Insight Driven Testing
Goal
Goal is to assess Three's array of products and services with a keen focus on insight-driven approaches. By thoroughly evaluating the offerings, we aim to craft innovative and data-backed solutions that enhance the overall customer experience and drive business success.
Problem Statement
Objective is to incorporate user personalisation and multivariate testing throughout Three.co.uk. This will encompass proposition work, user enhancements, and conversion optimisation. We leverage data-driven insights to evaluate and propose solutions.
Comprehensive testing of personalisation and multivariate factors across the entire Three website.
What does success look like
Reached 'Significance' within 3 days of conducing an A/B test on the SIM Only calculator
11% increase in conversion rate within the checkout process following a Multivariate Test
Developed a personalised experience for Apple device customers, resulting in increased interaction and engagement
Documentation
Keep detailed records of your design decisions, research findings, and user testing results.Collaboration
Communicate effectively with cross-functional teams, including developers, product managers, and stakeholders, to ensure a shared understanding of the design goals.
Documentation and Communication
Research
This initial and crucial phase includes a comprehensive examination of the existing user experience. By conducting a thorough assessment of Adobe Analytics, Decibel, heat maps, and user testing data related to the current experience, I was able to delve into user journeys and touch-points.
This in-depth analysis provided valuable insights into areas suitable for user personalisation, ultimately yielding a backlog of potential conversation opportunities.
Additionally, another key focus area is the introduction of user enhancements. These enhancements have the potential to not only improve the user experience but also contribute to an increase in conversion rates.
Process
Wireframes and Design
When addressing the current issue, Experience A, the approach involves not only understanding its shortcomings but also envisioning alternative solutions. To facilitate this, I will create mock-ups for potential Experience B and Experience C. These mock-ups serve as conceptual designs that outline improved user experiences. Following their creation, these concepts are shared with the project team for collaborative evaluation and discussion.
The goal is to collectively assess the feasibility and viability of transitioning from Experience A to either Experience B or Experience C. The team's input is essential for understanding the technical and practical aspects of bringing these designs to life, as well as determining which audience segments these enhanced experiences would cater to most effectively.
This collaborative process ensures that the final decision regarding the direction for enhancement aligns with both the technical capabilities and the needs and preferences of the target audience. It creates a pathway to implement a more user-centric and improved user experience in the form of Experience B or C, depending on the team's insights and capabilities.
Subsequently, the conceptual designs are transformed into functional interfaces, and are gradually introduced to a subset of the audience. These new designs are closely monitored over a three-week span to assess their impact on the core user journey, ensuring that there are no adverse effects.
Following the observation period, the data and insights collected are analysed. The findings are then presented in a stakeholder review session, where a recommendation is proposed.
The recommendation can take various forms, including either pausing and archiving the test, making iterative improvements, or integrating the design into the regular business-as-usual (BAU) process for continued development.
This decision is made based on the effectiveness and reception of the new design, as well as its alignment with the overall goals and strategies of the project.
Evaluate, and acquire knowledge
