Data driven UX at World Usability Congress 2016 - Graz, Austria

@JorrinQ

DATA DRIVEN UX

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@JorrinQ

DATA DRIVEN UX informed

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@JorrinQ

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CODING DESIGN

DATA

PSYCHOLOGY

Psychologist

Data analist

Project lead

Data analist

PsychologistData analist

Data-driven UX

Data-driven UX

Sales hero

Data analistOperations

Psychologist

@JorrinQ

Conversion OptimizationIncrease the % of visitors

that convert into customers.

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www.GTMtesting.com (Free)

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www.GTMtesting.com

DATA DRIVEN UXTip 1

Use GTMtesting.com for A/B testing because

it’s free and you probably already have Google Tag Manager.

www.BayesianCalculator.com (Also Free!)

www.bayesiancalculator.com

DATA DRIVEN UXTip 2

Don’t analyze your test in the A/B test tool. Use your Web Analytics for analysis.

It’s where all your behavorial data is.

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2

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Huge anticipation!

Best seller of August 2016

740,591 total owners

The huge success of...No Man’s Sky

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User ExperienceImprove the quality of the user’s interaction with and perceptions of your product and any related

services.

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Conversion Optimization

1 Short-term

2 Money, money, money.

3 Page focussed

Focus

1 Long-term effect?Biggest challenge

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User ExperienceA person's entire experience using a particular product, system or service.

1 Long-term

2 Experience, emotions

3 Human centered

Focus

1 Impact on revenue?Biggest challenge

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A beautiful thing is coming...The Great Convergence

UX CROUX

PSY

%

$

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A beautiful thing is coming...The Great Convergence

UX CROUX

PSY

%

$

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“In the Great Convergence UX will adopt CRO’s methodology to optimize customer centric business growth.”

UXData science

Psychology

Business

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Organisations are the biggest conversion killer.

Burn the fuckin’ silos!- Craig Sullivan

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Text wordExperiments

@JorrinQ

DATA DRIVEN UXTip 3

Test hypotheses to validate your

Customer Journey Map

I DO THISIf , then THIS BEHAVORIAL CHANGE

will happen, among THIS GROUP ,

THIS REASONbecause of .

@JorrinQ

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UX PSY

DATA

PSY

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@JorrinQ

VIEW

Web AnalyticsHeatmapsRecordings

VOICE VERIFY VALUE

Customer ServiceSurveys

Online ChatFeedback

ExperimentsUser Testing

Scientific researchFocus groups

MarketingBrand

Product

Hypotheses are sourced from 4VsSN

@JorrinQ

Returning visitors

New visitors

Higher exit rateand lower conversion rate!

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Ease of use

Complete listing of hostels

Best website for hostels

Thank you pageSurvey results

Conformity is the change in one's behaviour due to the real or imagined influence of other people.

On the Hostelworld homepage we can try to influence new visitors’ behaviour with the appearance of other visitors.

THEORY BY PSYCHOLOGIST




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WE APPLY SOCIAL IMPACT THEORY

If , thenA DECREASE OF THE EXIT

RATE AND INCREASE OF BOOKINGS

will happen, among NEW VISITORS ,

THEY RECOGNIZE THEIR SOCIAL PEERS BOOK AT

HOSTELWORLDbecause .

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A B

A B

A+2.78%

FOR NEW VISITORS with chance of 96.4%

B

A+2.78%

chance of 96.4%

B

DATA DRIVEN UXTip 4

Use Firebase as realtime database to show user

behavior

www.firebase.com

DATA DRIVEN UXTip 5

Look for growth hacking solutions to build new features for experiments.

“Manage your booking with ease in your Valk account”

A B

Manage your booking with ease in your Valk account.

Proof of Concept

Do notifications have any negative effect?

ANo difference!

B


Proof of Concept

Do notifications have any negative effect?

Proof of Concept

Do notifications have any negative effect?What are the key factors1 for effective notifications?

Proof of Concept


Key Factors1 = Content, Segment, Journey step, AlgorithmLess Impactful Factors2 = Design, Position, Animation

Proof of Concept


Optimize these key factors to earn more


Proof of Concept


Optimize these key factors to earn more



6 people are looking at rooms for this hotel right now.

Last booking at this hotelwas 2 minutes ago.

Most rooms at this hotel have free cancellation.

You will get a confirmation of your booking per e-mail.

This hotel was already booked 12 times today.

89% of the rooms are booked for your chosen dates.

Get a 5 euro Valk bonus for your next booking.

Self efficacy Loss aversion

Urgency

Social influence

Free effect

Scarcity

Ambiguityaversion

Urgency

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Profit or loss?

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Example Control No notifcations

Variant B No notifications

Variant C

Variant D

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Last booking at this hotel was 2 minutes ago.


Most rooms in this hotel have free cancellation.

Example 2SN

Control

Variant B

Variant C

Variant D















Urgency

Social influence

Free effect

Scarcity

Ambiguityaversion

Urgency










Urgency

Social influence

Free effect

Scarcity

Ambiguityaversion

Urgency

DATA DRIVEN UXTip 6

Use Bandit experiments for continuous context aware

optimization

www.smartnotifications.com