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User Insights, Data Driven Design, and Stakeholder Buy In

A case study in mobile strategy By Matthew Martin and Christina Spencer

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USER INSIGHTS, DATA DRIVEN DESIGN, AND
STAKEHOLDER BUY IN.
Matthew Martin
@atomaton
Christina Spencer
@c_m_spencer
#euroia
A Case Study in Mobile Strategy
JSTOR powers the research and learning
of 6 million users each month.
JSTOR
9300 2Kjournals
130,154,067
content accesses per year
2,000,000+
search requests per day
9million articles
2
million plant
specimens
institutions
170
countries
31Kbooks
@atomaton @c_m_spencer
INSTITUTIONAL
PARTICIPATION
U.S. &
CANADA
4974
LATIN AMERICA
& CARIBBEAN
728
EUROPE
2509
ASIA, AUSTRALIA
& NEW ZEALAND
1598
MIDDLE EAST,
INDIA & AFRICA
1886
Where do we begin?
Assertion worksheet
In Context Mobile Interviews
Qualitative Log Analysis
Experience Mapping
MOBILE
STRATEGY
@atomaton @c_m_spencer
A Problem well stated is a
problem half solved”
Dependencies
Impacts
Benefits
Risks
Gaps
Data
ASSERTION
WORKSHEET
“
@atomaton @c_m_spencer
Example
@atomaton @c_m_spencer
Ad

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User Insights, Data Driven Design, and Stakeholder Buy In

  • 1. USER INSIGHTS, DATA DRIVEN DESIGN, AND STAKEHOLDER BUY IN. Matthew Martin @atomaton Christina Spencer @c_m_spencer #euroia A Case Study in Mobile Strategy
  • 2. JSTOR powers the research and learning of 6 million users each month. JSTOR 9300 2Kjournals 130,154,067 content accesses per year 2,000,000+ search requests per day 9million articles 2 million plant specimens institutions 170 countries 31Kbooks @atomaton @c_m_spencer
  • 3. INSTITUTIONAL PARTICIPATION U.S. & CANADA 4974 LATIN AMERICA & CARIBBEAN 728 EUROPE 2509 ASIA, AUSTRALIA & NEW ZEALAND 1598 MIDDLE EAST, INDIA & AFRICA 1886
  • 4. Where do we begin? Assertion worksheet In Context Mobile Interviews Qualitative Log Analysis Experience Mapping MOBILE STRATEGY @atomaton @c_m_spencer
  • 5. A Problem well stated is a problem half solved” Dependencies Impacts Benefits Risks Gaps Data ASSERTION WORKSHEET “ @atomaton @c_m_spencer
  • 7. We require a deeper understanding of the existing mobile landscape and how current JSTOR users are interacting with jstor.org across devices. @atomaton @c_m_spencer
  • 13. WHAT DOES THIS MEAN? “We’re not like Facebook! This doesn’t apply to us” “They would use JSTOR on mobile. We need to enhance our mobile experience” “Students don’t do REAL research on phones” @atomaton @c_m_spencer
  • 14. Goal: Understand our current mobile users. How do they use jstor.org via mobile devices and how do these activities fit into their larger workflows Methods: 1. In Context Mobile Interviews 2. Qualitative Log Analysis @atomaton @c_m_spencer
  • 15. IN CONTEXT MOBILE INTERVIEWS INTERCEPT SURVEY Participants were recruited live on jstor.org via intercept survey 1.Those that opted in were contacted within 30 minutes by phone for a 10 minute interview.
  • 18. Qualitative Log Analsysis: In depth analysis of a single users actions and workflow. @atomaton @c_m_spencer
  • 19. In Depth Analysis of a single users actions and workflow. QUALITATIVE LOG ANALYSIS @atomaton @c_m_spencer
  • 20. Location: Mobile usage while in proximity of a computer THEMES IN MOBILE USAGE @atomaton @c_m_spencer Combination of computer and mobile usage Re-Searching
  • 21. EXPERIENCE MAP a model of how people experience a: • Product • Service • Environment • Computer system
  • 22. The activity of mapping builds shared knowledge and consensus across teams and stakeholders @atomaton @c_m_spencer
  • 23. PublishInformation Need AccessFind/Discover Consume & Comprehend Print Find 1. Execute Query 2. Review Results 3. Refine Query Analyze & Validate Collect & Organize Make Re-Write Institution Proxy Purchase Funnel Login/Register Formulate Query Need recognized and accepted Event Assignment Discover: Serendipity Annotate Discuss Differentiate Verify Upload Share Tag Save Monitor Ingest Deliver Ingest Deliver Ingest Deliver Ingest Deliver A B C P Download Read Compose Review Edit "I want to know how to cite work" "I want to share what I found" "How do I copy and paste from the content on this site" "What are others doing on the platform" "Is there related content?" "What article is more relevant than the next" "How did I get here, this looks interesting" "Am I going in the right direction?" "I want immediate access!!" I am going to leave if I have to wait." Uncertainty Optimism ConfusionFrustationDoubt Clarity Senseof Direction/ Confidence Satisfactionor Disappointment STAGESACTIONS/TOUCHPOINTS DEVICE PRIORITYTHOUGHTSFEELINGS
  • 25. “The work is great, very fast moving, I don’t get bored by wondering what to do next. Plus the constant supply of food makes it even more fun!” — QA Implement approaches that are technology and device agnostic and give users control of where, when, and how they interact with our content and servies @atomaton @c_m_spencer
  • 27. Matthew Martin is an Experience Architect with over 10 years of practice knowledge designing for multiple devices, websites, and software within waterfall and Agile working environments As a User Researcher Christina Spencer, employing a wide range of methods enhancing understanding of users, and the context in which the products and services of ITHAKA are relevant in their lives. @atomaton@c_m_spencer

Editor's Notes

  1. Data. External: Digital Native CHRIS
  2. Data. External: Digital Native CHRIS
  3. Data. External: Digital Native CHRIS
  4. Data. External: Digital Native CHRIS
  5. Data. Internal: Big Data/ Usage Analytics Conflicting data CHRIS
  6. There were lots of opinions about what this meant. In reality we had no good data to back up any of these opinion, which is what lead us to conduct a round of research on our current mobile users. No data: including stakeholders. He needed data to get everyone on the same pg.
  7. In Context Interviews. Visual Example CHRIS Value of contacting these individuals in the context of their mobile usage. Memory fades quickly- if I ask you what websites you visited on your phone last Thursday and where you were, how accurate could you be?
  8. Prompt: The results of these interviews were used in combination with the insights from the Qualitative Log Analysis.
  9. Qualitative Log Analysis Visual Example CHRIS