• Like
Predicting the Future and Improving UX Based on the Past
Upcoming SlideShare
Loading in...5
×
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
260
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • - here ’ s a persons perception and response
  • - tie in this presentation to others today - designing for emotion in the next session - we all have opinions - we all know what we like - we all think we know what works - key is to take emotion out of our decisions - many people involved - how does this fit in with the team
  • - boss: different kinds, different moods. sometimes mind is completely somewhere else - academics / business : know their subject. assume everyone in the world is dying to know about what they do. also believe 10,000 word scientific papers are fine for general public - engineers / developers : we could never build your project in that amount of time. How come Lynx isn ’ t the most popular browser? - communications: tell our story. everything must be a story. big images rule. - consultants: sure, they ’ re trained and know what they ’ re doing, but they ’ re never around long. - be like spock: emotionless and carry a big tricorder
  • 95 Million pageviews 30 Million visits 25 Million events in Kiss Metrics 250K through Crazy Egg
  • 95 Million pageviews 30 Million visits 25 Million events in Kiss Metrics 250K through Crazy Egg
  • - viewed items - my recent searches - helps me know what my kids are up to on my ebay account “ trash packs ”
  • - get your pen lights out
  • - simplify the page - heat mapping and search data told us what the users were looking for and actually using - moving to responsive forces you to think about the mobile experience. - on a small screen, what should the user see first? - prioritize
  • - how much does our search traffic grow every day - related to our goals - using percent of capacity as the measure, not actual attendance - actual numbers are easily derived from percentage based on capacity of event - use an actual data point as the starting Y - events with the low actuals can ’ t really grow according to this model - percentages of growth are small - need more time OR... we ’ ll talk about this later.
  • - how did we do? - use actual numbers here (doesn ’ t matter)
  • - if you ’ re looking at a projection like this, what do you do? - move to smaller venue? - cancel - promote the hell out of it?
  • - what about this? - first, you need more data points at the start - daily - 17 days out: let ’ s do more. more ad words, A/B test, leverage other avenues/partners

Transcript

  • 1. Predicting the Future andImproving UX Based on the PastTim SchneiderDigital Analytics ManagerUniversity Digital StrategyMay 11, 2013
  • 2. User Experience"a persons perceptions and responses thatresult from the use or anticipated use of aproduct, system or service"http://en.wikipedia.org/wiki/User_experience
  • 3. “I could more easilynavigate the catacombs ofEgypt with a penlight thanfind the link Im lookingfor on your overly-congested website.”Angry Customer: Sept 2, 2012
  • 4. Emotion and the team
  • 5. Hello Tim,On your web pages A and B, under the"Heading goes here" heading, I am wondering if itwould be possible for you to change the "ButtonLabel" button to link to Page X, rather thandirectly to our Page Y? I have spoken with my teamand with our ____ unit, and there is keyinformation presented onPage X that we expect audience to have been exposedto prior to diving right into the Page Y, so itwould be ideal for them to be directed to that pagefirst.
  • 6. “so it would be idealfor them to bedirected to that pagefirst”
  • 7. YYYY
  • 8. YYYYXXXX4.83% 3.67%1.99% 2.72%current“ideal”
  • 9. MATH ALERT
  • 10. 4.83%3.67%1.99%2.72%>
  • 11. Using past data to improve UX
  • 12. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 13. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 14. Mobile traffic
  • 15. Mobile
  • 16. Responsive Design
  • 17. Search
  • 18. Search
  • 19. Search as a UX guage
  • 20. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 21. Start Page Unique Pageviews Pageviews Unique Searches Search %www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12%www.students.ualberta.ca/ 19,004 24,017 1,614 8.49%www.news.ualberta.ca/ 15,761 22,140 1,235 7.84%www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76%www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24%www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25%www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14%www.why.ualberta.ca 15,894 20,510 688 4.33%www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49%www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34%www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55%May 1 - July 25, 2012Searches starting from page
  • 22. Start Page Unique Pageviews Pageviews Unique Searches Search %www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12%www.students.ualberta.ca/ 19,004 24,017 1,614 8.49%www.news.ualberta.ca/ 15,761 22,140 1,235 7.84%www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76%www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24%www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25%www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14%www.why.ualberta.ca 15,894 20,510 688 4.33%www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49%www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34%www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55%May 1 - July 25, 2012Searches starting from page
  • 23. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 24. Page Pageviews Unique PageviewsTotal UniqueSearchesSearch Pct Startsnews.ualberta.ca/ 5,619 4,270 295 6.91%students.ualberta.ca/ 8,624 6,883 465 6.76%ualberta.ca/ 2,436,085 1,774,220 111,720 6.30%facultystaff.ualberta.ca/ 16,361 12,389 691 5.58%events.ualberta.ca/ 2,633 1,915 88 4.6%why.ualberta.ca/ 6,367 4,764 203 4.26%campuslife.ualberta.ca/ 15,043 11,095 407 3.67%faculties.ualberta.ca/ 134,469 95,119 3,018 3.17%prospective.ualberta.ca/ 9,994 7,868 224 2.85%April, 201312%8.5%
  • 25. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 26. “This year however, we have been required tofollow up via phone (which is a big drain onresources) as many of our students cant findwhere their email is. In the conversationswith them I had to walk them through going tothe ualberta.ca homepage then clicking on apps@ualberta.ca to find their emailaccount.”July, 2012
  • 27. apps@ualberta.ca
  • 28. Email & Apps
  • 29. Predicting the future
  • 30. Collect Data (2010)Collect Data (2010)Collect Data (2010)Collect Data (2010)Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
  • 31. ??
  • 32. 2010
  • 33. MATH ALERT
  • 34. Capacity 7,800Oct 16 Actual 1,078Projected 3,717Actual 3,683
  • 35. Collect DataCollect DataCollect DataCollect DataAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportFind an issueFind an issueFind an issueFind an issueInvestigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / InsightRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionFeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??””Identify success metricsIdentify success metricsIdentify success metricsIdentify success metricsBuild predictionsBuild predictionsBuild predictionsBuild predictionsStrategies / TacticsStrategies / TacticsStrategies / TacticsStrategies / TacticsRecommend SolutionRecommend SolutionRecommend SolutionRecommend SolutionIdentify success metricsIdentify success metricsIdentify success metricsIdentify success metricsreMonitorMonitorsuccesssuccessmetricsmetricsMonitorMonitorsuccesssuccessmetricsmetrics
  • 36. Questions• tim.schneider@ualberta.ca• @timschneiderhttp://www.slideshare.net/schneidertd/