data driven design_moo
DESCRIPTION
Slides from Amit Shanker (Director of Business Intelligence at MOO) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.TRANSCRIPT
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CS SignalsMaking Data Based Decisions
Amit ShankerDirector, BI @ MOO.com
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Intro to MOOProblemSolutionImplementationConsiderations
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MOO: An Intro
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About: Online print and design company, supplying businesses with great quality stationery productsHistory: Founded 2006 in LondonProducts: Business Cards, Mini Cards, Greeting Cards, Letterheads, AccessoriesCustomers: Creative professionals (e.g. Photographers) and Professional Services (e.g. Lawyers)
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Products
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Satisfaction Guaranteed
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A Problem…Cost of Reprints & Rejects in 2013
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£425,965
Reprints: happen after an order is received by customerRejects: happen before an order is dispatched by MOO
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…Has Amplifications
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CS: First Port of CallCustomer Queries
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pack
PDPorder
upload error
bleed
shippingpayment
Luxe colourCMYK
formats
croplibrary
Lots
to fix – how sh
ould we prio
ritise
?
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Solution: Phase OneQuantifying the Problem
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Build Buy Info Post-order0
20,000
40,000
60,000
80,000
100,000
120,000
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Solution: Phase TwoPeeling the Build Onion
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Data sources for Signals:
- Customer Services- Google Analytics- NPS Surveys- Focus groups
(Qual)- User Surveys
(Quant)
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Solution: Phase ThreeSignals: Rank Ordering Build Issues
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Selecting and uploading
images
PDP editing File formats Bleed Pack quantity Colour match PDP locked Crop marks Image library0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
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•Problem:• It's too complicated to understand what your
cards will actually look like – this leads to cost, time and stress for customer
• Solution:• Don’t boil the ocean – be focused!• Incremental, iterative changes to existing
Build flow using following solutions: Messaging and warnings – with helpful solutions Preview - live, step-by-step PDP editing – contextual help
Solution: Phase FourPrioritising Build Fixes
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Implementation Goal Setting
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•GOAL for 2014:• Increase landing page to cart conversion
by 7% for engaged visitors • Build improvement has a direct positive impact on Buy
Engaged visitorsBrowse Purchase
intentBuild Paid OrdersBuy
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ConsiderationsData = Nirvana?
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ConsiderationsData is necessary, but not sufficient
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• Data literacy – new hires• Data training – for existing staff• Tools• Mindset/Culture• Exec support
• Implement evidence based thinking and decision making in the business…
• … but also use experience, intuition, gut feel etc to generate hypothesis to test against data
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That’s all folks!