Craig Sullivan / Hypothesis sketching
In this session, Craig will outline one of the biggest problems in split testing – the fact that the Hypothesis for most tests is weak, unsupported or driven entirely by the diseased imagination of somebody who is very senior but unforgivably biased. In a short presentation, Craig will show what goes wrong here and how to ensure the right inputs are delivered for the Hypothesis Design stage. Using a real life example, the workshop will split into groups and use a practical Hypothesis Sketching technique to come up with outline wireframes for testing. The workshop will feature resources, video and further reading to help you get better test outcomes.
Craig Sullivan
Craig has been blending UX, Analytics, Split Testing, Voice of Customer and Conversion Optimisation techniques for over 12 years. He’s also been building teams, launching products and hacking the growth of websites for companies like Google, LOVEFiLM, Lego, John Lewis, eBay and more.
He’s been bringing together the often isolated worlds of qual and quant measurement within organisations – to integrate a variety of discovery and inspection techniques and use these to prioritise, fix, improve or split test hypotheses about product design.
You can find him tweeting from @OptimiseOrDie on everything to do with Numbers, UX and Psychology. Although Craig confesses to being a shameless hacker of numbers, growth and marketing initiatives – his lifelong love has been in the boundary region between customers heads and the interface with products and services.