Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Using Data to
Inform IA & UX
Matthew Edgar
Is this you?
BIG DATA
BIG DATASmall Data
BIG DATASmall Data
Grrreat! Data
BIG DATASmall Data
Grrreat! Data
Just data
"Big Data" is on the rise
https://www.google.com/trends/explore#q=big%20data
User Data is Everywhere
EXCEPT…
…despite its popularity, hardly anybody is really
using data.
Only 15% of
Fortune 500 companies exploit
their "big data"
https://www.gartner.com/doc/1991317/information-innovation-inno...
35% of startups
aren't even considering
BIG DATA
http://tech.co/small-businesses-leverage-big-data-2015-06
Other studies show
only 8% of companies use data.
http://techcrunch.com/2013/09/23/64-of-organizations-have-invested-in-or...
Meanwhile…
half of companies are
only “somewhat successful"
in using data...
http://venturebeat.com/2015/10/28/study-shows...
The reality is….
…data gets ignored in
favor of opinions
…not in line with our
brand…
…too technically hard…
…our customers just
won’t like that…
Ignoring data in favor of
opinions isn't exactly the best
approach to take.
LET’S GET REAL
Why isn’t
data used to
its fullest
potential?
How do you work in any amount of data
into the day-to-day processes?
Data-Driven
DATA
Except, "Data Driven" doesn't really work.
For example…
Landing Page Conversion %
With Nav
Conversion
% No Nav
% Lift Statistically
Significant?
Free Ebook
Templates...
This data tells us what
we need to do:
REMOVE ALL THE
NAVIGATION!
The lesson…
Decision
This is not to say
“don’t use data”.
“When properly used, [data] can lead to
sound, well- informed decisions. When
improperly used, the same data can lead not
...
OPINIONS DATA
A BETTER FRAMEWORK
Data is not the driver,
data is the navigator
DATA
YOU NEED TO FACTOR IN:
intuition
opinions
experience
Back to the
example
Using Data:
A Data-Navigated
Approach
What question do you
need to answer?
How does the question
relate to different
perspectives?
Collect data.
Make a decision.
1. Asking the right
question.
Wrong Question
=
Wrong Data
=
Poor Decision
Get to the data!
Back to the example
What question are
we asking?
"How do I increase conversions
from this page?"
“What is the best way to design
this page?"
2. Gaining Perspective
Conversions
User Perspective
Brand loyalty
Limit yourself to 5
perspectives,
otherwise this could
be you
Back to the
example
What is the best way to design this page?
Perspective What is the perspective trying to achieve?
Business Case Conversions...
3. Collection
The first problem
when collecting
data is collecting
way too much.
Another pitfall to
avoid is to ignore
data you may
already have
Collect a mix of
quantitative and qualitative
data.
So, how do you
collect the data?
Quantitative data is often easily
found…
Analytics Tools
Analytics Tools Product Usage
Analytics Tools Server LogsProduct Usage
Customer Support
Customer Support Sales
There is lots of qualitative
data available too.
User Testing and Surveys
Available Services: Survey Monkey, Microworkers, Mechanical Turk,
Usability Hub, UserTesting and ...
Have
conversations
internally with
surrogates.
The point is to
look at the data you already have
collect a
mix of both types of data.
Prioritize simplicity.
Back to the
example
What is the best way to design this page?
Perspective What is the perspective trying to achieve?
Business Case Conversions...
What is the best way to design this page?
Perspective What is the perspective trying to
achieve?
Data points
Business Case...
The Business Case
Google Analytics goals report
Heatmap
Form Analytics
The User Case
User testing
Prior step analysis
Prior step analysis
Time spent on site and exit rate
What is the best way to design this page?
Perspective What is the perspective trying
achieve?
Data points
Business Case Co...
4. Making a
decision
This is where
using data can
get messy.
It is easy for the people
making the decision to only
look at one perspective.
Back to the example
Perspective What is the
perspective trying to
achieve?
Data points
Business Case Conversions Google An...
Most companies facing this
situation with conflicting sets
of data fall back on opinions
to make a decision
data gets igno...
Other companies
start to collect
more data.
Avoid data collection paralysis.
Avoid opinions trumping data.
Which perspective do we use?
What perspective of the
question you are asking
really matters most.
Where does the
question fit as part of
a bigger whole?
http://bit.ly/1ROKX8f
The Funnel
http://bit.ly/1ROKX8f
What do people
think about the
brand? Do users or
customers want to
connect with you?
http://bit.ly/1ROKX8f
What do our
users need and
want from our
site or app?
http://bit.ly/1ROKX8f
How do we
increase
conversions?
http://bit.ly/1ROKX8f
How do we
support
customers?
Look at the data only
when you know
where the question
fits.
Back to the
example
Wrap up
Worksheet:
Elementive.com/worksheet
Questions
Matthew Edgar
Elementive
matthew@elementive.com
Elementive.com
Upcoming SlideShare
Loading in …5
×

Using Data to Inform Information Architecture and User Experience

1,096 views

Published on

Data about users is all around us and, more and more, we're being asked to utilize that data when architecting information, designing experiences and creating content. But, what is the right way to utilize all the data we have to understand our users?

Watch video of Matthew Edgar, web consultant at Elementive, delivering this presentation at IA Summit 2016. https://blueprintdigital.com/ia-summit-2016/matthew-edgar/

Published in: Data & Analytics
  • Be the first to comment

Using Data to Inform Information Architecture and User Experience

  1. 1. Using Data to Inform IA & UX Matthew Edgar
  2. 2. Is this you?
  3. 3. BIG DATA
  4. 4. BIG DATASmall Data
  5. 5. BIG DATASmall Data Grrreat! Data
  6. 6. BIG DATASmall Data Grrreat! Data Just data
  7. 7. "Big Data" is on the rise https://www.google.com/trends/explore#q=big%20data
  8. 8. User Data is Everywhere
  9. 9. EXCEPT… …despite its popularity, hardly anybody is really using data.
  10. 10. Only 15% of Fortune 500 companies exploit their "big data" https://www.gartner.com/doc/1991317/information-innovation-innovation-key-initiative
  11. 11. 35% of startups aren't even considering BIG DATA http://tech.co/small-businesses-leverage-big-data-2015-06
  12. 12. Other studies show only 8% of companies use data. http://techcrunch.com/2013/09/23/64-of-organizations-have-invested-in-or-plan-to-invest-in-big-data-tech-but-only-8-have-started-using-it-says-gartner/
  13. 13. Meanwhile… half of companies are only “somewhat successful" in using data... http://venturebeat.com/2015/10/28/study-shows-marketers-are-hot-for-data-but-many-still-using-it-in-generic-ways/
  14. 14. The reality is…. …data gets ignored in favor of opinions
  15. 15. …not in line with our brand…
  16. 16. …too technically hard…
  17. 17. …our customers just won’t like that…
  18. 18. Ignoring data in favor of opinions isn't exactly the best approach to take.
  19. 19. LET’S GET REAL
  20. 20. Why isn’t data used to its fullest potential?
  21. 21. How do you work in any amount of data into the day-to-day processes?
  22. 22. Data-Driven DATA
  23. 23. Except, "Data Driven" doesn't really work.
  24. 24. For example… Landing Page Conversion % With Nav Conversion % No Nav % Lift Statistically Significant? Free Ebook Templates 29.45% 30.0% 2% No Free SEO Template 39.0% 39.1% 0% No Content Creation Kit 56.2% 58.24% 4% Yes Free Trial 19.5% 22.5% 16% Yes Demo 10.3% 13.2% 28% Yes http://blog.hubspot.com/marketing/landing-page-navigation-ht
  25. 25. This data tells us what we need to do: REMOVE ALL THE NAVIGATION!
  26. 26. The lesson… Decision
  27. 27. This is not to say “don’t use data”.
  28. 28. “When properly used, [data] can lead to sound, well- informed decisions. When improperly used, the same data can lead not only to poor decisions but to poor decisions made with high confidence…” -Kishore S. Swaminathan, Chief Scientist and Global Director, Accenture Technology Labs http://www.sas.com/en_us/news/sascom/2012q1/business-analytics.html
  29. 29. OPINIONS DATA
  30. 30. A BETTER FRAMEWORK
  31. 31. Data is not the driver, data is the navigator DATA
  32. 32. YOU NEED TO FACTOR IN: intuition opinions experience
  33. 33. Back to the example
  34. 34. Using Data: A Data-Navigated Approach
  35. 35. What question do you need to answer?
  36. 36. How does the question relate to different perspectives?
  37. 37. Collect data.
  38. 38. Make a decision.
  39. 39. 1. Asking the right question.
  40. 40. Wrong Question = Wrong Data = Poor Decision
  41. 41. Get to the data!
  42. 42. Back to the example What question are we asking?
  43. 43. "How do I increase conversions from this page?"
  44. 44. “What is the best way to design this page?"
  45. 45. 2. Gaining Perspective
  46. 46. Conversions
  47. 47. User Perspective
  48. 48. Brand loyalty
  49. 49. Limit yourself to 5 perspectives, otherwise this could be you
  50. 50. Back to the example
  51. 51. What is the best way to design this page? Perspective What is the perspective trying to achieve? Business Case Conversions User Case User satisfaction Marketing Case Brand loyalty
  52. 52. 3. Collection
  53. 53. The first problem when collecting data is collecting way too much.
  54. 54. Another pitfall to avoid is to ignore data you may already have
  55. 55. Collect a mix of quantitative and qualitative data.
  56. 56. So, how do you collect the data?
  57. 57. Quantitative data is often easily found…
  58. 58. Analytics Tools
  59. 59. Analytics Tools Product Usage
  60. 60. Analytics Tools Server LogsProduct Usage
  61. 61. Customer Support
  62. 62. Customer Support Sales
  63. 63. There is lots of qualitative data available too.
  64. 64. User Testing and Surveys Available Services: Survey Monkey, Microworkers, Mechanical Turk, Usability Hub, UserTesting and more
  65. 65. Have conversations internally with surrogates.
  66. 66. The point is to look at the data you already have collect a mix of both types of data.
  67. 67. Prioritize simplicity.
  68. 68. Back to the example
  69. 69. What is the best way to design this page? Perspective What is the perspective trying to achieve? Business Case Conversions User Case User satisfaction Marketing Case Brand loyalty
  70. 70. What is the best way to design this page? Perspective What is the perspective trying to achieve? Data points Business Case Conversions User Case User satisfaction Marketing Case Brand loyalty
  71. 71. The Business Case
  72. 72. Google Analytics goals report
  73. 73. Heatmap
  74. 74. Form Analytics
  75. 75. The User Case
  76. 76. User testing
  77. 77. Prior step analysis
  78. 78. Prior step analysis
  79. 79. Time spent on site and exit rate
  80. 80. What is the best way to design this page? Perspective What is the perspective trying achieve? Data points Business Case Conversions Google Analytics conversions Heatmaps Form analytics User Case User satisfaction User testing Time on site, exit rate Prior step analysis Marketing Case Brand loyalty Customer loyalty Customer support frequency Branded search volume
  81. 81. 4. Making a decision
  82. 82. This is where using data can get messy.
  83. 83. It is easy for the people making the decision to only look at one perspective.
  84. 84. Back to the example Perspective What is the perspective trying to achieve? Data points Business Case Conversions Google Analytics conversions Heatmaps Form analytics User Case User satisfaction User testing Time on site, exit rate Prior step analysis Marketing Case Brand loyalty Customer loyalty Customer support frequency Branded search volume
  85. 85. Most companies facing this situation with conflicting sets of data fall back on opinions to make a decision data gets ignored.
  86. 86. Other companies start to collect more data.
  87. 87. Avoid data collection paralysis. Avoid opinions trumping data.
  88. 88. Which perspective do we use?
  89. 89. What perspective of the question you are asking really matters most.
  90. 90. Where does the question fit as part of a bigger whole?
  91. 91. http://bit.ly/1ROKX8f The Funnel
  92. 92. http://bit.ly/1ROKX8f What do people think about the brand? Do users or customers want to connect with you?
  93. 93. http://bit.ly/1ROKX8f What do our users need and want from our site or app?
  94. 94. http://bit.ly/1ROKX8f How do we increase conversions?
  95. 95. http://bit.ly/1ROKX8f How do we support customers?
  96. 96. Look at the data only when you know where the question fits.
  97. 97. Back to the example
  98. 98. Wrap up Worksheet: Elementive.com/worksheet
  99. 99. Questions Matthew Edgar Elementive matthew@elementive.com Elementive.com

×