UX Designer at Shopdirect
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.
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:
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