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Summary
Knowing how to solve the right problem is only one small part of the product-success equation. And nailing the execution is harder than most people think. As Erin says in this talk, “There are far more ways to fail than there are to succeed” when it comes to experimentation. To help you learn, Erin shares some of the silly mistakes she made while A/B testing her designs. That way you can avoid those pitfalls as you work to make your digital product better—not just different.
Key Insights
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Over 90% of A/B tests at Booking.com fail, emphasizing the need for rigorous testing.
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The execution often matters more than the idea itself in determining success.
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A culture of experimentation leads to better user experiences and business growth.
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Understanding user behavior is crucial for designing effective tests and features.
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Small changes in design can significantly impact user experience and conversion rates.
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Continuous re-evaluation of experiments is essential as technology and consumer behavior evolve.
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Qualitative feedback should complement quantitative metrics to understand user interactions better.
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Design choices, such as font selection, can have unexpected effects on clarity and conversion.
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Edge cases in user experience can lead to significant issues in usability and conversion.
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Investing in tracking and analytics tools enhances the ability to gather useful data for informed decision-making.
Notable Quotes
"I'm actually a really big failure."
"About 90% of all the work that I did for booking.com ended up in the garbage can."
"If a problem presents itself over and over again, it's not necessarily the concept that fails."
"The invisible decisions we make can impact a customer's experience as much as what they see on the screen."
"Typography matters. It matters a lot."
"Good design often lies between what's already there and what we think is best."
"We democratized user research. The researchers were there to enable us to do our own research."
"You can't fail 90 times out of 10 without finding humor in it."
"If you don’t need to, just don’t use fancy typefaces."
"A little line of CSS that may have made a browser crash last year might not make a browser crash anymore."
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