weboptimization cycle

SYMPTOM or

POTENTIAL

ESTABLISHTEST HYPOTHESIS

CREATE DESIGNSUGGESTIONS

TEST DESIGNSUGGESTIONS

IMPLEMENTBEST DESIGN

FOLLOW-UPIMPLEMENTATION

QUALIFY TESTHYPOTHESIS

WEBOPTIMIZATION CYCLE

WWW.OLEG.DK - OLE GREGERSEN 2012

1

2

3

45

6

7

DESIGN

EVA

LUA

TIO

N

Slides updated June 2013

DISCUSSIONS• Establishing a continues systematic approach

• Data-centered (or just empiric) design decisions

• ROI or cost-benefit on UX work

• Competencies: Which or who?

• Tools and best-practices

• Organisational maturity

SYMPTOM orPOTENTIAL

ESTABLISH TEST HYPOTHESIS

CREATE DESIGNSUGGESTIONS

TEST DESIGNSUGGESTIONS

IMPLEMENTBEST DESIGN

FOLLOW-UPIMPLEMENTATION

QUALIFY TESTHYPOTHESIS

1

2

3

45

6

7

WWW.OLEG.DK - OLE GREGERSEN 2012

Step 1 - 3: Making sure you are spending resources on the right thing

Step 4 - 6: Making sure you are designing the right thing

Step 7: Making sure you were actually right

SUBPROCESSES

SYMPTOM or

POTENTIAL

ESTABLISH TEST HYPOTHESIS

FOLLOW-UPIMPLEMENTATION

1

27

WEBOPTIMIZATION CYCLE

Question:

Example:

Prerequisite:

Benefits:

Where’s our potential or problems?

”Our check-out process leaks at step 3”

User or usage-based data, usertest, web analysis

ROI, systematic approach, data-driven, doing it…

SYMPTOM or

POTENTIAL

ESTABLISH TEST HYPOTHESIS

1

27

WEBOPTIMIZATION CYCLE

Question:

Example:

Prerequisite:

Benefit:

What behaviour or tech. is related to potential?

”Why do users leave the page at this point?”

Experience, competencies, knowledge

Precision, efficiency, reducing risk

Most often related to:- Technical stuff- Usage or interactions- Fluctuations, variations

ESTABLISH TESTHYPOTHESIS

CREATE DESIGNSUGGESTIONS

QUALIFY TEST HYPOTHESIS

2

3

4

Questions:Whats the ROI on this idea?

Should we go ahead?

Example:”Let’s send quitters an email

with some questions”

Prerequisite:Web analytics, error logs

Online tools, UX methods

Benefits:Not designing the wrong thing

Changing things that matters

CREATE DESIGNSUGGESTIONS

QUALIFY TESTHYPOTHESIS3

45

DESIGN

Question:

Example:

Prerequisite:

Benefit:

How do we design the best possible UX?

”Users lack trust, let’s add some user reviews”

Interaction design skills (experience, education)

Allowing tests, learning, accepting challenges?

TEST DESIGNSUGGESTIONS

IMPLEMENTBEST DESIGN

45

6

DESIGN

EVA

LUA

TIO

N

Question:

Example:

Prerequisite:

Benefit:

Which design works the best?

”Treatment A outperformed the control by 29%”

Split-testing skills, access to test on website

Empiric, statistical, usage related decision

TEST DESIGNSUGGESTIONS

IMPLEMENTBEST DESIGN

FOLLOW-UPIMPLEMENTATION

5

6

7

EVA

LUA

TIO

N

Prerequisite:Access to (fast iterations in) releases

SYMPTOM

FOLLOW-UPIMPLEMENTATION

1

7

Question:

Example:

Prerequisite:

Benefit:

Did it actually improve value or reduce problem?

”We reduced dropouts by 15%, what’s next?”

User or usage-based data, web analysis

Qualifying change in larger context

WEBOPTIMIZATION CYCLE

SYMPTOM or

POTENTIAL

ESTABLISH TESTHYPOTHESIS

CREATE DESIGNSUGGESTIONS

TEST DESIGNSUGGESTIONS

IMPLEMENTBEST DESIGN

FOLLOW-UPIMPLEMENTATION

QUALIFY TESTHYPOTHESIS

WEBOPTIMIZATION CYCLE

WWW.OLEG.DK - OLE GREGERSEN 2012

1

2

3

45

6

7

DESIGN

EVA

LUA

TIO

N

WWW.OLEG.DK - OLE GREGERSEN 2012

OLE GREGERSENUSABILITY & WEBOPTIMIZATION SPECIALIST

WWW.WEBOPTIMERING.NU

BLOG: WEBOPTIMERING.NU/BLOG

TWITTER: @OLEGUSABILITY

CALL ME +45 28 30 55 89

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