Situation

Improving for one of the biggest Dutch online retailers for desktop, tablet, smartphone, and app users. From ad-hoc running experiments to structurally multiple experiments every week. Set up 90 A/B tests from idea to developing tests with HTML, CSS, and jQuery.

Established an in-house Usability Lab to quickly and efficiently gather feedback to fill the test backlog and test big concepts.

Worked with Google Analytics and Optimizely.

For 🇳🇱 online retailer Wehkamp

Results

• Set up a Trello board to organize experiments, which was shared with product owners and other collaborators.
• From hypothesis to running experiments within days.
• During the first two months, I set up every experiment on my own. Later, I gradually built up a team of contributors by adding team members incrementally;
  • Increase the numbers of experiments (2 p/week to 5 p/week).
  • Part of product owner roadmap. For example, experiments to test the order of filters on category pages impact product page views, orders and revenue.
  • Complexity (from one-page experiment to site-wide navigation and product pages).
  • Increased understanding of experiments by adding measure variables like order return rate.
• Eventually set up dedicated TV to publicly display the progress of each experiment to the entire department. From the start we used a Trello board, see the example below.

Example 🇳🇱

Trello board to organize experiments