The document discusses the importance of using data analytics to identify and solve significant design problems, emphasizing that designers should focus their creativity and decision-making on the most impactful issues. It outlines methods for gathering both quantitative and qualitative data to measure the effectiveness of design choices and suggests testing hypotheses to improve user experiences. The content also encourages a scientific approach to experimentation in design, rather than blindly following best practices.

1. Using Analytics to Solve the Right Problems
Warm Gun - December 2014
Hiten Shah
hnshah@gmail.com
Download the slides: h p://kiss.ly/warmgun2014

2. Who are you?

3. I help make things.

4. Design is a creative process

9. Don’t spread your creativity thin

10. You have to focus your creativity
on the right problems

11. If you don't know where you are going,
any road will get you there.
Lewis Carroll, Author of Alice in Wonderland

12. Data helps you identify the most
painful problems people have.
(not the ones that bother you the most)

13. Data doesn’t make decisions for you.

14. Data informs your decision making.

15. How do you measure
the impact of your
design work?

16. 2005

17. Google Analytics and Stat Counter

19. Designers were the original audience for Crazy Egg

20. Analytics should be easy to understand
What We Believe

21. What We Believe
A picture is worth a 1,000 words

22. Anyone can use data
What We Believe

23. Crazy Egg Reports
OVERLAY HEATMAP SCROLLMAP

24. And now there are more tools than you can count!

25. Designers can experiment like scientists too!

26. Ideas
Designs
Solutions
Assumptions
(A guess about the best way to solve a problem)}

27. Everything can begin with a
testable hypothesis.

28. A hypothesis framework
DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA

29. Start with quantitative data
Find problems worth solving

30. When in doubt, look at your top pages. Usually the homepage.

31. A simple framework for choosing what to improve

32. Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS

33. Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM

34. Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM

35. Find opportunities based on user paths
HTTP://KISS.LY/KMPATH

36. Get qualitative data
Find out why

37. A few qualitative tools
HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM

38. A few more qualitative tools
HTTP://QUALAROO.COM HTTP://OLARK.COM

39. Use exit surveys to learn why people bounce
HTTP://QUALAROO.COM

40. Use post-conversion surveys to understand why
HTTP://QUALAROO.COM

41. Discover if your web pages are effective at their goal
HTTP://QUALAROO.COM

42. What frustrates people?
EMAIL

43. Find people who don’t do things and email them
EMAIL + SURVEYMONKEY

44. User Research gives you a headstart

45. Test your hypothesis
Run an experiment

46. Testing helps you learn faster

47. Not bu on colors…

48. Don’t copy “best practices” blindly

49. Test specific bu on copy

50. Run sensitivity tests on your web pages
Sensi&vity
tests
help
you
learn
what
your
visitors
care
about
and
what
they
don’t.

51. Remove graphical elements and see what happens

52. Does social proof and logos ma er for your visitors?

53. Remove social proof and learn what happens

54. A hypothesis framework
DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA

55. Work on things that ma er.
Make those things be er.
Be happier ☺

56. Hiten Shah
hnshah@gmail.com
@hnshah
How can I help you?
Download the slides: h p://kiss.ly/warmgun2014