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UX Analytics for Data-driven Product Development

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+ Turn your data into real products
+ Discover user interests in real-time way

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UX Analytics for Data-driven Product Development

  1. 1. UX Analytics for Data- driven Product Development ● Turn your data into real products ● Discover user interests in real-time way Trieu Nguyen - http://blog.trieu.xyz or @tantrieuf31 Lead Engineer at Ad Platform ( http://adsplay.vn ) at FPT Telecom
  2. 2. If you like Big Data Analytic Intern Jobs, submit your CV to me: trieunt@fpt. com.vn More at http://engineering.adsplay.net
  3. 3. Just little introduction ● 2007 I did my first Graph Analytics on Yahoo 360 friend' blogs (use Web Crawler) ● 2008 Java Developer, develop Social Trading Network for a startup (Yopco) ● 2011 joined FPT Online, engineer at social network platform, develop first API for VnExpress Mobile App ● 2012 Join Greengar Studios to learn more about mobile ● 2013 at FPT Online, back-end engineer for http://eClick.vn ● 2015 at FPT Telecom, lead engineer for http://itvad.vn
  4. 4. Contents for this talk ● Trends of Now and the Future ● Why analytics for mobile development ● Core KPIs ● How to implement, case study and demo ● Lessons ● Questions & Answers
  5. 5. Trends of Now and the Future ● Mobile ● Big Data ● Analytics
  6. 6. In 2013, mobile devices will pass PCs to be most common Web access tools. By 2015, over 80% of handsets in mature markets will be smart phones. Source:http://www.forbes.com/sites/ericsavitz/2012/10/23/gartner-top-10-strategic- technology-trends-for-2013/
  7. 7. We are in the age of Internet of Things with connected handheld devices
  8. 8. Why analytics for mobile development ?
  9. 9. Turn your data to actionable things ?
  10. 10. Measure UX using quantitative research ?
  11. 11. Mobile Apps => Backend APIs => Statistics => Find the Trends & Insights?
  12. 12. Connecting the dots ? Users are active dots. and ... “We Belong When We Connect with Each Other” http://tinybuddha.com/blog/we-belong-when-we-connect-with-each-other/
  13. 13. How could we see "user interest graph" in our user's database ?
  14. 14. ● Social Graph => Keep the connection ● Interest Graph => Make new connection => recommendation platform Source: http://en.wikipedia.org/wiki/Interest_graph
  15. 15. Source: http://gigaom.com/2012/10/02/it-pays-to-know-you-interest-graph-master-gravity-gets-10-6m/
  16. 16. Why do analytics for your business ? => read these Behavioral Economics Books http://www.goodreads.com/shelf/show/behavioral-economics
  17. 17. Core KPIs for Data Analytics
  18. 18. Web vs Mobile App Web Visitors Visits Pageviews Events Mobile App Users Sessions Events
  19. 19. How we build KPIs for mobile analytics ? ● Keep it simple as possible, but no simpler ● Identity => Tracking => Data Mashup (Social API) ● Leverage the "small" data in real-time
  20. 20. Metrics: Causes and Effects ● Screen Size => App Design, UI/UX, Usability ● App version => Deployment, Marketing ● Connectivity => Code, User Experience ● Location => Marketing, User Behaviour ● OS => Marketing, Cost, Development ● Memory => User Experience ● Feature Session => How to engage app users
  21. 21. Big Data on Small Devices: Data Science goes Mobile http://strataconf.com/strata2013/public/schedule/detail/27605
  22. 22. Keep it simple: Just log them all ! How to implement, case study and demo
  23. 23. And your databases could be overloaded ?
  24. 24. We can't solve problems by using the same kind of thinking we used when we created them. Albert Einstein
  25. 25. “lambda architecture” proposed by @nathanmarz I have applied this architecture at FPT since 2012
  26. 26. My “lambda architecture” technology stack ● Kafka (http://kafka.apache.org) ● RFX ( https://github.com/rfxlab ) ● Redis ( http://redis.io ) ● MEAN stack for reporting ● Hadoop (HBase, HDFS) ● Spark ecosystem https://spark.apache.org ● D3 - http://d3js.org
  27. 27. Too theory. I want "Seeing is believing". Examples from my experience
  28. 28. Case Study (from my freelance project) Problem: ● Build the app to promote advertising information in real time way ● Measure everything ● Report useful information ● Mashup and data integration with Facebook API for social data analytics Context: ● PhongCachMobile - Smartphone Retail Store https://play.google.com/store/apps/details?id=com.mc2ads.browser4x
  29. 29. Simple architecture ● App <=> PHP API <=> JVM Data Analytics API ● User tap on an item, tracking it. ● User shares/likes an item with Facebook ID, tracking these events, crawling data using Graph API for Statistics.
  30. 30. Data Collector
  31. 31. Social Data Integration
  32. 32. Social Data Integration
  33. 33. Lessons What I have learned so far
  34. 34. What I have learned ● Keep it as simple as possible, but no simpler ! ● Choose right KPI, right questions => Profit ● Design an architecture for your data products ● Implement it! Just right tools for right jobs. ● Turn your data into the things everyone can "look & feel"
  35. 35. Stay focused, keep innovating
  36. 36. “Logic will get you from A to Z; imagination will get you everywhere.” - Albert Einstein Use your imaginationwith data analytics, notjust logic

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