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US$39.99

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US$33.99

Design for Impact

Your Guide to Designing Effective Product Experiments

By Erin Weigel

Published: June 2024
Paperback: 304 pages
Paperback ISBN: 978-1-959029-37-3
Ebook ISBN: 978-1-959029-73-1

Design for Impact is a down-to-earth A/B testing guide. It features the Conversion Design process to operationalize effective experimentation in your company. In it, Erin Weigel gives you practical tips and tools to design better experiments at scale. She does this with self-deprecating humor that will leave you smiling—if not laughing aloud. As a bonus, The Good Experimental Design toolkit presents everything you learn into step-by-step process for you to use each day.

Who Should Read This Book

If you’re a curious person working in tech who wants to deliver impactful work, you should read this book. If you’re a business leader looking to help your team make better decisions, you should read this book. If you want to level-up your approach to experimentation, you should read this book. In short, everyone—from CEOs to marketers, engineers, product people, through to designers and content folks—should read this book.

Takeaways

  • Learn a fun, balanced approach to digital product experimentation to get your whole team testing customer-centric ideas.
  • Stop making changes and start making improvements with the Conversion Design process.
  • Follow the Good Experimental Design toolkit so that you and your entire team design for impact together.
  • Clear up confusion around A/B testing with helpful tools and practical advice.
  • Look for loads of actionable tips for effective product experimentation to give your team insight into the big picture.
  • Make the complex math behind why experimentation works easy and understandable.

Design for Impact is a down-to-earth A/B testing guide. It features the Conversion Design process to operationalize effective experimentation in your company. In it, Erin Weigel gives you practical tips and tools to design better experiments at scale. She does this with self-deprecating humor that will leave you smiling—if not laughing aloud. As a bonus, The Good Experimental Design toolkit presents everything you learn into step-by-step process for you to use each day.

Who Should Read This Book

If you’re a curious person working in tech who wants to deliver impactful work, you should read this book. If you’re a business leader looking to help your team make better decisions, you should read this book. If you want to level-up your approach to experimentation, you should read this book. In short, everyone—from CEOs to marketers, engineers, product people, through to designers and content folks—should read this book.

Takeaways

  • Learn a fun, balanced approach to digital product experimentation to get your whole team testing customer-centric ideas.
  • Stop making changes and start making improvements with the Conversion Design process.
  • Follow the Good Experimental Design toolkit so that you and your entire team design for impact together.
  • Clear up confusion around A/B testing with helpful tools and practical advice.
  • Look for loads of actionable tips for effective product experimentation to give your team insight into the big picture.
  • Make the complex math behind why experimentation works easy and understandable.

Testimonials

Table of Contents

Chapter One Conversion Design Drives Impact
Chapter Two The Understand Phase: Uncovering Impactful Insights
Chapter Three The Hypothesize Phase: Think Clear, Logical Thoughts
Chapter Four The Prioritize Phase: The Work and the Workflow
Chapter Five The Create Phase: Set Your Idea Up for Success
Chapter Six The Test Phase: Test Like You’re Wrong
Chapter Seven The Analyze Phase: Learn from the Data
Chapter Eight The Decide Phase: Make an Optimal Choice
Chapter Nine Scale It: Drive Impact Across Your Organization

Sample Chapter

This is a sample chapter from Erin Weigel‘s book Design for Impact: Your Guide to Designing Effective Product Experiments. 2024, Rosenfeld Media.

Chapter 1: Conversion Design Drives Impact

THE POINT
Many product design and development teams use opinions to make decisions. A better approach is to gather reliable evidence, measure the impact of their work, and make optimal decisions by learning from the Conversion Design process.

Have you ever sat around a table at work and discussed endlessly which version of a design is best? I know I have. Early in my first real tech job at a meal delivery service, I was asked to redesign part of a home page. The goal was to sell more of our secondary product line, which was meal replacement shakes. With the task in hand, I got started.

I designed one option with photos of people. Product photos dominated a second design, and a third one used only icons and words. I even had a fourth version with icons, people, and products, which, admittedly, was a bit much. Then our team had to decide which version to use.

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