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UX + A/B Testing at Booking.com: Design focused on conversion
Maria Lígia
Hi!My name is
Maria Lígia
MARIA ELIGIA MARIA LIDIA
MARIA ELISA
MARIA OLÍVIA
Maria
USER EXPERIENCE
UFSC ChaordicMidiatools CERTI Myreks General Assembly
AMSTERDAM
BABETTE
BABETTE
880+K properties
174 offices
42 languages
50 currencies
8+K servers
224 countries & territories
$64.49 billion market cap
perl + template HTML IT languages
3rd largest e-commerce in the world
10+K employees
Teams from 5 to 10 people
Multidisciplinary teams (PO, Team Leader, Designer, Dev)
REALLY.
Teams are responsible for different areas of the website
Semi-Agile SCRUM methodology
Everything, absolutely everything is tested
USER EXPERIENCE
DEFINE THE PROBLEM
DEFINE PERSONAS
DEFINE SCENARIOSShort story that your persona goes through with your
product related to the problem you defined.
USER FLOWS
SKETCHING
WIREFRAMES
DESIGN
FRONT END
USER EXPERIENCE
Define the problem
Define Personas
Define Scenarios
User flows
Sketching
Wireframes
Design Front End
A/B TESTING
CONVERSION
What is success to you?
Define your metric
Avoids regression
A/B TESTING
Keep the customer at the centre of everything you do
A/B TESTING +
+ 10 years
Highest conversion in the market
Logo
A/B TESTING +
VS.
Customer Service
Budget for negative experiments
A/B TESTING +
+ 10 years
Highest conversion in the market
Logo
TESTING +
Usability lab in-house
User Research Team
TESTING +
LOCALIZATION:
Japan
The Experiment tool is our user's body language. It only tells us a percentage of what they are thinking
or wanting.
“
"Erin Weigel
Senior Designer @ booking.com
Photos on the Tablet
150px x 150px 200px 300px 500px
Search Results
Photos on the Tablet
500px
500px
150px
A
B
NEUTRAL
150px x 150px 500px
=
Search Results
Photos on the Tablet
Increased page load time by 0.5 seconds
=
A
B300px
A
B300px
POSITIVE!
Good design at Booking.com isn’t just about making something that seems to be better. It’s about measuring results, understanding the
impact on the full customer experience, and actually making something better.
“
"Erin Weigel
Senior Designer @ booking.com
http://blog.booking.com/goldilocks-and-the-three-experiments.html
THE HAMBURGUER ICON
A
B
http://exisweb.net/menu-eats-hamburger
A
BPOSITIVE!
http://exisweb.net/menu-eats-hamburger
20% +
WHAT NOT TO DO IN A/B TESTS
Test A, then after a while test B
Test more than one idea at the same time
Bet with someone that your change will winTrust me!
HiPPOs !
HiPPOs ?
HiPPOsHighest Paid Person
Design +A/B TestYou = Team Leader = PO = CEO = Founder …
Design + A/B TestDesign is hard, but it’s getting harder now.
BABETTE
TAKE AWAYS
UX CHANGES AFFECT CONVERSION
NOT EVERYTHING IS WHAT IT LOOKS LIKE
Nor how you want it to be, but that’s ok.
DON’T RELY IN GURUS
DON’T BELIEVE IN HiPPOs
THE STRONGEST WILL WIN
THE USER IS AT THE CENTER OF EVERYTHING. AND THEY
GET TO DECIDE.Even when they have no clue what they want.
ITERATE. ALWAYS.Iteration is essential for a
healthy environment.
Experiment fast, fail often and believe in data. Data never lies.
Maria Lígia Klokner
@marialigiak
maria.klokner@booking.com
/marialigiak
http://grnh.se/ef54yh
Dank u wel!
Work with us!
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