Download - Leanconf 2014: the “redesign” problem redesign through iterative experiments by kyle muller
Redesign
@kmullr
WeExperiments
More challengers in a month than
competitors do in a year
Focused on learning and
fail-fast methodology
Redesign
Global Maximun
Simulated annealing
Local Maximun
It's
Slow, and really expensive
>1 Year£40 Million
1.5 Years£60 Million
2 Years£150 Million
Full Redesign
New Functionality
Page Redesign
1 Year +
4 Months +
2 Month +
Designs Fail,
A Lot
67% Fail66% Fail
90% Fail
90% Fail
Nearly Everything Fails
Difficult to predict
Results
Current DesignNew Design
Hidden Potential
C R
Fixed Header
New Gallery Layout
Alternative Images
Persuasive Messaging
Removed Video Icons
No Reviews Icons
Price Typography
Fixed Header
New Gallery Layout
Alternative Images
Persuasive Messaging
Removed Video Icons
No Reviews Icons
Price Typography
⨯
⨯
✓
✓
✓
-
⨯
Iterative product
Design
Incremental Iterative Discontinuous
Small Leaps
Run Hypothesis Experiment
ObservationsAccept What Works,Reject
The Rest
Iterate From
Learning
Experiments
Metrics
Research
Vision
Accept✓
Reject⨯
Inconclusive-
⨯ Hypothesis Rejected ✓ Hypothesis Accepted⨯ Hypothesis Rejected ✓ Hypothesis Accepted
Navigating through
uncertainty
Iterating towards
Redesign
Have a
Vision (but be flexible)
Prioritise
Learning
Prove / Disprove Assumptions
Continuous
& Discontinuous
Con
tinuo
usD
isco
ntin
uous
Live Site
2 Weeks 2 Weeks 2 Weeks 2 Weeks
Iteration 1 Iteration 2 Iteration 3 Iteration 4
Champion vs
Control
2 weeks
Iteration 1
⨯ ✓ ⨯✓ ✓
2 weeks
Iteration 2
⨯ ⨯ ✓
2 weeks
Iteration 3
✓ ⨯2 weeks
Iteration 4
⨯ ✓ ⨯ ✓⨯ ⨯ ✓ ⨯ ⨯ ⨯
C I
I R
Large scale change is possible through
iteration
Understanding the implications of change
Making measured leaps to better performance.
Kyle Muller @kmullrQuestions
