The document summarizes research conducted to understand how to better visualize user behavior and traffic on clients' websites for conversion directors. User interviews found it is difficult to explain the value of services and to see campaign impact. Comparative research on analytics tools showed popular features include funnel analysis, filters, and timelines. Job stories identified pain points such as a lack of visualizing lift over control and user journeys. Features like custom reports, funnels, and segmentation were prioritized. Prototypes of a dashboard with a site funnel and timeline views were created with the goal of giving a simple, informative way to visualize data.

1. James Hood
Sam Schwamm
Carmelo Citera

2. Agenda

3. Discovery

6. How can we better visualize/understand traffic on our clients’ sites?
The Opportunity

7. Research

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

16. Synthesis
&
Definition

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

22. Feature Ideation

23. Feature Prioritization

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)

25. Design

26. Design: V1
Timeline View
Bar Graph

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

29. Prototype
BOUNCE EXCHANGE

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