Translating User Needs to Conversion Imran Younis - Global Head of UX

@imranyounis

Challenge… How would you get a piece of paper to travel 5 metres?

0m 5m3m2m1m 4m

!

@imranyounis

Some people try doing this You come up with a solution and figure out the best possible output

@imranyounis

Build it and they will come Film: Field of Dreams‘‘

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Shouldn’t we ask why? Easily fall into a trap with solutions, not understanding the problem

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‘‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.

Theodore Levitt

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Clayton Christensen Harvard Business School

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Milkshake marketing Try and increase the sales of milkshakes for a fast food restaurant

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What job causes you to hire a milkshake? Ask the right question‘‘

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Clayton Christensen Harvard Business School

Long boring commute caused them to buy a milkshake

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If you can understand the job, to improve the product becomes obvious.

Clay Christensen‘‘@imranyounis

Zappos.com The problem wasn’t selling shoes, the problem was customer service

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Applying lean UX collaboration, innovation and creativity

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Try to work as one small, collaborative and cross-functional team, working to one common goal

@imranyounis

Marshmallow Challenge Getting your business to think differently

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Who constantly performs well?

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Children do well why?

@imranyounis

They go straight into prototyping business students try to find the single right plan

Business students

School children

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Hei

ght

(Inc

hes)

0

10

20

30

40

50

Average Graduates Solicitors School Children

Architects & Engineers

CEOs CEOs & Exec Admin

People who do well Specialised skills + facilitation skills = success

@imranyounis

Lean UX Users involved every step of the way

Users

Check Make

Think

T

@imranyounis

Day 1 - Booking form discovery phase UX/IxD, Dev, BA, Legal, wider stakeholders working together

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Customer details

Your details@imranyounis

Card details@imranyounis

Day 2 - Sketch & paper prototype Avoiding wireframes and designs

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Build a prototype Cross-functional collaboration with developers

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Day 3 - G.O.O.B. Get outside of the building, there are no facts inside the building

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We did Lab-based user testing Benefits of doing moderated tests

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More formal setting Enabling stakeholders and key team members to watch the session in real time

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Day 4 - learn Breakdown customer insight, revisit hypothesis, iterate designs

Orange  =  29  Actions

Green  =  19  themes

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Don’t stop, keep iterating Constantly challenging yourself to make it better for the user

user needs

DON’T STOP!

Iteration

user needs user needs

Live

@imranyounis

Booking form Decreased exit links

Old form New form

12 6links links

vs

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20 12Old form New form

input fields input fields

vs

Booking form Streamlined form

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@imranyounis

@imranyounis

@imranyounis

00:00:11.6hours minutes seconds

Learning every 11.6 seconds Amazon test every feature and fewer than 50% work, constantly learning

@imranyounis

Failure is simply the opportunity to begin again, this time more intelligently.

Henry Ford‘‘@imranyounis

Show & tell Important: talk about not what you built, but what you learnt

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Moneyball Principle Why data-driven design is important

http://espn.go.com (Patrik Giardino)

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Chat Bradford Major league baseball player, who threw funny, but one of the best pitchers

@imranyounis

98.6% of users don’t use the menu Data-driven design

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98.9% ignore popular destinations Data-driven design

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Vast majority use the search Data-driven design

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User research Guerrilla testing

@imranyounis

How do we meet user needs?

Emphasise the search feature

Remove distraction and white noise

Tuck away ancillary elements

Boost credibility

@imranyounis

Data and hypothesis-driven design when designing our new homepage

@imranyounis

“I like the simplicity”

“The picture makes you want to just get away”

“The company seems reliable, as it shows a good service

rating and lots of social likes”

“This is very user friendly”

“Looks enticing andeasy to use” “Clear information

and nice colour”

Customer insight User feedback through moderated and unmoderated tests

@imranyounis

100%

80%

20%

UNCHANGED WEBSITE

NEW FEATURE

Test with wider audience Gathering analytics using Maxymiser and Google Analytics

@imranyounis

If you want truly to understand something, try to change it.

Kurt Lewin‘‘@imranyounis

Thank you

@imranyounis