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WA-UX  - data and strategies - Talk by Shivam
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WA-UX - data and strategies - Talk by Shivam

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A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.

A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.

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WA-UX  - data and strategies - Talk by Shivam WA-UX - data and strategies - Talk by Shivam Presentation Transcript

  • SHIVAM Web Strategy Advisor Founder Arbunize Me @ Shivam.Dhawan.biz Talking about Web Strategy with WA and UX DATA
  • OUR ONLINE OBJECTIVES
  • Build Experience
  • Manage User Behavior
  • Maintain Outcomes
  • MaintainManageMake Building Experience Understanding Behavior Leading Outcomes User research / UX data collected for building a desired user experience Analytics / user behavior data collected for building a desired user experience Data that measures outcomes / results in form of revenues, leads, etc.
  • Click Stream Key Metrics Segmentation Search data “INTENT OF CUSTOMER” Design Research A/B testing Usability Customer Satisfaction “VOICE OF CUSTOMER” Orders/Leads Revenues Conversion Rates Problem Resolution “RESULTS”
  • Click Stream Key Metrics Segmentation Search data “INTENT OF CUSTOMER” Design Research A/B testing Usability Customer Satisfaction “VOICE OF CUSTOMER” Orders/Leads Revenues Conversion Rates Problem Resolution “RESULTS” Behavior
  • Click Stream Key Metrics Segmentation Search data “INTENT OF CUSTOMER” Design Research A/B testing Usability Customer Satisfaction “VOICE OF CUSTOMER” Orders/Leads Revenues Conversion Rates Problem Resolution “RESULTS” Behavior
  • Click Stream Key Metrics Segmentation Search data “INTENT OF CUSTOMER” Design Research A/B testing Usability Customer Satisfaction “VOICE OF CUSTOMER” Orders/Leads Revenues Conversion Rates Problem Resolution “RESULTS” Behavior
  • Click Stream Key Metrics Segmentation Search data “INTENT OF CUSTOMER” Design Research A/B testing Usability Customer Satisfaction “VOICE OF CUSTOMER” Orders/Leads Revenues Conversion Rates Problem Resolution “RESULTS” Behavior
  • User Experience Data User Behavior Data User Driven Outcomes
  • DATA IS MYSTERIOUS
  • DATA: Light blue White Black Sleeveless Neck bow
  • DATA: Light blue White Black Sleeveless Neck bow
  • DATA DRIVES DECISIONS
  • DATA DRIVES DECISIONS
  • DATA DRIVES DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • DATA DECISIONS
  • APPROACH DATASOURCE Adapted from work of Christian Rohrer 2008 X Multivariate (live A/B) testing X Eye Tracking X Usability Lab Studies X Customer email Feedback X Intercept Surveys X Data Analysis / Mining X Live UX assessments X Participatory Design X Focus Groups X Card sorting X Desirability studies X social Listening solutions X Message board mining X Email Surveys
  • THAT’S A LOT OF DATA
  • WA: WHAT happens and WHEN
  • WA: WHAT happens and WHEN UX: HOW it happens and WHY
  • It is not much use to know WHAT is happening if you don’t know WHY
  • It is not much use to know WHAT is happening if you don’t know WHY You can’t know WHY things are happening if you don’t know WHAT is happening
  • WA: Top Down Analysis
  • WA: Top Down Analysis
  • WA: Top Down Analysis UX: Bottom Up Analysis
  • WA: Top Down Analysis UX: Bottom Up Analysis
  • What’s in the Middle?
  • What’s in the Middle?
  • DECISIONS What’s in the Middle?
  • UX WA
  • Till now, > How user experience and user behavior work > WA and UX approach and methodologies towards DATA > What informs our decisions
  • IT WAS SIMPLE
  • IT WAS SIMPLE
  • What’s in the Middle?
  • REPORTS What’s in the Middle?
  • 1. ‘WHY questions’ are target driven, not Analysis driven 2. ‘WHY questions’ are driven by Business, not by Analysts 3. Standard reports become STANDARDS 4. Numbers become VERY important for WA 5. Numbers become VERY uncomfortable for UX 6. Ownership of Strategy comes to the FAT GUY, who is neither WA nor UX
  • ‘WHY questions’ are target driven, not Analysis driven
  • Target 25K
  • Target 25K
  • Target 25K X XOutcomes
  • ‘WHY questions’ are target driven, not Analysis driven > Numbers may mean different at different times, season, trend, campaign > External factors contribute, other metric influence, PV-Visits-Visitors, Bounce-Time
  • ‘WHY questions’ are driven by business, not by Analysts
  • What Business?
  • ‘WHY questions’ are driven by business, not by Analysts > Analysts should get acquainted with business objectives > Joint ownership of ‘Why questions’
  • Standard reports become STANDARDS
  • ‘Standard’ is the Starting point
  • Standard reports become STANDARDS > Drill Down > Customize your own > Question, Question, Question
  • Numbers become VERY important for WA
  • Tell Stories
  • Get Visual
  • Show Data
  • Numbers become VERY important for WA > Go deep > Understand > Explain > Tell Stories > Get Visual
  • Numbers become VERY uncomfortable for UX
  • Tools Help
  • Get Access
  • Understand
  • Numbers become VERY uncomfortable for UX > Get Comfortable > Demand adhocs > Ask Questions > Get Answers > Play with tools
  • Ownership of Strategy comes to the FAT GUY, who is neither WA nor UX
  • Decision Support vs Decision Making
  • Ownership of Strategy comes to the FAT GUY, who is neither WA nor UX > Understand the value of intuition and mistakes. Allow some. > Talk with UX / WA about project goals > Hire a Web Strategy Advisor Ps - Sorry, for calling you FAT
  • Play . Perform . Own
  • Parting Challenges How do we… Bridge cultural gaps Design and Manage integrated teams Develop a unified methodology Generate awareness Improve on tools, terminologies and standards
  • Takeaway WA: Stories and emotions can make stronger cases than Data and for Data UX: Most things can be quantified. Speak to the numbers and listen to them You: Hire a Strategist who understands both
  • THANKS Follow me @ShvmDhwn More Here… Next Personal Branding…