ux scotland - how schuh built a testing team

Case Study: How Schuh Built a Testing Team

Stuart McMillianSchuh LTD.

Deputy Head of Ecommerce

@mcmillanstu

Pop Quiz Time!

• Who is “client-side”?

• Who has dedicated testing resources?

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Who is this guy?!

• Scottish

• Geek

• Favourite board game: Monopoly

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What we’ll cover• The schuh context

• Building a testing culture

• Must try harder

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The schuh context

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A bit of schuh background• Founded 1981• 99 stores• Multichannel• Customer

service focused• Systems driven

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Ecom Challenges – A multi device world

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P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 P3 P4 P5 P6 P7 p8 p9 p10 p11 p12 P1 P2 P3 P40%

10%

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DesktopMobileTablet

Ecom Challenges – A multi device worldschuh traffic by device since Feb 2012

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Ecom Challenges – A multi device world

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Results you can’t always measure

Ecom Challenges – A multi device world

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Increasingly competitive marketplace

Ecommerce

Mobile Site November 2011

Tablet Site November 2012

Responsive Pilot November 2013

Schuh Responsive July 2014

Trading Online2001

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Head of Ecommerce

Digital Marketing

Digital Merchandising

Online Development &

OptimisationWeb Editorial Analytics Insight

Deputy Head of Ecommerce

Ecommerce – Team Structure

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Building a testing culture

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This is not an anti-agency rant…

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Status Quo Ante

• Conversion focused• Systems driven• Customer-centric• Self Reliant

• ‘Project cycles’• Backlog/Dev resource• Poor instrumentation• Self Reliant

Strengths Weaknesses

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The watershed moment

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Stop, collaborate and listen

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Growing the team, widening the effort•Identify bottlenecks, resource appropriately • Democratisation of

effort to entire department & beyond

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Tools of the trade

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Training, Development & SupportBroaden Horizons • GA• PRWD• Optimizely • Conferences• The Internet!

Set New Standards1. Mobile first2. User-centric design3. Fast4. Analytics ready5. SEO as standard

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Areas of improvement

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HypothesisCreation

Areas of improvement

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These aren’t the results you’re looking for

Test Analysis

Areas of improvement

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Evangelisefurther

Danger!

Don’t build new walls!

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@mcmillanstu

If you always do what you’ve always done, you’ll always get what you always got

Contact InfoStuart McMillanSchuh LTD.Deputy Head of EcommerceEmail: StuartM@schuh.co.uk

@mcmillanstu

Questions?