Lean UX & OptimisationJanuary 2012

Craig SullivanBelron®

Group CX Manager for Belron® (Autoglass ®)I’ve done it with 28 million people.

Naked promotional slide

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• Over 19 years of slow death in really really boring meetings

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Cross channel optimisation

• User centered Design

• Usability testing

• Customer Research & Insight

• Web Analytics

• Browser and email compatibility

@OptimiseOrDie

• Lean Optimisation• Insight and Customers• Walking the walk• A toolkit of techniques• Realtime optimisation• A/B and multi-variate testing• Mobile UX

Outline

24 Jan 2012

• Old but new in the way it’s packaged• It isn’t really Lean – more sleek• Combines UCD, Agile PM and tightly integrated teams• Econsultancy report part 2

Usability Industry Definition:

“A cross functional, principle driven process characterized by rituals that predispose teams to high-quality, high-velocity user experience outcomes”

Lean UX / Lean Optimisation

24 Jan 2012

Lean startup:“For a particular vision, test your hypotheses against reality very, very early. Learn, evolve and repeat.”

Belron definition:“Using a tightly integrated team and an Agile PM method, we design products using lots of rapid prototypes, iterations, split testing and consumer feedback loops. There are no deliverables, releases or real products: Only continually improving experiences with measurably positive outcomes for our business.”

“It makes lots of money and delights customers”

Edison, Dyson and Jobs – for websites.

Lean optimisation

24 Jan 2012

Research and insight

24 Jan 2012

Insight

• Usability testing• Remote usability testing• Other usability techniques• Surveys • Customer feedback loops• Analytics and instrumentation • BU contacts and market research, local knowledge• Market research• Foolproof and our Optimisation team• Optimisers in industry, books, websites• Social networks • New for 2012? – Reviews/Ratings/Social/Bail surveys

Our killer insight sources…

24 Jan 2012

• International scope : 35 countries, 19 languages• Over 300 tests in the last 18 months• Including 52 mobile handsets, 40 locations and 9 key products• Usability testing is a vital part of our strategy• Without this, our products would suck (for long periods)

How does testing help?• Reduces development and ‘get wrong’ time• Faster iteration of product improvements• In flight adjustment not ‘like it or lump it’• We’ve built our development process around it• There is no IT team or department• Fast design of successful x-channel and platform products (mobile,

app, website, call centre)

Usability testing

24 Jan 2012

• What are the advantages here?• Cheaper, faster than lab based testing• Belron does this to get large viewing audiences too!• Participants, Team and Colleagues• Live audio, video and realtime translation• Normal test viewing ~3 people. Remote tests = 20+Userzoom remote testing - like:• Live prototyping and feature tests• Larger groups can be recruited for volume studies (say a new

postcode lookup function)• International language support• Integration between surveys, behaviour and customer

outcomes

Remote usability testing

24 Jan 2012

• Paper prototyping• Escape from the office prototyping• Card sorting • Diary studies and competitors• Linking UX work to analytics, NPS and ROI:• Lifetime value, downstream conversion, return rate etc. etc.

“Good in test isn’t always good in pocket”

Stop discriminating against customers:• Browser testing (Browsercam)• Performance : Turn off your wifi, take a train, flush your cache• Mobile device testing (Deviceanywhere)• “This store does not support Puma trainers” and the buggy test• Noble cause or actually just the Scotsman’s eternal sadness

Other usability stuff of note:

24 Jan 2012

• A neglected art• Put 99% of your time into the design (RIRO)• Read Catherine Jarrett : http://slidesha.re/mZUeNoMy tips:• Test at least 3 times with small samples• Fix problems (e.g. Too many ‘none of the above’ responses)• Rinse and repeat• Use someone who has done it before • Design for outcomes• General service surveys are great (Lovefilm)• Are you surveying competitors? Your service? Think about 7 years

of data!• Where else can we use these wonderful things?

Surveys

24 Jan 2012

• Dropped basket survey (LF payment options, change impact)• Remarketing sucks without knowledge. Drops on the floor. • Bail survey (exit process)• Behavioural triggers• Page level feedback• Site exit survey (satisfaction, what purpose, completed?, why not?)• Onion layer survey • NPS – Belron runs a huge program• UX work = 35% filled responses, 4% dropout, 10% mobile fillout• Userzoom - likes : Trigger surveys, test prototypes and new product

features, show video, adverts or mockups to people

Surveys #2

24 Jan 2012

• Live the customer• Buy their products, use their services, put together the flat-pack,

wait for the delivery guy, call at peak time, return the goods. BE DIFFICULT (Tesco IT example)

• Spend at least 1 hour a month listening to calls• Dip into customer emails regularly or take a slice to read• Be part of contact loops during launches• Make your contact centre part of the team – remove the machine

thinking by making them part of product design• Userzoom and other tools will also help you to create live feedback

loops by capturing user feedback, behaviour on page and the outcomes.

• If you aren’t part of these loops, you will make bad judgements• Invest in an online call tracking system and capture web->phone

outcomes

Customer contact

24 Jan 2012

• For our work, we use 4 tools for optimising outcomes:Google Analytics Insight, realtime, hypothesesSpeed Trap Advertising response engineAutonomy Optimost Split and MV testingClicktale Session capture, realtime

So, what about instrumentation?

• We invest time each week on (re)instrumenting the site• We’re getting richer behavioural data as time goes on• Slicing and Dicing data becomes simpler and outcome focused• We measure more phone and contact channel behaviour• We ask more questions

Analytics and instrumentation

24 Jan 2012

• Invest in Talent. • A 35k hire versus a 55k hire is not a 20k saving lol.• Beware of bull ordure – hard to recruit• Try my analytics interview tips (email me)• Invest in instrumentation:• Ringfence development time for continual improvement of

analytics. Give it some love.• Link behaviours to post conversion event activity (MVT,

Segments)• Invest in call analytics (on your mobile site, you can do it for

free)• Drive report monkeys out of your business

Analytics tips

24 Jan 2012

From prototype to final product24 Jan 2012

How we build stuff

• We don’t know what the final end product will be• We do have some basics, previous product and insight• We start with a clay model (prototype)• We work out the basic shape• We then optimise the face in stages• Once we’re good enough, we go live• Then we tweak and optimise in place• The human face of Belron, not a robot• Emotional and customer centric, not designed by them• This is the sweet spot• This is also a key competitive advantage

How do we build stuff?

19 Dec 2011

User centred Design

Wireframe

Prototype

TestAnalyse

ConceptResearc

h

Multi channel and platform

Washup

Mobile 1

Washup

App 1Washup

UX Design

Web 1

Insight

How we deliver Agile service design

24 Jan 2012

Execution – getting stuff live

• All our work is driven off Pivotal tracker • This is a ‘story’ driven system• Not IT, technical or data driven = customer driven• Flexible, fast, communicative, lightweight• Allows a single point of project activity & comms• Sources : BU, Team, Optimisation, UX, CCC• Flexible prioritisation, at short notice• Low communications overhead = real comms• Less time sapping meetings where you play with your

phone secretly under the desk

Making it out the door…

24 Jan 2012

• Other tools : IM, Join.me, Conceptshare, Balsamiq, Axure• All low cost or free, fast, easy, low footprint, work globally• Projects are managed outside of Pivotal• A combination of Excel, Google Docs, Microsoft PM• A nice example of agile production this lot!

Other tools

24 Jan 2012

How we optimise product builds

24 Jan 2012

Optimisation - Products

OPTIMISATIONA set of techniques, implemented in order to influence customer behaviour towards these outcomes:• Increased revenue or profit• Increasing NPS (Customer Sat) scores • Lower cost for business or contact centres• Increasing productivity or labour flexibility• Simply delighting customers

We may fail with 90% of what we try. The 10% of winners let us shift behaviour hugely and measurably.

• Autonomy (for split testing)• Data warehouse or reporting link (TNC/NPS)• Realtime Analytics• Google Analytics• User Research materials• Browsercam• Testing and lots more testing• CCC feedback• Surveys (e.g. video testing)

What do we use in optimisation cycles?

24 Jan 2012

New funnel cycleAnalyse

Fix & Improve

Live 20%

Fix & Improve

Live 50%

A/B test live

Rinse and repeat

Test and Instrumen

t

Browser and

Device testing

Go live 10%

Usability test

output

Usability & Optimisation process

Final prototype

Usability issues left

Final changes

Release build

Legal review kickoff

Cust services review kickoff

Marketing reviewTest Plan

Signoff (Legal, Mktng, CCC)

Instrument analytics

Instrument Contact Centre

Offline tagging QA testing End-End

testingLaunch 90/10%

MonitorLaunch 80/20%

Monitor < 1 week

Launch 50/50%

Go live 100%

Analytics review

Washup and actions

New hypotheses

New test design

Rinse and Repeat!

How we blend the techniques

24 Jan 2012

UX and Split testing

Control Version A Version B

A/B test

+9% +2%

Multi variate Pizza

=

ExperimentIngredients Recipes

What’s our testing mix?

• A/B testing – Homepage, Landing pages, Funnels• MVT testing – High traffic landing or Home pages

– Mini (less than 8 variables)– Midi (8-32)– Maxi (>32 variables)

And 6 types of specialised testing:• Funnel testing – bedding in new funnels• Landing page optimisation• Cross channel testing • Iterative feature and product testing• Micro testing • Call Centre and Telephony tests

Lean optimisation : The roundup

• Reduced ego and opinion (execs + others)• Faster time to market• Measurable ROI• Increased conversion in the pocket early• Iterative and rapid product lifecycles• Faster, smaller, focused, measured releases• Continual testing = continual improvement• SLED vs. Agile = faster return, better focus• Less reliance on anecdotal evidence• Introduces a testing culture for everyone• Large cross silo team now gets involved• Improved £ - but also drives business change

Why was our mobile stuff rocking?

24 Jan 2012

Optimisation - Mobile

Australia USA UK Norway Sweden Spain Italy France Canada Netherlands Germany0

5

10

15

20

25

30

35

25.8

23.9

29.9

17.616.8

12.8

10.4

11.7

1313.8

9.79.8 9.5

12.7

4.6

7.3

4.7

5.8

3.6

5

6.1

4.2

5.1

6.5 6.2

2.4

3.6

2.3 2.3

3.22.7 2.5 2.3

Nov-11 Jul-11 Dec-10 May-10

Growth in Worldwide Mobile traffic

% of all unique visitors

Our mobile journey…

• Launched Dec 2010• Mobile web in all countries• Apple and Android apps in key markets• Growth areas – iOS, Windows Phone, Android• Conversion is over 20% when including tap to call• Has delivered over 4M per month in revenue• Not driven by apps – mobile web 20-300x larger revenue• Search traffic (intent), a discovery route (SEO and PPC) and an

optimised site = • Tablets, though growing, are still only 10-15% of all our visitors• Everyone needs a highly optimised site

Reasons…

• Focus on user, device, context, location, performance, emotions.

• User centred Design (8 weeks) for fast execution, high conversion

• Deviceanywhere – remote rental• Total handset compatibility – an Optimal experience for all

device capabilities, even 10 year old flip phones (95%+).• Uses HTML5 techniques on supported phones

Reasons…

• Sensitive traffic routing and switching• High performance site, even in poor data conditions• Page weight 7-10 Kb payload for each page, after cache• Performance does not mean poor design• Contact options that customers want• Cheap mobile targeted PPC and Display advertising• Total compatibility with their handsets• Employed a dedicated copy specialist, Sticky Content• Listened to customers, not our inner geek

Autoglass UK – Putting it together• 12.4% from User centred Design• 12.5% increase from Multi Variate Testing• 3.5% increase in downstream conversion rate• 4% increase in online conversion from mobile optimised site• Reduced call time (1 second = > 10k per year)• Faster online booking time• 5.5% increase in NPS (Customer sat) score • Customer delight – feedback. Less questions and worries• Total increase in conversion (measured) = 32%• Actual increase in conversion = 41%• NO additional marketing spend needed• Web Channel : ROI positive within 2 weeks• Worldwide ROI : 15% increase in conversion during 2011

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

More reading. Slides and resources on slideshare.net