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Refresh DC: Data-Driven Design Decisions

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Nick Whitmoyer

Slides from the May 2011 Refresh DC panel on the science of making data-driven design decisions and the art of knowing when to listen and when to ignore the numbers.. Panelists included: • Craig Green, Web Strategist at Network Solutions •Jim Lane, Director of User Experience for AddThis.com at Clearspring Technologies •Paul Koch, Marketing Specialist at Viget Labs Moderated by : •Greg Robleto, Director of User Experience Design at The Motley Fool

TechnologyDesign
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Data-Driven Design Decisions  
Panel: Craig Green Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearspring Technologies Paul Koch Marketing Specialist at Viget Labs Moderator:  Greg Robleto Director of User Experience Design at The Motley Fool
Introductions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Beauty isn't always Best ,[object Object],[object Object],[object Object],[object Object]
Beauty is the Beast (Continued). ,[object Object],[object Object],Pretty New Page Ugly Old Page
Data can take you strange places ,[object Object],[object Object],[object Object]
Data Can Tell you When to Act ,[object Object],[object Object],[object Object],After 6 years of talking about Mobile, the time had come to act.   For our site,  Mobile Traffic Increased 6x in  the last 16 months.   
Cool, but how do I do this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Beakman & Jax Experiment ,[object Object],B. Ask your friend to write some JavaScript, so 1/2 the traffic goes to one page, and 1/2 goes to the next. C. Look in your web logs, and see which page converted best.
How do I pick a Winner? ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
 
 
 
 
ClickTale - Clicks
ClickTale – Mouse Movement
ClickTale – Scroll Reach
ClickTale – Attention
ClickTale Lots of search bar usage
ClickTale Lots of search bar usage For links contained on this page (dining, housing, student organizations)
ClickTale surprisingly low number of clicks
ClickTale surprisingly low number of clicks surprisingly high number of clicks
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
ClickTale
 
 
Panel: Craig Green Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearspring Technologies Paul Koch Marketing Specialist at Viget Labs Moderator:  Greg Robleto Email: [email_address]   Twitter: robleto Director of User Experience Design at The Motley Fool

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Refresh DC: Data-Driven Design Decisions

Editor's Notes

  1. This is for Craig Note that the differences were in total # of orders (conversion) vs. total per order (same conversion, increased ticket).
  2. Craig We have talked about creating a cool mobile site for years, but only this year did the data finally make enough since to put the effort in.