- The House of Newpeople
- Haparandadam 45
- 1013 AK Amsterdam
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The Head of Product from one of the largest scientific research platforms presents the first challenge;
“What do you do when you have so much data that you don’t know what to do with it? With a data overload and a lot of options for improvement, where do you start or focus on?”
“Let me elaborate; we see that 85% of our users only visit 5 pages, so we decided that we want to make great changes to those pages. I am however quite cautious with iterative design when it comes to such a big change. Therefore we do a lot of testing before launch to try to de-risk everything beforehand.”
HoP Education platform – “If you have a/b testing embedded in the company, it helps a lot, since people get used to thinking in smaller steps. This will get things going a bit faster. I would always recommend iterative design and continuous testing. Also, use a/b testing to test yourself and measure whether you are on the right track. Check the values you are adding continuously. You can break it down in smaller pieces, test a page section by section. Afterall the key metric is how well you´re solving problems for your users.”
HoP digital newsbrand – “You´re playing the game of your stakeholders. Perhaps you should start playing a different game, feature tested, bringing stuff to the table frequently. You could also try to launch smaller, isolated and specific features and release them earlier. There is almost always a way to make it smaller.”
HoP Education platform – “Trying and failing on a smaller scale is so important. Never undervalue those lessons, they will help you in the long run.”
HoP retail – “I have experience with at least two big redesigns. One of which the process was iterative and one was a whole change at once. I´d recommend to always try to take minimal steps. Why? Because with small pieces, one step may be negative whilst the end result can still be positive.”
HoP Education platform – “Find the one metric that all the stakeholders will get behind. For example: make sure that people read well, read better; make sure that they´re engaged. An overall success metric could be that you want payment increase. Make sure that you don´t lose people/stakeholders in the process.”
To conclude; speaking from experience, the HoP´s believe that an iterative process wins over a once stop major change. Divide and conquer. Break a large page redesign into smaller testable pieces. This way of working will provide a higher chance of a positive end result compared to implementing one big redesign at once.