Product
Experiments
2017–2018
Overview
The Growth team was responsible for growing the self-serve customer base in Measure, our website audience analytics tool. To achieve this, we ran A/B tests on the product, sent onboarding emails to support Measure "pixel" installation, informed users about new features through product emails, created blog content, and conducted user research.
Info
Team: Product Marketers, Analytics, User Researcher, Software Engineer
Role: Designer
Experiments
One of our more successful experiments, we redesigned the Browsing Interests tab in Measure. Our interests tabs consisted mainly of expandable charts. We ran a test with a design that utilized shades of color, similar to a heatmap, to convey audience interest. This redesign significantly improved the tab's usability, allowing users to quickly and easily grasp insightful information without the need for extensive analysis. Our data showed an increased usage which resulted in this experiment being added to our product (and not implemented through an Optimizely hack).
We manually sent monthly data reports to users to increase to engage with their profiles. These reports were built using data pulls (since our product did not have that feature) so we the challenge was to build graphics that weren't individualized.
A reimagining of the Demographics tab in Measure. An exercise in trying to have the user click less to see the 2 main data points, index and composition.
In order to extend the functionality of Measure, we built a Chrome extension that showed basic traffic and demographic data, allowed you conduct basic market research on websites, and helped with the tag/pixel installation process.
We conducted numerous successful experiments on the initial product setup screen, which resulted in making this screen more useful (it was essentially a blank state before). Our primary objective was to enhance the success rate of tag installations. Once a tag is placed on a website, it usually takes a few days for the data to begin appearing. During this waiting period, we provided support content and facilitated browsing other quantified sites as a way to engage and assist our users.
Retrospective
Learning to make design decisions based on data. As a new member of the Growth team, I embraced the concept of data-driven design. It offered a systematic approach to decision-making by collecting, analyzing, and interpreting relevant data. Unlike brand which relied solely on intuition or guesswork, data-driven design allowed us to make informed decisions based on concrete evidence and insights.
It's fun to build things and understand how they work! After recently beginning my journey into learning the fundamentals of PHP and Javascript, I found the idea of partnering with an engineer to collaboratively build and iterate on projects incredibly enticing.
Continuous improvement. Even if something performed well, if we have the time, we keep testing for more data and iterative improvement. Tests can be as simple as changing text to see what resonates better.
Product Announcement - Content Segments A
Product Announcement - Content Segments A