Webstock 2010 - Seb Chan on data driven personas & analytics

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The 7" edit of my slides from Webstock 2010. …

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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  • 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. meat & potatoes source: http://www.flickr.com/photos/wiccked/53998074/
  • 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. meet susanna source: http://www.flickr.com/photos/apotheker/29327558/
  • 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. 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. creepy!
  • 8. “i am not a number, i am a . . ” source: http://www.flickr.com/photos/apotheker/29327558/
  • 9. complex ecology source: http://www.flickr.com/photos/evaekeblad/916121748/
  • 10. time and attention so it really matters when we get it! source: http://www.flickr.com/photos/rgarzamarcos/69081472/
  • 11. analytics yawn?! source: http://www.flickr.com/photos/gattomimmo/308067766/
  • 12. i can see ‘real’ people
  • 13. i interact with ‘real’ people
  • 14. even when they do odd things emergent art or digital grafitti?
  • 15. we can share 80s trivia!
  • 16. we can get to know each other
  • 17. and you want us to go back to quantitative? yawn?! source: http://www.flickr.com/photos/gattomimmo/308067766/
  • 18. not just for the server room source: http://www.flickr.com/photos/vespa_gt/211222928/
  • 19. not just for the ‘shiny teeth’ source: http://www.flickr.com/photos/trushu/524504628/
  • 20. easy and cheap
  • 21. it is about the patterns don’t obsess on the raw numbers! source: http://www.flickr.com/photos/pictoscribe/376270209/
  • 22. how do visitors get to your site? which lets you doublecheck your SEO!
  • 23. what do they do on your site? which lets you refine your IA/UX
  • 24. visitation is not engagement
  • 25. brand vs content
  • 26. brand
  • 27. content
  • 28. segmenting the ‘brand aware’ visitors
  • 29. checking trends over time
  • 30. further segmenting by geography
  • 31. if i am looking at making a mobile app then this is easy research
  • 32. Australian iPhone users on Vodafone
  • 33. never the whole the picture! source: http://www.flickr.com/photos/foreverdigital/3375076856/
  • 34. before & after the ‘clickstream’
  • 35. 2.98% visit eBay before 4.43% visit eBay after Australian web traffic. Source: Hitwise August 2008
  • 36. what about those who never make it?
  • 37. align those personas! are they doing what you expected that they would? source: http://www.flickr.com/photos/apotheker/29327558/
  • 38. let’s see what happens
  • 39. visit oriented content
  • 40. online-focussed education & research 95% of site content
  • 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. some key audiences: children & familes under 30s culturally active adults makers, tinkerers, creators, designers
  • 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. 1.8% visit 10+ times in 90 days
  • 45. collection 80s exhibition
  • 46. the rise of the texan monarchists? source: http://www.flickr.com/photos/library_of_congress/2163915962/
  • 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. make a crown
  • 49. apparently great SEO!
  • 50. lots of ‘prospects’
  • 51. pretty popular
  • 52. noise! source: http://www.flickr.com/photos/slightlynorth/3076786272/
  • 53. mainly texans!
  • 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. “museums educate”
  • 56. good surprises
  • 57. bad surprises
  • 58. easily fixed
  • 59. expected: ‘wizard of jeanz’ hiroaki ohya ohya productions japanese fashion
  • 60. actual: fashion japanese fashion clothing anime pop art
  • 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. noise! my bloody valentine: loveless, creation records 1991
  • 63. finding school users
  • 64. drilldown!
  • 65. a di erent sort of engagement
  • 66. what is copied?
  • 67. uses javascript to intercept copy & paste. anonymous
  • 68. where does it go?
  • 69. translated!
  • 70. use the tools make the changes evaluate the changes spread the data & learnings
  • 71. thanks! sebc@phm.gov.au | @sebchan www.powerhousemuseum.com/dmsblog source: http://www.flickr.com/photos/metamuro/2288523014/