conversion camp: ux keeping it lean at autotrader

UX: Keeping it lean at AutotraderPaul Stevens

Paul StevensUX Lead at AutoTrader

7 Years senior UX at moneysupermarket.com

Studied Graphic Design

2010 7,000,000used car sales

4.4 avg customerdealership visits

30,000,000selling opportunities

2014 7,000,000used car sales

2.2 avg customerdealership visits

15,000,000selling opportunities

2018 ?

Digital has fundamentally changed our life’s, the way we shop and do our jobs.

How we workWe don’t have departments

A typical work flow (maybe)

BusinessRequirement Marketing UX Design I.T

(agile)Release(MVP)

How we work

Squad Name

Product Delivery Tech Design Marketing

Tribes and Squads?

Lead Developers UX

Visual

ProductOwner

QA

Our Lean UX work flow

Ideas

BuildLearn

Measure

Our Lean UX work flow

Ideas

BuildLearn

Measure

• Define a business problem• What’s the desired outcome?• Declare your assumptions• Hypothesize and test• Make an MVP• Test• Repeat

Our Lean UX work flow

We believe that by doing ‘X’Will result in ‘Y’We will know this is true when ‘Z happens’

Outcomes not outputs

“We’re not getting enough email data. Lets make the email sign up box more prominent on the home page.”

We believe that by asking customers for their email on the detail pages of a product.(Rather than the homepage)Will result in more email sign ups because they are more engaged in the journey.We will no this is true when we get more email sign ups.

“I’m glad we all agree then”

“I’m glad we all agree then”

Our Lean UX work flow

Ideas

BuildLearn

Measure

• Define a business problem• What’s the desired outcome?• Declare your assumptions• Hypothesize and test• Make an MVP• Test• Repeat

The important bitour customers*

*Real people not users

Personas

Testing, testing…

Qualitative

Build a test plan

It’s easy

Top tip:Leave lots of space between questions.

Quantitive

What is an MVP?

@dancingmango

To sum upOutcomes not outputs.Cross functional teams.

Empathy.Test, test and test some more.

Fail fast - fail cheap.

Don’t make your MVP crap.

Thank you.

@chunkyUX