Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design (Meghan Shimizu's Library) by Michael Krypel

Author:Michael Krypel
Language: eng
Format: epub
Publisher: Adobe Press
Published: 2014-03-10T16:00:00+00:00

RECIPE A (DEFAULT)

Figure 4 The default version of the My Offers tool.

RECIPE B: +74% booking conversion rate

Figure 5 The alternate version of the My Offers tool.

Because this redesign was on such an important part of our business, we started the test with an 85/12/3 split, where 85 percent of users were sent to the default recipe, 12 percent were sent to the new design, and 3 percent were sent to the new design with a survey asking them for feedback. In some cases, we would ask people who submitted feedback to hop on a screen-share with a developer who could see what they were seeing and quickly fix any bugs. Even with some early bugs, the results from this new design were amazing: It led to a 74 percent lift in the booking conversion rate. It didn’t take us long to push this new design live to all customers.

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