NYC UXPA: 2014 - Bringing Together User Experience and Web Analytics (Michael Beasley)

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March 25, 2014 @ RAPP. Hosted by the NYC UXPA and the DAA.

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NYC UXPA: 2014 - Bringing Together User Experience and Web Analytics (Michael Beasley)

  1. 1. Bringing Together User Experience and Web Analytics Michael Beasley DAA New York / NYC UXPA
  2. 2. WHY LEARN WEB ANALYTICS? Bringing Together User Experience and Web Analytics 2
  3. 3. Why Use Web Analytics for UX? • Data on real-world user behavior • Gathers data about practically every user • Gathers data “just in case” But why should you learn to use these tools? Bringing Together User Experience and Web Analytics 3
  4. 4. Why Learn the Tools, Part 1 Analysis is an iterative process Bringing Together User Experience and Web Analytics 4
  5. 5. Small Questions Have Limited Value Bringing Together User Experience and Web Analytics 5 “What screen sizes do our users have?” “How many users are on mobile devices?” “What are the most popular pages on our site?” “How many users have JavaScript turned off?”
  6. 6. Broad Questions are Too Broad Bringing Together User Experience and Web Analytics 6 “What are users doing on our site?” “What are the most common paths through our site?” “What are users looking for?” “Are our users successful?”
  7. 7. And Then You Drown in Data 7
  8. 8. The Best Questions Are In the Middle Bringing Together User Experience and Web Analytics 8 Open-ended exploration Looking up an answer Unstructured Structured Complicated, interesting, exciting problems
  9. 9. Why Learn the Tools, Part 2 UX uses the data differently Bringing Together User Experience and Web Analytics 9
  10. 10. Background on JSTOR (For Context) Goals: • Help scholars, researchers, and students discover, use, and build upon a wide range of scholarly content on a dynamic platform that increases productivity and facilitates new forms of scholarship. • Help libraries connect patrons to vital content while increasing shelf-space savings and lowering costs • Help publishers reach new audiences and preserve their scholarly content for future generations. Bringing Together User Experience and Web Analytics 10
  11. 11. What JSTOR Looks Like Bringing Together User Experience and Web Analytics 11
  12. 12. Measuring JSTOR (Web Analytics Perspective) • Library usage: • Number of articles read per institution • Number of searches per institution • Marketing: • How people got to JSTOR • How many of those people read articles they had access to • How many people bought articles they didn’t have access to In other words, a focus on acquisition and outcomes Bringing Together User Experience and Web Analytics 12
  13. 13. Measuring JSTOR (UX Perspective) Fine-grained measurement of activity within pages Bringing Together User Experience and Web Analytics 13
  14. 14. Why Learn the Tools, Part 3 Special Language These words mean specific things: • Visits • Visitors • Page views • Bounce rate • Events • And more Bringing Together User Experience and Web Analytics 14
  15. 15. Complexity + Different Concerns + Special Language = Learn Web Analytics Bringing Together User Experience and Web Analytics 15 Disclaimer: Not a Real Math Formula
  16. 16. HOW DO WEB ANALYTICS CHANGE UX? (Or is it “How Does Web Analytics Change UX?”) Bringing Together User Experience and Web Analytics 16
  17. 17. Using Analytics for Usability Testing Bringing Together User Experience and Web Analytics 17
  18. 18. Planning Usability Test Tasks Categorizing Search Terms to Gain Insight Into Users' Information Needs and Behavior 18 Ignore the green highlights! What did people do on the website?
  19. 19. Adding Context to Findings, Part 1 Bringing Together User Experience and Web Analytics 19 Homepage Header Main Navigation Loads new page User clicks on main navigation item "Hub" page Header Main Navigation Subnavigation Loads new page User clicks on sub- navigation item Destination page Header Main Navigation Subnavigation
  20. 20. Bringing Together User Experience and Web Analytics 20 Click on main nav item Then click on subnav item
  21. 21. Adding Context to Findings, Part 2 Categorizing Search Terms to Gain Insight Into Users' Information Needs and Behavior 21 Now pay attention to the green highlights These useless pages are among the most-viewed
  22. 22. Bringing Together User Experience and Web Analytics 22 “Hard Numbers” Stakeholders Respond To
  23. 23. How do actions on your site relate to business goals? Bringing Together User Experience and Web Analytics 23 Get people to take sign up for tours of day care centers # searches for day care centers # form completions to sign up for a tour Click on center description Exit site Click through to form Abandon form Return to search results Complete form
  24. 24. Measuring Success of a Design Web analytics helps us judge the how well a design worked • A/B testing • Reporting how design changes affected metrics Bringing Together User Experience and Web Analytics 24
  25. 25. Improving the Design… Before changes Homepage Header Main Navigation Loads new page User clicks on main navigation item "Hub" page Header Main Navigation Subnavigation Loads new page User clicks on sub- navigation item Destination page Header Main Navigation Subnavigation After changes Homepage Header Main Navigation User rolls over main navigation item Homepage Header Main Navigation Subnavigation Loads new page User clicks on sub- navigation item Destination page Header Main Navigation Subnavigation Bringing Together User Experience and Web Analytics 25
  26. 26. … and Measuring How it Did Bringing Together User Experience and Web Analytics 26 … and ignore the green highlight again.
  27. 27. Summary: How Analytics Changes UX Bringing Together User Experience and Web Analytics 27 • You can use analytics to: • Understand problems on your existing site • Measure the effectiveness of new designs • Analytics lets you: • Give your research more context • Speak the language of business stakeholders • Be more accountable
  28. 28. GETTING STARTED WITH WEB ANALYTICS Bringing Together User Experience and Web Analytics 28
  29. 29. How Can a UXer Get Started with WebAnalytics? 1. Get to know the people in your organization that use these tools 2. Get access to your web analytics tool(s) 3. Start trying to answer real questions 4. And then dig further and ask “why?” Bringing Together User Experience and Web Analytics 29
  30. 30. Bringing Together User Experience and Web Analytics 30 nycupa.org http://nycupa.org/Register?eventId=861634&EventViewMode=EventDetails
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  35. 35. Bringing Together User Experience and Web Analytics 35 “What” Questions, not “Why” Questions
  36. 36. Bringing Together User Experience and Web Analytics 36 Understand the benefits and drawbacks of all the tools in your toolkit Web analytics Usability testing Contextual inquiry Surveys
  37. 37. QUESTIONS? Bringing Together User Experience and Web Analytics 37
  38. 38. Summary: Why Learn Web Analytics? You will have complex questions that you can’t easily or quickly answer without interacting with the data yourself Bringing Together User Experience and Web Analytics 38
  39. 39. Summary: How Analytics Fits in Your Life •Another method in your toolkit for learning about users •Useful throughout the lifecycle of a project •A way for you to monitor the performance of your website •A way to be accountable Bringing Together User Experience and Web Analytics 39
  40. 40. Summary: How to Get Started •Make friends with the people that use these tools in your organization •Get access •Start asking questions •Dig further •You won’t learn anything until you’re trying to solve real problems. Bringing Together User Experience and Web Analytics 40
  41. 41. THANK YOU Bringing Together User Experience and Web Analytics 41

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