RICARDO TAYAR
Digital analytics & UX:
How to really measure
the user experience
@rtayar

Hello, NYC!
I´m Ricardo
@rtayar
3The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

5The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

6The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
What is user
experience? Why
design is so
important in a digital
product?

7The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
“User experience is not
about the inner workings of
a product or service. User
experience is about how it
works on the outside, when
a person comes into contact
with it”
Jesse James Garrett - The elements of user
experience

8The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We all know the
great value of user
experience. How to
measure and
communicate it?

We can think of
design and UX like
this: aesthetic,
beauty… but, that’s
just what we see
9The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

But let´s think in
design as a system
that has to work for
a purpose
10The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

UX meets metrics,
and why that´s
something we really
need.
UX is sometimes something so ambiguous
that really needs to meet metrics in order to
be something you can really work with.
11The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

12The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
How are we used to
measure UX? Time
on site, clicks,
tracking events…

13The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Ricky Martin
Song: Vente pa’ ca
4:19 minutes

14The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Motorhead
Song: Killed by
death
4:40 minutes

The need to measure
UX in order to get
insights of our
digital products
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16The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We need to know if a
design really works,
if the people
involved in it find it
useful and enjoyable

17The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Metrics are not
enough. Interviews
are not enough.
Sometimes a design
doesn´t work and
you don´t know why.

Three things we can
use to measure the
UX of our digital
products
18The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

Ease of use.
SUS = System
Usability Scale
Method of evaluating the usability of
systems compared to industry standards.
Uses likert scale.
19The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
01
SUS = System Usability
Scale, John Cooper, 1986

A Likert scale is a psychometric scale
commonly involved in research that
employs questionnaires. It is the most
widely used approach to scaling responses
in survey research, such that the term (or
more accurately the Likert-type scale) is
often used interchangeably with rating scale,
even though the two are not synonymous.
https://en.wikipedia.org/wiki/Likert_scale
20The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
01
SUS = System Usability
Scale, John Cooper, 1986

21The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

22The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

23The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Microconversions,
key interactions and
navigation funnels.
Each process, doen´t matter how
complicated it is, starts with a simple
sequence of simple interactions (click on an
option, etc). If you know your key
interactions, you know the basis of your
process.
02
Each main task is built
upon several small
interactions. Some of
those interactions are
critical.

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25The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

26The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

27The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

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29The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

How users feel using
a system / interface.
How is their nervous
system working =
neuromarketing
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03
Neuromarketing metrics:
stress, engagement,
attention…

31The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…
We can measure a lot of things with
neuromarketing, but get focused on these
three:
ACTIVATION = The stress a user is
experiencing while he is using your digital
product
EMOTIONAL IMPACT
TASK TIME = How it takes

Let´s explain how it
works with this
video. Please, watch
the metrics.
32The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…

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We apply this
technology in user
interface and UX /
CRO analysis,
because the insights
are pure gold.
34The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…

35The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

36The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

37The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

38The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

Thank you
You can find this presentation
in: http://bit.ly/flat101nyc
@rtayar
ricardo@flat101.com
www.flat101.com
39The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder