Josh Lind, Team Lead, Marketing & Web Development, Tableau Eric Peterson, Marketing Manager Systems Engineer, Tableau

1. Data First
Josh Lind, Team Lead, Marketing & Web Development, Tableau
Eric Peterson, Marketing Manager Systems Engineer, Tableau

2. Data First
@tableau - @doublejosh - @iameap

4. the first first

5. Mobile firstMobile first

6. Fail first

7. Docs first

8. Dependency first

10. German first

11. Ugly first

12. i18n first

13. Offline first

14. Cloud first

15. Data firstData first

16. DX first

17. Config first

18. CLI first

19. Derp first

20. Deploy first

21. Name first

23. Problem first

24. Collaboration first

25. Search first

26. Support first

27. Personalize first

28. Splash first

29. Blob first

30. Co-branded first

31. Sound first

32. Squeaky wheel first

33. Data firstData first

34. Data first
Being Data Driven - culture, objectivity, shared success
Tactical Examples
Signup clicks
Language lost
Confirmation recommend
Data Strategies - be scalable, decouple

35. Data driven
MVP/MLP
Steer UX/system direction
Data supported perspective/opinions
Halt gut-based choices, define questions not assert beliefs.
Avoid “religious debates” (Steve Krug “Don’t Make Me Think”).
Win email/office battles. Have you sent/received this email…

38. #putachartonit
Designer to Developer -- bad UX for aesthetic reasons
Designer to Business -- elegance, consistency
Developer to Business -- scope/time, understanding $ value
Developer to Designer -- technical preference, difficulty/complexity
Business to Developer -- conversions, hunch design
Business to Designer -- bottlenecks, conversion focus

39. Tactical examples
Signup clicks
Meeting about website signup links
UX complaints
Conversion metric accuracy distrust
Internal arguments
Stuck
Language lost

40. Tactical: Signup click
// Signup link clicked.
$(‘a.signup’).on(‘click’, function(e) {
if (cookie.customer) {
// User sent to account.
location.href = ‘/account’;
e.preventDefault();

41. Tactical: Signup click
$(‘a.signup’).on(‘click’, function(e) {
logit(‘Signup link clicked’);
if (cookie.customer) {
logit(‘User sent to account’);
location.href = ‘/account’;
e.preventDefault();

42. Tactical: Signup click
$(‘a.signup’).on(‘click’, function(e) {
logit(‘Signup link clicked’);
if (cookie.customer) {
data.customer = cookie.customer;
logit(‘User sent to account’, data);
location.href = ‘/account’;
e.preventDefault();

45. Tactical: Signup click
$(document).ready(function() {
logit(‘User sent to account’, {
customer: cookie.customer,
referrer: document.referrer
});
});

46. Tactical examples
Signup clicks
Comments as logging
More ubiquitous collection
NEXT: Language lost...
Business value of data/metrics. So what?
Viable prioritization/debug strategy via data.
Cross-team buy-in: design, development, localization, execs, etc.

48. Tactical: Language lost
var priorPrefix = parseUrl(document.referrer).segments[0],
priorLang = _.contains(prefixList, priorPrefix),
pageIsEnglish = pageSettings.langPrefix === '';
if (priorLang && pageIsEnglish) {
data = {referrer: document.referrer};
logit('Language was lost via link', data);
};

52. Tactical: Language lost
$(document).ready(function() {
logit(‘User sent to account’, {
referrer: document.referrer,
language: pageSettings.langPrefix
});
});

53. Tactical examples
Signup clicks
Language lost
NEXT: Confirmation recommend...
Explore your data
Access dynamic smarts via configuration
Drop into the UX

66. Data Strategy
Instrument everywhere
Scalable scenario coverage
Disconnect data gathering from analysis
Speed to insight
Find your sweet spot of data gathering, meaningful. Know what you need yet?
Avoid noise costs

67. Data Strategy
Passive: Page meta data, User details
Active: Form values/modes, Events/interactions
Team: optimization, demand gen, localization, design asking questions
Use in meetings
Watch for anomalies

68. Data Strategy
Breadth - Don’t just log events you care about today. Log it all.
Depth - Don’t just log properties you think matter today. Add them all.
Nirvana - Don’t just decide with data, let the application use the data.

70. Data first!
Being Data Driven - culture, objectivity, shared success
Tactical Examples - Signup clicks, language lost, confirmation recommend
Data Strategies - be scalable, decouple

71. End firstEnd first
@tableau
@doublejosh
@iameap

72. The phrase "Mobile First" was coined in 2009 by Luke Wroblewski, inspiring
a generation of app developers to simplify and focus on what matters most
to users. But the Firsts didn‘t stop there: "Cloud First" emerged as cloud
service providers began commoditizing scalability; as developers have
come to terms with real-world network conditions, even web apps have
become "Offline First."
In their years at Tableau, Josh and Eric have been compiling a list of things
to consider "first" when architecting new apps, sites, systems, and features.
In this talk they‘ll quickly expound on all the "firsts" you should be
considering, and dive deeper into what it means to be "Data First."