making data driven product decisions // deepa subramaniam, charity water
Post on 14-Jul-2015
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Learn about the water crisis and the work charity: water does around the world
L E A R N
EDUCATIONAL PLATFORM
Give directly to charity: water including one-time donations and monthly giving
G I V E
DIRECT DONATION PLATFORM
A crowdfunding platform where anyone can run a campaign to raise money for clean water
R A I S E
FUNDRAISING PLATFORM
Testing keeps you honest
Testing keeps you moving forward
Testing produces data
Data gives you power
“..half of product features are not only wasted, but actually have a negative impact on user experience and ultimately business goals.”
-Indeed Study, 2013
TEAMWORK
» Identify what to test, why and how success will be determined. Ideas for testing are often based on user research or data mining
» Watch test, report on results, identify, statistically sound response rate, pivot if necessary
» With test criteria in mind, design small, measurable test variants
» Ensure test is as unbiased as possible, one key element should differ between test variants
» Instrument via analytics such that test metric(s) can be tracked
» Implement test and watch for biases
ENGINEERINGDESIGNPRODUCT
TESTING IS HUMBLING
Anchor your test in a hypothesis
Avoid attaching emotion to the process
Stay as neutral as possible
50%
100%
conversion
60.82%63.18%
CC + Paypal CC-Only
$25.00
$50.00
median gift size
$45.00$43.00
people are giving at the same rate and the same amount regardless of payment options presented
RESULTS CAN BE SURPRISING
Dig deep into the results before overreacting to data
Data points in a void are meaningless.
Zoom in, or out, to find the story
QUANT + QUAL
test small, measurable design changes
qualitative instincts tell you where to test
quantitative data produce powerful results
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