UX Alive Conference speaker is Eileen Chang (Odesk) presentations

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What’s In It For Me?Get users to take action through A/B testing & agile design

Eileen Chang | Sr. Product Marketer | Upwork


Hello! A quick intro...

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Upwork (formerly Elance-oDesk)

● Global platform for businesses to hire, work with, and pay freelance professionals○ 4M registered clients○ 9M registered freelancers representing 2800 skills○ $1B worth of work on our platform annually

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The evolution of our homepage

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In 2014, our homepage looked like this:

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We tried a new approach

● 1 week ● 1 marketer● 2 designers● 1 writer● Result: 2 testable concepts

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We tested two concepts with users

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A B


Most preferred Concept A

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A B


We further tested and refined Concept “A”

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Test v1 prototype

Get feedback

Adjust

Test v2 prototype

Get feedback

Adjust

Test v3 prototype

Get feedback

Adjust

Day 1 Day 2 Day 3


Over 3 days, user feedback vastly improved

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Day 1 Day 2 Day 3


Live tested new design with real users

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Existing New


New design drove 7.7% increase in signup rate

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Existing New


Lessons and tips

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#1:Identify where users stumble

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Use tools to help uncover user needs

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Purpose Example Tools

Site Analytics

User Feedback

● Customer support● Sales reps● Community forums● User surveys and interviews

Prototyping & Testing


#2:Do small experiments to validate hypotheses

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#3:Get feedback early and often

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#4:There’s always room for (more) improvement

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What follow-on experiments can you try?

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Show example tasks Show freelancer types



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Merchandise tasks Merchandise freelancers

+69% click-through rate+1.1% signup rate



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Search results Category pages



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Search results Category pages +1.3% signup rate


Thankswww.upwork.com


Questions?

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UX Alive Conference speaker is Eileen Chang (Odesk) presentations

Design