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How to Use Data to Inform Your Design and Drive Your Business

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Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design toDrive Your Business June 25, 2015
Data is All Around You 1
Quantitative Data Sales Reports Data is All Around
Quantitative Data Application Performance Data Data is All Around You Quantitative Data Search Engine Optimization Data is All Around
Quantitative Web Analytics Data is All Around You
Qualitative Data Customer Surveys Data is All Around You Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v
Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ
Observation Heat Mapping & Scroll Mapping Data is All Around You Observation User Behavior Data is All Around You
Data Already 
 Informs Design 2
A/B Testing Optimize for conversions. Data Already Informs Design
Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design
Eye Tracking People look where people look. Data Already Informs Design h
Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design
Color Psychology What does your brand color say about your business?
The Golden Ratio 1.618 —
Consider the Entire 
 User Journey 3
Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey
Designing for
 Business Objectives 4
Identify the Friction Where can you make the biggest impact? Designing for Business Objectives
User Journey Consideration
Landing Pages Incremental improvements can drive exponential results.
Be er Social Sharing Social sharing + content performance insights.
Animations Scroll is the new click.
Change Language Try different value proposition, calls to action, etc.
Change Layout Use behavior patterns to drive decisions.
User Journey Conversion: The act of purchasing a product or service through self service or a sales process.
Content Marketing Share knowledge to establish trust. Onboarding Step-by-step walkthroughs for new users.
Get the First Click Break through psychological barriers. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives
Reduce cognitive load: hide data until a user requests it.
Simplify your user interface for experienced users
Testimonials “Who doesn’t love social proof?” - Brent Summers
Prioritizing Your Backlog
Keep Track of Experiments Practical Advice Use a formula to assess which experiments to do first.
Sample Experiments Which of these experiments should be implemented Paid conversions
What does the data tell you? Identify where can design make the biggest impact.
Rounding Out the Process Your implementation method is unique. Measure the results. Repeat.
Measuring Success 6
Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success

Published in: Marketing

How to Use Data to Inform Your Design and Drive Your Business

  1. 1. Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design to
 Drive Your Business June 25, 2015
  2. 2. @thuelmadsen #Kisswebinar Join the conversation on Twi er
  3. 3. Brent Summers - Digital Telepathy - @brentsummers Brent Summers is a marketer at Digital Telepathy where he gets to indulge in data and design on a daily basis. His background in project management and business analysis helps him to produce measurable results and constantly improve performance. Your presenter
  4. 4. @brentsummers #Kisswebinar Join the conversation on Twi er
  5. 5. 1 Data is All Around You 2 Data Already Informs Design 3 Consider the Entire User Journey Table of Contents 4 Designing for Business Objectives 5 6 Prioritizing Your Backlog Measuring Success
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Data is All Around You 1
  8. 8. A Rose By Any Other Name How many data scientists (by any name) are there today? “…there are many data scientists with the title so ware engineer, research scientist, etc., so the number of people who match on a skill and education basis regardless of official job title is probably in the 150K-250K range.”
 — Peter Skomoroch, Sr. Data Scientist & LinkedIn— Peter Eckert h p://www.quora.com/How-many-data-scientists-by-any-name-are-there-today Data is All Around You
  9. 9. Quantitative Data Sales Reports Data is All Around You Sources might include: Google Spreadsheets, Excel, Salesforce, Magento, Bigcommerce
  10. 10. Quantitative Data Application Performance Data Data is All Around You Sources might include: New Relic, App Dynamics
  11. 11. Quantitative Data Search Engine Optimization Data is All Around You Sources might include: Moz, BuzzSumo, HubSpot, Google Adwords
  12. 12. Quantitative Web Analytics Data is All Around You Sources might include: Google Analytics, Kiss Metrics, Filament.io, Adobe SiteCatalyst
  13. 13. Qualitative Data Customer Surveys Data is All Around You Sources might include: Qualaroo, Intercom, Customer.io
  14. 14. Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v
  15. 15. Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ
  16. 16. Observation Heat Mapping & Scroll Mapping Data is All Around You Sources might include: Crazy Egg, Google Analytics, App Sumo, Lucky Orange
  17. 17. Observation User Behavior Data is All Around You Sources might include: Google Analytics, UserTesting.com, Guerilla Testing, VerifyApp
  18. 18. Studies Census, eBooks, Industry Reports Data is All Around You Sources might include: Forester, Gartner, Harvard Business Review
  19. 19. Research Types Choose the right research for your needs. Data is All Around You Quantitative - Quick to build - Translates easily to measurement - Useful for large groups of people - Limiting to responses - Information loss - Confirmation bias Qualitative - Allows for greater depth - Research can be iterated as new info is revealed - Difficult to maintain rigor - Analysis is time consuming Observation - Task centric - Real-world - Lack of narrative Studies - Objective & trust-worthy - The work is done - Not situational or contextual Strengths Weaknesses
  20. 20. Data Already 
 Informs Design 2
  21. 21. A/B Testing Optimize for conversions. Data Already Informs Design
  22. 22. Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design h p://www.nngroup.com/articles/f-shaped-pa ern-reading-web-content/
  23. 23. Eye Tracking People look where people look. Data Already Informs Design h ps://blog.kissmetrics.com/eye-tracking-studies/
  24. 24. Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design h p://www.smashingmagazine.com/2009/04/03/8-simple-ways-to-improve-typography-in-your-designs/
  25. 25. Color Psychology What does your brand color say about your business? Data Already Informs Design h p://www.helpscout.net/blog/psychology-of-color/
  26. 26. The Golden Ratio 1.618 — Symmetrical mathematical relationship built from consistently asymmetrical parts Data Already Informs Design
  27. 27. Consider the Entire 
 User Journey 3
  28. 28. Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey
  29. 29. Defining the User Journey Each stage represents a unique opportunity to impact your bo om line. Consider the Entire User Journey Awareness User becomes aware of their problem, or your product or service (happens off-site) Coverage Mentions Consideration You communicate your unique value proposition to your user Bounce Rate Time on Site / PPV Acquisition The point at which an anonymous visitor becomes named. Trial Signups Subscriptions Conversion The act of purchasing a product or service through self service or a sales process. Sales Upgrades Activation Interaction with product/site/service post signup Churn Upgrades Retention Post-purchase. Activities that drive further product engagement, adoption and upgrades. Renewal Advocacy When users of your product or service promote your product on behalf of your brand. Social Shares Referrals Definition Common Metrics
  30. 30. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  31. 31. Designing for
 Business Objectives 4
  32. 32. Identify the Friction Where can you make the biggest impact? Designing for Business Objectives
  33. 33. User Journey Consideration: You communicate your unique value proposition to your user. Designing for Business Objectives
  34. 34. Designing for Business Objectives Landing Pages Incremental improvements can drive exponential results. h p://www.dtelepathy.com/blog/business/nr-win
  35. 35. Designing for Business Objectives Be er Social Sharing Social sharing + content performance insights. h p://www.filament.io/flare
  36. 36. Designing for Business Objectives Animations Scroll is the new click.
  37. 37. Designing for Business Objectives Change Language Try different value proposition, calls to action, etc.
  38. 38. Designing for Business Objectives Change Layout Use behavior pa erns to drive decisions.
  39. 39. User Journey Conversion: The act of purchasing a product or service through self service or a sales process. Designing for Business Objectives
  40. 40. Content Marketing Share knowledge to establish trust. Designing for Business Objectives
  41. 41. Onboarding Step-by-step walkthroughs for new users. Designing for Business Objectives h p://www.dtelepathy.com/blog/design/ux-flows-onboarding
  42. 42. Get the First Click Break through psychological barriers. Designing for Business Objectives
  43. 43. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives
  44. 44. Designing for Business Objectives Progressive Disclosure Reduce cognitive load: hide data until a user requests it.
  45. 45. Designing for Business Objectives Progressive Reduction Simplify your user interface for experienced users. h p://blog.invisionapp.com/the-challenges-with-progressive-reduction/
  46. 46. Designing for Business Objectives Testimonials “Who doesn’t love social proof?” - Brent Summers
  47. 47. Prioritizing Your Backlog 5
  48. 48. Keep Track of Experiments At Digital Telepathy we like Trello, Spreadsheets, and Post-Its. Prioritizing Your Backlog
  49. 49. Prioritizing Your Backlog
  50. 50. Practical Advice Use a formula to assess which experiments to do first. Prioritizing Your Backlog
  51. 51. Sample Experiments Which of these experiments should be implemented first? Prioritizing Your Backlog Experiment 1 Experiment 2 Experiment 3 Observation I’m not meeting my sales forecasts Open-rates are very low on some blog posts. People aren’t understanding how to get started in my app. Hypothesis Site visitors don’t understand my product. “How to” post titles work better than “## Listicle” titles. People aren’t understanding how to get started in my app. Experiment Try different value propositions. Rewrite a former listicle topic as a “How to”. Send a drip explaining product features over the course of the trial period. Effectiveness Rating 8 / 4 = 2 2 / 4 = 0.5 10 / 4 = 2.5 KPIs Bounce rate Time on site Acquisition rate Open rate
 Click-thru rate Share rate Churn rate
 Paid conversions
  52. 52. What does the data tell you? Identify where can design make the biggest impact. Prioritizing Your Backlog
  53. 53. Rounding Out the Process Your implementation method is unique. Measure the results. Repeat. Prioritizing Your Backlog
  54. 54. Measuring Success 6
  55. 55. Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success h ps://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
  56. 56. Spend A Li le to Get A Lot That’s one helluva return. “Numerous industry studies have stated that every dollar spent on UX brings in between $2 and $100 dollars in return”
 — Peter Eckert h p://www.fastcodesign.com/1669283/dollars-and-sense-the-business-case-for-investing-in-ui-design Measuring Success
  57. 57. Questions? Brent Summers Director of Marketing & Content Digital Telepathy @brentsummers Thue Madsen Marketing Operations KISSmetrics @thuelmadsen
  58. 58. THANK YOU Brent Summers Director of Marketing & Content @ Digital Telepathy

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