For a lot of organisations; collecting quantitative or qualitative data, never mind analysing it, is an afterthought for digital services. But times are changing. This presentation discusses the role that data, more so insights, plays in delivering a better experience for your users and why it should be the first thing on people’s minds.

2. MAKE DATA YOUR MVP
@dh_analytics | dominichurst.com

3. @dh_analytics |
MY CHALLENGE
• To champion being data driven/ thinking data first
• To let you know the what, why, who, how, where and when
• To create new data driven advocates
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@dh_analytics | dominichurst.com
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4. IS THIS THE REAL LIFE OR
IS THIS JUST FANTASY?
@dh_analytics | dominichurst.com
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WHAT is data
Data isn't Data is
Assumptions Insighful and actionable
(Just) quantitative A collaboration (what and the why)
Best practice YOUR best practice

6. “digital organisations are
made from data”
Tom Loosemore @tomskitomski
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WHY WE NEED DATA

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WHY - to learn…about the user

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WHY - to align to what matters

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WHY - to be efficient and effective

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WHY - to prioritise

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WHY - to validate
Because we think [this] is true we think that doing [this] will mean
[that this will happen]. We’ll know that this is true/false when we see
this [key performance indicator change].
Ben Holliday

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WHO NEEDS ACCESS TO DATA

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WHO - close to the build

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WHO - senior management

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WHO - customer touchpoints

17. “get people involved
in the programme”
Sam Barton @sam_barton
@dh_analytics | dominichurst.com
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HOW TO SHOW DATA

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HOW - simple, lean

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HOW - simple, lean

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HOW - insightful not generic

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HOW - to the point

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HOW - to the point
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HOW - accurate and assured

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HOW - open

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HOW - make it real

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WHERE SHOULD WE SEE DATA

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WHERE - on the wall

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WHERE - boardrooms

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WHERE - stand-ups

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WHERE - personas

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WHEN SHOULD WE COLLECT DATA

33. “you are not your user and cannot
think like a user unless you
are meeting them regularly”
Leisa Reichelt @leisa
@dh_analytics | dominichurst.com
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34. “testing one user early in the
project is better than testing
fifty near the end ”
Steve Krug @skrug
@dh_analytics | dominichurst.com
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35. @dh_analytics |
YOUR CHALLENGE
• To gather insightful data
• To learn and understand
• To build better experiences…for your users
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@dh_analytics | dominichurst.com
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36. PLEASE, PLEASE
TELL ME NOW
@dh_analytics | dominichurst.com
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USER RESEARCH

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USER RESEARCH
#NOW
Pop up testing (free)
Phone/ webex (minimal)
#LONG TERM
DIY lab testing (beg, borrow…)
Hire lab testing (£500 a day)
Build your own lab (quite a bit)
Recruiting (Chocolate or £)

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USER RESEARCH

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USER RESEARCH

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HELLO FROM THE OTHER
SIDE, I MUST HAVE CALLED
A THOUSAND TIMES
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VOICE OF CUSTOMER
#NOW
Peek (free)
5 second tests (minimal)
Snap surveys (free)
Form satisfaction (free)
#LONG TERM
Online “testing” (£30 per test)
VOC surveys
Exit surveys

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VOICE OF CUSTOMER

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I CANT MAKE THEM STAY
AT LEAST THATS WHAT
PEOPLE SAY
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ANALYTICS
#NOW
Standard metrics
Devices/ Customers/ Traffic
Type of user
Entry points
Influential pages
Speed of load
#LONG TERM
Form engagement
Page engagement (scroll/ video
playback)
Intent
Custom metrics
Personalisation

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ANALYTICS

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ALWAYS SEEMS TO ME
YOU ONLY SEE WHAT
PEOPLE WANT YOU TO SEE
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SESSION REPLAY

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SESSION REPLAY

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EVERY TIME I THOUGHT I’D
GOT IT MADE, IT SEEMED THE
TASTE WASN'T SO SWEET
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OPTIMISATION
• A/B or split testing/ multi variant testing
• Landing page

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OPTIMISATION

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ITS NOT ABOUT THE
MONEY, MONEY, MONEY
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RESOURCE
• 80% on insight generation and understanding
• 20% on tools
Share - its a team game!

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BELIEBER?
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WHAT DO YOU MEAN?
WHEN YOU NOD YOUR HEAD YES
BUT YOU WANNA SAY NO
WHAT DO YOU MEAN?
WHEN YOU DON’T WANT ME TO MOVE
BUT YOU TELL ME TO GO
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YOU’RE SO INDECISIVE OF WHAT I’M
SAYING
DON'T KNOW IF YOU'RE HAPPY, OR
COMPLAINING.
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FIRST YOU UP AND YOU’RE DOWN
AND THEN BETWEEN
OHH I REALLY WANT TO KNOW…
WHAT DO YOU MEAN?
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59. MAKE DATA YOUR MVP
@dh_analytics | dominichurst.com

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COPYRIGHT
Queen - Bohemian rhapsody - www.writerscafe.org
Duran Duran - Is there something i should know - www.theguardian.com
Adele - Hello - www.slate.com
Taylor Swift - Shake it off - www.eonline.com
Oasis - Whatever - alfitude.com
David Bowie - Changes - www.songlyrics.audio
Jessie J - Price tag - www.last.fm
Justin Bieber - What do you mean - www.sugarscape.com

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THANKS
Tomer Sharon - @tsharon
Ben Holliday - @BenHolliday
Tom Loosemore - @tomskitomski
Evgenia Grinblo - @Grinblo
Google Analytics - @googleanalytics
GDS - @gdsteam
Leisa Reichelt - @leisa
Steve Krug - @skrug
Simo Ahava - @SimoAhava
Sam Barton - @sam_barton