What Analytics Won't Tell You: Get Essential Insights for Content and Design

•

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Analytics alone leave out the context and “the why” of people’s behavior. Learn practical ways to supplement your analytics and make smarter decisions about the content and design of your websites and apps.

Marketing Diseño

#high5conf@melissa_eggPresentation by
What Analytics Won’t Tell You:

to Inform Content and Design

melissa eggleston
#high5conf@melissa_egg
Get Essential Insights

#high5conf@melissa_egg
You sell
snow cone machines

#high5conf@melissa_egg
Exit rate high Time on page low

#high5conf@melissa_egg
To get the insights,
get to the people
behind the numbers!

#high5conf@melissa_egg
Our Goals
1.  Agree that using analytics alone leaves
you with questions
2. Learn three methods beyond analytics
for gathering useful data
3. Walk out with practical tips on how to
get started with these methods

#high5conf@melissa_egg
About me
Meteorologist
Content strategist
UX researcher
Author

#high5conf@melissa_egg
Ingredients for success
•  Pen
•  Paper
•  Time
•  Knowledge (some)
•  Open-mindedness

#high5conf@melissa_egg
Method 1:
Interviews

#high5conf@melissa_egg
Interview Definition

#high5conf@melissa_egg
“Learn everything that might influence
how the users might use what you’re
creating.”
- Erika Hall, author, Just Enough Research

#high5conf@melissa_egg
Interviews vs. Focus Groups

#high5conf@melissa_egg
Favorite tool:
Livescribe Echo
Recording Pen

#high5conf@melissa_egg
Resource for Better Interviews
Interviewing Users
by Steve Portigal

#high5conf@melissa_egg
Method 2:
Usability Testing

#high5conf@melissa_egg
Usability testing definition

#high5conf@melissa_egg
People lie —
to your face and
to themselves.

#high5conf@melissa_egg
People are terrible
at remembering and
predicting behavior.

#high5conf@melissa_egg
Usability Testing vs. Expert Review

#high5conf@melissa_egg
Resource for Usability Testing
Rocket Surgery
Made Easy
by Steve Krug

#high5conf@melissa_egg
Method 3:
Field Research

#high5conf@melissa_egg
Defining field research
Jane
Goodall

observes
the
an0cs

of
two
chimpanzees

in
Gombe
Stream

Na0onal
Park,

Tanzania.

(Photograph
by

Michael
Nichols,

Na0onal
Geographic

Blog)

#high5conf@melissa_egg
Resource for Field Research
Just Enough
Research
by Erika Hall

#high5conf@melissa_egg
To get the insights,
get to the people
behind the numbers!•  c

#high5conf@melissa_egg
What small step can you
take toward getting the
insights you need?

#high5conf@melissa_egg
Ask Me Questions!
Email: melissa@melissaegg.com
Twitter: @melissa_egg
Slides: melissaegg.com/blog

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4. #high5conf@melissa_egg Exit rate high Time on page low

5. #high5conf@melissa_egg ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ??? ? ? ? ?? ? ? ?

6. #high5conf@melissa_egg To get the insights, get to the people behind the numbers!

7. #high5conf@melissa_egg Our Goals 1.  Agree that using analytics alone leaves you with questions 2. Learn three methods beyond analytics for gathering useful data 3. Walk out with practical tips on how to get started with these methods

8. #high5conf@melissa_egg About me Meteorologist Content strategist UX researcher Author

9. #high5conf@melissa_egg Ingredients for success •  Pen •  Paper •  Time •  Knowledge (some) •  Open-mindedness

10. #high5conf@melissa_egg Method 1: Interviews

11. #high5conf@melissa_egg Interview Definition

12. #high5conf@melissa_egg “Learn everything that might influence how the users might use what you’re creating.” - Erika Hall, author, Just Enough Research

13. #high5conf@melissa_egg Interviews vs. Focus Groups

14. #high5conf@melissa_egg

15. #high5conf@melissa_egg

16. #high5conf@melissa_egg Favorite tool: Livescribe Echo Recording Pen

17. #high5conf@melissa_egg Resource for Better Interviews Interviewing Users by Steve Portigal

18. #high5conf@melissa_egg Method 2: Usability Testing

19. #high5conf@melissa_egg Usability testing definition

20. #high5conf@melissa_egg People lie — to your face and to themselves.

21. #high5conf@melissa_egg People are terrible at remembering and predicting behavior.

22. #high5conf@melissa_egg

23. #high5conf@melissa_egg

24. #high5conf@melissa_egg

25. #high5conf@melissa_egg Usability Testing vs. Expert Review

26. #high5conf@melissa_egg Resource for Usability Testing Rocket Surgery Made Easy by Steve Krug

27. #high5conf@melissa_egg Method 3: Field Research

28. #high5conf@melissa_egg Defining field research Jane Goodall observes the an0cs of two chimpanzees in Gombe Stream Na0onal Park, Tanzania. (Photograph by Michael Nichols, Na0onal Geographic Blog)

29. #high5conf@melissa_egg

30. #high5conf@melissa_egg

31. #high5conf@melissa_egg

32. #high5conf@melissa_egg Resource for Field Research Just Enough Research by Erika Hall

33. #high5conf@melissa_egg To get the insights, get to the people behind the numbers!•  c

34. #high5conf@melissa_egg Q & A•  c

35. #high5conf@melissa_egg What small step can you take toward getting the insights you need?

36. #high5conf@melissa_egg Ask Me Questions! Email: melissa@melissaegg.com Twitter: @melissa_egg Slides: melissaegg.com/blog

What Analytics Won't Tell You: Get Essential Insights for Content and Design

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What Analytics Won't Tell You: Get Essential Insights for Content and Design