INSIGHTS FROM UX RESEARCH AT COOLBLUE.

By Mirela Kahrimanovic

PAST: GOOD UX.

UX

A/B

GOOD IS NOT ENOUGH.

PRESENT: BETTER UX.

UX

A/B

UXA/B

4 EXAMPLES.

#1 TWO IS BETTER THAN ONE.

#2 RESEARCH FOR DISCUSSION.

BUNDLES.

WIJZIG?

KIES ALTERNATIEF?

VERVANG?

#3 COMBINE TESTS.

A: -3.5% conversion B: +0% conversion C: +2.3% conversion

C: +2.3% conversion

#4 DESIGN IS ABOUT USER NEEDS.

40 A DAY.

• Test iterative.

• Use tests to facilitate the process and discussions.

• Combine different tests.

• Think about the total experience.

TAKE-HOME.

BETTER IS NOT ENOUGH.

FUTURE: GREAT UX.

THANKS & QUESTIONS.