Testful: Activities deployed in seconds

Summary

Testful, testful.co.uk, is a solution for repetitive and easily customizable experiences. Instead of building experiences, with Testful you build experience templates, which then anyone can configure to their liking.

Audience

The end-users would be the marketers, who could run A/B activities without the need to understand the technical aspects of A/B testing.

My role

Branding, UX Research, UX Design, and Visual Design.

Building A/B experiences for Samsung, across various platforms and markets, has taught us many lessons, one of the most important being: Good A/B experiences tend to stick around and return all the time. This started to become a repetitive challenge and at times a lot of development effort was going to waste by performing tasks, which just as easily could have been delivered by non-technical people.

Because Testful had a very rough working prototype developed, it didn’t require much outside research, as it was a tool that was born because of day to day issues that our team and our client was dealing with.

Being a platform developed in-house, I had quick access to all of the friction points that the end-users might be having so I could create the structure without much hassle. We had basically 3 main pages that would be used by marketers to lead testing projects and run A/B activities without the need to understand the technical aspects of A/B testing.

These pages were: the templates that were created by our developers, the list of activities, and the audiences.

Considering that this tool was an internal idea it needed branding as well. Starting with finding a proper name, color palette, logo and simple animations.

Since this tool was meant to be used by non-technical people, I had to keep in mind that all CTAs and functionality naming was kept as simple as possible. Terms like json file, operands and other weren’t that intuitive to most of the users that I had the chance to interview while they were using the rough prototype we had, so I had to find alternative terms to better describe what each option does.

It didn’t take me much time to come up with the design system and high fidelity designs which I prepared neatly for our development team. Not to mention, they were really happy having ready all of the font sizes, color shades, images resized and compressed, and all the components that were re-used across the design.

This also shortened the development time and the platform was ready to be used after 30 days of devoted work.

Once Testful started to become the go-to tool for any kind of campaign that Samsung had, there was an opportunity to improve and add new features. After monitoring the usage patterns and user behavior, I changed a few things which I believe made the UX smoother:

1 . Added a clone feature, which allowed users to clone the same activity without having to enter more data.

2 . Added a contact developer button near the templates so the user could contact one of our developers directly if they found a bug within the template.

During the launch of the S22 series, our team pushed about 42 experiments in just 3 days. This was a record of experiments launched on the Samsung site.

Testful is still being used everyday by our team and our client Samsung. The goal is to add support for more experimentation tools apart from Adobe Target.