Informing the Experience Architecture
            with Quantitative Insights




 Hurol Inan
About Bienalto
We are solely focused on maximising the effectiveness of the
online channel.



         Customer          ...
Types of Insights



   Who is using              How well
                  What for
    your site                your si...
Menu Balance

  15%         70%           2%          9%     4%
Item 1   |   Item 2   |   Item 3   |   Item 4 | Item 5
Menu Balance

  15%          70%           2%          9%     4%
Item 1   |   Item 2    |   Item 3   |   Item 4 | Item 5
 ...
Never redesign without
quantitative insights
Our Approach

                                  Designing Site Architecture
                                              ...
Examples

           1




               3

           2   4
Seriously consider testing
A                                            C

    B




    D                       G

                                 ...
Google Website Optimizer
Measure impact of design changes
Quadrupled
Financial Planner search
     Old Home Page         New Home Page
Explore content targeting to
increase relevance and
maximise response
Dynamic Response
Key Messages

•   Never redesign without quantitative analysis
•   Seriously consider testing
•   Measure impact of design...
Resources
www.bienalto.com     www.hurolinan.com     ATTUNED eNewsletter




Books written by Hurol Inan       Australian ...
Hurol Inan
T 02 8356 3000
E hurol@bienalto.com
www.bienalto.com
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Informing the Experience Architecture with Quantitative Insights by Hurol Inan - Bienalto Consulting

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Quantitative insights gathered through online analytics can contribute greatly to the design and optimisation of online experience architectures.

Analytical techniques can be put in use to understand
- Who is really using the site
- What they are using it for
- How well the site responds
- What needs changing to enhance the experience


These insights not only provide you with behavioural profiles of users for consideration throughout the design process but also can help you make important decisions on content classification, labelling, page layout and interaction design.

During the design process, you don’t need to rule out all design options to reach a single solution. Through multivariate testing (MVT), it is possible to test various options real time (and with real users) to find the optimal solution.



The success of an Experience Architect depends on the business impact of their architecture. Quantitative techniques can be used in benchmarking before and after performances of a website demonstrating the impact of the new architecture.

Published in: Business, Technology, Design
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Informing the Experience Architecture with Quantitative Insights by Hurol Inan - Bienalto Consulting

  1. 1. Informing the Experience Architecture with Quantitative Insights Hurol Inan
  2. 2. About Bienalto We are solely focused on maximising the effectiveness of the online channel. Customer Analytics Experience Dialogue Architecture
  3. 3. Types of Insights Who is using How well What for your site your site responds
  4. 4. Menu Balance 15% 70% 2% 9% 4% Item 1 | Item 2 | Item 3 | Item 4 | Item 5
  5. 5. Menu Balance 15% 70% 2% 9% 4% Item 1 | Item 2 | Item 3 | Item 4 | Item 5 Item 21 2% Item 22 1% Item 23 2% Item 24 60% Item 25 5%
  6. 6. Never redesign without quantitative insights
  7. 7. Our Approach Designing Site Architecture User Testing & Refinements Vision Quantitative Content Navigational Analysis Grouping Design for the Creative new site Content Treatment Labelling Mapping Audience Content Segments Wireframes Inventory & Personas Workshops & Interviews Measuring the Impact & Refinement Benchmark Review & Baseline Metrics performance Refine Architecture Go live
  8. 8. Examples 1 3 2 4
  9. 9. Seriously consider testing
  10. 10. A C B D G H E Test Variable F Targeting Personas Navigation Traffic Source – Search vs. Direct Hero Shot Time of Day / Day of Week Register Keyword Groups Layout & elements Geo-targeting Copy New vs. Repeat Visitors
  11. 11. Google Website Optimizer
  12. 12. Measure impact of design changes
  13. 13. Quadrupled Financial Planner search Old Home Page New Home Page
  14. 14. Explore content targeting to increase relevance and maximise response
  15. 15. Dynamic Response
  16. 16. Key Messages • Never redesign without quantitative analysis • Seriously consider testing • Measure impact of design changes • Explore content targeting
  17. 17. Resources www.bienalto.com www.hurolinan.com ATTUNED eNewsletter Books written by Hurol Inan Australian Web Analytics Survey
  18. 18. Hurol Inan T 02 8356 3000 E hurol@bienalto.com www.bienalto.com

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