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.

Defining the Damn Data

2,161 views

Published on

Task maps. Customer journeys. Cognitive walk-throughs. All are artifacts of our process of seeking understanding about our users that we likely create on a regular basis. But how can we better connect that work to the process of web site data collection and analysis?

Learn how we can adapt our existing process and artifacts to drive the definition of what user data we need to collect, as well as how to better analyze and validate what we do, including:

- Using existing site analytics to set a behavioral baseline.
- Defining what we want to measure based on task maps and other UX artifacts.

The result? Consensus on user behavior as expressed through data that can be used to tell the evolving story about our users and create better products for them.

Published in: Design
  • Be the first to comment

Defining the Damn Data

  1. 1. Defining the Damn Data @nstopUX Jen Matson Sr. UX Designer, RealSelf Photo: https://www.flickr.com/photos/rh2ox/9989876925
  2. 2. Everyone data …right?
  3. 3. Photo: https://www.flickr.com/photos/barnism/429618154
  4. 4. We are: The world's largest community for learning and sharing information about cosmetic surgery, dermatology, dentistry, and other elective treatments.
  5. 5. In 2014, our users: • Numbered 51 million (unique visitors) • Viewed half-a-billion pages • Spent 5 million hours in their research • Are predominantly mobile: 72% and growing
  6. 6. Core team: UX designer, product manager, developer(s)
 Supporting players: Business analyst, community manager(s) Team
  7. 7. Agile process: 2-week sprints, PM and design at daily stand-ups
 Bite-sized work: Build and launch many smaller things, test, iterate, improve Project approach
  8. 8. ?
  9. 9. Ongoing data sharing Weekly meetings: • Business analysts present Google Analytics data to full product team • Community managers share user insights How do we interpret the data?
  10. 10. Featured project:
 Question & answer page
  11. 11. Step 1: Define the problem / opportunity
  12. 12. • What’s wrong, or where can we do something great? • Why do we think this might be worthwhile? • Do we have any data to support this? Step 1: Define the problem / opportunity
  13. 13. • High traffic, but high bounce rate - most visitors view 1 page, leave • We have highly relevant content, but it’s not easily discoverable • Issue identified via analysis using Google Analytics Step 1: Define the problem / opportunity
  14. 14. Step 2: Define your users
  15. 15. • What’s the profile of a
 user visiting this page? • What motivates this user, and how does that intersect with what we have to offer in our product? Step 2: Define your users
  16. 16. • Someone Googling for answer to a specific question about a medical treatment • Motivated to the get that answer first and foremost • Unaware of RealSelf brand Step 2: Define your users
  17. 17. Step 3: Define the desired business result
  18. 18. • What does product success look like? Step 3: Define the desired business result
  19. 19. • Reduce bounce rate, converting some portion of casual users to active users • Active users contribute content that increases value of site for all • Increase awareness of RealSelf brand Step 3: Define the desired business result
  20. 20. Step 4: Identify the highest-value work
  21. 21. • Where do user needs and business goals overlap? Step 4: Identify the highest-value work
  22. 22. • Focus on getting the user their answer quickly, easily • Provide relevant related content for those motivated to dig deeper Step 4: Identify the highest-value work
  23. 23. Step 5: Define what to design and build, and how
  24. 24. • What content, interface and functional changes will we make? • How long will it take to design and build? • What can we deliver quickest, of highest value to the user? Step 5: Define what to design and build, and how
  25. 25. • Remove irrelevant content/ UI so we can move valuable content further up the page • Tweak existing design for initial experiment Step 5: Define what to design and build, and how
  26. 26. Step 6: Define metrics, measurement, launch
  27. 27. • What data will we use to determine success or failure? • What do we have the ability to measure now? • How many people will see this and on what devices/ in what regions? Step 6: Define metrics, measurement, launch
  28. 28. • Show reduced bounce rate % in Google Analytics • Increase clicks on specific links to related content • Target mobile for initial test • Expose to a small % of users to start Step 6: Define metrics, measurement, launch
  29. 29. Step 7: Design, build and instrument
  30. 30. • Create final visual design • Build design in Optimizely using HTML, CSS and JavaScript • Set up click and other goals in Optimizely keyed off of defined user behaviors Step 7: Design, build and instrument
  31. 31. Step 8: Launch, observe, learn
  32. 32. Results?
  33. 33. New design
  34. 34. Old design
  35. 35. New design
  36. 36. BUT…
  37. 37. This is by design
  38. 38. • Someone Googling for answer to a specific question about a medical treatment • Motivated to the get that answer first and foremost • Not engaging with doctors at this point in their journey
  39. 39. Another lesson
  40. 40. • Photo upload was clunky, so users created multiple review entries for multiple photos • We made uploading photos easier, data showed sharp drop in reviews • Initial data was misleading - we didn’t break anything, we made the experience better Always test before you launch to all
  41. 41. So…
  42. 42. 1. Define the problem / opportunity 2. Define your users 3. Define the desired business result 4. Identify the highest-value work 5. Define what to design and build, and how 6. Define metrics, measurement, launch 7. Design, build and instrument 8. Launch, observe, learn
  43. 43. Thank you. @nstopUX Jen Matson Sr. UX Designer, RealSelf

×