conversion camp: ux keeping it lean at autotrader
TRANSCRIPT
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