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Front-end culture @
Booking.com
Eduardo Shiota
Eduardo Shiota
contato@eshiota.com
@shiota
Front-end Culture @ Booking.com
Front-end Culture @ Booking.com
www.workingatbooking.com
Front-end culture @
Booking.com
What is the role of a front-end
developer?
”Transforming mockups into HTML
and CSS.”
”Doing design, HTML, CSS, and a bit
of JavaScript.”
”Writing scalable JavaScript and
crafting fast websites.”
Front-end Culture @ Booking.com
Largest accommodations
reservation website in the world.
Founded in 1996.
Current version is 13 years old.
Developers and designers touch the
same codebase every day.
Front-end Culture @ Booking.com
I’m not here to talk about
frameworks and libraries.
We must deliver the best experience,
as frictionless as possible, and grow
and adapt fast to the customer’s need.
Experimentation
Monitoring
Empowerment
Continuous
Improvement
Site speed
Experimentation
Front-end Culture @ Booking.com
Buy now
Buy now
vs
Buy now
Buy now
if track(my_experiment)
50%
50%
Buy now
Buy now
Logged in/out
Language/currency
Country of origin
Browser/OS/Device
…
Visited products
Navigation flow
Search criteria
Validation errors
…
Customer’s city/state
Payment type
Customer service calls
Cancellations
…
Page load time
Wallclock/CPU
Number of queries
Server/client-side errors
…
Buy now Buy now
Duration: 14 days
Visitors: 45.140 (22.570 per variant)
Transactions
Average price
339 (1.5%) 407 (1.8%)
+20%
$ 42,00 $ 42,84
+2%
Everything we do at Booking—including
technical decisions—is done through
A/B testing.
“But my design is so much better and
more intuitive than what we have! We
don’t need an A/B test.”
— the majority of designers
Quiz time!
Which one had a better performance?
A: Raise your left hand B: Raise your right hand
Inconclusive: Don’t raise your hands
Which one had a better performance?
1.7% drop in bounce rates
Which one had a better performance?
A: Raise your left hand B: Raise your right hand
Inconclusive: Don’t raise your hands
Which one had a better performance?
203% increase in CTR
Which one had a better performance?
A: Raise your left hand B: Raise your right hand
Inconclusive: Don’t raise your hands
Which one had a better performance?
43.4% increase in sales
Which one had a better performance?
A: Raise your left hand B: Raise your right hand
Inconclusive: Don’t raise your hands
Which one had a better performance?
No conclusive impact on any main metric
if track('new_button')
render 'new_button.inc'
else
render 'button.inc'
if track('new_button') == 1
render 'new_button.inc'
if track('new_button') == 2
render 'new_button_v2.inc'
else
render 'button.inc'
if (track('increase_gallery_size')) {
require('gallery').init({
size: 20
});
} else {
require('gallery').init({
size: 10
});
}
Buy now
Buy now
vs
Net conversion
Clickthrough rates
Validation errors
vs
JS Errors
Net conversion (per UA)
Page load time
jQuery 1.11.3
jQuery 3.0
vs
Time to render
(Net conversion per UA)
Page load time
Virtual DOM
Morphdom
”In god we trust, all others
must bring data.”
Net conversion is one of many proxy
metrics for the user’s experience.
Monitoring
We have dashboards showing us
what happens in every single part
of the application.
Front-end Culture @ Booking.com
Everything generates an event.
action => ’hotel’,
referrer => ’http://booking.com’,
country => ’us’,
ip => ’222.222.2.22’,
git_tag => ’20160625-120178’,
node => ’xx555-33’,
browser => ’chrome’,
version => ’49’,
js_error => {
file => ’hotel.js’,
error => ’undefined B is not a function’,
stack => ’...’,
line_number => 337
},
js_data => {
first_load => 4343,
first_paint => 1200
}
is_robot => 0,
...
Event
DB
Events DB Graphite metrics
If something happens, we can quickly
react and debug.
Front-end Culture @ Booking.com
Site speed
The customer must be able to make a
reservation, regardless of being behind
China’s firewall or using a fiber
connection in Germany.
1st DOM Content Ready
1st Load
Avg. DOM Content Ready
Avg. Load
Body size in bytes
Wallclock
CPU
Memory usage
Service Workers
Cache management and offline first.
Critical rendering path
Inlining above-the-fold resources.
Asynchrnonous assets and templates
On-demand resources loading.
Assets pre-fetching
Pre-fetching assets for the next step in the
customer’s journey.
WebP? HTTP/2?
All performance changes are
done and measured through our
A/B testing tool.
Empowerment
Every developer and designer has the
power to make a decision and execute it
on every step of the process.
Conception
of ideas
Backlog
management
Implementation
discussions
Designing and
coding
Quality
Assurance
Deploy to
production
A/B test
configuration and
start
Data analysis and
decision making
Learnings and
follow ups
Everyone is equally responsible for
making decisions and the product’s
success; there are no ”HiPPOs”.
Our data is available for all developers
and designers.
(View our videos at the
PlanetBooking YouTube channel)
Continuous Improvement
Our product is over 10 years old, and
is continously growing and evolving.
Front-end Culture @ Booking.com
We cannot afford redesigns and
refactoring code all the time.
All of our efforts are always focused on
the customer, and our velocity must
allow us to react accordingly.
beneficial for
customers
beneficial for the
company
beneficial for
developers
What does ”high
performance” mean?
It means delivering the best
experience, as frictionless as possible,
and growing and adapting fast to the
customer’s need.
It means doing experimentation. We make
data-driven decisions, and we know we’re
building the best experience for our
customers.
It means monitoring everything that
happens. We’re sure that, if the customer’s
experience is broken, we’re able to react fast.
It means giving power to developers.
Everyone is responsible for deciding the
product’s future.
It means constantly improving and adapting
to the customer, the market, and to new
technologies.
Technology alone won’t give you a high
performance.
Front-end Culture @ Booking.com
Don’t love the tools, love the challenge.
You are responsible for the future of
your product.
”Keep the customer at the centre
of everything you do.”
Front-end Culture @ Booking.com
Dank jullie wel!
contato@eshiota.com
@shiota

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