Given in 2012 at UX Russia (http://www.google.ru/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CB8QFjAA&url=http%3A%2F%2Fuserexperience.ru%2F&ei=wzd2ULvvLKjZ4QT8yIDwCw&usg=AFQjCNEsPqIiR6n6v8xJi9ZS9c_3d5Cg4Q&sig2=cvHypOmSxi7og9fwRSHdUQ), UX Hong Kong (http://www.uxhongkong.com/) and WebVisions NYC (http://www.webvisionsevent.com/new-york/). Given in 2011 at the IA Summit (http://2011.iasummit.org/), UX-Lisbon (http://ux-lx.com), and Love at First Website (http://www.isitedesign.com/love/).
This is something of a successor to my talk "Marrying Web Analytics and User Experience" (http://is.gd/vK34zS)
Leah Wilson, Co-Founder at Iconoclast MultimediaSuch a great presentation! This was immensely helpful in my research on UX & SEO and has helped me to decide in what to specialize my work! Please check out the blog I wrote about these 2 disciplines working in congruence: http://quotient.net/blog/2012/6/25/converging-user-experience-design-with-a-seo-strategy/ I cited your table of Overgeneralized Dichotomies in the article. Would love to get your feedback Mr. Rosenfeld!10 months ago
Are you sure you want to
WebVisions at WebVisionsBeyond User Research -exploring the complementary aspects of the different research perspectives, argue for breaking down the silos that divide them, and suggest a framework for developing products and services that are better analyzed, better designed, and, ultimately, better performing.1 year ago
http://www.planetperplex.com/en/item/the-mysterious-island/\n\nTWISTY COURSE OF STARTUPS (AND THEIR ABILITY TO PIVOT ON DATA) SHOWS THE WORLD WE DON’T KNOW\n
Can a persona\n• Be data-enriched?\n• Borrow from analytics segments?\n• ...and vice versa?\n\nAdapted from an Adaptive Path persona\n
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Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
Defining and decoding failure at Netflix\n
http://studenthacks.org/wp-content/uploads/2007/11/brain-puzzle.gif\n\nA MESSAGE TO DECISION-MAKERS: SUPPORT THIS, BECAUSE YOU’RE ALL GOING TO DO THIS\n
http://studenthacks.org/wp-content/uploads/2007/11/brain-puzzle.gif\n\nA MESSAGE TO DECISION-MAKERS: SUPPORT THIS, BECAUSE YOU’RE ALL GOING TO DO THIS\n
http://2.bp.blogspot.com/_wb8bAl1P-N0/TOFKkD6iQII/AAAAAAAARyQ/mmGzMbjvVrk/s1600/blue-sky.jpeg\n\nIT’S NO ONE’S FAULT THAT IT ENDED UP THIS WAY...\n
We can’t achieve insightwhen user research isfragmented and redundant.
We can’t achieve insightwhen user research isfragmented and redundant.And we can’t justifyuser research when thecost of insight is so high.
Organizationswithoutdesign insightare brainless
Q: How can we alignuser research across silos?A: Exploit dichotomies.
What Why
Methods employed:quantitative versus qualitative
Goals: help org or users Organizational goals Users’ goals
Measuring the world we know measur How they use data: world we know versus woExploring the world we don’t we don’t
Kind of data they use: statisticalvs. descriptive Statistical data Descriptive data
Lou’s TABLE OFOVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users intentions and What they Users behaviors (whats motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine whats happening happen Helps users achieve goals What theyre Helps the organization meet (expressed as tasks ortrying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in smallWhat kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
Q: How can we get userresearchers to cooperate?A: Make it unattractive not to.
How mightdecision-makersbuild an organizational brain?
Blue sky it If you were going to build your organization’s brain-- its decision-making capability --from scratch... ...what would it look like?
Ban it Useless, misunderstood terms impede progress • Product names: Omniture,, SharePoint... • Methods: focus group,, usability test... • Departments: market research,, analytics... • Disciplines: business analysis,, information architecture... • Outcomes: portal, social media layer...
Lou’s TABLE OFOVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users intentions and What they Users behaviors (whats motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine whats happening happen Helps users achieve goals What theyre Helps the organization meet (expressed as tasks ortrying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in smallWhat kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
Design it
Win it
Win it Companies that synthesize their user research will achieve true insight.
Win it Companies that synthesize their user research will achieve true insight.
Win it Companies that synthesize their user research will achieve true insight. And destroy their competitors.
Win it Companies that synthesize their user research will achieve true insight. And destroy their competitors.
Win it Companies that synthesize their user research will achieve true insight. And destroy their competitors. You can make it happen.
Say helloLou RosenfeldRosenfeld Media www.louisrosenfeld.com | @louisrosenfeldwww.rosenfeldmedia.com | @rosenfeldmediawww.slideshare.net/lrosenfeld/beyond-user-research
NickOppenheimer
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