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/

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

3. meat & potatoes
source: http://www.flickr.com/photos/wiccked/53998074/

4. i work for the government
i am not a designer
caveats!
today
commonsense!
tiny budgets & no resources
personas & basic analytics
texan monarchists and schools

5. meet susanna
source: http://www.flickr.com/photos/apotheker/29327558/

6. 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/

7. 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/

8. creepy!

9. “i am not a number, i am a . . ”
source: http://www.flickr.com/photos/apotheker/29327558/

10. complex ecology
source: http://www.flickr.com/photos/evaekeblad/916121748/

11. time and attention
so it really matters when we get it!
source: http://www.flickr.com/photos/rgarzamarcos/69081472/

12. analytics
yawn?!
source: http://www.flickr.com/photos/gattomimmo/308067766/

13. i can see
‘real’ people

14. i interact with
‘real’ people

15. even when they do
odd things
emergent art or digital grafitti?

16. we can share
80s trivia!

17. we can get to
know each other

18. and you want us to go
back to quantitative?
yawn?!
source: http://www.flickr.com/photos/gattomimmo/308067766/

19. not just for the
server room
source: http://www.flickr.com/photos/vespa_gt/211222928/

20. not just for the
‘shiny teeth’
source: http://www.flickr.com/photos/trushu/524504628/

21. easy and cheap

22. it is about the
patterns
don’t obsess on the raw numbers!
source: http://www.flickr.com/photos/pictoscribe/376270209/

23. how do visitors get
to your site?
which lets you doublecheck your SEO!

24. what do they do on
your site?
which lets you refine your IA/UX

25. visitation is not
engagement

26. brand vs
content

27. brand

28. content

29. segmenting the ‘brand aware’ visitors

30. checking trends over time

31. further segmenting by geography

32. if i am looking at making
a mobile app then this
is easy research

33. Australian iPhone
users on Vodafone

36. never the whole
the picture!
source: http://www.flickr.com/photos/foreverdigital/3375076856/

37. before & after
the ‘clickstream’

38. 2.98% visit eBay before
4.43% visit eBay after
Australian web traffic. Source: Hitwise August 2008

39. what about those who
never make it?

40. align those personas!
are they doing what you expected that they would?
source: http://www.flickr.com/photos/apotheker/29327558/

41. let’s see what
happens

42. visit oriented content

43. online-focussed
education & research
95% of
site content

44. 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/

45. some key audiences:
children & familes
under 30s
culturally active adults
makers, tinkerers, creators, designers

46. 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%

47. 1.8% visit 10+
times in 90 days

48. collection
80s exhibition

49. the rise of the
texan monarchists?
source: http://www.flickr.com/photos/library_of_congress/2163915962/

51. 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/

56. make a crown

57. apparently
great SEO!

59. lots of ‘prospects’

60. pretty popular

61. noise!
source: http://www.flickr.com/photos/slightlynorth/3076786272/

62. mainly texans!

63. 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/

66. “museums educate”

68. good
surprises

69. bad
surprises

70. easily fixed

71. expected:
‘wizard of jeanz’
hiroaki ohya
ohya productions
japanese fashion

72. actual:
fashion
japanese fashion
clothing
anime
pop art

73. 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.

74. noise!
my bloody valentine: loveless, creation records 1991

75. finding
school users

77. drilldown!

85. a di erent sort
of engagement

87. what is copied?

91. uses javascript to
intercept copy &
paste. anonymous

94. where does it go?

97. translated!

98. use the tools
make the changes
evaluate the changes
spread the data & learnings

99. thanks!
sebc@phm.gov.au | @sebchan
www.powerhousemuseum.com/dmsblog
source: http://www.flickr.com/photos/metamuro/2288523014/