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

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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






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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



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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


1

27


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


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


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?



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




5

6

7

EVA

LUA

TIO

N

Prerequisite:Access to (fast iterations in) releases

SYMPTOM


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


SYMPTOM or

POTENTIAL

ESTABLISH TESTHYPOTHESIS








1

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3

45

6

7

DESIGN

EVA

LUA

TIO

N


OLE GREGERSENUSABILITY & WEBOPTIMIZATION SPECIALIST

WWW.WEBOPTIMERING.NU

BLOG: WEBOPTIMERING.NU/BLOG

TWITTER: @OLEGUSABILITY

CALL ME +45 28 30 55 89

SLIDES AT:SLIDESHARE.NET/OLEGREGERSEN1/WEBOPTIMIZATION-CYCLE

THANK YOU

weboptimization cycle

Design