what analytics won't tell you: get essential insights for content and design
TRANSCRIPT
#high5conf @melissa_egg Presentation by
What Analytics Won’t Tell You:
to Inform Content and Design
melissa eggleston #high5conf @melissa_egg
Get Essential Insights
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You sell snow cone machines
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Exit rate high Time on page low
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#high5conf @melissa_egg
To get the insights, get to the people
behind the numbers!
#high5conf @melissa_egg
Our Goals 1. Agree that using analytics alone leaves
you with questions
2. Learn three methods beyond analytics for gathering useful data
3. Walk out with practical tips on how to get started with these methods
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About me
Meteorologist Content strategist UX researcher Author
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Ingredients for success • Pen • Paper • Time • Knowledge (some) • Open-mindedness
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Method 1: Interviews
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Interview Definition
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“Learn everything that might influence how the users might use what you’re creating.”
- Erika Hall, author, Just Enough Research
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Interviews vs. Focus Groups
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Favorite tool: Livescribe Echo Recording Pen
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Resource for Better Interviews
Interviewing Users by Steve Portigal
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Method 2: Usability Testing
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Usability testing definition
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People lie — to your face and to themselves.
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People are terrible at remembering and predicting behavior.
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Usability Testing vs. Expert Review
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Resource for Usability Testing
Rocket Surgery Made Easy
by Steve Krug
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Method 3: Field Research
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Defining field research
Jane Goodall observes the an0cs of two chimpanzees in Gombe Stream Na0onal Park, Tanzania. (Photograph by Michael Nichols, Na0onal Geographic Blog)
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Resource for Field Research
Just Enough Research
by Erika Hall
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To get the insights, get to the people
behind the numbers! • c
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Q & A • c
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What small step can you take toward getting the
insights you need?
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Ask Me Questions!
Email: [email protected] Twitter: @melissa_egg Slides: melissaegg.com/blog