini Cards, Greeting Cards, Letterheads, Accessories Customers: Creative professionals (e.g. Photographers) and Professional Services (e.g. Lawyers) 3

4. Products 4

5. Satisfaction Guaranteed 5

6. A Problem… Cost of Reprints & Rejects in 2013 £425,965 Reprints: happen after an order is received by customer Rejects: happen before an order is dispatched by MOO 6

7. …Has Amplifications 7

8. CS: First Port of Call Customer Queries order library pack PDP crop CMYK formats payment shipping colour Luxe upload 8 bleed error

9. Solution: Phase One Quantifying the Problem 120,000 100,000 80,000 60,000 40,000 20,000 0 Build 9 Buy Info Post-order

10. Solution: Phase Two Peeling the Build Onion Data sources for Signals: - Customer Services Google Analytics NPS Surveys Focus groups (Qual) User Surveys (Quant) 10

11. Solution: Phase Three Signals: Rank Ordering Build Issues 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Selecting and uploading images 11 PDP editing File formats Bleed Pack quantity Colour match PDP locked Crop marks Image library

12. Solution: Phase Four Prioritising Build Fixes • Problem: • It's too complicated to understand what your cards will actually look like – this leads to cost, time and stress for customer • Solution: • Don’t boil the ocean – be focused! • Incremental, iterative changes to existing Build flow using following solutions:  Messaging and warnings – with helpful solutions  Preview - live, step-by-step  PDP editing – contextual help 12

13. Implementation Goal Setting Browse Engaged visitors Build Purchase intent Buy Paid Orders • GOAL for 2014: • Increase landing page to cart conversion by 7% for engaged visitors • Build improvement has a direct positive impact on Buy 13

14. Considerations Data = Nirvana? 14

15. Considerations Data is necessary, but not sufficient • • • • • Data literacy – new hires Data training – for existing staff Tools Mindset/Culture Exec support • Implement evidence based thinking and decision making in the business… • … but also use experience, intuition, gut feel etc to generate hypothesis to test against data 15

16. That’s all folks!

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