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Love your design problems. Not your solutions.

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This was a presentation I put together for the rapid fire idea breakouts at the Mage X conference in Austin, TX. This conference was put together for Adobe Magento eCommerce experts to attend and learn from their peers.

Veröffentlicht in: Design
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Love your design problems. Not your solutions.

  1. 1. LOVE YOUR DESIGN PROBLEMS, NOT YOUR SOLUTIONS. SEPTEMBER 12TH-13TH, 2019
  2. 2. I’m David J. Neff Head of Consulting at Clearhead A Studio inside Accenture 18 years Digital Strategy /eCommerce Experience Find me at @daveiam david.j.neff@Accenture.com
  3. 3. We don’t talk about Design enough. data analytics technology engineering marketing design
  4. 4. OptimizationDesign Inspiration Emotion Brand Statistics Facts Users Design Optimization
  5. 5. 1. What is good design? 2. Is conversion optimization good design? 3. How do I find my design problems today?
  6. 6. What is good design?
  7. 7. As little much design as possible. As little design as possible.
  8. 8. Form Function Good design is as little design as possible. What is good design?
  9. 9. Evidence-based Design
  10. 10. Today evidence-based design is defined by Wikipedia as: Evidence-based Design "Evidence-based design is a process for the conscientious, explicit, and judicious use of current best evidence from research and practice in making critical decisions, together with an informed client, about the design of each individual and unique project".
  11. 11. Principles of Evidence-based Design Good design solves problems1 4 Good design is an experiment 5 Good design is iterative 3 Good design is measurable Good design is research6 Good design is curious9 Good design is confident10 Good design listens7 Good design enables user control8 2 Good design does no harm
  12. 12. Two core principles have survived Good design solves problems1 4 Good design is an experiment 5 Good design is iterative 3 Good design is measurable Good design is research6 Good design is curious9 Good design is confident10 Good design listens7 Good design enables user control8 2 Good design does no harm
  13. 13. Problem Solution Mapping A unifying framework for optimizing user experience around a common set of goals, problems, and solution hypotheses — researched and validated with data. problems goals product roadmap design hypotheses experiments outcomes
  14. 14. Copyright © 2018 Accenture. All rights reserved. why do we start with objectives, goals and problems? You can’t solve a problem until you know what it is and how it affects accomplishing your goals. To focus our limited resources on the biggest, real problems affection our goals. Business doesn’t improve by simply completing projects. Business improves by solving actual problems .
  15. 15. 15 first...a quick example. that usually helps PSM Primer + Workshop | The Experiment 2018
  16. 16. 1 6 PSM Primer + Workshop | The Experiment 2018 goals problems hypotheses experiments outcomes Problem I drink too much coffee in the morning which causes me to crash by mid-afternoon. Goal I want to avoid my mid-day caffeine crash. Hypothesis By doubling down with more coffee switching to decaf coffee I’ll avoid the afternoon crash and have more energy. Goal I want to have more sustained energy throughout my day. Within 4 weeks - reduce coffees by 2 per day - no weekend naps needed Root Problem Since I moved, I’m no longer exercising after work. Which is negatively impacting my sleep schedule. Hypothesis If I join the nearby YMCA + start going after work...I’ll go to bed sooner. And feel more energetic throughout the day. A typical approach to problem solving...
  17. 17. 1 7 Finding the root cause: I drink too much coffee in the morning and often crash by mid-day. PSM Primer + Workshop | The Experiment 2018 goals problems hypotheses experiments outcomes I drink too much coffee because I don’t feel rested when it's time to wake up in the morning. #toddler why did this happen? root cause? NO root cause? root cause? root cause? why did this happen? I don’t feel rested because I stay up late binge-watching #youtube. NO why did this happen? I binge-watch youtube because I have trouble falling asleep before midnight. NO why did this happen? I have trouble falling asleep since I stopped exercising after work. #stress #busy-mind root cause? NO why did this happen? YES I stopped exercising after work because I moved too far away from the gym I liked. YES
  18. 18. 1 8 PSM Primer + Workshop | The Experiment 2018 goals problems hypotheses experiments outcomes Root Problem Since I moved, I’m no longer exercising after work. Which is negatively impacting my sleep schedule. Hypothesis If I join the nearby YMCA + start going after work...I’ll go to bed sooner. And feel more energetic throughout the day. A problem well put is half solved.
  19. 19. Vitamix The Blender Recommender
  20. 20. ProblemGoal Hypothesis Problem Our Product filters and facets are not well designed. Goal Make it easier for our customers to shop online. Hypothesis We should redesign our Product filters and facets. Goal Increase new customer order conversion by 20% in the next twelve months. Problem Our new customers require more guidance than our filters and facets for selecting the right blender for them. Hypothesis I believe we should design a guided recommendation flow based on factors like price, size, color and recipe to make it easier for new customers to match a blender to their needs.
  21. 21. +5% lift in product detail page views +5% lift in add-to-carts +13% lift in “Find a Retailer” usage +3.5% lift in overall site order conversion rates for all site visitors +47% lift in order conversion rates for Blender Recommender users against those who demonstrated household shopping intent
  22. 22. Conversion Optimization is a constrained concept. Experience Optimization creates value by solving Problems MOST Worth Solving. Design and Experimentation are not assimilated in organization or process. Evidence-based design unifies both in thinking and practice.. Leverage data as needed not just as available Experience Optimization creates value by solving Problems MOST Worth Solving. Find the balance between serving the business & the individual Experience Design is the beach for relevance and conversation. Start with experiences that are rooted in real, validated problems Evidence-based design unifies both in thinking and practice.
  23. 23. Don’t start here Start here Buy new tech // Build a data layer or lake // Golden view of a customer // Segmentation or Clustering // Dynamic 1:1 experiences The experience // The relevancy problem // The user’s control // The conversation // The logic
  24. 24. For more of this accenture.com/handbook

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