1) The document discusses how data-driven design can help improve user experience (UX) by getting to know the audience through metrics like fundraising benchmarks, Google Analytics, and user research. 2) It provides examples of how analyzing donation and registration goals from Google Analytics helped optimize pages for mobile users and focus on key areas. 3) User testing insights uncovered issues like important elements not being visible without scrolling and use of internal jargon, which were then addressed in redesigns to improve personalization and the user experience.

1. © 2020 Charity Dynamics – Confidential & Proprietary
Leveraging
Your Data for
an Amazing UX
NOVEMBER 11, 2020

2. HELLO!
I’m Mark I’m Brenda
Business Solutions Manager
@American_Heart
UX Director
@charitydynamics

3. What’s Our Plan
FOR TODAY’S SESSION?
1. Why getting to know your audience
through data helps you achieve better
UX
2. Hear from us on our experience with
user testing to get data to help them
get down the right path
3. Hopefully gain a few ideas to use ASAP

4. So What Exactly is
DATA DRIVEN DESIGN?

6. 6

7. Credit: https://uxdesign.cc/the-7-factors-that-influence-user-experience-2805282616f9

8. BEFORE
NOW
“Make it
pretty.”
“Can you solve
a problem?”

9. Understanding
YOUR AUDIENCE

10. 1. Fundraising Benchmarks
2. Google Analytics
3. User Research
Your Data
Driven
TOOLKIT

11. FUNDRAISING
BENCHMARKS1

12. QUANTITATIVE DATA INSIGHTS
Hello, Google Analytics!
ü Interaction
üAcquisition
üGoals
* Not client data – example only
2

13. Bounce Rates
on Popular
Pages
Click Tracking
on Important
Interaction Points
Understanding
Conversions with
Goals & Funnels
OUR FAVORITE
ANALYTICS DATA POINTS

14. REGISTRATION GOAL
• Helped us understand we needed
to focus on registration
• Let us concentrate on specific
areas vs entire site
• Helped us become mobile
optimized and SIMPLE
Before After

15. DONATION GOAL
• Focus on mobile users
• Let us concentrate on making it
educational, informative, and user
friendly for all
AfterBefore

16. 3QUALITATIVE DATA INSIGHTS
Hello, user…how are you?
Event surveys &
feedback from your
support team
Interview key
players (beyond
participants!)
User testing to
uncover the
unknown

17. Why should you
DO USER TESTING?
It’s convincing.
It’s insightful.
Because you are not your user.

18. Research
Discuss
Design
Develop

19. Building the Plan
Knowing the
Problem
Getting
Testers
Test Time! Analyze
Use &
Repeat
• Get Buy In
• Know Goals
• Timeline
• Recruit
• Advertise
• Confirm Schedules
• Analyze
• Re-watch
• Revisit Assumptions
• Personas
• Questions
• Test Length
• Test Technology
• Confirm team roles
• Record
• Design enhanced
• Users happy
• Org happy!
6 Steps to User Testing

20. What’s
THE PLAN?
Have a session to have stakeholders
agree on:
• Goals
• Assumptions
(aka problem areas)

21. What
DO WE ASK?
• Make your assumptions around
those issues: what do you expect
to happen?
• Remember you can’t test it all:
user fatigue is a real thing

22. How’d we find
OUR TESTERS?
• Knew where our audience was:
Facebook
• Targeted women, age 26-59
• Offered a $50 Amazon gift card
for their time
• Had 1,000’s submissions!

23. TIP:
Use Analytics to understand
who is your target audience

24. What did they see
on the site?
• What was the first
thing you saw on this
site?
• If you were looking
for X, where would
you expect to find it?
How does it
make them feel?
• What are you thinking
as you view this
page?
• What are your
thoughts on the
language used?
What steps would
they take?
• If you were asked to
log in, how would you
do that?
• Can you walk me
through how you
would register
for this event?
Writing
THE TEST SCRIPT

25. TIP:
Avoid yes/no answers.
Make them talk it out!

26. Prepping
FOR TEST TIME!
• Create a study team to own
project
• Create a script to be consistent in
what you ask and do
• Test it!

27. TIP:
Pay attention to time and physical queues.
They might feel guilty being real.

29. “I think of this woman
every time we talk
about Heart Walk.”
- Mark, building user empathy

30. So What Did We Learn
…and Use?

31. I have a relatively large screen
and if I didn’t scroll, I wouldn’t
have seen how to register.

32. KEEP IMPORTANT ELEMENTS UP FRONT

33. Be Healthy For Good –
maybe it’s an ‘American Heart Association’
phrase that they use?

34. WE HAVE TO STOP WITH INTERNAL SPEAK

35. If I am going to log in, I
expect personalization.
This is generic.

36. USE DATA TO MAKE
THEIR EXPERIENCE PERSONAL

37. USE DATA TO MAKE
THEIR EXPERIENCE PERSONAL

38. We Know What
You Are Thinking…

39. TAKE SMALL STEPS TO GET
TO DATA DRIVEN DESIGN!
• Delve into your analytics and understand page specifics vs. broad data
points (bounce, time on page, etc.)
• Make sure to get your stakeholders, staff, and fundraisers involved and
good with the plan…even if it changes
• Start small and keep it simple with user testing – 5 testers find almost
as many usability problems as testing 10!
• Know you’ve got this. It’ll be a fight to stop and test, but it’s worth it!

40. ALWAYS REMEMBER:
Rome Wasn’t
Built in a Day

41. QUESTIONS?

42. LET’S CONNECT!
linkedin.com/in/brendamiele
https://www.linkedin.com/in/mark-love-4021754/

43. ©2020 Charity Dynamics – Confidential & Proprietary
THANK
YOU