Time and resource for any service is always in short supply. With greater reliance on "digital by default" the pressure for a "digital" service to achieve success makes it even more important to build an effective and efficient service. In this session LJMU Digital Services will show how they use qual and quant data in tandem to generate insights that play a vital role in their daily UX processes. Dominic will share LJMU Digital Services core blueprint and their journey in becoming insight driven. A journey that has enabled them to not just positively impact on organisational objectives but to create better experiences for their users.

1. Creating an Effective
Digital Service through
Insight Driven Design
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics
playground.ljmu.ac.uk | @LJMUDigital

2. The story so far…
2013…
• A legacy content management system
• Devolved content authors (300+)
• A small but perfectly formed web team that was moved often
• No investment
• A requirement to do something amazing with no additional resource
• Working in isolation
dominichurst.com | @dh_analytics

3. The story so far (in metrics)…
2013…
• GA old school installation
• 2 accounts (each with 1 property and 50 views!)
• Both accounts used on all websites
• Devolved users - Devolved reporting
• No event tracking
Confusion, lack of control, vanilla metrics, time consuming analysis,
inaccurate with no quality assurance
dominichurst.com | @dh_analytics

4. The story so far (in metrics)…
dominichurst.com | @dh_analytics

5. How we operate today…
2016…
• 1 GA account per service, properties to reflect product live cycle
(dev, alpha, beta, live) and multiple views (raw and filtered)
• GTM/ Datalayer for advanced metric creation - event/ custom
dimensions…
• CMS crossover (optimisation, personalisation and automation)
• Session recording
• Feedback tool crossover
dominichurst.com | @dh_analytics

6. data driven
insight driven

7. Data/ Insight
acquisition
image cc paranoiamagazine.com

8. How we gather insights
dominichurst.com | @dh_analytics
acquire
goals
define KPI’s
add
additional
configuration
build &
disseminate
reports
segment &
analyse
uncover
insights &
hypothesis
test
implement
change

9. How we gather insights
dominichurst.com | @dh_analytics
acquire goals
define KPI’s
add additional configuration
build &
disseminate
reports
segment &
analyse
uncover
insights &
hypothesis
test
implement change

10. How we gather insights
But there is a new way!
Agile developments
Agile marketing
Agile insights
(Ok Stéphane Hamel came up radical analytics)
(and Alistair Croll and Benjamin Yoskovitz came up with lean analytics)
dominichurst.com | @dh_analytics

11. How we gather insights
dominichurst.com | @dh_analytics
acquire goals
define KPI’s
add additional configuration
build &
disseminate
reports
segment &
analyse
uncover
insights &
hypothesis
test
implement
change
add additional
configuration
segment &
analyse
uncover
insights &
hypothesis
segment &
analyse
uncover
insights &
hypothesis
test
implement
change
test
implement
change
add additional
configuration
segment &
analyse
uncover
insights &
hypothesis
test
implement
change

12. How we gather insights
lets focus on
dominichurst.com | @dh_analytics
add additional
configuration

13. How we gather insights
dominichurst.com | @dh_analytics

14. How do LJMU use
insights
image cc discovermagazine.com

15. Visual awareness - online
dominichurst.com | @dh_analytics
bit.ly/LJMUdashboards

16. Visual awareness - boardroom
dominichurst.com | @dh_analytics
1.1 Course engagement
59.13%
1.2 Course application intent
7.01%
1.3 Open day booking
0.00%of users successfully book an open day event
Why 0%? - Unfortunately this area of the website cannot be tracked due to legacy integration with our
CRM
of course pages are interacted with
of course pages where a user has started an application
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
0
500
1000
1500
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
bookings started % completed
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews % engagement
0.00%
5.00%
10.00%
15.00%
20.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews % intent

17. Collectiveness
dominichurst.com | @dh_analytics

18. Strategic
Were focused
Strategic driven
Strategic prioritised
Strategic hypothesised
dominichurst.com | @dh_analytics

19. Strategic
dominichurst.com | @dh_analytics
acquire
goals
segment &
analyse
uncover
insights &
hypothesis
test

20. always learning
always sharing

21. Case study 1
Course pages
image cc ljmu.ac.uk

22. Case study
Goal - Course engagement, course application, open day bookings
Segmentation - by level, engagement, device, page depth…
Insight & Hypothesis - we knew what we were missing, we knew
users didn't see everything, we knew CTA’s weren't at the levels we
wanted
Tests - restructure the content, personalise the content
dominichurst.com | @dh_analytics

23. Case study
dominichurst.com | @dh_analytics

24. Case Study
Lessons learnt - Original hypothesis is correct, but order or content
can be improved through personalisation
We need stronger hypothesis the more deeper we go into insights
dominichurst.com | @dh_analytics

25. Case study 2
Open Days
image cc ljmu.ac.uk

26. Case study
Goal - Open day booking
Segmentation - by type of user, time of day, location, source, time
before the event
Insight & Hypothesis - we know too many fields is an issue, we know
users are more likely to attend (and fill in form) the closer the event is
Tests - De clutter the page/ make CTA “the” option, split the form
(short one now, 2nd form later in user journey)
dominichurst.com | @dh_analytics

27. Case study
dominichurst.com | @dh_analytics

28. Case study
dominichurst.com | @dh_analytics

29. Case Study
Lessons learnt - Business legacy processes a problem, as too
peoples opinions
Tradition vs a new way - uncertainty
dominichurst.com | @dh_analytics

30. Case study 3
Language
image cc ljmu.ac.uk

31. Case study
Goal - ?
Segmentation - Geo ID
Insight & Hypothesis - Wouldn't it be nice to have a welcome
message per country on the homepage?
Tests - Replace main homepage CTA!
dominichurst.com | @dh_analytics

32. Case study
dominichurst.com | @dh_analytics

33. Case Study
Lessons learnt - Don't do a test with no data. Don't do a test with no
valid hypothesis
We are though testing on images on key pages per country as certain
markets like to see facilities.
dominichurst.com | @dh_analytics

34. digital services
blueprint

35. blueprint strands
we’re
redefining done
we’re
always learning
we’re
user focused
we’re
insight driven
we’re
open

36. “Use your own best practice, stop copying your
competitors — they may not know what the f*** they are
doing either”
- Peep Laja
we’re insight driven

37. To deliver better experiences we have to understand what our
users are doing, thinking and their behaviours online ... We have
to make decisions and be able to refocus direction with agility.
This is only possible if we act on insight, not just data
we’re insight driven

38. Scaling the experience
Vanilla EXPERIENCE
Optimised EXPERIENCE
Personalised EXPERIENCE
Automated EXPERIENCE
dominichurst.com | @dh_analytics

39. #Tip 1 - Drive the technology
• Evolve the technology around you, not you around the technology
• You can track, test and personalise anything; but that doesn’t mean
you should do
• Integrate platforms to add valuable insight
dominichurst.com | @dh_analytics

40. #Tip 1 - Drive the technology
dominichurst.com | @dh_analytics

41. #Tip 1 - Drive the technology
• Evolve the technology around you, not you around the technology
• You can track, test and personalise anything; but that doesn’t mean
you should do
• Integrate platforms to add valuable insight
dominichurst.com | @dh_analytics

42. #Tip 2 - Buy in
For this to work (in general) you need buy in from management and co-
workers
Don’t be the team that meddles and annoys people, be the team that
adds value… but that’s hard
• Show
• Tell
• Test
dominichurst.com | @dh_analytics

43. Your to do list
image cc riskology.co

44. Your to do list
• Start insight generation early
• Collaborate and share
• Prioritise where you add value to the user
• Keep learning, keep improving
• Don't stop (trying, failing, iterating, believing)
dominichurst.com | @dh_analytics

45. Thank you
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics
playground.ljmu.ac.uk | @LJMUDigital