Behnam Hashemian

Product Development and Lifecycle Management

Scrum/Kanban

Roadmap

OKR

Objective 1: Establish Core Product Functionality

Key Results:

Define and implement permissions for Admin, Broker, Dealer, and Dealer Admin, ensuring clarity and access control for different user types.
Develop complete payment flows for Deposit and Withdrawal, including necessary manual functionality and 2FA implementation for offline payment.
Determine calculation for transaction fees for each channel and gateway, considering the target market, with a finalized fee structure documented and ready for implementation.
Build and deploy a fully functional Dashboard providing essential insights and controls for users.
Create reports and transaction histories accessible to users.

Tools

User Experience (UX) Design and Research

Wireframing and Prototyping

User Interviews

Card Sorting

A/B Testing

Google optimize Prior to this, the Isfahan Language Center had not engaged in any split testing activities. However, when presented with the challenge, we recognized it as a valuable opportunity to embrace A/B testing and introduce a split-testing tool. After careful deliberation, we made the decision to utilize Google Optimise due to its seamless integration with the WordPress platform we employ.

A/B test The study found that adding the word "free" to a design (Variant B) resulted in a significantly higher conversion rate of 3.91% compared to a design without the word (Variant A) which had a conversion rate of 2.53%. Variant B outperformed Variant A by more than 50%, and the study concluded with a 95% confidence level that Variant B would perform better. The study also reported a statistical power of 84.33% and a p-value of 0.0214, indicating that the difference in conversion rates between the two variants was statistically significant.

Multivariable Test

We conducted a multivariable test on the Divar online advertisement website, which is a popular platform among customers of Esfahan Hefaz. Our goal was to analyze what these customers look for in ads posted on the site. To choose the test parameters, we analyzed previous ads used by the company, and we found that including the words "امنیت" and "تخصص" and selecting two attractive pictures increased the likelihood of viewers clicking on the ads. Divar is a well-known online platform for job advertisements, similar to Craigslist, Gumtree and ... .

We created four variations of the ad, each with a different combination of the chosen parameters. These four ads were put up simultaneously on the website to test how to write the ad and enhance the click-through rate (CTR) of the site using the findings in the site title and snippet description.

After monitoring the results for one week, we found that variation 1 performed the best, with a 20 percent increase in CTR and more calls from online ads based on the manager's feedback. Thus, we decided to continue using variation 1 for future ads and CTR enhancements.