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.

Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.

1,014 views

Published on

Ricardo Tayar's presentation at The Inbounder World Tour 2017 New York, May 22.

Published in: Marketing
  • Be the first to comment

Digital Analytics and UX: how to really measure the User Experience by Ricardo Tayar at The Inbounder New York.

  1. 1. RICARDO TAYAR Digital analytics & UX: How to really measure the user experience @rtayar
  2. 2. Hello, NYC! I´m Ricardo @rtayar 3The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  3. 3. The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  4. 4. 5The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  5. 5. 6The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder What is user experience? Why design is so important in a digital product?
  6. 6. 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
  7. 7. 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?
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 12The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder How are we used to measure UX? Time on site, clicks, tracking events…
  12. 12. 13The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Ricky Martin Song: Vente pa’ ca 4:19 minutes
  13. 13. 14The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder Motorhead Song: Killed by death 4:40 minutes
  14. 14. The need to measure UX in order to get insights of our digital products 15The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  15. 15. 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
  16. 16. 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.
  17. 17. Three things we can use to measure the UX of our digital products 18The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  18. 18. 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
  19. 19. 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
  20. 20. 21The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  21. 21. 22The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  22. 22. 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.
  23. 23. 24The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  24. 24. 25The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  25. 25. 26The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  26. 26. 27The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  27. 27. 28The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  28. 28. 29The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  29. 29. How users feel using a system / interface. How is their nervous system working = neuromarketing 30The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder 03 Neuromarketing metrics: stress, engagement, attention…
  30. 30. 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
  31. 31. 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…
  32. 32. 33The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  33. 33. 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…
  34. 34. 35The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  35. 35. 36The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  36. 36. 37The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  37. 37. 38The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
  38. 38. 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

×