Verfügbarkeit: Designing with data | Technische Universität München

Designing with data: improving the user experience with A/B testing

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Bibliographische Detailangaben
Beteiligte Personen:	King, Rochelle (VerfasserIn), Churchill, Elizabeth F. 1962- (VerfasserIn), Tan, Caitlin (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Beijing ; Boston ; Farnham ; Sebastopol ; Tokyo O'Reilly April 2017
Ausgabe:	First edition
Schlagwörter:	Design Benutzerorientierung Daten User-centered system design Information visualization
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029714705&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029714705&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xxvii, 337 Seiten Illustrationen (teilweise farbig)
ISBN:	9781449334833

Internformat

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Datensatz im Suchindex

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adam_text	[ contents ] Foreword...................................... ix Preface........................................xi Chapter i Introducing a Data Mindset.......................1 Data as a Trend............................... 1 Three Ways to Think About Data....................3 What Does This Mean for You as a Designer?........9 Data Can Help to Align Design with Business.......10 With a Little Help from Your Friends...........15 What If You Don’t Have Data Friends (Yet)?........20 Themes You’ll See in This Book.................21 Summary.............................;.............21 Questions to Ask Yourself*.................. 23 Chapter 2 The ABCs of Using Data..........................25 The Diversity of Data .........................26 Why Experiment?................................32 Basics of Experimentation......................38 A/B Testing: Online Experiments................45 Your Hypothesis and Why It Matters.............63 Running Creative A/B Tests................... .68 Summary........................................78 Questions to Ask Yourself......................79 Chapter j A Framework for Experimentation.................81 Introducing Our Framework......................82 Three Phases: Definition, Execution, and Analysis_89 Examples: Data and Design in Action............92 Summary.........................................95 Questions to Ask Yourself.......................96 Chapter 4 The Definition Phase (How to Frame Your Experiments)....................................97 Getting Started: Defining Your Goal.............99 Identifying the Problem You Are Solving........114 Building Hypotheses for the Problem at Hand....120 The Importance of Going Broad..................130 Which Hypotheses to Choose?....................143 Summary........................................153 Questions to Ask Yourself......................154 Chapter^ The Execution Phase (How to Put Your Experiments into Action).......................155 Designing to Learn.............................157 Designing the Best Representation of Your Hypothesis.....................................163 Summary........................................203 Questions to Ask Yourself......................204 Chapter 6 The Analysis Phase (Getting Answers From Your Experiments)..............................207 Vetting Your Designs Ahead of Launch...........208 Launching Your Design..........................211 Evaluating Your Results........................224 What Does the Data Say?........................226 Rolling Out Your Experience, or Not............243 Case Study: Netflix on PlayStation 3...........254 Summary........................................262 Questions to Ask Yourself......................264 VI CONTENTS Chapter 7 Creating the Right Environment for Data-Aware Design........................................267 Principle 1: Shared Company Culture and Values... 268 Principle 2: Hiring and Growing the Right People.. 280 Principle 3: Processes to Support and Align...287 Summary.......................................301 Questions to Ask Yourself.....................303 Chapter 8 Conclusion......................................305 Ethical Considerations .......................308 Last Words....................................317 Appendix A: Resources.........................321 Index.........................................329 vii CONTENTS Designing with Data On the surface, design practices and data science may not seem like obvious partners. But these disciplines actually work toward the same goal, helping designers and product managers understand users so they can craft elegant digital experiences. While data can enhance design, design can bring deeper meaning to data. This practical guide shows you how to conduct data-driven A/B testing for making design decisions on everything from small tweaks to large-scale UX concepts. Complete with real-world examples, this book shows you how to make data-driven design part of your product design workflow. “A/B testing is becoming an essential component of digital product development and it’s vital for designers to embrace it as a tool of their trade. This book provides the perfect introduction to it and gives practical advice for how to apply, execute, and analyze A/B testing successfully.” -Martin Charlier Product Manager, Unmade, Coauthor of Designing Connected Products Rochelle King is Global VP of Product Design and Insights at Spotify. She enjoys operating at the intersection of design and data, and has held leadership positions at a number of tech companies over the course of her career. Dr. Elizabeth Churchill is an expert in Human-Computer Interaction (HCI). She has directed user-centered research in a num- ber of top Silicon Valley compa- nies. Her current work focuses on designer and developer tools. Caitiin Tan is a User Researcher at Spotify, and a recent graduate from MIT.
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spellingShingle	King, Rochelle Churchill, Elizabeth F. 1962- Tan, Caitlin Designing with data improving the user experience with A/B testing Design (DE-588)4011510-0 gnd Benutzerorientierung (DE-588)4391852-9 gnd Daten (DE-588)4135391-2 gnd
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title	Designing with data improving the user experience with A/B testing
title_auth	Designing with data improving the user experience with A/B testing
title_exact_search	Designing with data improving the user experience with A/B testing
title_full	Designing with data improving the user experience with A/B testing Rochelle King, Elizabeth F. Churchill, and Caitlin Tan
title_fullStr	Designing with data improving the user experience with A/B testing Rochelle King, Elizabeth F. Churchill, and Caitlin Tan
title_full_unstemmed	Designing with data improving the user experience with A/B testing Rochelle King, Elizabeth F. Churchill, and Caitlin Tan
title_short	Designing with data
title_sort	designing with data improving the user experience with a b testing
title_sub	improving the user experience with A/B testing
topic	Design (DE-588)4011510-0 gnd Benutzerorientierung (DE-588)4391852-9 gnd Daten (DE-588)4135391-2 gnd
topic_facet	Design Benutzerorientierung Daten
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