UX TESTING AND RESPONSIVE DESIGN David Krauter @islandmentality President, SmarterTravel & Independent Traveler TripAdvisor
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UX TESTING AND RESPONSIVE DESIGN
David Krauter@islandmentalityPresident, SmarterTravel & Independent Traveler TripAdvisor
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David Krauter
President, SmarterTravel, GM of Jetsetter
WHAT IS JETSETTER?
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the go-to brand for travelers with discerning tastes
To provide insider deals, unique experiences,
and thoughtful insights to our members,
allowing them to book with ease and confidence
wherever and whenever they choose.
OUR MISSION
2014Jetsetter hits over
20 million members
2013Jetsetter joins the
TripAdvisor Media
Group2009
Jetsetter launches,
as part of the Gilt
Groupe
20MILLION
MEMBERS
OUR STORY
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• Limited-Time SalesFlash-Sale Pricing at up
to 40% off.
• The Retail CollectionFull price hotels available
year-round.
• Personal Travel PlanningExpert advice, recommendations and
customized trips.
• Mobile AppsAward-Winning iPhone and iPad
apps to stay connected on the
go.
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WHAT WE OFFER
• ContentImmersive,
visually-stunning
and highly-engaging
content.
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TRUST INSPIRATION VALUE TASTE
INSPIRATION
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t 10
ACCESS
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OUR MEMBERS are ….
85% MORE
Risk Takers
64% MORE
Trend Setters
64% MORE
Beauty Conscious
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OUR MEMBERS are ….
40% MORE
Likely to buy brands that reflect their style
36% MORE
Style/Fashion Conscious
WHY IS JETSETTER DIFFERENT?
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At Jetsetter we put the customer
into the context of experience.
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One of the largest boosts in happiness
comes from
the simple act of planning a vacation.*Study, published in the journal Applied Research in Quality of Life
Focus on the Funnel
Focus Groups
FOCUS GROUPS
TASK BASED TESTING
Task-Based Testing
TASK BASED TESTING
Jetsetter Approach
JETSETTER APPROACH
LISTENING LABS DATA ANALYSIS
+
TEST IDEAS
=
CHOOSE YOUR SUCCESS METRICS
SUCCESS
METRICS
FOCUS ON WHAT MATTERS
80% OF TIME
EXPENDED
20% OF TIME
EXPENDED
20% OF
RESULTS
80% OF
RESULTS
MANY
TRIVIAL
TASKS
FEW VITAL
TASKS
DESIGN FOR RESULTS
DESIGN FOR RESULTS
BE WILLING TO ACCEPT RESULTS
TEST!
Test Measure
Iterate
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19%IN
CONVERSION
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35
21%IN CHECKOUT PAGE VIEWS
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38
39
40
IN
CONVERSION
6%
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43
44
45
IN CONVERSION18%
IN BOUNCE RATE
10%
IN CLICK THROUGH RATE
14%
IN CLICK THROUGH RATE
22%
IN CONVERSION RATE
68%
Mobile Breakdown:
o Start with your customers (preferably watch them)
o Look at your data
o Focus on the Funnel
o Obey the 80/20 rule
o Design for results
o Test/Measure/Iterate
o Repeat!
IN SUMMARY
March 5, 2015
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