What is good design? Is it about what looks and feels good, or is it about making your customers happy? In this talk, Michel explores the hypothesis that numbers, not creativity, hold the answer. He'll explore the best practices in A/B testing, common pitfalls and how testing can take your design skills and professional value to the next level. You'll challenge the trends and learn to not just follow the crowds. You’ll leave with the knowledge and the key to get clients and stakeholders to understand the value of validating designs against business goals. References: https://signalvnoise.com/posts/3945-how-we-lost-and-found-millions-by-not-ab-testing http://blog.booking.com/concept-dne-execution.html http://blog.booking.com/hamburger-menu.html

1. THE SCIENCE OF
GOOD DESIGN

2. MICHELFERREIRA
multimichel

4. AMSTERDAM

7. 42

8. 24

9. 1,000,000+
Active Properties
1,000,000+
room nights every 24hr
224
Countries
42
Languages
74
Currencies
11k
Employees
3rd Largest E-commerce
website in the world

16. What is
good
design?

21. Fonts? Colors?
Customers care
not about these
things.

25. TESTING

32. 1. We Make observations.
2. Formulate a hypothesis.
3. Design an experiment to test the hypothesis.
4. Evaluate the results of the experiment.
5. Accept or reject the hypothesis.

35. S.M.A.R.T.

36. Specific

37. Measurable
Measurable

38. Achievable

39. Realistic

40. Timely

42. Stuart Frisby
Director of Design
Booking.com

47. Data

54. source: @lukew

55. source: goo.gl/xOPMJF

56. source: goo.gl/ohjwEX

57. Pitfall

58. No Such thing as magic

61. Good Design

66. Thankyou!@multimichel
www.workingatbooking.com