JLR have explored ways to personalise their websites in order to deliver a bespoke
experience to their customers. They asked us to create scenarios that could be used
to test the success of a personalisation algorithm.
The brief focused mainly on the CTA strategy and a number of components
we use on the pages. How could those be customised? What could we offer as part of a personalised user experience?
- Create a set of user test scenarios to explore how a personalisation algorithm could work.
- Explore in which markets these tests should run
- Identify on what devices the tests should run.
I suggested to run tests on the biggest markets, the most popular devices
of each market, and include the most popular pages of typical user
journeys. Success of the algorithm would be determined by increase
of the conversation rate for e.g. booking a test drive.
I designed 10 Jaguar and 10 Land Rover scenarios, based on data supplied
from the analytics team. I created individual cards for each test
scenario to help the client decide which scenario to use.
Below is an example of how a scenario card looks like.
After presenting the scenarios, the client decided to focus on Land Rover
on the German market, as it provides the best conditions to run a test.
The client also requested further test scenarios of edge cases in order
to understand the limitations of the algorithm.
I sketched 12 more test scenarios using post-it notes for every personalised
component we want to introduce on a page. The scamps received very positive feedback
as they communicated clearly the new requirements. I then produced wireframes that showed
more details and could be shared with the teams and the AB testers.
I delivered two sets of user test scenarios to the client that will be used to determine the success of a personalisation algorithm.