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.

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WA-UX - data and strategies - Talk by Shivam

  1. 1. SHIVAM Web Strategy Advisor Founder Arbunize Me @ Shivam.Dhawan.biz Talking about Web Strategy with WA and UX DATA
  2. 2. OUR ONLINE OBJECTIVES
  3. 3. Build Experience
  4. 4. Manage User Behavior
  5. 5. Maintain Outcomes
  6. 6. 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.
  7. 7. 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”
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. User Experience Data User Behavior Data User Driven Outcomes
  13. 13. DATA IS MYSTERIOUS
  14. 14. DATA: Light blue White Black Sleeveless Neck bow
  15. 15. DATA: Light blue White Black Sleeveless Neck bow
  16. 16. DATA DRIVES DECISIONS
  17. 17. DATA DRIVES DECISIONS
  18. 18. DATA DRIVES DECISIONS
  19. 19. DATA DECISIONS
  20. 20. DATA DECISIONS
  21. 21. DATA DECISIONS
  22. 22. DATA DECISIONS
  23. 23. DATA DECISIONS
  24. 24. DATA DECISIONS
  25. 25. DATA DECISIONS
  26. 26. 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
  27. 27. THAT’S A LOT OF DATA
  28. 28. WA: WHAT happens and WHEN
  29. 29. WA: WHAT happens and WHEN UX: HOW it happens and WHY
  30. 30. It is not much use to know WHAT is happening if you don’t know WHY
  31. 31. 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
  32. 32. WA: Top Down Analysis
  33. 33. WA: Top Down Analysis
  34. 34. WA: Top Down Analysis UX: Bottom Up Analysis
  35. 35. WA: Top Down Analysis UX: Bottom Up Analysis
  36. 36. What’s in the Middle?
  37. 37. What’s in the Middle?
  38. 38. DECISIONS What’s in the Middle?
  39. 39. UX WA
  40. 40. Till now, > How user experience and user behavior work > WA and UX approach and methodologies towards DATA > What informs our decisions
  41. 41. IT WAS SIMPLE
  42. 42. IT WAS SIMPLE
  43. 43. What’s in the Middle?
  44. 44. REPORTS What’s in the Middle?
  45. 45.
  46. 46. 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
  47. 47.
  48. 48. ‘WHY questions’ are target driven, not Analysis driven
  49. 49. Target 25K
  50. 50. Target 25K
  51. 51. Target 25K X XOutcomes
  52. 52. ‘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
  53. 53. ‘WHY questions’ are driven by business, not by Analysts
  54. 54. What Business?
  55. 55. ‘WHY questions’ are driven by business, not by Analysts > Analysts should get acquainted with business objectives > Joint ownership of ‘Why questions’
  56. 56. Standard reports become STANDARDS
  57. 57. ‘Standard’ is the Starting point
  58. 58. Standard reports become STANDARDS > Drill Down > Customize your own > Question, Question, Question
  59. 59. Numbers become VERY important for WA
  60. 60. Tell Stories
  61. 61. Get Visual
  62. 62. Show Data
  63. 63. Numbers become VERY important for WA > Go deep > Understand > Explain > Tell Stories > Get Visual
  64. 64. Numbers become VERY uncomfortable for UX
  65. 65. Tools Help
  66. 66. Get Access
  67. 67. Understand
  68. 68. Numbers become VERY uncomfortable for UX > Get Comfortable > Demand adhocs > Ask Questions > Get Answers > Play with tools
  69. 69. Ownership of Strategy comes to the FAT GUY, who is neither WA nor UX
  70. 70. Decision Support vs Decision Making
  71. 71. 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
  72. 72. Play . Perform . Own
  73. 73. 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
  74. 74. 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
  75. 75. THANKS Follow me @ShvmDhwn More Here… Next Personal Branding…

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