Overview:
Reelio is in the middle of a major strategic shift to different types of clients and users. Successfully executing this shift will enable them to serve clients who are not well served by existing influencer marketing solutions and capture a large share of this growing market. The changes will affect their product development, branding, marketing, and operations. As this change is executed, a need arises to rigorously monitor and optimize how Reelio is presented on the public site to make sure the strategic shift is hitting the right potential users.
Brief:
- Create customer archetypes of current and future users
- A/B testing best practices
- A/B testing implementation options
- The factors along which to differentiate different A/B testing scenarios
- Who is currently looking at our site and how they map onto our customer archetypes (i.e., segmentation of current visitors)
- How to measure the success of upcoming rebranding and public site changes
My Role:
I was the sole designer in a 5 person team consisting of 3 technical marketers and 1 account manager. I familiarized myself with A/B Testing (Best Practices) and assisted my team with identifying the technical limitations for implementation of these tests. I created personas based off both assumed and existing customer archetypes. I assited in documentation describing meaningful A/B scenarios, the reason for testing each scenario, and how the results should be interpreted. I provided views and suggestions for the (current) redesign of the Reelio website, and created the final deck that we shared with senior members of the Reelio team.
Things To Consider
- Who are their current customers?
- Who do they want their future customers to be?
- How are they currently branding and marketing themselves, and to which archetypes?
- What would they need to change to market to a different set of customer archetypes?
- What types of things would they ideally want to A/B test on their public site?
- What types of things are realistic to A/B test on their public site, given the technical limitations of the current implementation?
Deliverables
- Document describing meaningful A/B testing best practices
- Document containing personas for the customer base Reelio is trying to attract
- Researched and utilized A/B tools (Optimizely, Sumome, Mailchimp) on the old site, and on mockups for current site
- Document describing meaningful A/B test scenarios, including 10 steps for implementation and 11 hypothesis ideas
- Developed A/B test idea evaluation form. Which prioritizes test ideas based of level of effort rank and level of impact rank.
