New Principles for Digital Experiences That Perform
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Whether you’re an executive, marketer, or developer, you’re likely in on the secret that digital customer experiences matter more than ever. Despite this, it can feel increasingly daunting to design the amazing experiences your customers desire — and that perform for your business. Leaning on his decades of experience as a digital operator, Matty Wishnow, Managing Director of Experience Design & Optimization at Accenture Interactive and Founder of Clearhead, will share key principles for data-driven experience design. Using real world examples, Matty will share how these principles enable enterprises to transform customer experiences through evidence-based design and a focus on solving the biggest problems your customers face.
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New Principles for Digital Experiences That Perform
- 4. We don’t talk about Design enough. data analytics product engineering marketing design
- 7. 1. What is good design? 2. Is conversion optimization good design? 3. Is personalization good design?
- 9. 1958 2001 A broom.A chair.A record player.A radio. What is good design?
- 10. Form Function Good design is as little design as possible. What is good design?
- 11. As little much design as possible. As little design as possible.
- 12. But that was so 90s. User Experience Design Human Centered DesignProduct Design
- 14. Product ManagementEngineering Analytics Design 1 0 0 1 01 0 0 1 1 0 1 1 1 0 1 1 1 1 1 1 0 0 0 0 1 0 0 0 1 0 1 0 0 0 1 0 1 1 1 0 1 1 1 1 1 1 0 0 0 0 0 1 0 0 0 1 0 1 0 1 01 0 1 1 1 0 1 1 1 1 1 1 0 0 0 0 1 0 0 1 0 0 1 0 0 1 0 1 01 0 0 0 1 0 1 1 1 0 1 1 1 1 1 1 0 0 0 0 0 1 0 1 0 0 1 0 1 0 1 1 0 1 1 1 0 1 1 1 1 1 1 0 0 0 1 0 0 1 01 0 0 1 0 1 0 1 1 0 1 1 1 1 1 0 0 0 1 0 1 1 1 11 0 0 1 1 1 1 1 1 0 0 1 0 1 0 0 1 01 0 0 1 0 1 1 1 1 0 0 0 1 0 1 1 11 01 1 1 1 1 0 0 0 1 0 0 1 01 0 0 0 1 1 1 1 0 0 0 0 1 1 0 0 1 0 0 0 1 1 0 1 1 1 0 1 1 1 1 0 0 0 0 0 1 0 1 0 0 1 01 0 0 1 0 1 0 1 1 1 1 1 1 1 1 1 0 0 0 0 1 0 1 0 0 1 1 0 0 1 1 0 1 1 1 0 1 1 1 1 0 0 0 0 0 1 0 0 1 01 0 0 1 0 1 0 1 1 1 0 1 1 1 1 0 0 0 0 1 0 1 1 1 11 0 0 1 1 1 1 1 0 1 0 0 1 01 0 0 1 0 1 1 1 1 0 0 1 1 1 11 0 0 1 1 1 1 1 0 0 1 0 1 0 0 1 01 0 1 1 1 1 1 1 0 0 0 1 1 1 0 0 1 0 1 0 0 1 0 0 1 1 1 0 1 1 1 0 0 0 0 0 1 0 0 1 01 0 0 0 1 0 1 1 1 0 1 1 1 0 0 0 1 0 1 0 0 1 01 0 0 0 1 1 1 1 0 1 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 1 0 1 1 1 1 0 0 0 1 0 1 0 0 1 01 0 0 1 0 1 0 1 1 1 0 1 1 1 1 1 0 0 0 0 1 0 1 1 1 11 0 0 1 1 1 1 0 0 1 0 0 0 1 01 1 0 1 1 1 1 1 0 1 1 1 0 1 1 1 1 1 0 0 0 0 0 1 01 0 0 1 1 1 1 1 0 0 1 1 1 01 0 1 0 1 00 1 0010 1 1
- 16. Let me erase the line. Optimization Design
- 18. 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".
- 19. Level 1 Informed design decisions based on available literature on environmental research, based on applicability, such as the use of a state of the art technology or strategy based on the physical setting of the project Level 2 Design decisions based on predictive performance and measurable outcomes, rather than subjective decisions based on random choice. Level 3 Results reported publicly, with the objective of moving information on the methods and results moving information beyond the design team. Evidence-Based Design for Multiple Building Types By Kirk Hamilton Start with problems. Identify the problems the project is trying to solve and for which the facility design plays an important role (for example, adding or upgrading technology, expanding services to meet growing market demand, replacing aging infrastructure Encourage simulation and testing, assuming the patient's perspective when making lighting and energy models and computer visualizations. A white paper from the Center for Health Design identifies ten strategies to aid EBD decision- making Evidence-based Design
- 20. 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
- 21. Two core principles have survived Good design solves problems1 2 Good design does no harm
- 22. Problems The Physics of ROI. Value is created in proportion to the size of the problems you(r design) solve(s) for your customers. Value goes up as problems go down. As problems go down, value goes up. Value Problems Value Problems
- 23. 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
- 24. Wolverine Worldwide Clean Cart (but not too clean)
- 25. Goal Increase view cart to checkout clicks by 15%. Problem There are too many prominent actions that encourage people to pursue lower value actions on the view cart page. Hypotheses I believe if we remove the distraction of banners and buttons, the promo code form, reduce h1 copy size and introduce additional payment options, users will be more likely to click checkout. A Wolverine World Wide Case Study v0
- 26. v1v0 Outcome Despite (because of) the many changes, we found only a slight uptick in checkouts at low confidence interval.Additionally, orders were flat across the control and variation. We also found a disproportionate number of people clicking on the checkout with Amazon option, which was prioritized in the variation. A WolverineWorldWide Case Study
- 27. v1 A WolverineWorldWide Case Study Goal Increase view cart to checkout clicks by 15% Problem The CTAs on the cart are distracting. New Solution Hypothesis I believe if we iterate on the last variation by adding back a “Continue Shopping” option, display an open promo code form and “right size” the Amazon pay option, users will be more likely to click “Checkout.” New Problems By removing “continue shopping,” makingAmazon pay prominent and collapsing the promo code box, we created net new problems for many customers.
- 28. v1.1v1 Problem Solved! We found that nearly 4% more users proceeded to checkout (with 99% confidence) and 8% more users completed their purchase (95% confidence) when we solved more problems than we created. A WolverineWorldWide Case Study
- 29. Is Conversion Optimization good design?
- 30. v1 v2 v1 v2 +5%
- 31. Brand Design Product Design Ad Design Interface design Experience Design Conversion Optimization C-Suite
- 32. Does Conversion Optimization = Experience Optimization? Design Conversion Optimization
- 33. How is it misorganized? Extracted from Design & UX Constrained as a tech / data specialty
- 34. The fallacy of conversion optimization Conversions are incremental Conversions are valuable
- 35. How conversion optimization can hurt your business • Faster but less valuable purchases • Less qualified conversions • Shifting from left to right pocket • Pleasing few but frustrating many • Easier to buy but harder to explore
- 37. Conversion Optimization ≠ Better Experience Experience Optimization = Increased Conversion
- 38. This exposes three truisms: Optimization is misorganized and misconceived in most businesses. Many businesses practice conversion optimization but NOT experience optimization. Conversion optimization does NOT equal experience optimization.
- 39. Personalization
- 40. Experimentation Personalization Maximization A B C 2 MVT ABN Targeting Customization Algorithmic multivariate a/b testing cherry picking User segment or A 1 ? B C D E F C B A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 21 3 A
- 41. The Ocean of Personalization The Beach of Personal Experiences
- 42. Don’t start here Start here Buy new tech // Build a data layer or lake // Golden view of a customer // You have to have smart segmentation // You have to engineer for dynamic 1:1 experiences The experience // The relevancy problem // The user’s control // The conversation // Knowing vs guessing
- 43. The Beach of Personal Experience Design User Control Conversation Implicit Explicit Content UX Design Data & Signal In Content & Experiences Out
- 44. Personal Experience Design is... A personal experience is one that listens to the user implicitly or explicitly and uses those signals to adapt content and experiences for greater relevancy or personal utility. Good personal experience design values transparency, user control and conversation.
- 45. Guessing vs Knowing A Warby Parker Example
- 47. Bringing it all back home
- 48. 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.. Conversion Optimization is a constrained concept. Experience Optimization creates value by solving Problems MOST Worth Solving. Personalization is an unswimmable ocean of data and tech. Personal Experience Design is the beach for relevance and conversation. Design and Experimentation are not assimilated in organization or process. Evidence-based design unifies both in thinking and practice.
- 49. OptimizationDesign that is Evidence-based design that is Optimized for Experience that is Good Design that is More Personal
- 50. Thank You!