nux liverpool ux utopia
TRANSCRIPT
![Page 1: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/1.jpg)
Sam Barton - Head of User Experience
NUX Liverpool - March 2016
@sam_barton @shopdirectux
![Page 2: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/2.jpg)
@sam_barton | @shopdirectux
![Page 3: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/3.jpg)
![Page 4: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/4.jpg)
@sam_barton | @shopdirectux
![Page 5: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/5.jpg)
Survival- led Business-led Customer-led
Dec ‘13
84%
TRANSFORM A
CATALOGUE BUSINESS
INTO A WORLD CLASS
DIGITAL RETAILER
@sam_barton | @shopdirectux
Digital Transformation
2003-07
Integration and
consolidation
2007-12
Catalogue to
etail capabilities
2012-today
Vision for world
class digital
![Page 6: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/6.jpg)
@sam_barton | @shopdirectux
UX in Shop DirectWays of working
![Page 7: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/7.jpg)
Problem solving Qualitative testing Quantitative testing
@sam_barton | @shopdirectux
Evidence led approach
Through data In our UX lab On site (100/month)
![Page 8: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/8.jpg)
@sam_barton | @shopdirectux
Focus on learning
ExperimentsResearch
suggest hypotheses
evidence and learning
![Page 9: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/9.jpg)
Not a hypothesis
“I think we should add this feature to
the page and measure it.”
@sam_barton | @shopdirectux
![Page 10: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/10.jpg)
Hypothesis
“I predict change will effect metric.”
@sam_barton | @shopdirectux
![Page 11: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/11.jpg)
@sam_barton | @shopdirectux
Rapid experiments
Reduce barriers to experiments to
push volume and innovation.
![Page 12: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/12.jpg)
@sam_barton | @shopdirectux
Fail fast to learn better
Focus on learning through uncertainty.
90% Fail
Nearly All Fail
67% Fail
90% Fail
66% Fail
![Page 13: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/13.jpg)
@sam_barton | @shopdirectux
“Trying new things constantly
and then abandoning them
without further study or work is
not iterating. That’s flailing.”
Laura Klein
![Page 14: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/14.jpg)
@sam_barton | @shopdirectux
Iterate towards redesign
Incrementalism RedesignIteration
![Page 15: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/15.jpg)
@sam_barton | @shopdirectux
Prioritise
based on
evidence
![Page 16: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/16.jpg)
@sam_barton | @shopdirectux
Tools and technologyMix quantitative and qualitative research to focus on learning.
![Page 17: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/17.jpg)
@sam_barton | @shopdirectux
Full UX tool kit
Experimentation
UX Lab/Guerrilla
Remote surveys (Userzoom)
Eye tracking
Session Replay (Use it Better)
Ease Measure
Quant Observation Huge sample
Qual Observation Small sample
Qual/quant Subjective Medium sample
Quant Observation Low sample
Quant Observation Big sample
Quant Observation Big Sample
![Page 18: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/18.jpg)
@sam_barton | @shopdirectux
UX LabBring the customer into the business
![Page 19: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/19.jpg)
@sam_barton | @shopdirectux
Eye tracking
![Page 20: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/20.jpg)
@sam_barton | @shopdirectux
Quant UX research tools
Session Replay Ease Measure Remote testing
![Page 21: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/21.jpg)
@sam_barton | @shopdirectux
AB Testing / Experimentation
AB Testing Analytics
![Page 22: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/22.jpg)
@sam_barton | @shopdirectux
People and skills
![Page 23: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/23.jpg)
UX Research
@sam_barton | @shopdirectux
Broad skills and specialisms
UX QA
UX Design
UX Testing
UX Dev (iDev)
Psychology, human behaviors
Cross device testing, automated testing
UI design, deep understanding of the sites
ABn testing and data analytics
HTML, CSS, advanced JavaScript
![Page 24: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/24.jpg)
UX Research
@sam_barton | @shopdirectux
Team evolution2010
UX QA
UX Design
UX Testing
UX Dev (iDev)
![Page 25: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/25.jpg)
UX Research
@sam_barton | @shopdirectux
Team evolution2010 2016
UX QA
UX Design
UX Testing
UX Dev (iDev)
![Page 26: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/26.jpg)
@sam_barton | @shopdirectux
Broad UX vision
Building a team with broad skill sets,
with specialisms that can hone in on
the details.
![Page 27: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/27.jpg)
@sam_barton | @shopdirectux
Notable experiments
![Page 28: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/28.jpg)
@sam_barton | @shopdirectux
Product page:
Error messaging
£3.3m
2.9% increase in demand,
2.5% in AOV
0.4% in conversion.
![Page 29: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/29.jpg)
@sam_barton | @shopdirectux
Gallery page:
Layout
less people viewing product page
increase in conversion from products viewed.
1.1%
![Page 30: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/30.jpg)
@sam_barton | @shopdirectux
Multi-device test:
Sticky headers
1.4% lift in conversion on mobile
3.1% drop on desktop
![Page 31: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/31.jpg)
@sam_barton | @shopdirectux
Mobile gallery
(0.2)%
1
2
3
![Page 32: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/32.jpg)
@sam_barton | @shopdirectux
Persuasive messaging
2.7% significant lift in conversion.
2.7%
![Page 33: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/33.jpg)
@sam_barton | @shopdirectux
Persuasive messaging - iteration
![Page 34: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/34.jpg)
@sam_barton | @shopdirectux
Persuasive messaging - iteration
![Page 35: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/35.jpg)
@sam_barton | @shopdirectux
Persuasive messaging - iteration
![Page 36: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/36.jpg)
@sam_barton | @shopdirectux
Persuasive messaging - iteration
![Page 37: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/37.jpg)
@sam_barton | @shopdirectux
Persuasive messaging - iteration
![Page 38: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/38.jpg)
@sam_barton | @shopdirectux
What’s next?
![Page 39: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/39.jpg)
@sam_barton | @shopdirectux
What’s next?Experimentation 2.0 Scaled efficient & intelligent experimentation
Connected data sources and visualisation of data
Machine learning technologies
Personalised testing
![Page 40: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/40.jpg)
@sam_barton | @shopdirectux
In summary
• Investment in infrastructure and skills
• Environment to innovate
• Fail fast, learn faster
• The HiPPO is almost extinct!
![Page 41: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/41.jpg)
Which
Test
Won ?
![Page 42: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/42.jpg)
Control Challenger
@sam_barton | @shopdirectux
Gallery page layout Hypothesis accepted
1.1% increase to
conversion
![Page 43: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/43.jpg)
Control Challenger
@sam_barton | @shopdirectux
Managing abandonment Hypothesis rejected
(2.8)% negative to
conversion
![Page 44: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/44.jpg)
Control Challenger
@sam_barton | @shopdirectux
Product add to basket Hypothesis rejected
(1.2)% negative to
conversion
![Page 45: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/45.jpg)
Control Challenger
@sam_barton | @shopdirectux
Collect+ messaging Hypothesis accepted
1.8% increase to
conversion
![Page 46: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/46.jpg)
Control Challenger
@sam_barton | @shopdirectux
Default sort order Hypothesis accepted
0.5% increase to
conversion
![Page 47: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/47.jpg)
Control Challenger
@sam_barton | @shopdirectux
Empty review stars Hypothesis rejected
(0.8)% negative to
conversion
![Page 48: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/48.jpg)
Control Challenger
@sam_barton | @shopdirectux
Cookie messaging Hypothesis accepted
0.5% increase to
conversion
![Page 49: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/49.jpg)
Control Challenger
@sam_barton | @shopdirectux
Enable filtering (latest offers) Hypothesis accepted
1.2% increase to
demand
![Page 50: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/50.jpg)
Control Challenger
@sam_barton | @shopdirectux
Increased font size Hypothesis accepted
0.5% increase to
conversion
![Page 51: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/51.jpg)
@sam_barton | @shopdirectux
Tie break question
Question: How many experiments did Shop Direct run last year?
693
![Page 52: NUX Liverpool UX Utopia](https://reader033.vdocument.in/reader033/viewer/2022042619/5a6d23bb7f8b9aff418b4dc7/html5/thumbnails/52.jpg)
Thank you
@shopdirectux | @sam_barton
shopdirect.com/careers