Quantitative Information Architecture - Oz IA 2010

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Quantitative Information Architecture - Oz IA 2010

  1. 1. Information Architecture Analytics How Data can drive IA Decisions Oz IA 2010 Samantha Starmer @samanthastarmer http://www.flickr.com/photos/pinksherbet/3041510366
  2. 2. Remember IAs are like Robin Hoodhttp://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia
  3. 3. http://www.flickr.com/photos/dearbarbz365 http://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia/ Others talking about analytics
  4. 4. http://www.flickr.com/photos/dizzygirl/3865507559/ Quick and Dirty Introduction
  5. 5. QUANTITATIVE: type of information based in quantities or else quantifiable data (objective properties) —as opposed to qualitative information which deals with apparent qualities (subjective properties).
  6. 6. huh?
  7. 7. QUANTITATIVE = Measurable http://www.flickr.com/photos/iliahi/2606645766/
  8. 8. can help understand what people actually do versus what they say they do...
  9. 9. quant vs. qual?
  10. 10. 2 great tastes that taste great together… http://www.flickr.com/photos/dearba
  11. 11. Quant AND Qual • Do people research online and purchase in store? • Are there categories where this happens in more often? • Are there different research needs depending upon customer? • At category level what are the differences that are important to getting a customer to buy? (e.g. Is zoom of differing importance for a power bar vs. a bike?)
  12. 12. Wolf in Sheep’s clothing you have probably already done some form of quantitative analysis http://www.flickr.com/photos/pierre_tourigny/367078204/
  13. 13. Content types have a weak correlation (avg 20%). Activities have a strong correlation (avg 70%). Our old friend Card sorting
  14. 14. Why should I care?
  15. 15. Quantitative analysis can help you get your way. http://www.flickr.com/photos/jumerphotography/3393883065
  16. 16. REI: Traffic to Find Out Tab 3.3% of total Global Navigation Of that 3.3% 1. Local REI Events = 49.3% 2. Expert Advice =16% 3. REI Outdoor School =13.3% 4. Volunteering = 7.7% 5. REI Adventures = 5.2% 6. REI & Families = 4.6% 7. REI & Youth = 3.9%
  17. 17. Quantitative analysis can stop fights http://www.flickr.com/photos/clover_1/2633241274
  18. 18. Quantitative analysis can help you make money http://www.flickr.com/photos/doug_from_the_uk/4763046344
  19. 19. Multi-variant Testing
  20. 20. Quantitative analysis can make you popular http://www.flickr.com/photos/ajcgn/4625293839
  21. 21. Error pages
  22. 22. Pathing Analysis Does your IA fit your users’ mental models? Top entry pages Top exit pages Where people are converting http://www.flickr.com/photos/sludgeulper/3422227134
  23. 23. Customer Satisfaction Good entry for Marketing people and IA to start working together Longitudinal trends Just one measure; don’t use by itself! http://www.flickr.com/photos/seandreilinger/983222564/
  24. 24. Predictive Modeling Patterns of customer behavior can allow you to model relevant experiences http://www.flickr.com/photos/carlcoxstudios/4335795974
  25. 25. Don’t Measure just to Measure http://www.flickr.com/photos/deartistzwei/2371025926
  26. 26. Before you provide the data, ask the requestor what is the business question they are trying to answer. Then fulfill that need. http://www.kaushik.net/avinash/#ixzz11eZAg2nM
  27. 27. Getting started 1. What? 2. Why? 3. How? 4. What next? 5. What later?
  28. 28. Things to think about 1. What is being measured? 2. Why should we measure it? 3. How can we measure it? 4. What should we do to improve the experience driving this metric? 5. How should we measure and analyze this metric going forward?
  29. 29. 1. What is being measured? 2. Why should we measure it? 3. How can we measure it? 4. What should we do to improve the experience ? 5. How should we measure and analyze this going forward? http://www.flickr.com/photos/seandreilinger/180088193 Bounce Rate
  30. 30. Now what? • Start small • Many tools free or cheap • Consider hiring someone who can focus on analytics – it is a skill set • Try to avoid bias; even the act of measuring can be influenced • Synthesize quantitative analysis with qualitative (the what and the why)
  31. 31. Learn more… http://www.flickr.com/photos/hndrk/1305751743/
  32. 32. Avinash Kaushik:
  33. 33. Thank you! sstarme@rei.com @samanthastarmer

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