source: http://www.flickr.com/photos/apotheker/29327558/




                                   “i am not a number, i am a ...
meat & potatoes



  source: http://www.flickr.com/photos/wiccked/53998074/
i work for the government
      i am not a designer
                 caveats!

          today
                 commonsens...
meet susanna
 source: http://www.flickr.com/photos/apotheker/29327558/
works part time in
                                   university sector
  33 years old, 2
  children aged 6
  and 3.
     ...
uses search to find
                                     information
  most visited
  website is
  facebook
               ...
creepy!
“i am not a number, i am a . . ”




source: http://www.flickr.com/photos/apotheker/29327558/
complex ecology



 source: http://www.flickr.com/photos/evaekeblad/916121748/
time and attention
  so it really matters when we get it!




 source: http://www.flickr.com/photos/rgarzamarcos/69081472/
analytics
                  yawn?!




source: http://www.flickr.com/photos/gattomimmo/308067766/
i can see
‘real’ people
i interact with
 ‘real’ people
even when they do
   odd things



   emergent art or digital grafitti?
we can share
 80s trivia!
we can get to
know each other
and you want us to go
back to quantitative?
                  yawn?!




  source: http://www.flickr.com/photos/gattomimmo/...
not just for the
 server room


  source: http://www.flickr.com/photos/vespa_gt/211222928/
not just for the
 ‘shiny teeth’


  source: http://www.flickr.com/photos/trushu/524504628/
easy and cheap
it is about the
    patterns
don’t obsess on the raw numbers!




 source: http://www.flickr.com/photos/pictoscribe/3762702...
how do visitors get
   to your site?
  which lets you doublecheck your SEO!
what do they do on
     your site?
   which lets you refine your IA/UX
visitation is not
 engagement
brand vs
content
brand
content
segmenting the ‘brand aware’ visitors
checking trends over time
further segmenting by geography
if i am looking at making
  a mobile app then this
      is easy research
Australian iPhone
users on Vodafone
never the whole
  the picture!
    source: http://www.flickr.com/photos/foreverdigital/3375076856/
before & after
    the ‘clickstream’
2.98% visit eBay before

4.43% visit eBay after
       Australian web traffic. Source: Hitwise August 2008
what about those who
   never make it?
align those personas!
are they doing what you expected that they would?



    source: http://www.flickr.com/photos/apothek...
let’s see what
   happens
visit oriented content
online-focussed
      education & research




   95% of
site content
revenue model:
direct funding - 76%

admissions & membership

donations

visitor services (cafe, shop)

content services
(...
some key audiences:
children & familes

under 30s

culturally active adults

makers, tinkerers, creators, designers
the visitor cycle
                    revisitation




         pre          during            post




        www       ...
1.8% visit 10+
times in 90 days
collection
80s exhibition
the rise of the
texan monarchists?

 source: http://www.flickr.com/photos/library_of_congress/2163915962/
works part time in
                                   university sector
  33 years old, 2
  children aged 6
  and 3.
     ...
make a crown
apparently
great SEO!
lots of ‘prospects’
pretty popular
noise!




source: http://www.flickr.com/photos/slightlynorth/3076786272/
mainly texans!
works part time in
                                   university sector
  33 years old, 2
  children aged 6
  and 3.
     ...
“museums educate”
good
surprises
bad
surprises
easily fixed
expected:
‘wizard of jeanz’
hiroaki ohya
ohya productions
japanese fashion
actual:
fashion
japanese fashion
clothing
anime
pop art
Dear Madam or Sir, We have owned and
thoroughly enjoyed an "original balans"
kneeling chair for over 30 years. But
finally,...
noise!




my bloody valentine: loveless, creation records 1991
finding
school users
drilldown!
a di erent sort
of engagement
what is copied?
uses javascript to
intercept copy &
paste. anonymous
where does it go?
translated!
use the tools
make the changes
evaluate the changes
spread the data & learnings
thanks!
    sebc@phm.gov.au | @sebchan
www.powerhousemuseum.com/dmsblog




source: http://www.flickr.com/photos/metamuro/2...
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
Webstock 2010 - Seb Chan on data driven personas & analytics
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Webstock 2010 - Seb Chan on data driven personas & analytics

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The 7" edit of my slides from Webstock 2010.

The talk was very much aimed at small web teams working in government and the non-profit sectors - where there isn't a 70 developers, or even 7 - and you're lucky to get just 1 - some of the time!

In a departure from the usual - "here's our shiny new stuff" talk - these slides accompanied a talk about real meat & potatoes stuff - analytics, personas, and the like.

The key question in the talk - how might you start to track actual site users and match them with the personas you have been using in the design phase?

(It is a 7" edit because I've taken out backgrounder slides and shuffled a few to make it a bit clearer without audio!)

Seb Chan - http://www.powerhousemuseum.com/dmsblog/

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Webstock 2010 - Seb Chan on data driven personas & analytics

  1. 1. source: http://www.flickr.com/photos/apotheker/29327558/ “i am not a number, i am a . . ” the 7” edit iteration & data driven personas using analytics sebastian chan, head of digital, social & emerging technologies, powerhouse museum
  2. 2. meat & potatoes source: http://www.flickr.com/photos/wiccked/53998074/
  3. 3. i work for the government i am not a designer caveats! today commonsense! tiny budgets & no resources personas & basic analytics texan monarchists and schools
  4. 4. meet susanna source: http://www.flickr.com/photos/apotheker/29327558/
  5. 5. works part time in university sector 33 years old, 2 children aged 6 and 3. lives in the inner city, drives to work on iiNet ADSL2 home but filtered at work kids in bed by 7pm. watches timeshifted TV to relax sees museums as educational fun for the kids source: http://www.flickr.com/photos/apotheker/29327558/
  6. 6. uses search to find information most visited website is facebook reads the paper online in parts not interested in random browsing doesn’t contribute content to websites clearly delineates work email from facebook mails source: http://www.flickr.com/photos/apotheker/29327558/
  7. 7. creepy!
  8. 8. “i am not a number, i am a . . ” source: http://www.flickr.com/photos/apotheker/29327558/
  9. 9. complex ecology source: http://www.flickr.com/photos/evaekeblad/916121748/
  10. 10. time and attention so it really matters when we get it! source: http://www.flickr.com/photos/rgarzamarcos/69081472/
  11. 11. analytics yawn?! source: http://www.flickr.com/photos/gattomimmo/308067766/
  12. 12. i can see ‘real’ people
  13. 13. i interact with ‘real’ people
  14. 14. even when they do odd things emergent art or digital grafitti?
  15. 15. we can share 80s trivia!
  16. 16. we can get to know each other
  17. 17. and you want us to go back to quantitative? yawn?! source: http://www.flickr.com/photos/gattomimmo/308067766/
  18. 18. not just for the server room source: http://www.flickr.com/photos/vespa_gt/211222928/
  19. 19. not just for the ‘shiny teeth’ source: http://www.flickr.com/photos/trushu/524504628/
  20. 20. easy and cheap
  21. 21. it is about the patterns don’t obsess on the raw numbers! source: http://www.flickr.com/photos/pictoscribe/376270209/
  22. 22. how do visitors get to your site? which lets you doublecheck your SEO!
  23. 23. what do they do on your site? which lets you refine your IA/UX
  24. 24. visitation is not engagement
  25. 25. brand vs content
  26. 26. brand
  27. 27. content
  28. 28. segmenting the ‘brand aware’ visitors
  29. 29. checking trends over time
  30. 30. further segmenting by geography
  31. 31. if i am looking at making a mobile app then this is easy research
  32. 32. Australian iPhone users on Vodafone
  33. 33. never the whole the picture! source: http://www.flickr.com/photos/foreverdigital/3375076856/
  34. 34. before & after the ‘clickstream’
  35. 35. 2.98% visit eBay before 4.43% visit eBay after Australian web traffic. Source: Hitwise August 2008
  36. 36. what about those who never make it?
  37. 37. align those personas! are they doing what you expected that they would? source: http://www.flickr.com/photos/apotheker/29327558/
  38. 38. let’s see what happens
  39. 39. visit oriented content
  40. 40. online-focussed education & research 95% of site content
  41. 41. revenue model: direct funding - 76% admissions & membership donations visitor services (cafe, shop) content services (research, image sales, exhibition sales) source: http://www.flickr.com/photos/43426549@N00/1812312679/
  42. 42. some key audiences: children & familes under 30s culturally active adults makers, tinkerers, creators, designers
  43. 43. the visitor cycle revisitation pre during post www in gallery out in the world handheld AR/mobile www highly social didactic highly social visitor-led controlled visitor-led 10% 1%
  44. 44. 1.8% visit 10+ times in 90 days
  45. 45. collection 80s exhibition
  46. 46. the rise of the texan monarchists? source: http://www.flickr.com/photos/library_of_congress/2163915962/
  47. 47. works part time in university sector 33 years old, 2 children aged 6 and 3. lives in the inner city, drives to work on iiNet ADSL2 home but filtered at work kids in bed by 7pm. watches timeshifted TV to relax sees museums as educational fun for the kids source: http://www.flickr.com/photos/apotheker/29327558/
  48. 48. make a crown
  49. 49. apparently great SEO!
  50. 50. lots of ‘prospects’
  51. 51. pretty popular
  52. 52. noise! source: http://www.flickr.com/photos/slightlynorth/3076786272/
  53. 53. mainly texans!
  54. 54. works part time in university sector 33 years old, 2 children aged 6 and 3. lives in the inner city, drives to work on iiNet ADSL2 home but filtered at work kids in bed by 7pm. watches timeshifted TV to relax sees museums as educational fun for the kids source: http://www.flickr.com/photos/apotheker/29327558/
  55. 55. “museums educate”
  56. 56. good surprises
  57. 57. bad surprises
  58. 58. easily fixed
  59. 59. expected: ‘wizard of jeanz’ hiroaki ohya ohya productions japanese fashion
  60. 60. actual: fashion japanese fashion clothing anime pop art
  61. 61. Dear Madam or Sir, We have owned and thoroughly enjoyed an "original balans" kneeling chair for over 30 years. But finally, now the knee pads have worn and the foam has disintegrated. Where can we get replacements for the knee and seat pads? Otherwise, the chair is as good as new and we want to continue to enjoy this chair. Thank you.
  62. 62. noise! my bloody valentine: loveless, creation records 1991
  63. 63. finding school users
  64. 64. drilldown!
  65. 65. a di erent sort of engagement
  66. 66. what is copied?
  67. 67. uses javascript to intercept copy & paste. anonymous
  68. 68. where does it go?
  69. 69. translated!
  70. 70. use the tools make the changes evaluate the changes spread the data & learnings
  71. 71. thanks! sebc@phm.gov.au | @sebchan www.powerhousemuseum.com/dmsblog source: http://www.flickr.com/photos/metamuro/2288523014/

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