1.
UX and Analytics
for product managers

2.
Who is the Product Manager?
● Accepts the journey
● Charts the course
● Keeps the boat sailing smoothly
● Checks the results
● Go on for another journey
● ...

3.
What a captain must know?
What's happening?
x
Why is it happening?

4.
What a captain must know?
Analytics (Metrics)
x
User Experience

5.
Metrics (example)
Acquisition: Visits
Activation: Pages per user
Retention: New vs Returning
Referral: Traffic source
Revenue: $$$
(Source: Startup Metrics for pirates: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version)

6.
This is just data

7.
... but you need information

8.
Analytics - Where to begin?
1. What's important to your business now?
2. What are you trying to achieve?
3. KPIs!
4. Avoid Vanity Metrics
5. More KPIs!
... and then choose your tools for the job

9.
Analytics - What you see
● Completed goals
● Negative / positive tendencies
● Effects of changes on the product
● Conversions
● Funnels
● ... and a lot more.

10.
Analytics - What you can't see
● User profile
● Emotions
● Causes of success
● Causes of failure
● ... and a lot more.

11.
UX
Understanding the needs and expectations of
your public so you can offer them the best
solution for their problems

12.
UX in Product Management
● Researching
○ Card sorting
○ Interviews
○ Focus Groups
● Prototyping
○ Wireframing
○ Low fidelity prototypes
● Analyzing
○ Heuristics
○ Expert analysis

13.
UX in Product Management
And, the most important:
● Test
● Measure results
● Adjust
● Rinse and Repeat

14.
UX in Product Management
A/B testing is your best friend!
It can be cheap (Google Analytics does it!)
It can be easy (Optimizely.com)
It's always efficient!

15.
UX in Product Management
But don't fall into the trap!
Plan your tests and know what you're
measuring!
(examples at www.abtests.com)

16.
So, side by side
Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
What? Why?
Source: http://www.slideshare.net/lrosenfeld/marrying-web-analytics-and-user-experience

17.
"Not everything that can be counted counts
and not everything that counts can be
counted"
Einstein (maybe)

18.
Thanks!
Vitor Peçanha
Founder of TextCorner
@pecanha
pecanha@textcorner.com.br