Making & Taking Informed Decisions

J. Boye Aarhus 14 – @galimathies

… Valuable lessons I have learned from messing around

with A/B testing on one of Denmark’s largest e-commerce websites for the past two years.

J. Boye Aarhus 14 – @galimathies

Mathies JespersenUser Experience Designer at Dansk Supermarked since 2012

J. Boye Aarhus 14 – @galimathies

- A/B testing - Wireframing - Information architecture - Usability testing - Analytics

Lesson

How-to

J. Boye Aarhus 14 – @galimathies

Always have a clear hypothesis

J. Boye Aarhus 14 – @galimathies

Always have a clear hypothesis

“By changing ______ into ______ I can increase ______”

J. Boye Aarhus 14 – @galimathies

If you can’t measure it, you can’t test it

J. Boye Aarhus 14 – @galimathies

If you can’t measure it, you can’t test it

Ask yourself what success is

J. Boye Aarhus 14 – @galimathies

Your numbers say more than a 1,000 words

J. Boye Aarhus 14 – @galimathies

Your numbers say more than a 1,000 words

Your boss prefers $$$ over essays

J. Boye Aarhus 14 – @galimathies

Get everyone to contribute

J. Boye Aarhus 14 – @galimathies

Get everyone to contribute

Start by asking “why?”

J. Boye Aarhus 14 – @galimathies

Let tests run as long as possible

J. Boye Aarhus 14 – @galimathies

Let tests run as long as possible

200+ successes

J. Boye Aarhus 14 – @galimathies

Keep it simple

J. Boye Aarhus 14 – @galimathies

Keep it simple

Can you actually change this?

J. Boye Aarhus 14 – @galimathies

Organize and prioritize a backlog

J. Boye Aarhus 14 – @galimathies

Organize and prioritize a backlog

1. Business value 2. Technical setup 3. Dev effort

J. Boye Aarhus 14 – @galimathies

Learn from failure

J. Boye Aarhus 14 – @galimathies

Learn from failure

Everything’s a lesson learned

J. Boye Aarhus 14 – @galimathies

Don’t break stuff

J. Boye Aarhus 14 – @galimathies

Don’t break stuff

Review, present and discuss your test

J. Boye Aarhus 14 – @galimathies

What makes your interface successful?

- Have a clear hypothesis - Can’t measure success? Don’t test - Numbers speak louder than words - Involve people - Run tests for at least a month - Keep it simple - Use a backlog - There’s always something to test - Test your tests

J. Boye Aarhus 14 – @galimathies