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Numbers Are Our Friends

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Incorporating numbers and data into your design process is much simpler than you think. IAs and UX designers are already "web analysts”: Our in-depth knowledge of user behavior provides us the ability to glean vital, actionable insights from analytics data that others, such as marketers and business analysts, often miss.

Published in: Design, Technology, Business

Numbers Are Our Friends

  1. 1. NUMBERS ARE OUR FRIENDS Lynne J. Polischiuk @lynneux Julie Strothman @strottrot
  2. 2. Why do we care about analytics?
  3. 3. Search Term Usage on a scale of 1-100 ‘ADD College’: 62 ‘ADHD College’: 21‘AD/HD College’: 0
  4. 4. Why do we care about analytics?
  5. 5. 43% drop in overall sales.41% of visitors on a dial-up connection.
  6. 6. Why are designers unconvinced about analytics?
  7. 7. We think of numbers as being complex and scary.
  8. 8. We are told we need tomeasure but not sure what.
  9. 9. A lot of the reports we receivejust aren’t helpful.
  10. 10. Why should you care about analytics?
  11. 11. Accountability = Credibility
  12. 12. Get a seat at the table.
  13. 13. A $12,000,000 Form Field?
  14. 14. “What are we contributing to the business?Are we seeing things through and making surethat what we are doing is worth something?” - Joe MegibowExpedias VP of global analytics and optimization
  15. 15. How do we get started?
  16. 16. Three main things you need to do:
  17. 17. Three main things you need to do: 1. Define goals and metrics.
  18. 18. Three main things you need to do: 1. Define goals and metrics. 2. Educate yourself.
  19. 19. Three main things you need to do: 1. Define goals and metrics. 2. Educate yourself. 3. Make some allies.
  20. 20. 1. Define goals and metrics.
  21. 21. “Metrics are simply numbers that measure the effectiveness of your business.” - Josh Porter
  22. 22. Every business has unique metrics
  23. 23. This is a conversion.
  24. 24. Segment Data for More Actionable Information
  25. 25. Segment Data for More Actionable Information
  26. 26. Segment Data for More Actionable Information
  27. 27. Segment Data for More Actionable InformationBusiness Goal Metrics SegmentsCustomer loyalty Repeat visits Number of visits (e.g. 2, 3+) Time on feature People using the given featureBrand awareness Likes, mentions Visits from Facebook, Twitter Branded search Traffic Source: Search terms with brand name
  28. 28. "Numbers are an abstraction, but when we give them context,they have the strength, significance and nuance of language." - Livia Labate
  29. 29. 2. Educate yourself
  30. 30. We think a lot aboutmastery of ‘output’ tools.
  31. 31. We need to learn more about research tools and measuring our effectiveness.
  32. 32. Learn to love @Avinash
  33. 33. #measure
  34. 34. 3. Find some allies.
  35. 35. Reach out to others who can help you access the data you need.
  36. 36. What’s going on in here?
  37. 37. We need a holistic view.
  38. 38. How can data help us design?
  39. 39. Competitive Analysis
  40. 40. Keyword Searches for Personas
  41. 41. Are you putting resources into the right content? % Content % Visits 35% 28% 20% 13% 5% About Academics Student Life Library Institute Alumni Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6
  42. 42. Are you putting resources into the right content? % Content % Visits 35% 28% 20% 13% 5% About Academics Student Life Library Institute Alumni Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6
  43. 43. “Stories are just data with a soul.” - Brene Brown
  44. 44. ResourcesGoogle Insights for Search: Avinash Kaushik @avinashwww.google.com/insights/search kaushik.net Book: Web Analytics 2.0Google Keyword Finder Tool:adwords.google.com/select/ Livia Labate @livlabKeywordToolExternal livlab.com/thinkia/ Ceci n’est pas une KPI slides:Compete http://www.slideshare.net/livlab/ceci- nest-pas-une-kpi-interaction-10compete.com Joshua Porter @bokardo bokardo.com/ Book: Designing for the Social Web Questions? Lynne J. Polischiuk Julie Strothman info@lynneux.com julie@strottrot.com @lynneux @strottrot

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