ux scotland - how schuh built a testing team
DESCRIPTION
Discover how a British ecommerce site moved from running occasional tests which didn’t really prove much, to developing a testing team who are making a real difference to site performance. Plus, tips to engage other departments, such as customer service, in testing efforts.TRANSCRIPT
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?
@mcmillanstu
Who is this guy?!
• Scottish
• Geek
• Favourite board game: Monopoly
@mcmillanstu
What we’ll cover• The schuh context
• Building a testing culture
• Must try harder
@mcmillanstu
The schuh context
@mcmillanstu
A bit of schuh background• Founded 1981• 99 stores• Multichannel• Customer
service focused• Systems driven
@mcmillanstu
Ecom Challenges – A multi device world
@mcmillanstu
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%
20%
30%
40%
50%
60%
70%
80%
90%
DesktopMobileTablet
Ecom Challenges – A multi device worldschuh traffic by device since Feb 2012
@mcmillanstu
Ecom Challenges – A multi device world
@mcmillanstu
Results you can’t always measure
Ecom Challenges – A multi device world
@mcmillanstu
Increasingly competitive marketplace
Ecommerce
Mobile Site November 2011
Tablet Site November 2012
Responsive Pilot November 2013
Schuh Responsive July 2014
Trading Online2001
@mcmillanstu
Head of Ecommerce
Digital Marketing
Digital Merchandising
Online Development &
OptimisationWeb Editorial Analytics Insight
Deputy Head of Ecommerce
Ecommerce – Team Structure
@mcmillanstu
Building a testing culture
@mcmillanstu
This is not an anti-agency rant…
@mcmillanstu
Status Quo Ante
• Conversion focused• Systems driven• Customer-centric• Self Reliant
• ‘Project cycles’• Backlog/Dev resource• Poor instrumentation• Self Reliant
Strengths Weaknesses
@mcmillanstu
The watershed moment
@mcmillanstu
Stop, collaborate and listen
@mcmillanstu
Growing the team, widening the effort•Identify bottlenecks, resource appropriately • Democratisation of
effort to entire department & beyond
@mcmillanstu
Tools of the trade
@mcmillanstu
Training, Development & SupportBroaden Horizons • GA• PRWD• Optimizely • Conferences• The Internet!
Set New Standards1. Mobile first2. User-centric design3. Fast4. Analytics ready5. SEO as standard
@mcmillanstu
Areas of improvement
@mcmillanstu
HypothesisCreation
Areas of improvement
@mcmillanstu
These aren’t the results you’re looking for
Test Analysis
Areas of improvement
@mcmillanstu
Evangelisefurther
Danger!
Don’t build new walls!
@mcmillanstu
@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: [email protected]
@mcmillanstu
Questions?