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DATA DRIVEN UX From Social to eXperience

DIGITAL DESIGN THINKING.

Via Alberto da Giussano 62/D

00176 Roma (IT)

+39 06 29 66 60

@wearenois3

hello@nois3.it

www.nois3.it

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WAIT, WHO ARE YOU?

DIGITAL DESIGN THINKING.

Carlo Frinolli

www.carlofrinolli.it • www.nois3.it @carl0s_

CEO + FOUNDER

Experience Designer, Founder & CEO @ nois3, I work, teach and live in Rome (Italy) – not necessarily in this order.

DATA DRIVEN UX

In case you were asking… yep I’m Italian, I can cook :P

First off: “who’s gonna use it?”

Think of two customers.“

One of them could be Prince Charles and the other one Ozzy Osbourne.

Both were born in 1948, male, raised in Great Britain, married, successful and wealthy. Furthermore, both of them have at least two children, like dogs and love the Alps…

T H I S I S S E R V I C E D E S I G N T H I N K I N G .

DATA DRIVEN UX

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WHERE ARE THE PEOPLE?

DIGITAL DESIGN THINKING.

DATA DRIVEN UX

ITERATIVE DESIGN

DIGITAL DESIGN THINKING.

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We design responsive websites and digital strategies to connect organizations to their customers.

DATA DRIVEN UX

You too might be tweeting… go on with #learnlunch!

Lots of people, including you, use social media continuously. They share moments, like contents, produce memories, profile themselves also unconsciously.

Okay, someone could be in the grey zone… But that’s another story.

Sharing is caring?There are zillions of data voluntarily created, they just wait to be interpreted and used.

F O R I N S TA N C E … H O W M A N Y O F YO U H AV E TA K E N A LO O K TO G O O G L E M A P S H I S TO R Y ? : )

DATA DRIVEN UX

Reputation: you can either build it, or suffer from it. — Matteo Flora

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DATA DRIVEN UX

People get an idea, talk about purchase or about their experiences with services despite brands want it.

Moments of TruthFrom Zero to Third, at least.

DATA DRIVEN UX

What if we analyse online conversations to get inspired on behavioural patterns and hidden needs that are not really or badly addressed? Using different sources and intersecting different results.

Customers & needs discoveryUnderstanding the Zero Moment of Truth

DATA DRIVEN UX

DATA DRIVEN UX

DIGITAL DESIGN THINKING.

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We design responsive websites and digital strategies to connect organizations to their customers.

Monitoring platform, even powerful ones like Crimson Hexagon or Radian6 are not enough alone. On one hand people have different behaviours on different social networks, on the other because numbers don’t tell the story alone but they are a necessary starting point.

Not only auto-magicHINT! Humans needed to analyse data :)

DATA DRIVEN UX

Some procedural steps

DATA DRIVEN UX

C O N V E R S AT I O N S R E P O RT

DATA D R I V E N R E S U LT S & C O N C L U S I O N S

DATA DRIVEN UX

Not only collecting conversations and cleaning up the messAnalysis of the

CONVERSATIONS

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Choose keywords: themes, topics or hashtags to monitorElaboration of a

SEARCH HYPOTHESIS

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Enriching results with human analysts

Enhancement of DATA & REVISION

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User INTERVIEWS

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Creation of the PERSONAS

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“C L A S S I C ” U X P RO C E S S

Ok, Google... I’m confused.Empty search form might make you uncomfortable.

And if you’re looking for brand’s name, everything seems perfect.

DATA DRIVEN UX

And the answer is 42.

Elaboration of a SEARCH HYPOTHESIS

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Think as a user! Search IntentionallyStart from query, not from branded keywords

A user is not only a target. S/he’s a person who doesn’t search for an abstract service, or by service name, but for concrete solutions to her/his problem, precise informations.

“ How? Where? How come I can’t...?

DATA DRIVEN UX

Secret life of semantic search algorithms and query stats

Questions about a brand

DATA DRIVEN UX

On Social Networks users deal directly with a brand mentioning handles, hashtag, products & services, links... Tell their issues, their needs, frustrations: their user-story.

F*** Google, Ask Tweet ME!People look for a dialog, a direct relationship with a brand.

DATA DRIVEN UX

Search'em all. Data are everywhere.Nowadays there are search tools on most platforms: go monitor!

DATA DRIVEN UX

DATA DRIVEN UX

Analysis of the CONVERSATIONS

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File, Collect, Index

Conversation Audit: sentiment, relevant topics or recurrent terms. User Behaviour/Usage Trends: habits & usage patterns emerged. Audience Segmentation: clustered users for demographics, cultural, social, psychological criteria.

From collecting data to useful insights for UX: user profiling, emerging needs.

DATA DRIVEN UX

Intruder? We’ll spot her/him.

Identify and recognise relevant and “negative" terms to be excluded from analysis. Evaluate new terms to be added in order to deepen and enrich research.

What are irrelevant data? What important data did we miss?

DATA DRIVEN UX

Enhancement of DATA & REVISION

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Create a usable datasetDocumenting during the process helps the overall results

Keyword, topics Sources analysed and monitored Tools used Timeframe of analysis Anomalies or other events that influence the collected data. (es. viral content, breaking news)

DATA DRIVEN UX

Defining insightsAnalysis and clustering of data is the most important part

DATA DRIVEN UX

User interviews & ethnographyNarrative interviews & user research

DATA DRIVEN UX

Convincing to tell you about satisfying experiences, frustration or even just anecdotes about the need you’re exploring tells you more than a thousand of quantitative research, right Mr. Osbourne?

Heisenberg, my friend…Not Bryan Cranston, the other guy.

DATA DRIVEN UX

The observer influences the experiment.

Don’t pretend to be objective. You are human and people who you’re going to interview are human too.

And then?

Now we’ll show you something

DATA DRIVEN UX

(Almost) no Call Center operator was harmed in this case.

DATA DRIVEN UX

A CASE STUDY

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TIM IS UX Let’s try this method

DIGITAL DESIGN THINKING.

You are invited to design and represent by wireframe a new concept for the web portal Impresa Semplice. [...] Imagine a new feature that nobody will ever give up!

— This is from TIM IS UX tender - desall.org

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Nobody who? Who are the users, what do they look for? No one tell us!!1!1!!one

DATA DRIVEN UX

DATA DRIVEN UX

Let’s do some research!

Nat, Piero: let's see if the social caring emerged some elements due to the site or to its user experience?

— Myself, to my colleagues Natalia e Piero

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It was only a working hypothesis, to figure out how to test this method. Ready to be disproved.

DATA DRIVEN UX

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DATA DRIVEN UX

International rates are crazy expensiveThe most shared content about TIM IS

DATA DRIVEN UX

Good service design is seen especially from the back office

—Mino Parisi - Fi!h Beat

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In all the research we've done on Facebook, Twitter and Google, have emerged unmanaged frustrations.

DATA DRIVEN UX

DATA DRIVEN UX

Go fix it!

TRACKING OF REQUESTS

CUSTOMER CARE RESPONSIVENESS

WEBSITE USABILITY

RELIABILITY OF INFORMATIONS

What we have detected and confirmed by the company from the interviews:

Emerged issues

DATA DRIVEN UX

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PROPOSAL Data Driven

DIGITAL DESIGN THINKING.

DATA DRIVEN UX

Personas

Design archetypes which you evaluate design choices with

DATA DRIVEN UX

Wireframe

DATA DRIVEN UX

User interface

DATA DRIVEN UX

Thanks for your attention!

DATA DRIVEN UX

I’m still Carlo Frinolli

www.carlofrinolli.it • www.nois3.it @carl0s_

STILL CEO + FOUNDER

I’m still an Experience Designer, Founder & CEO @ nois3, I still work, teach and live in Rome (IT) – not necessarily in this order, nothing changed during this talk, I hope :D

DATA DRIVEN UX