1. The Analytics of Handheld UX
EXPERIENCE
MEASURING THE MOBILE
KEN TABOR at SXSW 2016

2. Use analytics to discover how your
users are interacting
with your native and web apps.
@KENTABOR

3. BUILD!
MEASURE|LEARN#
@KENTABOR
Activate the product development
virtuous cycle to empower you.

4. @KENTABOR
WHAT?

5. Analytics is the discovery and
communication of meaningful
patterns in data.
Analytics often favors data
visualization to communicate
insight.
en.wikipedia.org/wiki/Analytics
@KENTABOR

6. @KENTABOR
WHY?

7. how people are
using your software.
No Analytics?
NO IDEA
@KENTABOR

8. START
projects validating
hypotheses with
dashboards.
projects with data-
driven decisions.
FINISH
@KENTABOR

9. Foster a transparent
team with shared understanding.
Build deep context to
informeveryone’s choices.
@KENTABOR

10. Traditional analytics measuring
page hits and visitor counts is
nearly obsolete for modern,
single-page, webapps.
VANITY
METRICS
@KENTABOR

11. Pages are becoming
programs.
@KENTABOR

12. @KENTABOR
Pages are becoming
programs.

13. HOW
TO DO
MODERN
METRICS
?
@KENTABOR

14. track events as people interact
with components on your app’s UI.
ACTIVELY
@KENTABOR

15. ACTIVE
MEASUREMENT
event('ingredient','select','coffee', 3);
event('Flight','Add','BigAir', 1024);
event('User','Language','spanish');
@KENTABOR

16. event('ingredient','select','coffee', 3);
category(string)
action(string)
detail(string)
detail(number)
ACTIVE
MEASUREMENT
@KENTABOR

17. var AnalyticsFacade = (function() {
return {
init: function() {
// SEE: Google docs for the tracking code snippet
},
event: function(category, action, label, value) {
ga('send', 'event', category, action, label, value);
}
}
})();
TS.analytics = AnalyticsFacade;
Tuck analytics into a module.
Hide complexity. Future-proof
against platform changes.
@KENTABOR

18. function initialize() {
TS.analytics.init();
TS.analytics.event('App', 'Load');
appView = new TS.view.Application();
appView.render();
}
Your app sets up analytics
from the start.
@KENTABOR

19. TS.view.ProgramInfo = Backbone.View.extend({
events: {
'click': 'onSelectChoice'
},
onSelectChoice: function(event) {
var parent = $(event.target.parentElement);
var cid = parent.data('cid');
var userModel = this.collection.get(cid);
var serviceName = userModel.getServiceKey();
TS.analytics.event('Program', 'Select', serviceName);
}
});
@KENTABOR
Track an event in the DOM element
click handler of your app’s views.

20. Create custom dashboards
reporting your UX events.
@KENTABOR

21. @KENTABOR

22. Idea
Prototype
Usability
Development
Ship It
ANALYTICS
@KENTABOR

23. Who on your team benefits from
Analytics?
EVERYONE!
@KENTABOR

24. TESTERS
Decide what devices to use for
quality assurance.
@KENTABOR

25. ENGINEERS
Decide when to support new
system features.
@KENTABOR

26. DESIGNERS
Decide at what screen sizes they lay
out UI and create art assets.
@KENTABOR

27. PRODUCT
MANAGERS
Stop guessing at consumer
acceptance & engagement.
@KENTABOR

28. Device model, O/S version, screen
resolution, geo-location, browser
type, visitor behavior. Comes “free”
from the analytics system.
PASSIVE
MEASUREMENT
@KENTABOR

29. The default dashboards can
feel like big data overload.
@KENTABOR

30. @KENTABOR

31. Create custom dashboards
reporting the passive data.
@KENTABOR

32. @KENTABOR

33. Get my mobile
firstdashboard.
www.google.com/analytics/web/template?
uid=iLTPIL89SP-RVF-A59HhWA
@KENTABOR

34. #CODERLIFE
@KENTABOR
#CODERLIFE

35. <script src="www.google-analytics.com/
analytics.js"
type="text/javascript"></script>
@KENTABOR
WEB SDK
developers.google.com/analytics/devguides/
collection/analyticsjs

36. Native app SDKs available for
iOS& Android
@KENTABOR
developers.google.com/analytics/devguides/
collection/ios/v3
developers.google.com/analytics/devguides/
collection/android/v4

37. Hybrid App
JavaScript App + Cordova Lib +
Plugin + [iOS, Android] SDK
github.com/danwilson/google-analytics-plugin
cordova.apache.org
@KENTABOR

38. POST www.google-analytics.com/collect
{payload data}
RESTful API
developers.google.com/analytics/devguides/
collection/protocol/v1
@KENTABOR

39. Google Tag Manager let’s
anybody define track events
in a dashboard UI after your
tech team adds a snippet.
Missing Coders?
@KENTABOR

40. Takeaways
@KENTABOR

41. Report outcomes. Invest time &
talent into underperforming features.
IMPROVE OR
REMOVE
@KENTABOR

42. Talk with people. Let analytics
increase your reach as you grow.
SCALE UP
&LISTEN
@KENTABOR

43. Ensure everyone understands the
debate and speaks to the numbers.
DATA WINS
ARGUMENTS
@KENTABOR

44. @KenTabor
www.katworksgames.com
speaking@katworksgames.com
My projects, blog, slides, and more
Tweets on code, UX, and leadership
Reach out to me with an email

45. I wrote this book for designers who
have accidentally (on purpose)
become developers.
They are talented and tenacious, but
not well equipped to code, test, and
debug responsive and mobile-first
sites.
An entire history of tools exists stuck
in the domain of software engineers.
My book collects them into a single
box of awesome within your reach.
@KENTABOR
Get My Book