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How Web Analytics can help User Experience

This is my presentation from eMetrics Toronto 2011, presented April 29th. The purpose of the presentation was to introduce Analysts to the user experience design process so that they could understand how UX practitioners design experience, and could see where metrics might help inform the design process.

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How Web Analytics can help User Experience

  1. 1. MEASURE ♥ USER EXPERIENCE<br />Let’s make the feeling mutual<br />© Confidential and Proprietary 2011 Idea Couture Inc.<br />
  2. 2. @glinskiii<br />/patrickglinski<br />@glinskiii. © Confidential and Proprietary.<br />
  3. 3. @glinskiii. © Confidential and Proprietary.<br />
  4. 4. Analysts are not a research role. They’re business strategists for the web.<br />@glinskiii. © Confidential and Proprietary.<br />
  5. 5. 2<br />… there are extremely important concepts I need you to agree with me on… <br />© Confidential and Proprietary 2010 Idea Couture Inc.<br />
  6. 6. People do things for a reason.<br />@glinskiii. © Confidential and Proprietary.<br />
  7. 7. Companies help people do things for a reason for a reason. <br />@glinskiii. © Confidential and Proprietary.<br />
  8. 8. 01<br />Cool. So, UX & measurement. Tell me more… <br />© Confidential and Proprietary 2011 Idea Couture Inc.<br />
  9. 9. User experience is a thing that gets designed by people for people.<br />@glinskiii. © Confidential and Proprietary.<br />
  10. 10. @glinskiii. © Confidential and Proprietary.<br />
  11. 11. This presentation is an experience that I have crafted for you.<br />@glinskiii. © Confidential and Proprietary.<br />
  12. 12. 3<br />… there are things that I’m hoping that you get out of today… <br />© Confidential and Proprietary 2010 Idea Couture Inc.<br />
  13. 13. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  14. 14. 3<br />… and there are things that I’m hoping to get out of today… <br />© Confidential and Proprietary 2010 Idea Couture Inc.<br />
  15. 15. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  16. 16. There are lots of factors affecting your experience.<br />@glinskiii. © Confidential and Proprietary.<br />
  17. 17. There are many facets of user experience (Thanks, Peter Morville) <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  18. 18. These are the considerations that go into the activity of experience design.<br />@glinskiii. © Confidential and Proprietary.<br />
  19. 19. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  20. 20. Designers use tools andmethods to create an experience.<br />@glinskiii. © Confidential and Proprietary.<br />
  21. 21. When measure is part of the UX process, something beautiful is formed. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  22. 22. But analysts can’t add value if they’re not involved in the process. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  23. 23. wrong<br />everything you know is<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  24. 24. Web analysts believe we’re the center of the digital universe. <br />@glinskiii. © Confidential and Proprietary.<br />
  25. 25. We’re not. Right now, designers control the fate of user experience. <br />@glinskiii. © Confidential and Proprietary.<br />
  26. 26. Designers are creating the future and we’re spending time on the past. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  27. 27. We need to rethink what optimization means from a UX perspective<br />@glinskiii. © Confidential and Proprietary.<br />
  28. 28. Optimization can start well before design starts. <br />© Confidential and Proprietary 2010 Idea Couture Inc.<br />
  29. 29. The great thing is that User Experience is a thing, not a role. We need many.<br />@glinskiii. © Confidential and Proprietary.<br />
  30. 30. We need to know the process and tools of design if we want to impact UX.<br />@glinskiii. © Confidential and Proprietary.<br />
  31. 31. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  32. 32. @glinskiii. © Confidential and Proprietary.<br />
  33. 33. How digital experiences <br />get built. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  34. 34. Every measurement framework is some variation on “define to action”<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  35. 35. In practice, this framework is disconnected from the UX process<br />@glinskiii. © Confidential and Proprietary.<br />
  36. 36. Where #Measure can support experience design (very new!)<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  37. 37. @glinskiii. © Confidential and Proprietary.<br />
  38. 38. strategy<br />Synthesis of what people say they want without knowing what they want.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  39. 39. Stakeholder interviews frame the desired outcomes.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  40. 40. Design research tells us more about motivations and needs.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  41. 41. We identify the major groups that we’re designing for.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  42. 42. requirements<br />Defining what needs to be built in order to meet customer & business needs. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  43. 43. Personas help focus the design team so they meet the audience’s needs.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  44. 44. What are the specific motivations and behaviors that we need to support?<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  45. 45. Developing ideas to respond to specific consumer desired outcomes.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  46. 46. Prioritizing those ideas into a feasible feature set. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  47. 47. Staging features based on what can realistically be done.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  48. 48. structure & flow<br />Determining how people will move through an experience<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  49. 49. Designing logic flows for progressing through an experience. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  50. 50. Plan for customer relationship evolution over time<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  51. 51. Mapping out use cases by persona to expand experience flows. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  52. 52. Develop the site map to create logical content organization.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  53. 53. Information design<br />Describing the tactical user experience<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  54. 54. Sketch wireframes to understand on-page interactions<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  55. 55. Use existing patterns when restructuring isn’t required.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  56. 56. Plan out the editorial and content strategy for the experience.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  57. 57. visual design<br />Articulating the visual direction of the site<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  58. 58. Set the identity for the overall user experience.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  59. 59. Define a consistent look and feel for assets used in multiple places.<br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  60. 60. All of this becomes a testable piece of experience design work. <br />Prepared for Sustainable Brands 2010. © Confidential and Proprietary.<br />@glinskiii. © Confidential and Proprietary.<br />
  61. 61. @glinskiii. © Confidential and Proprietary.<br />
  62. 62. Analysts should be a key part of the user experience team.<br />@glinskiii. © Confidential and Proprietary.<br />
  63. 63. As much as you trust the numbers, you also need to trust your intuition.<br />@glinskiii. © Confidential and Proprietary.<br />
  64. 64. No matter how hard we try to control experience, people are people.<br />@glinskiii. © Confidential and Proprietary.<br />
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This is my presentation from eMetrics Toronto 2011, presented April 29th. The purpose of the presentation was to introduce Analysts to the user experience design process so that they could understand how UX practitioners design experience, and could see where metrics might help inform the design process.

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