Designing with data: improving the user experience with A/B testing
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Beijing ; Boston ; Farnham ; Sebastopol ; Tokyo
O'Reilly
April 2017
|
| Ausgabe: | First edition |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | xxvii, 337 Seiten Illustrationen (teilweise farbig) |
| ISBN: | 9781449334833 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV044311049 | ||
| 003 | DE-604 | ||
| 005 | 20170803 | ||
| 007 | t | ||
| 008 | 170515s2017 a||| |||| 00||| eng d | ||
| 020 | |a 9781449334833 |c pbk. |9 978-1-449-33483-3 | ||
| 035 | |a (OCoLC)986507467 | ||
| 035 | |a (DE-599)BVBBV044311049 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-11 |a DE-355 | ||
| 084 | |a ST 265 |0 (DE-625)143634: |2 rvk | ||
| 100 | 1 | |a King, Rochelle |e Verfasser |0 (DE-588)1133572715 |4 aut | |
| 245 | 1 | 0 | |a Designing with data |b improving the user experience with A/B testing |c Rochelle King, Elizabeth F. Churchill, and Caitlin Tan |
| 250 | |a First edition | ||
| 264 | 1 | |a Beijing ; Boston ; Farnham ; Sebastopol ; Tokyo |b O'Reilly |c April 2017 | |
| 300 | |a xxvii, 337 Seiten |b Illustrationen (teilweise farbig) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Design |0 (DE-588)4011510-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Daten |0 (DE-588)4135391-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Benutzerorientierung |0 (DE-588)4391852-9 |2 gnd |9 rswk-swf |
| 653 | 0 | |a User-centered system design | |
| 653 | 0 | |a Information visualization | |
| 689 | 0 | 0 | |a Daten |0 (DE-588)4135391-2 |D s |
| 689 | 0 | 1 | |a Design |0 (DE-588)4011510-0 |D s |
| 689 | 0 | 2 | |a Benutzerorientierung |0 (DE-588)4391852-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Churchill, Elizabeth F. |d 1962- |e Verfasser |0 (DE-588)122836049 |4 aut | |
| 700 | 1 | |a Tan, Caitlin |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u 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 |3 Klappentext |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u 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 |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-029714705 | |
Datensatz im Suchindex
| _version_ | 1806775964978380800 |
|---|---|
| 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. |
| any_adam_object | 1 |
| author | King, Rochelle Churchill, Elizabeth F. 1962- Tan, Caitlin |
| author_GND | (DE-588)1133572715 (DE-588)122836049 |
| author_facet | King, Rochelle Churchill, Elizabeth F. 1962- Tan, Caitlin |
| author_role | aut aut aut |
| author_sort | King, Rochelle |
| author_variant | r k rk e f c ef efc c t ct |
| building | Verbundindex |
| bvnumber | BV044311049 |
| classification_rvk | ST 265 |
| ctrlnum | (OCoLC)986507467 (DE-599)BVBBV044311049 |
| discipline | Informatik |
| edition | First edition |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000 c 4500</leader><controlfield tag="001">BV044311049</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20170803</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">170515s2017 a||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781449334833</subfield><subfield code="c">pbk.</subfield><subfield code="9">978-1-449-33483-3</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)986507467</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV044311049</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield><subfield code="a">DE-355</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">ST 265</subfield><subfield code="0">(DE-625)143634:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">King, Rochelle</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1133572715</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Designing with data</subfield><subfield code="b">improving the user experience with A/B testing</subfield><subfield code="c">Rochelle King, Elizabeth F. Churchill, and Caitlin Tan</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">First edition</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Beijing ; Boston ; Farnham ; Sebastopol ; Tokyo</subfield><subfield code="b">O'Reilly</subfield><subfield code="c">April 2017</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xxvii, 337 Seiten</subfield><subfield code="b">Illustrationen (teilweise farbig)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Design</subfield><subfield code="0">(DE-588)4011510-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Daten</subfield><subfield code="0">(DE-588)4135391-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Benutzerorientierung</subfield><subfield code="0">(DE-588)4391852-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="653" ind1=" " ind2="0"><subfield code="a">User-centered system design</subfield></datafield><datafield tag="653" ind1=" " ind2="0"><subfield code="a">Information visualization</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Daten</subfield><subfield code="0">(DE-588)4135391-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Design</subfield><subfield code="0">(DE-588)4011510-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Benutzerorientierung</subfield><subfield code="0">(DE-588)4391852-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Churchill, Elizabeth F.</subfield><subfield code="d">1962-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)122836049</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Tan, Caitlin</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">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</subfield><subfield code="3">Klappentext</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">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</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-029714705</subfield></datafield></record></collection> |
| id | DE-604.BV044311049 |
| illustrated | Illustrated |
| indexdate | 2024-08-08T00:10:32Z |
| institution | BVB |
| isbn | 9781449334833 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029714705 |
| oclc_num | 986507467 |
| open_access_boolean | |
| owner | DE-11 DE-355 DE-BY-UBR |
| owner_facet | DE-11 DE-355 DE-BY-UBR |
| physical | xxvii, 337 Seiten Illustrationen (teilweise farbig) |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | O'Reilly |
| record_format | marc |
| spelling | King, Rochelle Verfasser (DE-588)1133572715 aut Designing with data improving the user experience with A/B testing Rochelle King, Elizabeth F. Churchill, and Caitlin Tan First edition Beijing ; Boston ; Farnham ; Sebastopol ; Tokyo O'Reilly April 2017 xxvii, 337 Seiten Illustrationen (teilweise farbig) txt rdacontent n rdamedia nc rdacarrier Design (DE-588)4011510-0 gnd rswk-swf Daten (DE-588)4135391-2 gnd rswk-swf Benutzerorientierung (DE-588)4391852-9 gnd rswk-swf User-centered system design Information visualization Daten (DE-588)4135391-2 s Design (DE-588)4011510-0 s Benutzerorientierung (DE-588)4391852-9 s DE-604 Churchill, Elizabeth F. 1962- Verfasser (DE-588)122836049 aut Tan, Caitlin Verfasser aut Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf 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 Klappentext Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf 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 Inhaltsverzeichnis |
| 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 Daten (DE-588)4135391-2 gnd Benutzerorientierung (DE-588)4391852-9 gnd |
| subject_GND | (DE-588)4011510-0 (DE-588)4135391-2 (DE-588)4391852-9 |
| 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 Daten (DE-588)4135391-2 gnd Benutzerorientierung (DE-588)4391852-9 gnd |
| topic_facet | Design Daten Benutzerorientierung |
| url | 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 |
| work_keys_str_mv | AT kingrochelle designingwithdataimprovingtheuserexperiencewithabtesting AT churchillelizabethf designingwithdataimprovingtheuserexperiencewithabtesting AT tancaitlin designingwithdataimprovingtheuserexperiencewithabtesting |