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Mind the Product

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Creating metrics that matter

A case study: Launching a product process in a project-based company

B2B product management

Artificial Intelligence (AI) & Machine Learning (ML)

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Janna Bastow is one of the co-founders of Mind the Product, and kicked off her first event for product people with ProductCamp London in 2010, in an effort to meet and learn from other product managers. 

As a product manager always looking for better tools, Janna also co-founded <a href="https://www.prodpad.com/" title="product management and roadmapping software">ProdPad</a>, product management and roadmapping software for product people. 

She often starts and stops conversations with the question: “What problem are you trying to solve?”

CEO/Co-founder

Janna Bastow

Running a multivariate test or even a simple AB test can be daunting. With each variation, there are additional tests to be run and measured, and it can all get overwhelming very quickly.  At <a href="http://www.meetup.com/ProductTank/events/141734242/" target="_blank" rel="noopener noreferrer">ProductTank October</a>, <a href="http://www.linkedin.com/in/veryalex" target="_blank" rel="noopener noreferrer">Alex Smith</a>, the Site Development Manager at Charles Tyrwhitt, showed us what he measured and why, and talked about how he came to love running MVT and AB tests to learn more.
Alex talked about the A/B and multivariate testing program at Charles Tyrwhitt, outlining what they measure at and how the test results feed back into optimisation of the website.
<img loading="lazy" decoding="async" src="https://www.mindtheproduct.com/wp-content/uploads/2013/12/traffic-benefit-quadrant-ab-testing.png" alt="What to test in A/B Testing and Multivariate Testing" width="544" height="475" />
He explained a simple formula for figuring out what to test, comparing traffic and expected benefit.  In his case, this left key pages like product listings and product pages, as well as the early and last steps of the checkout flow, to be the most ripe for optimisation through MVT and A/B testing.
Alex outlined the steps taken in the testing process, from benchmarking existing pages through to developing and testing your hypothesis, through to deploying changes based on the experiment results. He also outlined a number of simple ways to define success based on the results of an experiment.
As a result of this A/B and multivariate testing program that was put in place, Alex was able to show how it helped him get closer to the customer, give creativity room to breathe, removed some of the uncertainty from the development process, and helped to bring departments together.

core/freeform

Hypothesis and Testing

The journey to product experimentation by Split

Progressive product development: release products that deliver by Split

Surveillance art, dying phones, and fake likes – Dries Depoorter at MTP Engage Hamburg

Understanding and executing effective research

What’s stopping teams from running experiments by Cameron Savage

How to be a better data-driven product manager

Product’s role in experimentation culture by Terry Lee

Stay Humble or Be Humbled — Case Studies from the Experimentation Trenches by Anthony Rindone

Video: How to love A/B and Multivariate Testing

Janna Bastow