ux strat usa: ben babcock, "blending big data and little data to build amazing products"
TRANSCRIPT
Blending big & LITTLE dataOVERview effect
Ben Babcock Director of Research, Jet.com
BENJAMINBabcock
A bit about me …
Research UX Research UX Research Dir. Research
XBOX gamesHardwareMobile
Amazon.comDevicesGrocery
Jet.comAll
Start Up Big Corp Start Up à Big Corp Start Up
• Jet is a new online marketplace (ecom site)
• Jet sells directly to consumers• Wide range of merchants sell on Jet
• It’s different … prices drop as you shop?!• 1st 12 months, 5+ million customers, 1b sales
Prices drop as you shop?!
Startups VS Big Companies ... what’s the big diff?
Startups Medium Big Corp
Who is our customer?
Love/hate about us?
Last time you spoke with a customer?
Your team improving customer experience?
Where do you go to learn about customers?
Make knowing your customer a thing (pop quiz)consistentspecific
specificprioritized
todaylast week
metricsprojects
[team]CX dashboard
inconsistentno details
no ideaall love, right?
neverWhy would I?
not our thinghow?
do we do that?that one person?
NOT goodGood
Learn from our CS team, and give them tools
It goes both ways … (live listen-ins)
• Can do field studies quickly and easily, not multi week projects• Inexpensive (save money & time)• Do these often (100% participation)
FIELD STUDIES
FLOATING FIELD STUDY• Printed guide (NDA, etc)• Gift cards or $$• 15 min sessions• Creepy
• Customers come in every Thurs (rolling)• Live shopalong study (1hr, naturalistic)
• Everyone is invited (new hire orientation)• Observe, discuss, summarize, action
• Real-time iteration (test, iterate)
In-person studies …Real customers
Free Food + user testing = FunDiscover, insight, action, update, repeat
Thursday
Popcorn & Insights
Live notes stream via Slack
Live session Summary Report
Live stream
Typical insights handoff process
Faraway (Remote)
Remote testing• Fast and easy - results in mins• Unmoderated & Moderated• Benchmarking, feature launches, etc• Your customers, or their panel
Sat Survey
• Our field studies and in person studies yield a gold mine of insights and pain points• These findings fall into one of 3 buckets …
Insights in hand, we rapidly iterate
3 types of findings1) D’uh, just launch it!
(common sense)2) I think I know, but
(let’s be cautious)3) Yikes, let’s take
(some time to think)we test, using A/B testing methodology
we launch immediately to improve site experience
parallel path the stuff that’s not as easy, needs more time
A/B testing (quick intro)
Buy Box
A B
?✔
C B
?✔
A B
✔
C
• Small, autonomous, vertical teams• Self-selection of projects• Unfettered access to data/research• Empowered to push it live!• Still have our day jobs, though
Squads
Fini. Thanks for tuning in!Ben Babcock Dir. UX Research, Jet.com