This presentation was given at a Web Analytics Wednesday in Amsterdam. My goal was to inform web analysts that there is more to online than just quantitative data collection. Web Analysts are in the unique position to bundle the insights from quantitative and qualitative data, give structural advice on optimizing a website, even with a small budget or contraint technological means.
By using quick and dirty data collection methods analysts can quickly come to understand the users needs, validate this with analytics, and present management with advice on how to optimize. Guerilla Optimization, in all its glory.
The presentation contains 2 examples of using guerilla techiques using tools such as Wufoo, Usabilla, KISSinsights, Mailchimp and CrazyEgg.
1. GUERILLA OPTIMIZATION
YOU ARE THE REVOLUTION
BY MATTHEW NIEDERBERGER (@MATTHEWNL)
image: http://www.flickr.com/photos/thechef2020/4318554501/
2. gue·ril·la
[from Spanish, diminutive of guerra war]
A member of an irregular, usually
indigenous military or paramilitary unit
operating in small bands in occupied
territory to harass and undermine the
enemy, as by surprise raids.
image: http://www.flickr.com/photos/fijneman/2971210465/
4. “GUERILLA USABILITY IS ABOUT DEFEATING
THE OLD SCHOOL WAY OF THINKING IN A
SMART AND RESOURCEFUL MANNER.”
~ MATTHEW NIEDERBERGER
5. “THE ONLY WAY TO SUPPORT A REVOLUTION
IS TO MAKE YOUR OWN.”
~ ABBIE HOFFMAN
image: http://www.flickr.com/photos/ibailemon/2870137723/
6. GUERILLA TACTICS
• OPERATE IN SMALL TEAMS
• REMAIN MOBILE
• TAKE ADVANTAGE OF TERRAIN
• MAINTAIN LOCAL SUPPORT
• USE SMALL SUPPLIES OF ARMS
7. INSURGENT TRANSLATOR
GUERILLANEES
Keep your teams small, but skilled
Be flexible with regards to projects and planning
Make the most use of your unique knowledge
Colleagues’ support matters more than management
Get skilled in and make use of remote usability testing tools
✔
8. ONE MAN ARMY
I AM NOT AFRAID OF YOU
CORPORATE TYPES
31. THE PANEL PROTOCOL
P AR T I I
PRE STRIKE CHECKLIST
- THE PANEL PROTOCOL (WEAPON)
- 1X USABILLA ACCOUNT (WEAPON)
CONFLICT BUDGET
- THE PANEL PROTOCOL $13
- USABILLA FREE OR $49
32. THE PANEL PROTOCOL
P AR T I I
PLAN OF ATTACK
HIPPO
SALES
PERSON
MARKETEER
33. THE PANEL PROTOCOL
P AR T I I
JOINT STRIKE
TEST & RECRUIT SIMULTANEOUSLY
35. FUNDING THE FIGHT
IT STARTS WITH YOU
- USE FREE OR CHEAP TOOLS
- PAY UPFRONT, AMAZE YOUR BOSS
- NO RESPECT? MAYBE FIND A BOSS WHO DOES
36. START YOUR BATTLE
THE SMELL OF VICTORY
- TRUST IN YOUR CAPABILITIES
- FIND COLLABORATORS
- OLD PROCESSES WERE MADE TO BE BROKEN
- YOU ARE THE FRONTLINE IN UCD
image: http://www.flickr.com/photos/olivierblaise/5523260813/