SlideShare a Scribd company logo
James Hood
Sam Schwamm
Carmelo Citera
Agenda
Discovery
BounceX Client Presentation
BounceX Client Presentation
How can we better visualize/understand traffic on our clients’ sites?
The Opportunity
Research
Goal: Learn how Bounce Exchange operates on a website
Method: Go on websites they have and explore their campaign
Results: We were able to trigger different campaigns to see what a user
sees
Business Research
Comparative Research
• Goal: How do other analytic tools
visualize user behavior?
• Method: Feature Analysis that have a
Funnel or similar feature
FEATURES Woopra Kissmetrics Chart Io Dashthis Mixpanel
Customer
Io
Funnel Analysis X X X X X
Filter/Sort Data X
A/B Testing/Report X X X
Segmentation/Cohort
Rules
X X X
Timeline View X X
Bar Graphs X X X X X X
Customizable Data X X
Segmentation Data X X
Comparative Research
Conversion Funnel by Date/ User Segment/Date (Woopra)
Timeline View
(Chart IO)
Key Features:
Comparative Research
● Funnel analysis
● Filter/Sort
● A/B Testing Data
● Segmentation Rules
● Timeline View
● Bar Graph View
● Custom Data
● User Segments
● How can we visualize this?
● What are the important metrics/KPIs?
Technical Research
BounceX Client Presentation
● Who are our users?
○ Conversion Director (Account Manager)
link between clients and internal teams (e.g.
graphics, dev, finance)
○ Operations Director = manage and
coordinate campaign strategy
User/Stakeholder Research
Goal: Discover Conversion’s Director’s: duties,
client relations, current system, data analysis
Method: 30-45 Minute User Interviews
Results:
Difficult to explain value of Bounce Exchange
Primary metric = lift (over control)
Want to visualize what customers are doing
User Interviews
Synthesis
&
Definition
Goal: To Determine the relationships
between Context, Behavior, Pains, and
Pleasures to make Job Stories
Method: 4-List Method (User Interviews)
Affinity Mapping
Behavior: Show effect Bx has
on their conversions
Pains: Clients have a hard
time understanding how Bx
effects bottom line
Pleasures: Good Working
Relationships
Affinity Mapping: Results
Behavior: Determine effect
campaigns have on
conversions
Pains: Don’t know how
campaigns affect total
conversion funnel
Pleasures: Campaigns that
beat control
Behavior: Learn site, try to visualize
a user journey
Pains: Not sure of what a User
Journey really looks like
Pleasures: Knowing where to place
campaigns
Context: Client Relations Context: Campaigns Context: User Journeys
“Replacing the User Story with the Job Story” (Alan Klement),
“Dribbblisation of Design” (Intercom), Clayton Christensen (HBS)
VS
• Problem = too many
assumptions about users and
their actions
• Focus on causality = “Who/How”
vs. “Why”
• Tips: add contextual info, use
real people, incorporate multiple
POVs ✔
Job Stories
Job Story Pain Points Key Quotes
When informing clients of our
progress, I want to use the data to
tell a story so I can demonstrate the
value of Bounce Exchange.
1. Clients & Conversion Directors look at
different metrics for success
2. Statistics alone don't tell the whole story
3. Bx campaigns interfering with client
campaigns
"It's all about the story the numbers are telling"
"I try to make my clients look as good as
possible to their bosses"
"The reality is, [the client] is sold on Bounce
Exchange itself as a product"
When measuring success, I want to
visualize lift over control so I can
better understand the effects of a
campaign at each stage in the
conversion funnel.
1. No easy way to visualize campaign lift
"The data I would be most interested to see is
the difference in pre-BX / control data versus
with post-BX / BX shown data at each defined
'goals'. "
"Google Analytics does a much better job of
showing campaign impact"
When targeting user segments, I
want to visualize their journeys so I
can place campaigns appropriately.
1. Current Dashboard doesn’t represent how
Conversion Director thinks about client sites
2. No way to visualize where they are losing
customers.
3. Google Analytics Funnel is overwhelming,
not actionable
“The dashboard… it's this stacked linear thing
and I don't think it matches the same way we
think about it”
"I want a funnel analysis so I can see where
the leaks are and target those areas with
campaigns"
Job Stories
Feature Ideation & Prioritization
Goal: Determine what features a Conversion Director will need to visualize
how Bounce Exchange impacts user behavior
Method:
Based off the Job Stories (from Affinity Map) select features necessary
for Visualization
Prioritize the features using the MoSCoW method
Feature Ideation
Feature Prioritization
Job Story Pain Points Key Quotes Features
When informing clients of our
progress, I want to use the data to
tell a story so I can demonstrate
the value of Bounce Exchange.
1. Clients & Conversion Directors look at
different metrics for success
2. Statistics alone don't tell the whole story
3. Bx campaigns interfering with client
campaigns
"It's all about the story the numbers are
telling"
"I try to make my clients look as good as
possible to their bosses"
"The reality is, [the client] is sold on Bounce
Exchange itself as a product"
● Custom Inputs
● Data Filtering
● Timeline View
● Goal Tracking
When measuring success, I want
to visualize lift over control so I
can better understand the effects
of a campaign at each stage in the
conversion funnel.
1. No easy way to visualize campaign lift
"The data I would be most interested to see
is the difference in pre-BX / control data
versus with post-BX / BX shown data at
each defined 'goals'. "
"Google Analytics does a much better job
of showing campaign impact"
● Campaign Lift
● KPI Reports
● Campaign Funnel
When targeting user segments, I
want to visualize their journeys so
I can place campaigns
appropriately.
1. Current Dashboard doesn’t represent
how Conversion Director thinks about client
sites
2. No way to visualize where they are
losing customers.
3. Google Analytics Funnel is
overwhelming, not actionable
“The dashboard… it's this stacked linear
thing and I don't think it matches the same
way we think about it”
"I want a funnel analysis so I can see
where the leaks are and target those areas
with campaigns"
● User Segmentation
● Site Funnel
Job Stories (w/ features)
Design
Design: V1
Timeline View
Bar Graph
Back to the drawing board: introduce journey-oriented visuals
Design: V1 - V2
○ Timeline View: Adding goals
○ Campaign Funnel: consistency
(terminology, campaign stats)
○ Site Funnel showing
activated campaigns
Design: V2 - V3
Site Funnel
combine visual overview w/
data breakdown
key metric = campaign
eligibility
Prototype
BOUNCE EXCHANGE
Recap
● Challenges:
○ Time & Scheduling
○ Understanding Key Terms & Business Principles
● What Did We Learn?
○ Data Visualization
○ Conversion Director E-Commerce Strategies
○ New Vocabulary
● How does this solve the problem?
○ Integrated a new dashboard feature to give
Conversion Director simple and informative way to
visualization their site/user data
Next Steps
Short-Term Goals
● Roll-out
● Individual User Journeys
● Client View/Executive Reports
Long-Term Goals
● Internal Usability Testing
● Campaign Funnel
○ Add # of users at stage of flow
○ Indication of where campaigns fire
● UI: more consistent with existing
platform
User Journeys

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BounceX Client Presentation

  • 6. How can we better visualize/understand traffic on our clients’ sites? The Opportunity
  • 8. Goal: Learn how Bounce Exchange operates on a website Method: Go on websites they have and explore their campaign Results: We were able to trigger different campaigns to see what a user sees Business Research
  • 9. Comparative Research • Goal: How do other analytic tools visualize user behavior? • Method: Feature Analysis that have a Funnel or similar feature
  • 10. FEATURES Woopra Kissmetrics Chart Io Dashthis Mixpanel Customer Io Funnel Analysis X X X X X Filter/Sort Data X A/B Testing/Report X X X Segmentation/Cohort Rules X X X Timeline View X X Bar Graphs X X X X X X Customizable Data X X Segmentation Data X X Comparative Research
  • 11. Conversion Funnel by Date/ User Segment/Date (Woopra) Timeline View (Chart IO) Key Features: Comparative Research ● Funnel analysis ● Filter/Sort ● A/B Testing Data ● Segmentation Rules ● Timeline View ● Bar Graph View ● Custom Data ● User Segments
  • 12. ● How can we visualize this? ● What are the important metrics/KPIs? Technical Research
  • 14. ● Who are our users? ○ Conversion Director (Account Manager) link between clients and internal teams (e.g. graphics, dev, finance) ○ Operations Director = manage and coordinate campaign strategy User/Stakeholder Research
  • 15. Goal: Discover Conversion’s Director’s: duties, client relations, current system, data analysis Method: 30-45 Minute User Interviews Results: Difficult to explain value of Bounce Exchange Primary metric = lift (over control) Want to visualize what customers are doing User Interviews
  • 17. Goal: To Determine the relationships between Context, Behavior, Pains, and Pleasures to make Job Stories Method: 4-List Method (User Interviews) Affinity Mapping
  • 18. Behavior: Show effect Bx has on their conversions Pains: Clients have a hard time understanding how Bx effects bottom line Pleasures: Good Working Relationships Affinity Mapping: Results Behavior: Determine effect campaigns have on conversions Pains: Don’t know how campaigns affect total conversion funnel Pleasures: Campaigns that beat control Behavior: Learn site, try to visualize a user journey Pains: Not sure of what a User Journey really looks like Pleasures: Knowing where to place campaigns Context: Client Relations Context: Campaigns Context: User Journeys
  • 19. “Replacing the User Story with the Job Story” (Alan Klement), “Dribbblisation of Design” (Intercom), Clayton Christensen (HBS) VS • Problem = too many assumptions about users and their actions • Focus on causality = “Who/How” vs. “Why” • Tips: add contextual info, use real people, incorporate multiple POVs ✔ Job Stories
  • 20. Job Story Pain Points Key Quotes When informing clients of our progress, I want to use the data to tell a story so I can demonstrate the value of Bounce Exchange. 1. Clients & Conversion Directors look at different metrics for success 2. Statistics alone don't tell the whole story 3. Bx campaigns interfering with client campaigns "It's all about the story the numbers are telling" "I try to make my clients look as good as possible to their bosses" "The reality is, [the client] is sold on Bounce Exchange itself as a product" When measuring success, I want to visualize lift over control so I can better understand the effects of a campaign at each stage in the conversion funnel. 1. No easy way to visualize campaign lift "The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at each defined 'goals'. " "Google Analytics does a much better job of showing campaign impact" When targeting user segments, I want to visualize their journeys so I can place campaigns appropriately. 1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites 2. No way to visualize where they are losing customers. 3. Google Analytics Funnel is overwhelming, not actionable “The dashboard… it's this stacked linear thing and I don't think it matches the same way we think about it” "I want a funnel analysis so I can see where the leaks are and target those areas with campaigns" Job Stories
  • 21. Feature Ideation & Prioritization Goal: Determine what features a Conversion Director will need to visualize how Bounce Exchange impacts user behavior Method: Based off the Job Stories (from Affinity Map) select features necessary for Visualization Prioritize the features using the MoSCoW method
  • 24. Job Story Pain Points Key Quotes Features When informing clients of our progress, I want to use the data to tell a story so I can demonstrate the value of Bounce Exchange. 1. Clients & Conversion Directors look at different metrics for success 2. Statistics alone don't tell the whole story 3. Bx campaigns interfering with client campaigns "It's all about the story the numbers are telling" "I try to make my clients look as good as possible to their bosses" "The reality is, [the client] is sold on Bounce Exchange itself as a product" ● Custom Inputs ● Data Filtering ● Timeline View ● Goal Tracking When measuring success, I want to visualize lift over control so I can better understand the effects of a campaign at each stage in the conversion funnel. 1. No easy way to visualize campaign lift "The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at each defined 'goals'. " "Google Analytics does a much better job of showing campaign impact" ● Campaign Lift ● KPI Reports ● Campaign Funnel When targeting user segments, I want to visualize their journeys so I can place campaigns appropriately. 1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites 2. No way to visualize where they are losing customers. 3. Google Analytics Funnel is overwhelming, not actionable “The dashboard… it's this stacked linear thing and I don't think it matches the same way we think about it” "I want a funnel analysis so I can see where the leaks are and target those areas with campaigns" ● User Segmentation ● Site Funnel Job Stories (w/ features)
  • 27. Back to the drawing board: introduce journey-oriented visuals Design: V1 - V2 ○ Timeline View: Adding goals ○ Campaign Funnel: consistency (terminology, campaign stats) ○ Site Funnel showing activated campaigns
  • 28. Design: V2 - V3 Site Funnel combine visual overview w/ data breakdown key metric = campaign eligibility
  • 30. Recap ● Challenges: ○ Time & Scheduling ○ Understanding Key Terms & Business Principles ● What Did We Learn? ○ Data Visualization ○ Conversion Director E-Commerce Strategies ○ New Vocabulary ● How does this solve the problem? ○ Integrated a new dashboard feature to give Conversion Director simple and informative way to visualization their site/user data
  • 31. Next Steps Short-Term Goals ● Roll-out ● Individual User Journeys ● Client View/Executive Reports Long-Term Goals ● Internal Usability Testing ● Campaign Funnel ○ Add # of users at stage of flow ○ Indication of where campaigns fire ● UI: more consistent with existing platform User Journeys