Build Fast, Learn Fast at Sale Stock UX Team

1. Cuss Hajar!
Build Fast, Learn Fast
@ Sale Stock UX Team
January 28, 2017

2. Hi!
@mumolabs is here.
How do you do?

3. About me

4. Agenda
Our weapon!
Lean UX vs Traditional UX
Start with MVP (Minimum Viable Product)
Lean UX Process ala Sale Stock
Product Ownership
Case Study from Sale Stock

5. Our Weapon
Adalah tools yang saya dan tim UX
pakai untuk menyelesaikan sebuah
masalah baik itu untuk customer
facing atau internal product.
Tentu yang terpenting adalah
kesehatan jiwa dan raga #halah

6. “Berlatih itu tidak membuat sempurna,
tapi dengan berlatih mendidik kita berani,
dengan berani mendidik kita semakin
kreatif ”
- Sarah Doody

7. Lean UX vs Traditional UX
Image from
http://mentormate.com/wp-content/uploa
ds/2016/03/Screen-Shot-2016-03-08-at-
9.01.15-AM.png

8. Early Validation Lean UX
Validate internally
● Customer service representatives
● Quantitative research
Test externally
● Representative users
● Qualitative research

9. High Collaboration Lean UX
Image from
http://3t6vfwxk9eu1tgrij1fje4qa35.wpengi
ne.netdna-cdn.com/wp-content/uploads/
2014/04/Capture-01.png

10. Purpose Lean UX
Solve users’ problems
● Business People
● Internal Operation People
● External (Our Lovely Sistas)
Image from
http://i.dailymail.co.uk/i/pix/2013/05/23/ar
ticle-2329398-19D0BD9C000005DC-764
_634x494.jpg

11. Performance Lean UX
Measuring metrics
Success or No
Iteration Again or No
Acquisitions
Users come to the website from various channels.
Activation
Users enjoy their first visit (a “happy” user experience).
Retention
Users come back, visiting multiple times.
Referral
Users like the product enough to refer others.
Revenue
Users conduct some monetization behavior.

12. MVP
In product development, the Minimum Viable
Product (MVP) is a product with just enough
features to gather validated learning about the
product and its continued development.
Gathering insights from an MVP is often less
expensive than developing a product with more
features, which increase costs and risk if the
product fails
- wikipedia-

13. Lean UX Process ala Sale Stock

14. Product
Ownership
Milikilah, rasakan, pelihara
https://marvelapp.com/121f137

15. Case Study #1
Adding Chat
Button on Product
Details
Team: Me & 1 Front-end
Dev Time: +- 4 Days*
Type: A/B Test
Problem:
Product detail page is the one highest drop page
among other pages.
Solution:
one of the experiment to reduce the drop is by placing
chat button to assist user on that specific products.
Metrics:
➔ Chat button usage (total unique click/total
session)
➔ Engagement after clicking chat button
➔ Drop rate on product detail page

18. 1.4%
Result AB Test | 1 Week
Chat Button Usage
-1%
Drop rate on product
detail page
+1.4%
Add to Cart rate
+2.5%
Place order rate

19. Case Study #2
Guest Checkout
Flow
Team: Researcher & UXD &
Front-end
Dev Time: +- 14 Days*
Type: A/B Test
Problem:
We have drop at login page when user continuing to
checkout.
Solution:
Create new flow of guest checkout, where guest
checkout become primary action.
Hypothesis:
● Decreasing drop rate: target drop rate goes down
to 20%-25%
● Login & daftar will (unfortunately) go down to
10%
● But Lanjut tanpa belanja will increase to 45%-50%

21. Result AB Test
Conclusion
The new guest checkout feature experiment has proven to have higher conversion and lower
drop rate than the default checkout.

22. Case Study #3
Lucky Number
Team: Me & 1 Front-end & 1
Back-end
Dev Time: +- 21 Days*
Type: A/B Test
Problem:
To improve retention for both www and app.
Solution:
We are going to introduce gimmicks on product feed,
giving extra points or lucky prize for stimulation to
order again.
Metrics:
➔ % number of participants / total order
➔ Sista who usage lucky number at first week &
make purchase and then repeat again next week
➔ visit retention ((get prize, use) (get prize, no use)
(no prize))

24. Result AB Test | 1 week | 40% user
67.39%
Avg % login > view
2.88%
Avg % view > visit Lucky
Number
98.85%
Avg % visit Lucky Number >
play

25. Result AB Test | 1 week | 40% user
+4%
Conversion play Lucky
Number
10.16%
Avg % play > win > order
+10%
Cohort Visit (Retention)

26. And remember
that iteration is
key!

27. Build Fast, Learn Fast
Cuss Hajar!

28. Thanks!
Ceki-ceki careers.salestock.io ya :)
rayi@salestock.id
c.2017
Image from
http://www.intergreet.com/assets/images
/bins/42x/4210_a.jpg