Build The Right
Stuff.Workshop by Adam Scott & Arti Mathanda
SIMPLY BUSINESS
❖ Britain’s biggest business insurance provider
❖ Selling insurance online for 10 years
❖ 300,000+ customers and counting
❖ Iterating on Agile & Lean methodologies for 4.5 years
BUILD
SHOULD YOU BUILD IT?
Why? ---> Why? ---> Why? ---> Why? ---> Why?
BUILD
CAN YOU BUILD IT?What? & Who? & How?
BUILD
HYPOTHESIS:We believe that by doing x we will get benefit y.
ex. We believe that by making the Call To Action button
more prominent, we will get a better conversion rate
from Page 1 to Page 2
BUILD
BAD HYPOTHESIS (a fact or a given)
BUILD
GOOD HYPOTHESIS (it can be true or false)
BUILD
BASELINE:
Currently 25% conversion from Page 1 to Page 2..
BUILD
EXPECTED RESULTS:
Page 1 to Page 2 conversion increases by 10% points.
BUILD
MEASURE FOR:
2 weeks.
(Don’t forget Statistical Significance).
MEASURE
ACTUAL RESULTS:
Page 1 to Page 2 conversion increased by 3% points
MEASURE
IS IT STATISTICALLY SIGNIFICANT?
Yes!
LEARN
WHAT OTHER METRICS ARE AVAILABLE
TO ANALYSE THIS?