SlideShare a Scribd company logo
Data Driven UX 
Amit Levi 
VP, Head of Products @ CoolaData 
webinfo@cooladata.com
What Do You Think 
About This Page?
What Do You Think 
About This Page? 
What is the GOAL of this page ?
KPI - 
75% of users who initiated an order to complete it 
Segment - 
Breakdown by segments showed a difference 
when comparing new vs. returning users 
Behavioral - 
Looking at path analysis of new users identified 
the churn points in the flow 
UX Results - 
Added social login button to the register page 
Checkout Completion 
Ratio 
66% 
41% 83% 
New Returning 
View cart Checkout Register Chrun
What Do You Think 
About This Page? 
What is the GOAL of this page ?
What will we cover? 
● Why be data driven 
● How to be data driven 
● What tools to use
Why be data driven
Why be data driven 
The Path to Better Decisions, in One Cute Graph 
by ANDREW MCAFEE on MAY 30, 2013
What will we cover? 
● Why be data driven 
● How to be data driven 
● What tools to use
How To be data driven 
Set Goals 
and KPIs 
Choose Your 
Weapon 
Measure 
and 
Analyze 
Optimize
Examples for KPIs and Goals 
80% of users who shopped once will return and perform another purchase within one month 
40% of new visitors will register every day 
75% of users who initiated an order to complete it 
60% of users who started a free trial will convert within 30 days 
… 
Break This Down to Segments, Analyze the Behaviour PER Segment
Old School KPIs - Good to Monitor 
Trends 
HOW MANY NEW 
SHOPPERS DO WE HAVE 
WHO IS SHOPPING 
WHERE DO THEY 
COME FROM? 
WHAT IS THE TRENDS 
Pageviews / Downloads 
Gender, Age… 
Location 
? 
? 
? 
?
Behavioral Analytics - Good to Understand 
i 
i 
“How” do teenagers renew their accounts? 
What steps do they take? 
What is the sequence of events that leads 
to conversion? 
“Why” do users cancel an account? 
Why don’t they like the new interface?
What will we cover? 
● Why be data driven 
● How to be data driven 
● What tools to use
What tools to use
How to Improve UX by Being Data Driven
How to Improve UX by Being Data Driven

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How to Improve UX by Being Data Driven

  • 1. Data Driven UX Amit Levi VP, Head of Products @ CoolaData webinfo@cooladata.com
  • 2. What Do You Think About This Page?
  • 3. What Do You Think About This Page? What is the GOAL of this page ?
  • 4. KPI - 75% of users who initiated an order to complete it Segment - Breakdown by segments showed a difference when comparing new vs. returning users Behavioral - Looking at path analysis of new users identified the churn points in the flow UX Results - Added social login button to the register page Checkout Completion Ratio 66% 41% 83% New Returning View cart Checkout Register Chrun
  • 5. What Do You Think About This Page? What is the GOAL of this page ?
  • 6. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use
  • 7. Why be data driven
  • 8. Why be data driven The Path to Better Decisions, in One Cute Graph by ANDREW MCAFEE on MAY 30, 2013
  • 9. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use
  • 10. How To be data driven Set Goals and KPIs Choose Your Weapon Measure and Analyze Optimize
  • 11. Examples for KPIs and Goals 80% of users who shopped once will return and perform another purchase within one month 40% of new visitors will register every day 75% of users who initiated an order to complete it 60% of users who started a free trial will convert within 30 days … Break This Down to Segments, Analyze the Behaviour PER Segment
  • 12. Old School KPIs - Good to Monitor Trends HOW MANY NEW SHOPPERS DO WE HAVE WHO IS SHOPPING WHERE DO THEY COME FROM? WHAT IS THE TRENDS Pageviews / Downloads Gender, Age… Location ? ? ? ?
  • 13. Behavioral Analytics - Good to Understand i i “How” do teenagers renew their accounts? What steps do they take? What is the sequence of events that leads to conversion? “Why” do users cancel an account? Why don’t they like the new interface?
  • 14. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use