ux at shop direct · taking principles from ‘lean ux’ developed own kanban methodology ... ux...
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UX at Shop Direct
Shop Direct – digital transformation
Catalogue sales
Shop Direct – digital transformation
Shop Direct
Mobile sales
Shop Direct – digital transformation
Evolution of UX at Shop Direct
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
Internal user testing & evidence led design
Define
Validate
Develop
Design
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
Started A/B testing Vs
Control Challenger
A B
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
Development of internal A/B
testing capabilities
Built research, design and
development capabilities
Moved from managed service to
self service platform with
integrated data sources
Taking principles from ‘lean
UX’ developed own Kanban
methodology
Team
Technology
Methodology
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
In house UX lab +
evidence led approach
Experiments
Suggest hypotheses
Evidence and learning
What
Why
Research
What people do
What people say
How many &
how much
AB Testing
True Intent Studies
Usability Lab Studies
Ethnography
Participatory Design
Interviews
Diary studies
Card sortsIntercept Surveys
Unmoderated UX studies (remote)
Eye tracking
Concept Testing
Remote Surveys
WhatsApp Panels
Qual Quant
Attitudes
BehaviourUX toolkit
Why & how
to fix
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
Experimentation at
scale
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
Further investment in platform + teamServer
side
Client
side
Team
UX research
UX QA
UX design
UX testing / experimentation
UX dev (iDev)
Team
UX research
2010
UX QA
UX design
UX testing / experimentation
UX dev (iDev)
5
Team
UX research
2010 2017
UX QA
UX design
UX testing / experimentation
UX dev (iDev)
5 37
2010
2011
2012
2013
2014
2015
2016
2017
Evolution of UX in Shop Direct
What next?
Current challenges…
What next? Our five current challenges
Five key challenges
1. Access to data
• Data led decisions
• Right infrastructure – systems and people
• Right tools to enable data insight
Five key challenges
2. Mobile
• Experimenting within apps
• Evolving the UX lab
• CUI / AI
Five key challenges
3. Embedding design thinking
• Right tools for collaboration across departments
• Aligned design thinking with a shared UI vision
• Establishing principles and guidelines
Five key challenges
4. UX within product structures
• Team collaboration becomes even more vital
• Management across structures
• Maintaining team culture
Five key challenges
5. Awareness of SD UX
• 11% recall of Shop Direct within the UX community
UX Cubed
Collaborate LearnGrow
awareness
Thank you
@shopdirectux | @sam_barton
shopdirect.com/careers