UXD v. Analytics - IAS13 Baltimore
•
8 recomendaciones•2,011 vistas
**This version of our presentation is for The Information Architecture Summit, Apr 7 2013 in Baltimore** Chris and Farris expose the differences between how user experience designers and analytics practitioners think. While UXD weave best practices and user research into their designs, digital analysts spend their time confirming or refuting hypotheses in a data-driven way. One approach is decidedly qualitative, the other decidedly quantitative. In this presentation you will learn through their conversations how it is possible to leverage both enlightened design and deep data to continuously optimize user experiences. If you work on either side of this debate, this is how to better state your case… and get along with the other side.
Recomendados
Más contenido relacionado
Destacado
Destacado (20)
Más de Chris Farnum
Más de Chris Farnum (15)
Último
Último (20)
UXD v. Analytics - IAS13 Baltimore
- 1. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD v. Analytics What have YOU got for me? No, what have you got for ME? Information Architecture Summit Baltimore, MD | April 7th 2013 Chris Farnum, Senior User Experience Designer, ProQuest Farris Khan, Analytics Lead, ProQuest & BobbleheadGuru blogger 1
- 2. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Dramatis Personae Digital Analytics Lead..…Farris UXD/IA………………………..Chris *Identities to be revealed upon proposal acceptance. ;-) 2
- 3. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Introduction – UXD v. Digital Analytics Where do these specialties overlap? How are the roles different? Why should they collaborate? Got a question or comment? Tweet: @BobbleheadGuru or @crfarnum Hashtags: #ias13 #measure 3
- 4. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure The ProQuest Search Platform 4
- 5. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 5
- 6. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure The UXD Role at ProQuest Core UXD Design Processes Prioritized Develop/Test requirements Planning Iteration release Product release 6
- 7. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure The UXD Approach, In General… 7
- 8. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure A newcomer to the department… 8
- 9. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Overlapping Territories? Competition? 9
- 10. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure What is Digital Analytics? 10
- 11. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Ecosystem of Analytics Object of Analysis: Document, Library, System Metrics: What? Usage Object of Analysis: Object of Analysis: Visitor Attitudinal/ Behavioral/ Visitor Metrics: Persona Observational Metrics: Who? Why? Where? When? Common Unit of Analysis 11
- 12. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Monthly Analytics Heatmap Notes: 1. Data from March 2012 through February 2013. 2. Source: WebTrends and Internal data collection. 12
- 13. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Visits: Year-Over-Year Comparison 13
- 14. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Visits/Visitors 14
- 15. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Weekly Analytics Heatmap 15
- 16. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Year Over Year Visits Per Week Thanksgiving (US) Easter Christmas 16
- 17. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Daily Analytics Heatmap 17
- 18. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Visits per Day (Since February 13, 2011)
- 19. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Percentage of Visits with Error Pages Notes: 1. Data from January 1, 2012 through March 17, 2013. 2. Source: WebTrends 3. Four “Spike Days”: Feb. 1, 2012, March 17, 2012 and March 1, 2013. 19
- 20. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Percentage of Visits with Error Pages Notes: 1. Hour-By-Hour Analysis of March 1, 2013. 2. Source: WebTrends Analysis: 1. This event occurred over a two hour period (10am through 12noon) 20
- 21. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Charts directly from tools can look… well… 21
- 22. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Like Uncooked Spaghetti 22
- 23. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Just one strand… 23
- 24. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Confidence Interval Analysis 24
- 25. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 80% Interval Analysis 25
- 26. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Increasing Confidence - 80%, 90%, 95% 26
- 27. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure The DA Approach, In General… 27
- 28. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure End of scene 28
- 29. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #1 – three weeks later… 29
- 30. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure It’s monthly report day, and Farris is looking hard at the data… 30
- 31. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Farris’ Question “Why do some of our segments have significantly higher satisfaction scores than others?” 31
- 32. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 80% Interval Analysis with Narrow Scale 32
- 33. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 1st Order Report 33
- 34. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 2nd Order Report 34
- 35. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure 3rd Order Report: NO High School or Librarians 35
- 36. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD Clue: Persona Driven Design 36
- 37. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Interpreting Satisfaction Data I. 2nd year students are intermediate researchers, therefore have highest satisfaction. II. 3rd year students are advanced searchers and more likely to need advanced search tools. Satisfaction drops in 3rd year, so they may need more attention. 37
- 38. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure End of scene 38
- 39. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #1 – Summary DA offers intelligence via segment analysis UXD offers context via personas 39
- 40. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #2 – two weeks later… 40
- 41. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure One morning Chris opened his email to find… 41
- 42. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Chris’ Question “There’s a customer service request to improve the ease of narrowing results. Is there any user data that can give me the background I need to design some new approaches?” 42
- 43. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD: Do we need more options, less,…? 43
- 44. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure DA Clue: Satisfaction Summary 44
- 45. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Model Question Summary Higher Scores Legend: Accuracy of Information (1.2, 8.1) (Impact, Score) Quality of Information (1.2, 8.1) Breath of Content (1.2, 8.0) How Quickly Pages Load (0.5, 7.9) Consistency of Speed Page to Page (0.5, 7.9) Ability to Load Pages without Errors (0.5, 7.9) Readability of Graphics (0.5, 7.9) How Well Site Is Organized (1.7, 7.5) Balance of Graphics and Text (0.5, 7.3) Area of Focus How Well Site Layout Helps Find (1.7, 7.2) Relevance of Search Results (2.8, 7.2) Organization of Search Results (2.8, 7.2) How Well Search Results Help Selection (2.8, 7.2) Options for Navigation (1.7, 7.1) How Well Search Options Help Narrow Results (2.8, 7.0) Visual Appeal (0.5, 6.9) Number of Clicks (1.7, 6.9) Higher Impact 45
- 46. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Open Ended Comments With Respondent Level Data Narrow down their searches to more specifics Provide Tips for narrowing Search Provide more user friendly narrowing devices Be able to narrow search results to only find articles with full text 46
- 47. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Confirmed… I. Comment was not an outlier. II. Improving narrowing options should significantly impact satisfaction. 47
- 48. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure End of scene 48
- 49. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #2 – Summary UXD needs background info before design. Analytics offers quantitative qualitative data 49
- 50. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #3 – four weeks later… 50
- 51. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Farris’ Question “I was preparing my monthly report and noticed something new. Page views per visit dropped, but other statistics remained constant. What does this mean?” 51
- 52. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure DA: Weekly Heatmap 52
- 53. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD: Updates to site navigation, database selection 53
- 54. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Answers and More Questions I. Hypothesis - dynamic page element and/or other design changes caused page counts to decrease. II. No increase in satisfaction… yet. Further adjustments needed? 54
- 55. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure End scene… 55
- 56. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Conversation #3 – Summary DA spots changes efficiently. UXD can offer hypotheses. 56
- 57. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD v. Analytics - Differences Digital Analytics User Experience Design Quantitative Qualitative “What did most users do?” “Why did you do that?” Reporting trends Design decisions Broad & shallow view Deep & narrow view Big data analysis Live user research 57
- 58. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure UXD & Analytics - Common Goals Digital Analytics User Experience Design Deep interest in user behavior Want to increase user satisfaction Desire to influence strategic decisions By leveraging each other…. Does 1 + 1 = 3? 58
- 59. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Working Better Together • Give UXD access to analytics tools • Project collaboration • Refine survey questions and KPIs • Design informed by data insights • Deeper analysis based on a richer understanding of user personas and motivation • Smarter user research – finding respondents, asking better questions. 59
- 60. UXD v. Analytics @BobbleHeadGuru @crfarnum #ias13 #measure Questions and Comments Farris Khan Farris.Khan@ProQuest.com @Bobbleheadguru Chris Farnum Chris.Farnum@ProQuest.com @crfarnum Slideshare http://www.slideshare.net/ChrisFarnum/ 60
Notas del editor
- Image: via Chris Farnum and Farris Khan
- Customers: college, university, corporate, and government libraries worldwideSubscription databases of articles in journals, newspapers, magazines, trade pubs, books…Academic migration complete
- Summary – the bootstrap days are done, and now we are extending and refining.Image: via Chris FarnumSound: http://ihalo.org/Aerodev/Renders/Sound/effects/grunt_birthday_party/grunt_birthday_party_explosion.mp3
- We do projects to translate business requirements into user experiencesAgile methodology12 team membersWork closely with product management, technical teams, and QA
- Qualitative User ResearchFocused on “Why did you do that?”Design decisionsDeep and narrow perspective on usersDeliverables and toolsWireframes and prototypesUser stories (aka specifications)User testing reportsPersonasHeuristicsDesign patternsImage: http://upload.wikimedia.org/wikipedia/commons/b/bf/Mistery_stub.pngImage: http://cnx.org/content/m20220/latest/graphics1.png
- UXD was recently placed within the same team as our digital analytics lead, Farris.The big question…Who is this guy and what’s this report he’s publishing about the platform we designed?Image: https://upload.wikimedia.org/wikipedia/commons/5/53/Gray_-_replace_this_image_male.svg
- UXD and DA both claim expertise about usersQuantitative v. Qualitative?Influence over strategic direction?Image: http://farm1.staticflickr.com/39/94326793_4b8d06c4a0_b.jpg
- Common Unit of Analysis = Day, Week, Month
- Image: http://pixabay.com/static/uploads/photo/2012/07/27/14/13/ropes-53133_640.jpg?i
- Quantitative data collection and analysisFocused on “What did most users do?”Reporting trendsBroad and shallow perspective on usersDeliverables and toolsInternal data warehouseBehavioral analytics (WebTrends)Attitudinal analytics (ForeSee)System response testing (Gomez)Weekly and monthly reportsImage: http://upload.wikimedia.org/wikipedia/commons/3/32/Caliper_full_view.jpegImage: http://www.flickr.com/photos/mayaevening/138372058/
- http://commons.wikimedia.org/wiki/File:Clap.jpg
- Image: http://revolutionarygardens.com/wp-content/uploads/2013/01/Flying-Calendar.jpg
- Image: http://www.flickr.com/photos/mayaevening/138372058/
- http://commons.wikimedia.org/wiki/File:Clap.jpg
- Image: http://revolutionarygardens.com/wp-content/uploads/2013/01/Flying-Calendar.jpg
- Image: http://pixabay.com/en/fire-night-glow-orange-colorful-49954/
- http://commons.wikimedia.org/wiki/File:Clap.jpg
- Image: http://revolutionarygardens.com/wp-content/uploads/2013/01/Flying-Calendar.jpg
- http://commons.wikimedia.org/wiki/File:Clap.jpg
- Image: http://www.freefoto.com/preview/33-06-54/Brick-Texture
- Image: http://commons.wikimedia.org/wiki/File:Bechyne-Duha-kresba.png
- Image: http://upload.wikimedia.org/wikipedia/commons/3/39/Reeses-PB-Big-Cup.jpg