Data Driven Design - Web Analytics & Testing for Designers (Web Directions South 2009)

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    6 Favorites & 1 Event

    Data Driven Design - Web Analytics & Testing for Designers (Web Directions South 2009) - Presentation Transcript

    1. Web Directions South 2009, Oct 8-9 Session: Data Driven Design Speaker: Luke Stevens (@lukestevens) Sign up for the book! http://msrmnt.com/book/ http://twitter.com/msrmnt Questions? luke@msrmnt.com
    2. Hey, I’m Luke
    3. 1. Intro + The Problem 2. Quick case study 3. Cool technique
    4. Data driven design
    5. © Dominic Wilcox http://dominicwilcox.com
    6. Who cares?
    7. Data driven design Performance based design
    8. No longer just an aesthetic, usability or experience problem.
    9. 1. Coaches + athletes 2. Doctors + patients
    10. Coach + Athlete
    11. Athletes: - Have a speci c goal - Goal = single number - Data driven
    12. Michael Phelps’ breakfast: - Three fried-egg sandwiches - Five-egg omelet - Bowl of grits (porridge) - Three slices of French toast - Three choc-chip pancakes - Two cups of coffee
    13. Performance encourages: - Creativity - The unexpected - Risk
    14. Doctors
    15. 1st priority?
    16. NOT KILL YOU (aka ‘do no harm’)
    17. WARNING: Side effects may include: - Decreased sales - Angry customers - Lighter wallet
    18. Getting harder NOT to do harm
    19. Design is maturing
    20. http://www.microsoft.com/misc/features/features_ shbk.htm
    21. 2009
    22. Even Microsoft gets design Well, visual design. On the web. For their home page.
    23. Design maturity over time 50 37.5 25 12.5 0 1994 1997 2000 2003 2006 2009
    24. Do no harm
    25. One problem. Many solutions.
    26. Who chooses?
    27. Flip a coin?
    28. Wired: Extreme Makeover: Craigslist Edition http://wired.com/entertainment/theweb/magazine/17-09/ff_craigslist_makeover
    29. Original - craigslist today
    30. Khoi Vinh & colleagues, NYTimes.com
    31. SimpleScott, former design director of BarackObama.com
    32. Luke Hayman and Lisa Strausfeld, Pentagram
    33. 1. Will it do harm? 2. Which is best?
    34. “Your designs are terrible, confusing and you miss the point”
    35. If we, as designers, can’t pick the best performer, then...?
    36. THIS IS THE PROBLEM
    37. Out with the old
    38. In with the new
    39. Gutenberg Bible - 15th century
    40. What we do is different
    41. The most measurable form of design in history
    42. Recap - Part 1
    43. 1. We have the most measurable form of design in history
    44. 2. We should use that
    45. Part II Quick case study
    46. Know your metric
    47. What success looks like:
    48. PhotographyBLOG.com - Original
    49. ~1 MM visitors ~3 MM page views ~10 blog stories a day
    50. Home page traffic?
    51. 8% (92% elsewhere)
    52. Data > Assumptions
    53. Know Google Analytics
    54. Buy a book advanced-web-metrics.com
    55. Know web analytics
    56. Read Avinash’s blog kaushik.net/avinash/
    57. PhotographyBLOG: Camera reviews
    58. Web analytics = strategy
    59. PhotographyBLOG.com - v1
    60. PhotographyBLOG.com - v2
    61. PhotographyBLOG.com - v1 & v2
    62. Test, don’t guess
    63. A/B testing
    64. Which design won?
    65. v1 or v2? Pick one
    66. Neither Performance was almost identical
    67. ANY result = learnings* * ”learnings” is not a real word
    68. E.g. Users did. not. care.
    69. PhotographyBLOG.com - Original
    70. PhotographyBLOG.com - Redesign
    71. Performance based design: Happy client & Happy users
    72. Testing is powerful
    73. Testing will change the way you think about design
    74. But what to test?
    75. YouTube - 1,024 (!) combinations of tiny details. 15% more sign ups
    76. YouTube’s 1,024 combo experiment using Google Website Optimizer From: http://youtube-global.blogspot.com/2009/08/look-inside-1024-recipe-multivariate.html
    77. 37signals tested headlines. 30% more sign ups
    78. Winner 30% lift 2nd place 27% lift 3rd place 15% lift Original (worst performer) From: http://37signals.com/svn/posts/1525-writing-decisions-headline-tests-on-the-highrise-signup-page
    79. Button text: “Free Trial” “Sign-up for Free Trial” “See Plans and Pricing”
    80. 37signals tested a button - Doubled clicks From: http://carsoni ed.com/blog/business/how-to-increase-sign-ups-by-200-percent/
    81. We barely know where the landscape is, let alone where we should be on it.
    82. We all need to test
    83. - All design is testable - Testing takes time - Can only test a few things
    84. We all need to test and SHARE
    85. Current clearing houses: @kissmetrics @abtests
    86. Part III A cool technique
    87. Google Website Optimizer google.com/websiteoptimizer
    88. The web standards movement has given us an incredible, unexpected gift.
    89. HTML + CSS = The perfect platform to test design
    90. Use GWO to serve up alternate CSS les
    91. (But conversions don’t suit everyone...)
    92. Measure the results in Google Analytics gwotricks.com
    93. CSS + GWO + GA = Testing trinity
    94. Objective web design is possible right now
    95. Performance based design builds on standards based design
    96. It’s the future of web design
    97. BOOK! Sign up to get noti ed: http://msrmnt.com/book follow @msrmnt luke@msrmnt.com | @lukestevens

    + Luke StevensLuke Stevens, 1 month ago

    custom

    1046 views, 6 favs, 2 embeds more stats

    Slides from my "Data Driven Design" presentation fr more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 1046
      • 986 on SlideShare
      • 60 from embeds
    • Comments 0
    • Favorites 6
    • Downloads 26
    Most viewed embeds
    • 43 views on http://www.webdirections.org
    • 17 views on http://ilyagram.org

    more

    All embeds
    • 43 views on http://www.webdirections.org
    • 17 views on http://ilyagram.org

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Groups / Events