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Predicting the Future and Improving UX Based on the Past

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  • - 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/

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