This document discusses how product managers can use user experience (UX) and analytics to improve their products. It explains that product managers must understand both what is happening with their products through metrics and analytics, as well as why things are occurring by understanding user needs and experiences. The document provides examples of common analytics metrics and recommends that product managers begin by identifying important business goals and key performance indicators. It also emphasizes testing changes using A/B testing and adjusting based on measurement results. In combining UX and analytics, product managers can gather both quantitative behavioral data and qualitative attitudinal insights to continuously improve products.

1. UX and Analytics
for product managers

2. Who is the Product Manager?
● Accepts the journey
● Charts the course
● Keeps the boat sailing smoothly
● Checks the results
● Go on for another journey
● ...

3. What a captain must know?
What's happening?
x
Why is it happening?

4. What a captain must know?
Analytics (Metrics)
x
User Experience

5. Metrics (example)
Acquisition: Visits
Activation: Pages per user
Retention: New vs Returning
Referral: Traffic source
Revenue: $$$
(Source: Startup Metrics for pirates: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version)

8. This is just data

9. ... but you need information

10. Analytics - Where to begin?
1. What's important to your business now?
2. What are you trying to achieve?
3. KPIs!
4. Avoid Vanity Metrics
5. More KPIs!
... and then choose your tools for the job

11. Analytics - What you see
● Completed goals
● Negative / positive tendencies
● Effects of changes on the product
● Conversions
● Funnels
● ... and a lot more.

12. Analytics - What you can't see
● User profile
● Emotions
● Causes of success
● Causes of failure
● ... and a lot more.

13. UX
Understanding the needs and expectations of
your public so you can offer them the best
solution for their problems

14. UX in Product Management
● Researching
○ Card sorting
○ Interviews
○ Focus Groups
● Prototyping
○ Wireframing
○ Low fidelity prototypes
● Analyzing
○ Heuristics
○ Expert analysis

15. UX in Product Management
And, the most important:
● Test
● Measure results
● Adjust
● Rinse and Repeat

16. UX in Product Management
A/B testing is your best friend!
It can be cheap (Google Analytics does it!)
It can be easy (Optimizely.com)
It's always efficient!

17. UX in Product Management
But don't fall into the trap!
Plan your tests and know what you're
measuring!
(examples at www.abtests.com)

19. So, side by side
Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
What? Why?
Source: http://www.slideshare.net/lrosenfeld/marrying-web-analytics-and-user-experience

20. "Not everything that can be counted counts
and not everything that counts can be
counted"
Einstein (maybe)

21. Thanks!
Vitor Peçanha
Founder of TextCorner
@pecanha
pecanha@textcorner.com.br