W. Cybis & InterFacil November 2010

Usability orientedWeb analytics

Motivation, approach, current status and possibilities

Usability oriented Web analyticsGeneral goals W. Cybis & InterFacil

Give support to a strategy of continuous improvement of the Web site’ usability!

Usability

perspecti

ve

Usability oriented Web analyticsSpecific goals W. Cybis & InterFacil

Follow up users’ performance metrics

Conversion rate of Web site’s goals

Efficiency and tranquility of users doing theirs tasks

Supporting the Task success perspective of HEART framework…

Usability oriented Web analyticsApproach W. Cybis & InterFacil

To make inferences about users’ goals.

To complete obvious success transactions*!

Identify the obvious success event!(and rebuild users’ behaviors)

(Transaction ∈ Task ∈ Users Experience)

Usability oriented Web analyticsApproach W. Cybis & InterFacil

To make inferences about users’ goals.

Do not waste time!

Identify obvious waste of time in the users’ behaviors!

Usability oriented Web analyticsApproach W. Cybis & InterFacil

Mapping the transactions

Unproductive behavior

Unproductivearea

Productivearea

Success

Productive behavior

Usability oriented Web analyticsApproach W. Cybis & InterFacil

Producing measures of users performance while doing transactions

UseMonitor – usability oriented Web analytics engine

Number of completed transactions

Efficiency and tranquility of users !(productive time/transaction time)

Usability oriented Web analyticsApproach W. Cybis & InterFacil

To analyze fluctuations on users’ performance measures (what)!

Transversals analysisComparing measures of similar transactions!

Longitudinal analysisEvolution of measures over time (for a same transaction)!

Usability oriented Web analyticsApproach W. Cybis & InterFacil

Identify the fluctuations’ causes (why)!

Pages and events causing incidents!

Good and bad solutions!

Usability oriented Web analyticsApproach W. Cybis & InterFacil

Building a knowledge base

God and bad solutions!

Measures of users’ performance!

Organized by types of transaction and transactions contexts!

Usability oriented Web analyticsProspects W. Cybis & InterFacil

To continue development and validation studiesUseMonitor analytics engine

Usability oriented Web analytics

Running status: Prototype SystemVersions: Web server, page tags mixedScope: Transactions Tasks UX

Transversal analysis!

Longitudinal analysis !

Usability oriented Web analyticsPerspectives W. Cybis & InterFacil

Development of usability engineering tools supported by UseMonitor

Users surveys(fitted to experiences users had)

Diaries(fitted to experiences users had)

Remote usability tests(automated production of measures)

UseMonitor