using evidence from users to improve web services
TRANSCRIPT
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Using evidence from usersto improve web services
vam.ac.uk/digital
Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum
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Know thy users
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PrototypingSurveying
ObservationData
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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 :)
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Data
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Audience participation
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Interesting!
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Interesting!
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Very interesting!
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Know thy data
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To do this, look under this menu
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Surveying
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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
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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
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What’s this?
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What’s this?
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What’s this?
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Challenge your assumptions with regular
user surveying
A B C
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Prototyping
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Testingpreferences
on acardboard
phone
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Testingpreferences
on acardboard
phone
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Testingpreferences
on agiant paperhome page
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Observing
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Head mounted cameras
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Designingdata
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Event Tracking converts specific interactions and
behaviour into data in Google Analytics
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Why?
See what works on your navigation
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Why?
See what works on your navigation
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How much do users pinch to zoom?
How often do users scroll?
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I want to know …
…how effective each
promotional call-to-action is
on my home page
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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
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Where?
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Language?
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BrowsingTop 10 object pagesviewed, by country
EngagingTop 10 large images
downloaded, by country
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tap, tap, taptappity tap
etc.
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All the interaction
s
of each individual
user
for every session
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A-B testing +
data capture
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Set up variations
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8 seconds 8 seconds 8 seconds 8 seconds
Does a carousel really get used?
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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
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81% 10% 5% 2% 2%
Original
Total banner clicks = 810
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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
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Designing datacapture can be
rough and ready
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Reports that make sense have more
impact
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Know thy users
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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
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Thank you
vam.ac.uk/digitalVictoria and Albert Museum
Slides
@rosemarybeetleslideshare.net/AndrewLVandA
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