Balancing User Experience and Revenue Using Data to Optimize Product Design
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I presented this at the Tech First conference, and talked about the 4 things I learned about delivering great user experience.
![Prasad Kantamneni Balancing User Experience and Revenue Using data to make product design decisions ,[object Object],Presented at Technology Landscape 2013. May 26, 2010](https://image.slidesharecdn.com/balancingrevenueandux-12814946733848-phpapp02/85/balancing-revenue-and-ux-1-320.jpg)
![About Me ,[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Balancing User Experience and Revenue Using Data to Optimize Product Design
- 6. 1: Take time to understand why Yahoo! Presentation
- 8. 1: What was wrong here? Yahoo! Presentation
- 9. 1. Experiments to validate and quantify Design A Conversational title style Design B To the point title (query term – property)
- 10. 1. Understanding why is critical for innovation. Understanding user needs, and behaviors put Search Assistance on the launch path. Old Yahoo! Y! with Search Assistance
- 11. Thought Exercise Which is better?
- 12. Why? Which is better?
- 13. Intent is Key
- 15. 2. What would users do when presented with a new summary <video> Yahoo! Presentation
- 16. High resolution image seen by the Fovea Reduced visual acuity experienced by the parafovea Progressively reducing visual acuity from the periphery of the retina
- 17. Users use parafoveal preview to identify the parts most likely to have relevant information based on the location of boldfaced terms
- 18. Familiar summary patterns draw user attention and clicks Users are relatively blind to unfamiliar summary patterns.
- 20. 2. Designs with the learning's incorporated Moving the image out of the critical scan path helped users selectively discover it, without disrupting scanability. Deep links were more discoverable when presented separately from the image
- 22. 2. When not to change habits Rapidly Evaluating new ideas, and predicting user behavior Launched with Keywords instead of image thumbnails -- despite more positive response to thumbnails – because of cognitive overhead.
- 25. 3: The best features need no explaining Yahoo! Presentation
- 28. 4. Designing for mobile devices is different From… To… Yahoo! Inquisitor
- 29. 4. What if you learned everything about mobile searching when you were 4
- 32. What is the next wave? Yahoo! Presentation
Hinweis der Redaktion
- In 2005 – 2006 Yahoo! launched all the web. All the focus groups told us this was an amazing experience but when we launched – it didn’t take! So the idea was shelved for 1.5 years. Google had Google suggest in the labs for a number of years but didn’t launch it till 2008.
- We were using the wrong method: i.e. we were asking people if they would you use the feature while we should have been looking at user behavior to understand why the feature was getting low engagement. By looking at the behavior to understand the why, we would have realized that we were trying to do too many things at the same time changing user habits when it was not practical were not using appropriate information scent did not address the fact that the presentation was being perceived as ads. Horizontal scanning is harder than vertical scanning Hard for a user to figure out what the results are for.
- Always work to create hypothesis, and run experiments to validate and quantify the hypothesis. For example we used the first couple of eye tracking studies to create hypothesis for what the best use of bolding should be. We then did a number of different Experiments including changing the way certain terms are bolded -- showed significant double digit % increase in clicks, and user engagement – which helped us quantify the impact, and understand more about why’s No one method is perfect but when we used eye tracking in conjunction with A/B testing we were able to identify general rules that have helped increase user engagement and revenue in multiple contexts.
- When yahoo first We were able to quantify the effectiveness of a user interface using eye-tracking. Senior leadership was not interested in launching search assistance, until we were able to prove a 14% increase in page effectiveness – at which point the Search organization quickly agreed to support a launch. Yahoo launched Search assistance in 2007 to rave reviews. This significantly improved user experience and market share. Google followed a year later. Search assistance is now a standard feature for anybody searching
- You start off with the regular experience, but then realize that the more you put up there the less effective it it. Got rid of images, unnecessary text. Help users focus on what is important Worked on speed – which is critical – to get the user up and running as fast as possible Focus on what the user wants to do first: type the query.,
- Closer to how people think. Made featured app when launched -- still one of the hottest apps on the iTunes store.
- 60% of revenue on mobile devices will be driven by local intent