Presentation
summary
Alaska Airlines redoes its e-commerce site in 14 months, runs 100+ usability tests and 40+ research hours, then launches a big-bang update that causes a sharp conversion drop on day one. The team runs unmoderated UserTesting sessions, A/Bs key elements, rolls back some changes, keeps designers/developers/analytics on call, holds daily standups, applies objective performance thresholds as Plan B, and iterates until conversion recovers.
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chapters (10)
- 0:00Introduction
- 6:47Managing Risk
- 8:41Customer Research
- 9:42Initiation
- 11:18Plan B
- 12:45Practice of Design
- 16:37Analytics
- 17:55UserTesting
- 21:24Questions
- 21:54Lessons
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