Ricardo Tayar gave a presentation at The Inbounder NYC on May 22nd, 2017 about measuring user experience. He discussed three ways to measure UX: ease of use using the System Usability Scale, analyzing microconversions and key interactions through navigation funnels, and measuring how users feel using neuromarketing metrics like stress, engagement, and attention. He provided an example of using neuromarketing to analyze a video and explained how the insights can improve user interface and conversion rate optimization.

2. RICARDO TAYAR
Digital analytics & UX:
How to really measure
the user experience
@rtayar

3. Hello, NYC!
I´m Ricardo
@rtayar
3The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

4. The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

5. 5The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

6. 6The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
What is user
experience? Why
design is so
important in a digital
product?

7. 7The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
“User experience is not about
the inner workings of a
product or service. User
experience is about how it
works on the outside, when a
person comes into contact
with it”
Jesse James Garrett - The elements of user
experience

8. 8The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We all know the
great value of user
experience. How to
measure and
communicate it?

9. We can think of
design and UX like
this: aesthetic,
beauty… but, that’s
just what we see
9The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

10. But let´s think in
design as a system
that has to work for a
purpose
10The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

11. UX meets metrics,
and why that´s
something we really
need.
UX is sometimes something so ambiguous
that really needs to meet metrics in order to
be something you can really work with.
11The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

12. 12The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
How are we used to
measure UX? Time on
site, clicks, tracking
events…

13. 13The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Ricky Martin
Song: Vente p´aca
4:19 minutes

14. 14The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Motorhead
Song: Killed by death
4:40 minutes

15. The need to measure
UX in order to get
insights of our digital
products
15The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

16. 16The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
We need to know if a
design really works,
if the people
involved in it find it
useful and enjoyable

17. 17The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Metrics are not
enough. Interviews
are not enough.
Sometimes a design
doesn´t work and you
don´t know why.

18. Three things we can
use to measure the
UX of our digital
products
18The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

19. Ease of use.
SUS = System
Usability Scale
Method of evaluating the usability of
systems compared to industry standards.
Uses likert scale.
19The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
01
SUS = System Usability
Scale, John Cooper, 1986

20. A Likert scale is a psychometric scale
commonly involved in research that employs
questionnaires. It is the most widely used
approach to scaling responses in survey
research, such that the term (or more
accurately the Likert-type scale) is often
used interchangeably with rating scale, even
though the two are not synonymous.
https://en.wikipedia.org/wiki/Likert_scale
20The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
01
SUS = System Usability
Scale, John Cooper, 1986

21. 21The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

22. 22The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

23. 23The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
Microconversions, key
interactions and
navigation funnels.
Each process, doen´t matter how
complicated it is, starts with a simple
sequence of simple interactions (click on an
option, etc). If you know your key
interactions, you know the basis of your
process.
02
Each main task is built
upon several small
interactions. Some of
those interactions are
critical.

24. 24The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

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29. 29The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

30. How users feel using
a system / interface.
How is their nervous
system working =
neuromarketing
30The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…

31. 31The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…
We can measure a lot of things with
neuromarketing, but get focused on these
three:
ACTIVATION = The stress a user is
experiencing while he is using your digital
product
EMOTIONAL IMPACT
TASK TIME = How it takes

32. Let´s explain how it
works with this
video. Please, watch
the metrics.
32The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…

33. 33The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

34. We apply this
technology in user
interface and UX /
CRO analysis,
because the insights
are pure gold.
34The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder
03
Neuromarketing metrics:
stress, engagement,
attention…

35. 35The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

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38. 38The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder

39. Thank you
You can find this presentation
in: http://bit.ly/flat101nyc
@rtayar
ricardo@flat101.com
www.flat101.com
39The Inbounder NYC / May, 22nd, 2017 / Ricardo Tayar - @rtayar / #theinbounder