Under the Hood: Experiment-Driven Product Design

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1. The webinar covered optimizing product design through experiment-driven approaches. It discussed AB testing, the experiment design canvas tool, and tips for integrating experimentation into the design process. 2. The experiment design canvas is used to map business objectives and key results to user goals, problems, solutions, and results from a micro and macro level. 3. An example was provided of an experiment to address a page load error by testing different troubleshooting option displays, which resulted in a 63% winner that reduced errors.

Technologie

1
WEBINAR SERIES
Optimizely Under the Hood
Experiment-Driven
Product Design

2
Meet the designers
Zach Leach
Staff Product Designer
Optimizely
Shane Fontane
Staff Product Designer
Optimizely

Housekeeping
● This session is being recorded
● You will receive a copy of the
recording and slides
● We’ll answer questions at the
end

Today...
● What’s an AB Test?
● The Experiment Design Canvas
● Getting Things Done!
● FAQ
● QA

10
Click Me Click Me
50% of Traffic 50% of Traffic

11
Click Me Click Me
50% of Traffic 50% of Traffic
1.2% of Visitors
Clicked
3.0% of Visitors
Clicked

13
Experimentation is a powerful tool.
It’s even more powerful when it’s built into your process.

15
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

16
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

17
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

18
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

19
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

20
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

21
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

22
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

23
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

24
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

25
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO

27
Experiment Design Canvas
Business Objective Business Outcome
1 2
User User Goal Problem Solution Result
3 4 5 6 7
MICROMACRO
Drive More
Experimentation

28
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
MICROMACRO

29
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
Web customers
MICROMACRO

30
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
Make changes to
visitors’
experience using
the visual editor
MICROMACRO
Web customers

31
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
Make changes to
visitors’
experience using
the visual editor
Browser blocks
mixed content
MICROMACRO
Web customers

32
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
Make changes to
visitors’
experience using
the visual editor
Browser blocks
mixed content
Display
troubleshooting
options
MICROMACRO
Web customers

33
Experiment Design Canvas
Business Objective Key Result
1 2
User User Goal Problem Solution Result
3 4 5 6 7
Drive More
Experimentation
Experiments
started per
month
Make changes to
visitors’
experience using
the visual editor
Browser blocks
mixed content
Reduce page
load errors
MICROMACRO
Web customers
Display
troubleshooting
options

34
Our Hypothesis
Web customers want to make changes to their
visitors’ experience using the visual editor BUT the
browser blocks mixed content. IF we display
troubleshooting options THEN we will reduce page
load errors.

35
Design Our Variations
A Original B Desktop C All Options

36
And the winner is...
A Original B Desktop C All Options
59%

37
And the winner is...
A Original B Desktop C All Options
59% 60%

38
And the winner is...
A Original B Desktop C All Options
59% 60% 63%

39
Roll out!
A Original B Desktop C All Options
59% 60% 63%

40
Roll out!
B Desktop C All Options
60% 63%

45
Business Objective
Grow customer maturity
Business Outcome
Monthly Active Reporting Users
Background

46
Not all web and full stack customers know we have a
new Program Management product. If we announce
the launch of the new product, then people will start
using it.
Our Hypothesis

51
Clicked The Sidebar Item
10.89%
And then clicked the call to action
0.58%
Resulting in
~200 new leads
How did it do?

52
We’ve proved it works.
Now to Optimize it.

54
Prioritization challenges and how they can be
overcome using Optimizely

57
“How do I see developer
documentation?”

60
Visited Dev Docs
5.77%
Dev Docs Views
467
How did it do?

A few things to
remember...
1. A better hypothesis
inspires better designs.
2. Start with a design,
measure then optimize!
3. Overcome prioritization
challenges using hotfixes.

What’s the hardest part about integrating
experimentation into your design process?
“
”

How can you use experimentation to drive
alignment between PMs and designers?
“
”

How do you make sure that you are choosing
the right metrics to measure your designs?
“
”

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Evolving Experimentation from CRO to Product Development

Optimizely

Growing from an early stage startup to a national leader in financial literacy is no small feat, and there are a ton of lessons that we have learned at Greenlight as we have grown. Long gone are the days where we would ship something and cross our fingers hoping that it makes some kind of impact on our customers. Now we’re in a world where we can learn ahead of time how much impact a feature will have on the business, before we even launch! In today’s conversation, we’ll discuss how we use Optimizely’s feature flags in our microservice architecture using Optimizely Agent while keeping user IDs and context synchronized. This session will cover: How we set up Optimizely Agent and use it in a kubernetes deployment How we created a user-aliasing service How we access Optimizely both on the frontend and in the backend services. How to build a full stack feature How to manage the rollout using Optimizely’s feature flags

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A/B testing is an essential element in any product managers playbook. However having the freedom and flexibility to customize testing based on what the data is saying often requires a lot of time and effort, particularly when it comes to engineering resources. Optimizely offers a flexible approach to experimentation through the use of feature testing, which provides more customization options without the additional development effort typically required to implement these feature optimizations. Megan Bubley, a Senior Product Manager at The Zebra, will share her experience working with Optimizely’s feature tests to create a results page where users can compare multiple auto insurance options driven by actual user needs, as well as her experience customizing the experience based on device platform.

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At Treatwell, each experiment goes beyond improving a single business metric. Experimentation works to evolve their product while enriching customer insights in order to deliver the best digital experience to their users. Join Laura Howard, Lead Product Manager, and Dennis Meisner, Senior Product Analyst, to learn their secret to making their hypothesis work harder and how getting their hypothesis right has improved Treatwell’s funnel progression and order health, as well as helped them make critical decisions on their product experience.

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Optimizely

Amy Vetter, Consumer Experience Manager, Direct To Consumer, Europe, will walk you through some of the tests that she and her team run across the Scholl brand. Amy will highlight surprise learnings and how to remove the fear of failing. The team is empowered to test everything possible that will allow the customer to get the best experience and also support the brand’s goal for more revenue and customer data.

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Experimentation through Clients' Eyes

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Will 2020 mark the shift to a remote-first world in the long run? For GitHub, a distributed workforce is nothing new. Join Sha Ma, VP of Engineering, and Gregory Ceccarelli, Director of Data Science, to learn how they built and scaled a successful experimentation program. They'll share their experience implementing Optimizely across timezones, a remote workforce, and a new business model. In this session, you'll learn how to: Optimize UX for a freemium business model Use data to deliver customer-centered products Scale experimentation and accelerate growth

Shipping to Learn and Accelerate Growth with GitHub

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When done right, experimentation can help you validate the product you’re building and create winning customer experiences. And it doesn’t take a big engineering team to make this happen. TrustRadius, the most trusted review site for business technology, uses experimentation to build an online community through website and server-side experimentation. The small but mighty TrustRadius team runs experiments throughout the buyer’s journey to engage different user personas and understand outcomes in real-time. Watch the webinar recording featuring Rilo Stark, product manager at TrustRadius, and Jack Peden, senior software engineer, to understand their data-driven experimentation strategy and how TrustRadius uses Optimizely Web and Full Stack products to tailor experiences to different customer segments and mitigate risk through A/B/N and painted door tests.

Test Everything: TrustRadius Delivers Customer Value with Experimentation

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Optimizely Agent: Scaling Resilient Feature Delivery

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Newly appointed Optimizely CTO, Lawrence Bruhmuller, will kick off Developer Summit discussing the new normals in software development. After decades of leading and scaling engineering teams for high growth startups and large tech companies, Lawrence has seen the same problems crop up repeatedly for technical teams. There is a new way of delivering software that makes it possible to move fast and get it right. That new way is Progressive Delivery & Experimentation. When Progressive Delivery & Experimentation are used together, you have an efficient system for validating both quality and customer engagement across your development lifecycle. Lawrence will discuss the key principles driving software development innovation, how our engineering team puts this into practice, and the success he’s seen at other companies.

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A Principled Technologies deployment guide Conclusion Deploying VMware Cloud Foundation 5.1 on next gen Dell PowerEdge servers brings together critical virtualization capabilities and high-performing hardware infrastructure. Relying on our hands-on experience, this deployment guide offers a comprehensive roadmap that can guide your organization through the seamless integration of advanced VMware cloud solutions with the performance and reliability of Dell PowerEdge servers. In addition to the deployment efficiency, the Cloud Foundation 5.1 and PowerEdge solution delivered strong performance while running a MySQL database workload. By leveraging VMware Cloud Foundation 5.1 and PowerEdge servers, you could help your organization embrace cloud computing with confidence, potentially unlocking a new level of agility, scalability, and efficiency in your data center operations.

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Created by Mozilla Research in 2012 and now part of Linux Foundation Europe, the Servo project is an experimental rendering engine written in Rust. It combines memory safety and concurrency to create an independent, modular, and embeddable rendering engine that adheres to web standards. Stewardship of Servo moved from Mozilla Research to the Linux Foundation in 2020, where its mission remains unchanged. After some slow years, in 2023 there has been renewed activity on the project, with a roadmap now focused on improving the engine’s CSS 2 conformance, exploring Android support, and making Servo a practical embeddable rendering engine. In this presentation, Rakhi Sharma reviews the status of the project, our recent developments in 2023, our collaboration with Tauri to make Servo an easy-to-use embeddable rendering engine, and our plans for the future to make Servo an alternative web rendering engine for the embedded devices industry. (c) Embedded Open Source Summit 2024 April 16-18, 2024 Seattle, Washington (US) https://events.linuxfoundation.org/embedded-open-source-summit/ https://ossna2024.sched.com/event/1aBNF/a-year-of-servo-reboot-where-are-we-now-rakhi-sharma-igalia

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This presentation explores the impact of HTML injection attacks on web applications, detailing how attackers exploit vulnerabilities to inject malicious code into web pages. Learn about the potential consequences of such attacks and discover effective mitigation strategies to protect your web applications from HTML injection vulnerabilities. for more information visit https://bostoninstituteofanalytics.org/category/cyber-security-ethical-hacking/

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Abhishek Deb(1), Mr Abdul Kalam(2) M. Des (UX) , School of Design, DIT University , Dehradun. This paper explores the future potential of AI-enabled smartphone processors, aiming to investigate the advancements, capabilities, and implications of integrating artificial intelligence (AI) into smartphone technology. The research study goals consist of evaluating the development of AI in mobile phone processors, analyzing the existing state as well as abilities of AI-enabled cpus determining future patterns as well as chances together with reviewing obstacles as well as factors to consider for more growth.

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debabhi2

Effective data discovery is crucial for maintaining compliance and mitigating risks in today's rapidly evolving privacy landscape. However, traditional manual approaches often struggle to keep pace with the growing volume and complexity of data. Join us for an insightful webinar where industry leaders from TrustArc and Privya will share their expertise on leveraging AI-powered solutions to revolutionize data discovery. You'll learn how to: - Effortlessly maintain a comprehensive, up-to-date data inventory - Harness code scanning insights to gain complete visibility into data flows leveraging the advantages of code scanning over DB scanning - Simplify compliance by leveraging Privya's integration with TrustArc - Implement proven strategies to mitigate third-party risks Our panel of experts will discuss real-world case studies and share practical strategies for overcoming common data discovery challenges. They'll also explore the latest trends and innovations in AI-driven data management, and how these technologies can help organizations stay ahead of the curve in an ever-changing privacy landscape.

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Building Digital Trust in a Digital Economy Veronica Tan, Director - Cyber Security Agency of Singapore Apidays Singapore 2024: Connecting Customers, Business and Technology (April 17 & 18, 2024) ------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/

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Under the Hood: Experiment-Driven Product Design

1. 1 WEBINAR SERIES Optimizely Under the Hood Experiment-Driven Product Design

2. 2 Meet the designers Zach Leach Staff Product Designer Optimizely Shane Fontane Staff Product Designer Optimizely

3. Housekeeping ● This session is being recorded ● You will receive a copy of the recording and slides ● We’ll answer questions at the end

4. Today... ● What’s an AB Test? ● The Experiment Design Canvas ● Getting Things Done! ● FAQ ● QA

5. 5 Intro Slide ●

6. 6 Experimentation: A Simple Example

7. 7 What’s an AB Test?

8. 8 Click Me

9. 9 Click Me Click Me

10. 10 Click Me Click Me 50% of Traffic 50% of Traffic

11. 11 Click Me Click Me 50% of Traffic 50% of Traffic 1.2% of Visitors Clicked 3.0% of Visitors Clicked

12. 12 Experimentation is a powerful tool.

13. 13 Experimentation is a powerful tool. It’s even more powerful when it’s built into your process.

14. 14 Experiment Design Canvas

15. 15 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

16. 16 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

17. 17 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

18. 18 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

19. 19 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

20. 20 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

21. 21 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

22. 22 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

23. 23 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

24. 24 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

25. 25 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO

26. 26 Optimizely Visual Editor

27. 27 Experiment Design Canvas Business Objective Business Outcome 1 2 User User Goal Problem Solution Result 3 4 5 6 7 MICROMACRO Drive More Experimentation

28. 28 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month MICROMACRO

29. 29 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month Web customers MICROMACRO

30. 30 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month Make changes to visitors’ experience using the visual editor MICROMACRO Web customers

31. 31 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month Make changes to visitors’ experience using the visual editor Browser blocks mixed content MICROMACRO Web customers

32. 32 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month Make changes to visitors’ experience using the visual editor Browser blocks mixed content Display troubleshooting options MICROMACRO Web customers

33. 33 Experiment Design Canvas Business Objective Key Result 1 2 User User Goal Problem Solution Result 3 4 5 6 7 Drive More Experimentation Experiments started per month Make changes to visitors’ experience using the visual editor Browser blocks mixed content Reduce page load errors MICROMACRO Web customers Display troubleshooting options

34. 34 Our Hypothesis Web customers want to make changes to their visitors’ experience using the visual editor BUT the browser blocks mixed content. IF we display troubleshooting options THEN we will reduce page load errors.

35. 35 Design Our Variations A Original B Desktop C All Options

36. 36 And the winner is... A Original B Desktop C All Options 59%

37. 37 And the winner is... A Original B Desktop C All Options 59% 60%

38. 38 And the winner is... A Original B Desktop C All Options 59% 60% 63%

39. 39 Roll out! A Original B Desktop C All Options 59% 60% 63%

40. 40 Roll out! B Desktop C All Options 60% 63%

41. 41 Roll out! C All Options 63%

42. 42 100% of our users now see...

43. 43 Getting Things Done!

44. 44 Product Announcements

45. 45 Business Objective Grow customer maturity Business Outcome Monthly Active Reporting Users Background

46. 46 Not all web and full stack customers know we have a new Program Management product. If we announce the launch of the new product, then people will start using it. Our Hypothesis

47. 47

48. 48

49. 49

50. 50

51. 51 Clicked The Sidebar Item 10.89% And then clicked the call to action 0.58% Resulting in ~200 new leads How did it do?

52. 52 We’ve proved it works. Now to Optimize it.

53. 53 Hotfixes

54. 54 Prioritization challenges and how they can be overcome using Optimizely

55. 55

56. 56

57. 57 “How do I see developer documentation?”

58. 58

59. 59

60. 60 Visited Dev Docs 5.77% Dev Docs Views 467 How did it do?

61. A few things to remember... 1. A better hypothesis inspires better designs. 2. Start with a design, measure then optimize! 3. Overcome prioritization challenges using hotfixes.

62. 62 FAQ

63. What’s the hardest part about integrating experimentation into your design process? “ ”

64. How can you use experimentation to drive alignment between PMs and designers? “ ”

65. How do you make sure that you are choosing the right metrics to measure your designs? “ ”

66. 66 QA

67. 67 Thanks

Under the Hood: Experiment-Driven Product Design

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