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Predicting the Future and Improving UX Based on the Past
- 1. Predicting the Future and Improving UX Based on the Past Tim Schneider Digital Analytics Manager University Digital Strategy May 11, 2013
- 2. User Experience "a person's perceptions and responses that result from the use or anticipated use of a product, system or service" http://en.wikipedia.org/wiki/User_experience
- 3. “I could more easily navigate the catacombs of Egypt with a penlight than find the link I'm looking for on your overly- congested website.” Angry Customer: Sept 2, 2012
- 4. Emotion and the team
- 6. Hello Tim,On your web pages A and B, under the "Heading goes here" heading, I am wondering if it would be possible for you to change the "Button Label" button to link to Page X, rather than directly to our Page Y? I have spoken with my team and with our ____ unit, and there is key information presented on Page X that we expect audience to have been exposed to prior to diving right into the Page Y, so it would be ideal for them to be directed to that page first.
- 7. “so it would be ideal for them to be directed to that page first”
- 10. YYYY
- 12. MATH ALERT
- 15. Using past data to improve UX
- 18. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 19. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 20. Mobile traffic
- 21. Mobile
- 23. Search
- 25. Search
- 26. Search as a UX guage
- 27. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 32. Start Page Unique Pageviews Pageviews Unique Searches Search % www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12% www.students.ualberta.ca/ 19,004 24,017 1,614 8.49% www.news.ualberta.ca/ 15,761 22,140 1,235 7.84% www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76% www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24% www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25% www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14% www.why.ualberta.ca 15,894 20,510 688 4.33% www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49% www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34% www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55% May 1 - July 25, 2012 Searches starting from page
- 33. Start Page Unique Pageviews Pageviews Unique Searches Search % www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12% www.students.ualberta.ca/ 19,004 24,017 1,614 8.49% www.news.ualberta.ca/ 15,761 22,140 1,235 7.84% www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76% www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24% www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25% www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14% www.why.ualberta.ca 15,894 20,510 688 4.33% www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49% www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34% www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55% May 1 - July 25, 2012 Searches starting from page
- 41. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 42. Page Pageviews Unique Pageviews Total Unique Searches Search Pct Starts news.ualberta.ca/ 5,619 4,270 295 6.91% students.ualberta.ca/ 8,624 6,883 465 6.76% ualberta.ca/ 2,436,085 1,774,220 111,720 6.30% facultystaff.ualberta.ca/ 16,361 12,389 691 5.58% events.ualberta.ca/ 2,633 1,915 88 4.6% why.ualberta.ca/ 6,367 4,764 203 4.26% campuslife.ualberta.ca/ 15,043 11,095 407 3.67% faculties.ualberta.ca/ 134,469 95,119 3,018 3.17% prospective.ualberta.ca/ 9,994 7,868 224 2.85% April, 2013 12% 8.5%
- 43. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 44. “This year however, we have been required to follow up via phone (which is a big drain on resources) as many of our students can't find where their email is. In the conversations with them I had to walk them through going to the ualberta.ca homepage then clicking on ' apps@ualberta.ca' to find their email account.” July, 2012
- 45. apps@ualberta.ca
- 48. Email & Apps
- 52. Collect Data (2010)Collect Data (2010)Collect Data (2010)Collect Data (2010) Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
- 53. ??
- 54. 2010
- 55. MATH ALERT
- 63. Capacity 7,800 Oct 16 Actual 1,078 Projected 3,717 Actual 3,683
- 73. Collect DataCollect DataCollect DataCollect Data Analyze Data / ReportAnalyze Data / ReportAnalyze Data / ReportAnalyze Data / Report Find an issueFind an issueFind an issueFind an issue Investigate / InsightInvestigate / InsightInvestigate / InsightInvestigate / Insight Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution FeedbackFeedbackFeedbackFeedback ImproveImprove ““??””ImproveImprove ““??”” Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics Build predictionsBuild predictionsBuild predictionsBuild predictions Strategies / TacticsStrategies / TacticsStrategies / TacticsStrategies / Tactics Recommend SolutionRecommend SolutionRecommend SolutionRecommend Solution Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics re MonitorMonitor successsuccess metricsmetrics MonitorMonitor successsuccess metricsmetrics
Editor's Notes
- - here ’ s a persons perception and response
- - tie in this presentation to others today - designing for emotion in the next session - we all have opinions - we all know what we like - we all think we know what works - key is to take emotion out of our decisions - many people involved - how does this fit in with the team
- - boss: different kinds, different moods. sometimes mind is completely somewhere else - academics / business : know their subject. assume everyone in the world is dying to know about what they do. also believe 10,000 word scientific papers are fine for general public - engineers / developers : we could never build your project in that amount of time. How come Lynx isn ’ t the most popular browser? - communications: tell our story. everything must be a story. big images rule. - consultants: sure, they ’ re trained and know what they ’ re doing, but they ’ re never around long. - be like spock: emotionless and carry a big tricorder
- 95 Million pageviews 30 Million visits 25 Million events in Kiss Metrics 250K through Crazy Egg
- 95 Million pageviews 30 Million visits 25 Million events in Kiss Metrics 250K through Crazy Egg
- - viewed items - my recent searches - helps me know what my kids are up to on my ebay account “ trash packs ”
- - get your pen lights out
- - simplify the page - heat mapping and search data told us what the users were looking for and actually using - moving to responsive forces you to think about the mobile experience. - on a small screen, what should the user see first? - prioritize
- - how much does our search traffic grow every day - related to our goals - using percent of capacity as the measure, not actual attendance - actual numbers are easily derived from percentage based on capacity of event - use an actual data point as the starting Y - events with the low actuals can ’ t really grow according to this model - percentages of growth are small - need more time OR... we ’ ll talk about this later.
- - how did we do? - use actual numbers here (doesn ’ t matter)
- - if you ’ re looking at a projection like this, what do you do? - move to smaller venue? - cancel - promote the hell out of it?
- - what about this? - first, you need more data points at the start - daily - 17 days out: let ’ s do more. more ad words, A/B test, leverage other avenues/partners