Website Testing & Methodology

Website Testing & Optimization

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@danleatherman

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HELLO.2

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I'm Dan.

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I'm a Designer.5

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Measurement & R.O.I

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Essential Methodology1. Who2. What3. When4. Where5. Why

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• Designers

• Developers

• Project Managers

• Marketers

• Business Development

• Future Clients

• Current Clients

• Whole Teams

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Essential Methodology1. Who2. What3. When4. Where5. Why

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Intuition-Driven(AKA The Designer’s Choice)

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Data-Driven(AKA The Engineer’s Choice)

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Design Spectrum

Intuition Driven Data Driven

InstinctiveSubjectiveDaring

DeliberateObjective

Safe12

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“Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO

Metrics-Driven(AKA The Every-man’s Choice)

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Try

Scientific Method

Think

Learn

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Essential Methodology1. Who2. What3. When4. Where5. Why

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Analytics MeasurementUser Flows

Ideation Wireframes Visuals / Prototypes Launch! Iteration

Click TestsPreference Tests

A/B or Multivariate TestsUsability Testing

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Essential Methodology1. Who2. What3. When4. Where5. Why

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Where’s Waldo?

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The Number Narrative

⌂ 🔎

🔒

💳

95%

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(hypothetical situation)

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Essential Methodology1. Who2. What3. When4. Where5. Why

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Value

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“The more users’ expectations prove right, the more they will

feel in control of the system and the more they will like it.”

– Jakob Nielson

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UI Fundamentals & Best PracticesBasic Usability

Bad Good

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UI Fundamentals & Best PracticesInformation Architecture / Hierarchy

GoodBad25

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UI Fundamentals & Best PracticesCall To Actions

GoodBad26

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Testing UIFree! $$

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Resources• ZURB Apps

• Plunk (plunkapp.com)

• Clue (clueapp.com)

• Notable (notableapp.com)

• Verify (verifyapp.com)

• Invision (invisionapp.com)

• Google Analytics (google.com/analytics)

• Gauges (gaug.es)

• Chartbeat (chartbeat.com)

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Resources (cont’d)• Google URL Builder

(http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867)

• Click Heat (http://www.labsmedia.com/clickheat/index.html)

• ClickTale (clicktale.com)

• Crazy Egg (crazyegg.com)

• Optimizely (optimizely.com)

• Litmus (litmus.com)

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Image Sources (cc)Slide 3:

Bridge: http://www.flickr.com/photos/jenik/1032573169/

Slide 5:Things Organized Neatly: http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewave

Slide 6:Chemistry Set: http://www.flickr.com/photos/unloveable/2395867186/

Slide 10:Whack-a-mole: http://www.flickr.com/photos/tpapi/2765541278/

Slide 11:The Megahangar: http://www.flickr.com/photos/stuckincustoms/5699183849/

Slide 13:Teeter Totter: http://www.flickr.com/photos/joephotos/748426315/

Slide 14:Brain: http://www.flickr.com/photos/lizhenry/2051224366/Wright: http://www.flickr.com/photos/7726011@N07/3364409856/Supernova: http://www.flickr.com/photos/nasamarshall/6313004758/

Slide 16:Lion King: http://cdn0.hark.com/images/000/006/667/6667/original.0

Slide 19: Where’s Waldo: http://www.flickr.com/photos/jameson42/4353769995/

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