design experimentation at intuit
Post on 15-Apr-2017
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MY INTRO
ANDREA GALLAGHER
DESIGN EXPERIMENTATION AT INTUIT
RAPID EXPERIMENTSMAY 11, 2015
ANDREA GALLAGHERCOGNITIVE PSYCH, INFORMATION ARCHITECT, DESIGN RESEARCHER, INNOVATION CATALYST
DESIGN FOR DELIGHT
DESIGN FOR DELIGHT
INNOVATION CATALYSTS
THERE ARE NO “FAILED” EXPERIMENTS
APPS.COM AND SOCIAL PROOF
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Our goal – help small business owners feel confident that they’ve found an app that works for them
APPS.COM
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WITHOUT AN ASPIRATIONAL VISION, IT’S HARD TO PIVOTFALL IN LOVE WITH THE PROBLEM, NOT THE SOLUTION
DESIGNING FOR CORRECT
A BEHAVIOR IS WORTH A THOUSAND WORDSWatch what they do versus listen to what they say they would do
A COUPLE OF INSIGHTS
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OUR VISION
A SMALL BUSINESS OWNER SHOULD FEEL CONFIDENT WHEN THEY FIND THE APP THAT IS JUST RIGHT FOR THEM
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EXPERIMENT 1
BELIEF: reviews from the same industry are more valuable than general reviews
HYPOTHESIS: when looking at an app page with reviews, participants will click to select their own industry
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EXPERIMENT 1
RESULT: No one clicked
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EXPERIMENT 2
NEXT HYPOTHESIS: Reviews don’t matter, but knowing who uses it does
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EXPERIMENT 2
RESULT: all 5 clicked industry to show number of users
BUT WAIT!WE KNOW BUSINESS OWNERS CARE ABOUT REVIEWS – THEY TELL US THOSE STORIES MATTER
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EXPERIMENT 3
HYPOTHESIS: Business owners will review, if asked by someone they know
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EXPERIMENT 3
RESULT: Of the 6 participants, 6 said “add me to the users”, 5 said “show my vendors and customers, 4 said “let them contact me”. 0 said “spam them with email.”
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AND WHAT’S OUR INSIGHT?
Reviews Usage
Industr
y X
People I know
X
THANKS! NEXT…
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