how we let our product design itself - shmuli goldberg, feedvisor
DESCRIPTION
The talk was given by Shmuli Goldberg in a meetup by UXI. The meetup - Designing experiences that affect millions: Ynet and Feedvisor [Case Studies] - took place on October 21st 2014. Join our meetup group to keep updated on UXI's events - http://www.meetup.com/User-Experience-Israel-UXI/TRANSCRIPT
Feedvisor – The algorithmic repricing solution
HOW WE LET OUR PRODUCT DESIGN ITSELF
Feedvisor’s Revenue Intelligence Dashboard
- a case study
Feedvisor – The algorithmic repricing solution
A bit of Background
• Feedvisor is a repricing solution for Amazon Sellers
• We manage over 300,000 products, worth over $2b
• We make over 25 million pricing decisions every single day, based on billions of data points.
Feedvisor – The algorithmic repricing solution
A bit of Background cont.
• Established in 2011
• Mid 2012 – 3 employees
• Mid 2013 – 10 employees
• Mid 2014 – 35 employees… and still growing!
• Strong financial and technical backing from Israel and the US.
Feedvisor – The algorithmic repricing solution
The customer demand
• Customers wanted access to their data, to monitor their KPIs and make strategic decisions.
• Prior to this, we’d use all their data for accurate repricing but hadn’t shown them their performance along the way.
Feedvisor – The algorithmic repricing solution
Our challenge
• Find out what data was the most critical to the customer.
• Display data in a clear and accessible way, without overloading the user.
Feedvisor – The algorithmic repricing solution
The answer –Organic product design
• Essentially, we let the customers design the product.
• They show us exactly what they want without us directing the process in any specific direction.
• No initial interviews, questionnaires or prototyping (yes, we broke all UX/UI rules ).
Feedvisor – The algorithmic repricing solution
Organic product design – the process
• First, we gave the customer exactly what they asked for – the raw data!
• It looked something like this…
Feedvisor – The algorithmic repricing solution
Organic product design – the process
• We told them to analyse the data however they wanted and to send it back to us with any calculations or formulas they had used in their analyses.
• This is what they sent back…
Feedvisor – The algorithmic repricing solution
Organic product design – the process
• We then offered to pre-insert all these formulas and calculations for them.
• We sent the data back to them and told them to analyse it again.
Feedvisor – The algorithmic repricing solution
Organic product design – The process
• We repeated this process numerous times, each time taking their comments and edits and improving our version of the spreadsheet.
• This took over 10 iterations, over which time we added complex formulas, graphics, and even alerts!
Feedvisor – The algorithmic repricing solution
What we learnt
• This was the best way to learn. Rather than the user telling us what they thought they wanted, they showed us what they actually needed.
• We discovered exactly what the user cares about. (stock, prices, inventory, sales, profits…)
• We discovered exactly what the user needs in order to make decisions.(margins, trends, selling potential, replenishment…)
Feedvisor – The algorithmic repricing solution
Traditional UI methods
• We then reverted to traditional UI methods in order to tweak and refine our product.
• Interviews, questionnaires and prototyping.
Feedvisor – The algorithmic repricing solution
First 5 Sketches –Ordered by complexity
Feedvisor – The algorithmic repricing solution
First 5 Sketches –Ordered by complexity
Feedvisor – The algorithmic repricing solution
First 5 Sketches –Ordered by complexity
Feedvisor – The algorithmic repricing solution
First 5 Sketches –Ordered by complexity
Feedvisor – The algorithmic repricing solution
First 5 Sketches –Ordered by complexity
Feedvisor – The algorithmic repricing solution
Final Sketches
Feedvisor – The algorithmic repricing solution
Final Sketches
Feedvisor – The algorithmic repricing solution
Wireframes
Feedvisor – The algorithmic repricing solution
Wireframes
Feedvisor – The algorithmic repricing solution
FINAL PRODUCT
Feedvisor – The algorithmic repricing solution
THANK YOU
Any Questions?
Feedvisor – The algorithmic repricing solution