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.