" Leanconf 2014

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The “Redesign” problem - Redesign through iterative experiments

Kyle Muller

UX Designer at Shopdirect

The “Redesign” problem - Redesign through iterative experiments

Speaker Bio

Kyle Muller leads the UX Design of the ‘Experimentation at Scale’ strategy at Shop Direct, one of the UK’s foremost digital retailers, which aims to achieve greater and faster learning through A/B experiments. He designs methods to enable rapid change, remove assumptions and identify which ideas should be iterated upon, and which need to fail fast. With a background in industrial design and rapid prototyping, Kyle focuses on the practical application of Lean methodologies for product development, in both enterprise and startups. He believes in combining holistic design with data to deliver better products through fast, evidenced based solutions.

The “Redesign” problem - Redesign through iterative experiments by Kyle Muller

Changing product features, introducing a new on boarding process or a redesign of your entire website; making a large scale change and not fully understanding the impact of design decisions can be a real challenge for both start-ups and established businesses. This can lead to a negative impact with no clear way of understanding what specific change is to blame and then the challenge of finding the 1 or 2 alterations out the hundreds that have been implemented that is causing the issue.

The key to avoiding the “redesign” problem is to work towards large scale change through a managed program of iterative experiments. Testing the the effects of each change through a fast, comprehensive measurement approach that aims to understand both the “what” through quantitative measurement of experiments; as well as the “why” through simultaneous user research testing and validation. Learning what works and taking ideas further through iteration, building on top of winning experiments to release large changes in a controlled way that minimises risk.

The practical outcomes of this talk that I would like the audience to take away are:​

  • The benefits of iterative design and how it differs from incremental change and optimisation.
  • How to structure experiments, test plans and create learning focused hypotheses with the goal of iterative change in mind.
  • How designers can take redesigns and break them down into testable parts.
  • How to pick the the right method to validate your assumptions.
  • How to manage simultaneous quantitative and qualitative experiments.
  • Examples of the methodology in use. (All examples with be evidenced with real world cases studies from experiments run on live websites)
  • How iterative experiments can be used in large organisations and start-ups.

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