Priceline
Project Liquid
Project Liquid
Role: Product, Design Systems, MVP
Client: Priceline
Date: 2018-2019
A/B testing simple content changes such as copy make up a large portion of the tests run at priceline. The extensive dev time required for such simple but impactful tests show a need for a quicker way to manage and conduct them.
Additionally, there is an opportunity to build a tool for non devs to be able to handle the majority of that work, further enabling devs to focus on new features and increasing team velocity.
Quick Facts
Check the Numbers
Overall Website Traffic
Organic Traffic
Net Sessions
Unique Users
Bounce Rate
Average Session Duration
The Task
Walking a New Path
We were given the green light to build an initial MVP to prove out the main use cases of enabling a non technical stakeholder to create and view their own experiment based content.
The main user tasks included:
- Create content for an experiment
- Create content for non experiment
- View / Edit Content
- Deploy content to specific environments
The Challenge
Learn To Walk,
Before You Can Run
The initial challenge was determining what the simplest version of an MVP would be from a functionality standpoint while still being usable. There was a lot of functionality plans in the long term roadmap that needed to be considered, while still addressing the more current MVP functionality needs.
Although the initial mvp wasn’t very feature heavy, we also needed to minimize the amount of front-end work needed to ensure the proper backend work could be completed as needed.
The Hurdles
Talk To Your Users,
It’s So Easy
Although the initial mvp proved the value of such a tool, it was built so quickly our primary users didn’t understand how to use it without a lot of explanation.
We were given another quarter to prove out more of the mvp’s value but needed to better align the UX with our internal users to ensure it was usable.
The Solution
Constant Feedback,
Is The Best Feedback
We planned our second quarter of work a little differently than the first one. A cyclic system of feedback was setup to get multiple rounds of feedback on the user flows, possible functionality needs, UI elements (via Priceline One Design System) and overall usability before building on the front-end.
By enabling the team to verify almost every assumption via comps, flows, and interviews before anything was built, we were able to re-prioritize, make improvements, and discover new problems facing our users.
Dual Content Views
Card and row views for content management
Ongoing Work
More to come as we continue to iterate
Some of the current functionality under review includes:
- Content previews
- Custom Information Architecture Management
- Content History & Rollback
- Multi Element Creation
- Resource Types & Styling for Content
- Draft Content
PetRescuers Lost Pet Stream
Customized map showing lost and found pets in any given area
Simplified Registration
Consolidated registration form with less fields and less steps for the user
Support Site
Custom built support area via Zendesk for better customer support
