Optimizely Experience Chicago - Trunk Club
-
Upload
optimizely -
Category
Business
-
view
566 -
download
4
description
Transcript of Optimizely Experience Chicago - Trunk Club
Mike Wolf & Tim Grace
ON TAP
• Our story • Our process • Member onboarding - a case study
OUR STORY
WHO WE ARE
• Founded 2009 in the Chi • 4 storefronts (Chi, LA, DC,
Dallas) • ~500 employees • 30+ person tech team • Acquired by Nordstrom Aug ‘14
TC Team Summer ’13…when we could all fit on our roof deck
WHAT WE DO
OUR PROCESS
WHY DO WE BUILD?
• Our job is to build things people love
• Therefore, we must fulfill deep desires & solve deep problems
• This requires us to be relentlessly curious
Actual TC Member - we build for him
HOW DO WE BUILD?We must harness our curiosity
into a process ofcontinuous learning
“Thinking” “Prototyping” “Building”Interviews
Insights Reviews Focus Fridays
Usability Testing Live Data Prototypes Production Quality
WHAT WE BUILD
• We create connections • We match the right clothes to the right guys • We live on guys’ home screens
We help guys build their wardrobeby scaling relationships between
members & personal stylists
WHAT WE BUILD
What a member sees What a stylist sees
OPTIMIZING OUR SIGN-UP FLOW
THE EXISTING EXPERIENCE
• 2 steps • Step 1: basic info • Step 2: preferences, sizes
PROBLEMS
• Form field overload • Lacked excitement • Poor conversion rate (15.5%)
GOALS FOR NEW EXPERIENCE
• Make it visual • Provide focus • Make it EXCITING! • Collect better information • Improve CPA (cost per acquisition)
BUILDING THE TEST
SEPARATE URLS
• Unique experiences • Easier to throw away
TRAFFIC ALLOCATION
• Start slow • Fix bugs • Dial up traffic as needed
TARGETING
!
• Target relevant browsers • Skip mobile for now • Worry about IE later
THE RESULTS
HUGE SUCCESS!
• 36.1% conversion rate (vs 15.5%) • CPA cut in half • Too many new leads!
133% INCREASE IN CONVERSIONS!
OUR TAKEAWAYS
WHAT WE LEARNED
• Keep the user focused • More steps is not always a bad thing • Design a visually pleasing experience
APPLYING WHAT WE LEARNED TO MOBILE
• 14 steps in the process • Amazing visuals • 62% conversion rate
WRAP UP
CLOSING THOUGHTS
• Swing for the fences • Challenge conventions • Know who you’re building for • Available tools make this easier than ever - no excuses!
ABOUT USMike Wolf
Tim Grace
Product Design Lead
Head of Product Management
@tmgrace
Questions?