By Alessandro TREZZI, UX Designer
When designing a web application, what's the screen resolution you should take into account? Is it worth making your application compatible with an older browser? A customer is insisting on adding a very expensive functionality: is it worth developing it? How many people are accessing a specific page from a mobile device?
Goal of this talk is to show how analytics can be part of design strategy to identify Ux problems and solutions.
3. Confidential
RESTRICTED
Analytics whaaat?
Analytics involves studying past historical data to research potential
trends, to analyze the effects of certain decisions or events, or to
evaluate the performance of a given tool or scenario.
The goal of analytics is to improve the business by gaining knowledge
which can be used to make improvements or changes
http://www.businessdictionary.com/definition/analytics.html
“
13. How to use Analytics
to inform and improve UX ?
14. Analytics points out an issue > UXR explains
Site Search keyword showed
Users were looking for a specific
term (”update inventory”)
Something happened
User are getting a very high
number of the same error
message, caused by users
entering a wrong format
Something happened
User interviews highlighted that the new
page name (”manage inventory”) is not
recognized by users
Why
Usability tests showed that the code to
be entered in the field has moved from 5
to 7 digits and no instructions are given
to users about this change
Why
15. UXR points out an issue > Analytics validates (or not)
Usability tests showed that people are
having troubles using
The breadcrumb to navigate back to the
parent page.
Are breadcrumbs a valid navigation tool?
Design doubt
Usability tests pointed out that
some people were not clicking on
a text link somehow hidden in a
form. Is link visible enough?
Design Doubt
Transition showed the back breadcrumb
is one of the main contributor in the
parent page views (and actually there’s
no trouble)
Invalidation
Click heatmap confirmed that the link is
really ignored.
Validation
16. PROS of integrating Analytics into your UX practice
UX priorities
Assess UX priorities based on data.
Is the problem statistically meaningful? Does it have an impact?
Avoid your boss, colleagues, customers to drive UX priorities
Validate and measure design
Use metrics instead of opinions to validate (or not) a design..
Avoid: ”make it bigger” or ”I like it blue”
Stay in control
In a controlled environment, it’s. ok to experiment
On a car circuit you can go faster :-)
17. Analytics CONS
Too much data
Just… sooo many things to look at
Demanding (if you want to do it decently)
Time and resource consuming: taking care of analytics is a full time job
Technical difficulties
no leaders buy in, no Dev commitment, bureaucracy, long time to react to changes,
data privacy
Data are not easy to use and communicate
No real meaning or action to be taken without a context
18. Confidential
RESTRICTED
What can we do with analytics?
Discover Optimize
• UX opportunities
• Drive UX Strategy
• Health Monitoring
• Experimentation
• Project Metrics:
23. Confidential
RESTRICTED
A very demanding customer
is asking for a specific functionality to be
implemented asap.
Is it a priority?
?
UX DISCOVERY - Strategy guidance via Analytics
26. Confidential
RESTRICTED
What can we do with analytics?
UX DISCOVERY UX OPTIMISATION: ROI
• UX opportunities
• Drive UX Strategy
• Health Monitoring
• Experimentation
• Project Metrics:
33. Confidential
RESTRICTED
UX OPTIMISATION – A/B Testing
A / B Whaat?
Le test A/B (ou A/B testing) est une technique
de marketing qui consiste à proposer plusieurs
variantes d'un même objet qui diffèrent selon
un seul critère (par exemple, la couleur d'un
emballage) afin de déterminer la version qui
donne les meilleurs résultats auprès des
consommateurs.
https://fr.wikipedia.org/wiki/Test_A/B
A/B WHAAAAAT ?