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Confidential
RESTRICTED
RESTRICTED
Confidential
Analytics
and
User Experience
Alessandro Trezzi
December 2017
Analytics overview
Confidential
RESTRICTED
Analytics whaaat?
Analytics involves studying past historical data to research potential
trends, to analyze the effects of certain decisions or events, or to
evaluate the performance of a given tool or scenario.
The goal of analytics is to improve the business by gaining knowledge
which can be used to make improvements or changes
http://www.businessdictionary.com/definition/analytics.html
“
Confidential
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How does an analytics tool looks like?
UX
business
goals
user
needs
Confide
ntial
RESTRICT
ED
Page 5
User observation, interviews
& surveys
User
Research
😃
😃
Confide
ntial
RESTRICT
ED
Page 6
User
Research 😃
😃
Confidential
RESTRICTED
(some) Metrics about a PROPERTY
UX
business
goals
user
needs
• Page views
• Unique page views
• Visits
• Unique Visitors / users
• Page/visit
• average visit duration
• Bounce Rate
• % new visit
Confidential
RESTRICTED
(some) Metrics about a PAGE
UX
business
goals
user
needs
• Average time on page
• Entrances / Exits
• Pageviews
• Unique pageviews
• Bounce rate
Confidential
RESTRICTED
Beyond page
UX
business
goals
user
needs
From page to pageEvents on a single page
Confidential
RESTRICTED
Events
UX
business
goals
user
needs
• Submitting a form
• Messages (errors – success )
• Keystrokes, clicks, focuses, blurs
• Downloads
• Tabs, Anchor link
Confidential
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Tools: click / scroll heatmap
UX
business
goals
user
needs
Confidential
RESTRICTED
From page to page
UX
business
goals
user
needs
For each page, where the visitor came from and where he went after.
How to use Analytics
to inform and improve UX ?
Analytics points out an issue > UXR explains
Site Search keyword showed
Users were looking for a specific
term (”update inventory”)
Something happened
User are getting a very high
number of the same error
message, caused by users
entering a wrong format
Something happened
User interviews highlighted that the new
page name (”manage inventory”) is not
recognized by users
Why
Usability tests showed that the code to
be entered in the field has moved from 5
to 7 digits and no instructions are given
to users about this change
Why
UXR points out an issue > Analytics validates (or not)
Usability tests showed that people are
having troubles using
The breadcrumb to navigate back to the
parent page.
Are breadcrumbs a valid navigation tool?
Design doubt
Usability tests pointed out that
some people were not clicking on
a text link somehow hidden in a
form. Is link visible enough?
Design Doubt
Transition showed the back breadcrumb
is one of the main contributor in the
parent page views (and actually there’s
no trouble)
Invalidation
Click heatmap confirmed that the link is
really ignored.
Validation
PROS of integrating Analytics into your UX practice
UX priorities
Assess UX priorities based on data.
Is the problem statistically meaningful? Does it have an impact?
Avoid your boss, colleagues, customers to drive UX priorities
Validate and measure design
Use metrics instead of opinions to validate (or not) a design..
Avoid: ”make it bigger” or ”I like it blue”
Stay in control
In a controlled environment, it’s. ok to experiment
On a car circuit you can go faster :-)
Analytics CONS
Too much data
Just… sooo many things to look at
Demanding (if you want to do it decently)
Time and resource consuming: taking care of analytics is a full time job
Technical difficulties
no leaders buy in, no Dev commitment, bureaucracy, long time to react to changes,
data privacy
Data are not easy to use and communicate
No real meaning or action to be taken without a context
Confidential
RESTRICTED
What can we do with analytics?
Discover Optimize
•	UX opportunities
•	Drive	UX	Strategy
•	Health	Monitoring	
•	Experimentation
•	Project	Metrics:
Confidential
RESTRICTED
Analytics: discover opportunities
Confidential
RESTRICTED
Analytics: drive design Strategy
What browsers
we need to support?
What Screen resolution
we need to support?
Confidential
RESTRICTED
Drive design Strategy
Confidential
RESTRICTED
Drive design Strategy
Confidential
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A very demanding customer
is asking for a specific functionality to be
implemented asap.
Is it a priority?
?
UX DISCOVERY - Strategy guidance via Analytics
Confidential
RESTRICTED
UX DISCOVERY - Strategy guidance via Analytics
Confidential
RESTRICTED
UX DISCOVERY - Strategy guidance via Analytics
Confidential
RESTRICTED
What can we do with analytics?
UX	DISCOVERY UX	OPTIMISATION:	ROI
•	UX opportunities
•	Drive	UX	Strategy
•	Health	Monitoring	
•	Experimentation
•	Project	Metrics:
Confidential
RESTRICTED
Are people having trouble with
a specific part (a page in our
example) of your application??
Monitoring
Confidential
RESTRICTED
Monitoring
Confidential
RESTRICTED
Monitoring
Confidential
RESTRICTED
Monitoring
Confidential
RESTRICTED
Monitoring
Confidential
RESTRICTED
Monitoring
Confidential
RESTRICTED
UX OPTIMISATION – A/B Testing
A / B Whaat?
Le test	A/B (ou A/B	testing)	est une technique	
de	marketing	qui	consiste à proposer	plusieurs
variantes d'un	même objet	qui	diffèrent selon
un	seul critère (par	exemple,	la	couleur d'un	
emballage)	afin de	déterminer la	version	qui	
donne les	meilleurs résultats auprès des	
consommateurs.
https://fr.wikipedia.org/wiki/Test_A/B
A/B	WHAAAAAT	?
Confidential
RESTRICTED
Questions?
Confidential
RESTRICTED
Thank you.

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Analytics and user experience. Alessandro TREZZI