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Design Prozess
Design Prozess in Silos
Business UX Analytics
Understand consumers(visitors, not so much)
Understand visitor motivations (why)
Understand visitor actions (what)
Marketing Data (demographics, psychographics)
Qualitative data(ethnography, user testing)
Quantitative data (clickstream, KPIs)
Business/marketing focused Visitor/user focused(subjective, attitudinal)
Data focused(objective, behavioral)
May or may not understand large &/or small data sets
Not trained to work with large data sets
Prefer 95% statistical difference
Brand architecture, marketing personas, creative brief, etc.
Visitor/user personas, wireframes, comps, development, etc.
Scorecards, KPI reports, web analytics, business intelligence, etc.
Business, marketing, finance Library science, psychology, design, computer science
Statistics, computer science, data mining, CRM
© Marko Hurst10.06. 2011 // [email protected]
Web Analytics
Web Analytics
„Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.“
The Official WAA Definition of Web Analytics
D E F I N I T I O N
Web Analytics
•Wo kommen die Nutzer her?
•Was machen sie?
•Wann und wo verlassen sie uns?
W A S B E D E U T E T D A S ?
Web Analytics
•Referrals
•Visitors, Visits, Page View
•Popular Pages
•Bounce Rates
•Funnel Analysis
•Path Analysis
B E I S P I E L E
Web Analytics
• Ergebnisse werden als langweilige
Statistiken wahrgenommen
• Die Implementierung ist oft nicht korrekt
• Berichte: nur Ergebnisse, keine Insights,
keine Handlungsempfehlung
P R O B L E M
Web Analytics = QuantitativF Ü R I N S I G H T S M Ü S S E N Z A H L E N I N T E R P R E T I E R T W E R D E N .
User Research
User Research
•Personas
•Interviews
•Focus Groups
•Usability Test
•Expert Review
M E T H O D E N
User Research
• Daten beruht auf oft auf einer geringen Basis
• Viele Methoden sind nur eine
Momentaufnahme
• Verhalten läßt sich oft nur schwer messen
• Rahmenbedinungen sind oft künstlich (Lab)
P R O B L E M
User Research = QualitativA N T W O R T A U F D A S W A R U M , A B E R N I C H T D A S “ B I G P I C T U R E ”
Web Analytics & User Research
•User Research hilft Web Analytics zu
verstehen
•Web Analytics kann User Probleme
aufzeigen
•Zielorientierte Erkenntnisse (2 Quellen)
Qualität vs. QuantitätU S E R R E S E A R C H V S . W E B A N A L Y T I C S
Praxis Beispiele
•Überprüfung von Usability Ergebnissen
•Identifizierung von Zielgruppen
•Interpretation von Bounce Rate Daten
•Erklärung von Abbruchraten (Shop)
W E B A N A L Y T I C S H I L F T U S E R R E S E A R C H
U S E R R E S E A R C H H I L F T W E B A N A L Y T I C S
Take Away
Think of your designer as a guide in this multi-variate optimization process.
A good designer has been all over parts of the territory a dozen times on various projects and has studied the design patterns and techniques that help in different problems/situations.
Because of this, he or she has intuition on how to approach a problem, just as an experienced software architect has intuition on software design approaches that provide different benefits/drawbacks.
Tom Chi
