Using evidence from usersto improve web services

vam.ac.uk/digital

Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum

Know thy users

PrototypingSurveying

ObservationData

Before you start typing…

@rosemarybeetle

slideshare.net/AndrewLVandAThis session’s slides are here…

I post museum digital stuff here quite a bit…

#digitalpast2016…and of course use this :)

Data

Audience participation

Interesting!

Interesting!

Very interesting!

Know thy data

To do this, look under this menu

Surveying

Communications: Used to research or plan practicalities of visitBase sizes

(unweighted):

Victoria and Albert Museum: 395All Sites: 33533Museums & Galleries: 12557Heritage: 15858Leisure: 5118

Filters

Site NameƔ Victoria and Albert

Museum

SeasonƔ Autumn 2014Ɣ Spring 2015Ɣ Summer 2015

12%

7%9%

6% 4%

44%

41% 41%

45%

31%

15%18%

16%

21%

11%8% 8%

6%

9% 9%

Victoria andAlbert Museum:

All sites Museums &Galleries

Heritage Leisure

Publicity andAdvertising

Online

Guidebook/Leaflet

Others

Is you “Getting here” content tailored to your visitors’ needs?Base sizes(unweighted):

Victoria and Albert Museum: 482

Filters

Site NameƔ Victoria and Albert

Museum

SeasonƔ Autumn 2014Ɣ Spring 2015Ɣ Summer 2015

48%

40%

12%

Day trip

Staying away from home

Breaking a journey

1%

0%

3%

0%

14%

2%

3%

63%

Bicycle/ Motorcycle

Boat

Car

Not stated

Public Bus

Taxi

Tour coach/ privatebus/ minibus

Underground/ Tram/Train

What’s this?

What’s this?

What’s this?

Challenge your assumptions with regular

user surveying

A B C

Prototyping

Testingpreferences

on acardboard

phone

Testingpreferences

on acardboard

phone

Testingpreferences

on agiant paperhome page

Observing

Head mounted cameras

Designingdata

Event Tracking converts specific interactions and

behaviour into data in Google Analytics

Why?

See what works on your navigation

Why?

See what works on your navigation

How much do users pinch to zoom?

How often do users scroll?

I want to know …

…how effective each

promotional call-to-action is

on my home page

*

11.7%11.1%

10.6%19.4%

0.9%2.0%

3.5%3.4%

Game results affect impact of calls to action

“positive” result “negative” result

Where?

Language?

BrowsingTop 10 object pagesviewed, by country

EngagingTop 10 large images

downloaded, by country

tap, tap, taptappity tap

etc.

All the interaction

s

of each individual

user

for every session

A-B testing +

data capture

Set up variations

8 seconds 8 seconds 8 seconds 8 seconds

Does a carousel really get used?

Prototype with no carousel

Content from carousel in new row

Total image boxes on prototype = 13(all visible at the same time)

Total image boxes on original = 14(only 10 at any one time)

Original with

carousel

A B

81% 10% 5% 2% 2%

Original

Total banner clicks = 810

1. McQueen 1198 (original 653) +45%

2. Luxury 268 (original 80) +70%

19

3. All of This 173 (original 43 +75%)

Total clicks prototype 1879 (original 810) +132%

4. McQueen range at shop 201 (original 19 in banner) +957%(prev. + 263 shop box = 282) -40%

5. Membership 39 (previously 15, +62%)

Test Home page – no carousel

Designing datacapture can be

rough and ready

Reports that make sense have more

impact

Know thy users

Further V&A Digital Media posts on data evidenceHow people really react when judged – as shown by game data

http://www.vam.ac.uk/blog/digital-media/how-people-really-react-when-judged-as-shown-by-game-dataHow to gather data to show how visitors really use your site-specific featureshttp://www.vam.ac.uk/blog/digital-media/capturing-user-behaviour-specific-to-your-servicesWhy bother designing for tablet users?http://www.vam.ac.uk/blog/digital-media/why-bother-designing-layouts-for-tabletMaking visitor information easier for mobile phone usershttp://www.vam.ac.uk/blog/digital-media/making-mobile-users-experience-better

Thank you

vam.ac.uk/digitalVictoria and Albert Museum

Slides

@rosemarybeetleslideshare.net/AndrewLVandA

Follow