Design Better Products and Services with Data

D E S I G N B E T T E R P R O D U C T S A N D S E R V I C E S W I T H D ATA

Jenny Shen • UXDA Chiang Mai • December 1, 2016

UX/UI Consultant

J E N N Y S H E N

Founder of Ladies that UX Amsterdam

Digital Nomad since 2013

✈"✏

@jennyshen🐦

jennyshen.com🌏

@JennyShen

B R A N D S I ’ V E W O R K E D W I T H

@JennyShen

A welcoming and collaborative community of women, that aim to push the boundaries and promote women in UX.

W I N N E R O F . N E T G R A S S R O O T S E V E N T O F T H E Y E A R 2 0 1 5

A N D Y O U ?

@jennyshen

D E V E L O P E RU X /

D E S I G N E R

M A R K E T I N G /

P R O D U C T

B U S I N E S S /

F O U N D E R

O N C E U P O N A T I M E …

@jennyshen

• Why designers should embrace data

• Quantitative v.s. qualitative data

• Why A/B tests alone is not enough

• How to use data in design

• Case study: Building a UX community with data

TA L K O U T L I N E

@jennyshen

W H Y D E S I G N E R S S H O U L D E M B R A C E D ATA

@jennyshen

• You are not the user

• Personal opinions don’t matter

• Gut feelings can be wrong

• Convince stakeholders

• Know how your designs perform

W H Y D E S I G N E R S S H O U L D E M B R A C E D ATA

@jennyshen

Q U A N T I TAT I V E V. S . Q U A L I TAT I V E

@jennyshen

Q U A N T I TAT I V E D ATA

• Numerical • Who, when, what, where

@jennyshen

Q U A N T I TAT I V E D ATA

• Conversion rate • Session duration • Bounce rate • Exit rate • Page views

@jennyshen

@jennyshen

Q U A L I TAT I V E D ATA

• Non-numerical • How, why

= the user experience

@jennyshen

Q U A L I TAT I V E D ATA

• The pains your product/service solve • The ease of use of your product/service • How likely users will recommend your

product/service to others • Why users chose your product/service

over competitors’ and vice versa

@jennyshen

@jennyshen

• Usability tests • Customer service tools • Focus groups

• Recordings • Interviews • Contextual inquiry

@jennyshen

A method to compare two versions of a web page to see which one performs better

A / B T E S T I N G

@jennyshen

@jennyshen

D I S A D VA N TA G E S O F A / B T E S T S

• GA: Can’t set who sees version 1 v.s. who sees version 2, or even how long the test is

• Expensive to build • Doesn’t tell you why

@jennyshen

A/B testing can’t tell you if you’re solving the correct problem.“

—Kevin Stone, Senior Product Designer at JUST EAT

@jennyshen

W H E N T O A / B T E S T

• Before you roll out a change • When you have a strategic hypothesis of

why the alternate version can perform better

@jennyshen

N O T A G O O D H Y P O T H E S I S

Let’s use blue for CTA because company ABC uses blue.

G O O D H Y P O T H E S I S

Based on recorded sessions, users seem to have trouble proceeding with purchase. By moving up the CTA to above cart items, we can increase the conversion rate.

@jennyshen

U S I N G D ATA I N D E S I G N

@jennyshen

• What do you want to find out? • What are your success metrics?

S TA RT W I T H A Q U E S T I O N

@jennyshen

Research Hypothesize Experiment Measure

Analyze

@jennyshen

C A S E S T U D Y: B U I L D I N G LT U X C O M M U N I T Y

@jennyshen

• Men v.s. women ratio in UX/tech meetups • Diversity research • Other women in tech groups


Analyze

@jennyshen

“Other female UXers in Amsterdam also want to

meet other female UXers and a safe place to

discuss our daily struggles.”


Analyze

@jennyshen

• Started LTUX Amsterdam Meetup group • Invited female UXers • Announced in other UX meetups • Hosted 1 meetup per month


Analyze

@jennyshen


Analyze

• Growth rate • Attendance • Active members

• Feedback • Reviews

@jennyshen


Analyze

• +2 co-organizers, 2 volunteers • 778 members • 19 group reviews • +60 members per month on Meet-up • +20 members per month on Facebook • +1 city in The Netherlands— LTUX Utrecht

@jennyshen


Analyze

• Avg 58 members in talk events • Avg 22 members in workshops • Avg 22 members in social events • Avg 200 active members per month

@jennyshen


Analyze

“Always great and relevant topics with speakers from

across the UX sector. This group is enthusiastic and very

welcoming! Join us! ” —Carmen

“A great mix of people from all over the world while also

being from different fields. The atmosphere encourages

creativity and learning.” —Sherin@jennyshen


Analyze

“Very nice atmosphere, friendly and well organized, these

ladies know how to do it, super recommended.” —Mirko

“A very nice group of UX professionals who are open to

sharing their knowledge in a friendly environment. Great

experiences until now. Keep up the good work!” —Anca

@jennyshen


Analyze

How much do you agree with: “LTUX Amsterdam is a welcoming community that promotes women in UX”

From 1 to 7, we scored 5.94

@jennyshen


Analyze

How much do you agree with: “LTUX Amsterdam is offering a good variety of meetups”


@jennyshen


Analyze

How much do you agree with: “I am a part of the LTUX Amsterdam community”


@jennyshen


Analyze

• Low attendance on Wednesdays • Few speakers attend meetups • How members feel about being a part of the

community (4.32/7) can do better • Harder to acquire sponsorships

@jennyshen

“People are busier with work on Wednesdays

compared to Thursdays, so they will prioritize

other things over a social event, especially

when the location is outside of the city centre.”


Analyze

@jennyshen

“If we engage members and speakers more

and build relationships, they will feel that they

are a part of the community. Then they will

want to be involved and contribute more.”


Analyze

@jennyshen

• Talk with active members in-person • Ask other LTUX cities how they do this


Analyze

@jennyshen

“Members who have no speaking experience

want to speak, but are intimidated by long

presentations on the stage. If we introduce low-

barrier speaking opportunities, they are more

likely to participate.”


Analyze

@jennyshen

• More interactive talks like PechaKucha • Involve members to be speakers • Train members to be speakers • Mentorship program


Analyze

@jennyshen

5 TA K E AWAY S

@jennyshen

• Use data in your design process • Measure qualitative and quantitative data • Base A/B tests on strategic hypothesis • When looking at data, have a question in mind • Research, Hypothesize, Experiment, Measure, Analyze

5 TA K E AWAY S

@jennyshen

@JennyShen

Chiang Mai?

ladiesthatux.com/start-your-own

Bangkok? Your city?

http://ladiesthatux.com/start-your-own

S AY H E L L O

@jennyshen🐦

[email protected]📧

jennyshen.com🌏

mailto:[email protected]

http://jennyshen.com

F E E D B A C K F O R M

@jennyshen

bit.ly/UXfeedback

T H A N K S Y ’ A L L !

@jennyshen

Design Better Products and Services with Data

Design

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