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#high5conf@melissa_eggPresentation by
What Analytics Won’t Tell You:	
  
to Inform Content and Design	
  
melissa eggleston
 #high5conf@melissa_egg
Get Essential Insights
#high5conf@melissa_egg
You sell
snow cone machines
#high5conf@melissa_egg
#high5conf@melissa_egg
Exit rate high Time on page low
#high5conf@melissa_egg
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?
?
?
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?
?
?
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?
#high5conf@melissa_egg
To get the insights,
get to the people
behind the numbers!
#high5conf@melissa_egg
Our Goals
1.  Agree that using analytics alone leaves
you with questions
2. Learn three methods beyond analytics
for gathering useful data
3. Walk out with practical tips on how to
get started with these methods
#high5conf@melissa_egg
About me
Meteorologist
Content strategist
UX researcher
Author
#high5conf@melissa_egg
Ingredients for success
•  Pen
•  Paper
•  Time
•  Knowledge (some)
•  Open-mindedness
#high5conf@melissa_egg
Method 1:
Interviews
#high5conf@melissa_egg
Interview Definition
#high5conf@melissa_egg
“Learn everything that might influence
how the users might use what you’re
creating.”
- Erika Hall, author, Just Enough Research
#high5conf@melissa_egg
Interviews vs. Focus Groups
#high5conf@melissa_egg
#high5conf@melissa_egg
#high5conf@melissa_egg
Favorite tool:
Livescribe Echo
Recording Pen
#high5conf@melissa_egg
Resource for Better Interviews
Interviewing Users
by Steve Portigal
#high5conf@melissa_egg
Method 2:
Usability Testing
#high5conf@melissa_egg
Usability testing definition
#high5conf@melissa_egg
People lie —
to your face and
to themselves.
#high5conf@melissa_egg
People are terrible
at remembering and
predicting behavior.
#high5conf@melissa_egg
#high5conf@melissa_egg
#high5conf@melissa_egg
#high5conf@melissa_egg
Usability Testing vs. Expert Review
#high5conf@melissa_egg
Resource for Usability Testing
Rocket Surgery
Made Easy
by Steve Krug
#high5conf@melissa_egg
Method 3:
Field Research
#high5conf@melissa_egg
Defining field research
Jane	
  Goodall	
  
observes	
  the	
  an0cs	
  
of	
  two	
  chimpanzees	
  
in	
  Gombe	
  Stream	
  
Na0onal	
  Park,	
  
Tanzania.	
  
(Photograph	
  by	
  
Michael	
  Nichols,	
  
Na0onal	
  Geographic	
  
Blog)	
  
#high5conf@melissa_egg
#high5conf@melissa_egg
#high5conf@melissa_egg
#high5conf@melissa_egg
Resource for Field Research
Just Enough
Research
by Erika Hall
#high5conf@melissa_egg
To get the insights,
get to the people
behind the numbers!•  c
#high5conf@melissa_egg
Q & A•  c
#high5conf@melissa_egg
What small step can you
take toward getting the
insights you need?
#high5conf@melissa_egg
Ask Me Questions!
Email: melissa@melissaegg.com
Twitter: @melissa_egg
Slides: melissaegg.com/blog
	
  

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