Grant Maskell Head of User Experience at Trinity Mirror, one of the UK's biggest media publishers explains what UX issues they faced and how he used testing and an MTV based process to achieve an uplift in page and article views and impact their overall roadmap.

1. Trinity Mirror #OptEx2015
A journey into MVT
Trinity Mirror plc
Using Optimizely as a traditional media publisher
Grant Maskell

2. Trinity Mirror #OptEx2015
About the Trinity Mirror family

3. Trinity Mirror #OptEx2015
A little about me

4. Trinity Mirror #OptEx2015
Challenges for us
Trinity Mirror plc

5. Trinity Mirror #OptEx2015
We are

6. Trinity Mirror #OptEx2015
UX challenges

7. Trinity Mirror #OptEx2015
Shifting our focusses

8. Developers Stakeholders
Waste of time
and hard to
work in
Sounds good
but prove it
works!
Business perceptions of MVT

9. Trinity Mirror #OptEx2015
Slow to test and gain data

10. Trinity Mirror #OptEx2015
Enter Optimizely
Trinity Mirror plc

11. Trinity Mirror #OptEx2015
Insights
Competition
Analysis
Industry
trends
Innovation
outside our
industry
Analytics
Failure
User testing
TIME
MVT
Research and
surveys
Project 1 Project 3Project 2
Aggregate learnings over time

12. Trinity Mirror #OptEx2015
Optimizely
REST
Javascript
API
Share the love

13. commercial strategy user engagement
M
E
T
R
I
C
S
P/V
Shares
Time spent
Ad impressions
Types of tests we run

14. Trinity Mirror #OptEx2015
MVT Driven Project
Trinity Mirror plc

15. Trinity Mirror #OptEx2015
Project process based on continual
optimisation testing

16. Iterative
Design
Prototype
User
testing
Stakeholder
feedback
User feedback
BUILD
S
t
a
k
e
h
o
l
d
e
r
A
p
p
r
o
v
a
l
Insights
Business
case
Requirements
Constraints
Hypotheses
Standard process

17. Trinity Mirror #OptEx2015
Now Goal
MVT test team
Production team
Project Hypotheses
Actual Project Build
MVT based process

18. Trinity Mirror #OptEx2015
Case Study
Trinity Mirror plc

19. POPPO

20. Trinity Mirror #OptEx2015
“By layering articles over the top of
section pages, instead of opening a new
page, users will be more inclined to
explore more of our site”
Hypothesis

21. Trinity Mirror #OptEx2015
Initial reaction by my stakeholders
“Tried that before and it will
have no effect.”
“I don’t like it.”
“No other sites seems to be
doing it… why would we”

22. Trinity Mirror #OptEx2015
Tests run
CONTROL VARIATION

23. Trinity Mirror #OptEx2015
Results
100% 60%
uplift on section
pageviews
uplift on article
views

24. Trinity Mirror #OptEx2015
Consequence

25. Trinity Mirror #OptEx2015
QUESTIONS?