Senior Consultant

Craig.bradford@distilled.net

@CraigBradford

CRAIG BRADFORD

BEng (Hons) Sports Engineering

WTF??

Sports Science

Biomechanics

Product Design

Why am I telling you this?

CRAIG BRADFORD

A product approach to CRO

Typical CRO process

Focus on this part

80% of the success of CRO is down to the discovery

phase.

Hint: Product designers are really good at this part!

CRO isn’t about button colours

CRO

CRO is the process of maximising LIFT

How?

I like the IDEO design methods

IDEO method cards

Download the app £2.99

Analyse the information you’ve collected to identify

patterns and insights.

1 - Competitive Surveys

1. Face to face2. Online surveys3. Phone/Skype

Focus on the 5 whys (Covered later)

Goals:

1. Identify critical features/benefits

2. Remove redundant

features/benefits

(Increase clarity and reduce distractions)

2 - Error Analysis

1. Wrong quantity selected2. Wrong delivery details

entered3. They timed out4. A refund is needed5. They press the back

button

Goals:

1. Prevent errors happening

2. Deal with errors efficiently when

they do go wrong

3 - Flow analysis

Create common paths

Reverse Goal Path – Find distractions

Goals:

1. Find bottlenecks and

distractions on the route to

purchase

2. Find the most important routes

through the site

Enlist people’s participation to elicit information relevant

to your project.

4 - Surveys

Powerful surveys…

1. Are timely2. Ask qualified participants3. Ask the right questions

Get timely answers

Ask the right questions at the right time

Very affordable

Excellent Resource on good questions to ask

What made you almost not buy?

Thankyou pages

Is there anything you would improve about the checkout process?

Thankyou pages

What’s stopping you from buying this product today?

Product pages

5 - Extreme user interviews - Ethnio

Ask the 5 whys

6 - Card Sorting

Card sorting results

Goals:

1. Let users tell you what makes

sense to them

2. Design a clear navigation

structure

Observe people to discover what they do rather than what they say they do.

How people say they open packaging

How they actually open packaging

Fly on the wall online?

7 - Shadowing - Usertesting.com

8 - Fly on the wall - Clicktale

Create simulations to help empathise with people and

to evaluate proposed designs.

9 - Empathy tools

Reduced Mobility

Limited dexterity

10 – Roleplay

1. You’re on mobile device with slow connection

2. You need to book your flight in the next 30 minutes

3. You want to get a product delivered to your friends address not yours

4. You’re not going to be home for delivery5. You want to buy online but pick up in store

11 - Prototypes

Balsamiq

Online Prototype

Treejack for IA validation

Key takeaways:

1. Conduct deeper research2. Don’t just stick to

traditional UX methods3. Download IDEO method

cards for inspiration

Thanks.Any questions?

CRAIG BRADFORD

Craig.bradford@distilled.net

@CraigBradford