Data driven design_MOO
Download as PPTX, PDF0 likes2,089 views
The document discusses Moo, an online print and design company that has faced significant costs due to reprints and rejects totaling over £425,000 in 2013. It outlines a phased solution for addressing customer pain points related to product ordering, including data analysis from various sources and implementing incremental changes to the build process. The aim is to improve customer satisfaction, increase conversion rates, and foster evidence-based decision-making while encouraging a blend of data use and intuitive insights.
Data driven design_MOO
- 1. CS Signals Making Data Based Decisions Amit Shanker Director, BI @ MOO.com
- 3. MOO: An Intro About: Online print and design company, supplying businesses with great quality stationery products History: Founded 2006 in London Products: Business Cards, Mini Cards, Greeting Cards, Letterheads, Accessories Customers: Creative professionals (e.g. Photographers) and Professional Services (e.g. Lawyers) 3
- 4. Products 4
- 6. A Problem… Cost of Reprints & Rejects in 2013 £425,965 Reprints: happen after an order is received by customer Rejects: happen before an order is dispatched by MOO 6
- 8. CS: First Port of Call Customer Queries order library pack PDP crop CMYK formats payment shipping colour Luxe upload 8 bleed error
- 9. Solution: Phase One Quantifying the Problem 120,000 100,000 80,000 60,000 40,000 20,000 0 Build 9 Buy Info Post-order
- 10. Solution: Phase Two Peeling the Build Onion Data sources for Signals: - Customer Services Google Analytics NPS Surveys Focus groups (Qual) User Surveys (Quant) 10
- 11. Solution: Phase Three Signals: Rank Ordering Build Issues 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Selecting and uploading images 11 PDP editing File formats Bleed Pack quantity Colour match PDP locked Crop marks Image library
- 12. Solution: Phase Four Prioritising Build Fixes • Problem: • It's too complicated to understand what your cards will actually look like – this leads to cost, time and stress for customer • Solution: • Don’t boil the ocean – be focused! • Incremental, iterative changes to existing Build flow using following solutions: Messaging and warnings – with helpful solutions Preview - live, step-by-step PDP editing – contextual help 12
- 13. Implementation Goal Setting Browse Engaged visitors Build Purchase intent Buy Paid Orders • GOAL for 2014: • Increase landing page to cart conversion by 7% for engaged visitors • Build improvement has a direct positive impact on Buy 13
- 15. Considerations Data is necessary, but not sufficient • • • • • Data literacy – new hires Data training – for existing staff Tools Mindset/Culture Exec support • Implement evidence based thinking and decision making in the business… • … but also use experience, intuition, gut feel etc to generate hypothesis to test against data 15