UX Analytics Overview
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By Alessandro TREZZI, UX Designer When designing a web application, what's the screen resolution you should take into account? Is it worth making your application compatible with an older browser? A customer is insisting on adding a very expensive functionality: is it worth developing it? How many people are accessing a specific page from a mobile device? Goal of this talk is to show how analytics can be part of design strategy to identify Ux problems and solutions.
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UX Analytics Overview
- 3. Confidential RESTRICTED Analytics whaaat? Analytics involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario. The goal of analytics is to improve the business by gaining knowledge which can be used to make improvements or changes http://www.businessdictionary.com/definition/analytics.html “
- 4. Confidential RESTRICTED How does an analytics tool looks like? UX business goals user needs
- 5. Confide ntial RESTRICT ED Page 5 User observation, interviews & surveys User Research 😃 😃
- 7. Confidential RESTRICTED (some) Metrics about a PROPERTY UX business goals user needs • Page views • Unique page views • Visits • Unique Visitors / users • Page/visit • average visit duration • Bounce Rate • % new visit
- 8. Confidential RESTRICTED (some) Metrics about a PAGE UX business goals user needs • Average time on page • Entrances / Exits • Pageviews • Unique pageviews • Bounce rate
- 9. Confidential RESTRICTED Beyond page UX business goals user needs From page to pageEvents on a single page
- 10. Confidential RESTRICTED Events UX business goals user needs • Submitting a form • Messages (errors – success ) • Keystrokes, clicks, focuses, blurs • Downloads • Tabs, Anchor link
- 11. Confidential RESTRICTED Tools: click / scroll heatmap UX business goals user needs
- 12. Confidential RESTRICTED From page to page UX business goals user needs For each page, where the visitor came from and where he went after.
- 13. How to use Analytics to inform and improve UX ?
- 14. Analytics points out an issue > UXR explains Site Search keyword showed Users were looking for a specific term (”update inventory”) Something happened User are getting a very high number of the same error message, caused by users entering a wrong format Something happened User interviews highlighted that the new page name (”manage inventory”) is not recognized by users Why Usability tests showed that the code to be entered in the field has moved from 5 to 7 digits and no instructions are given to users about this change Why
- 15. UXR points out an issue > Analytics validates (or not) Usability tests showed that people are having troubles using The breadcrumb to navigate back to the parent page. Are breadcrumbs a valid navigation tool? Design doubt Usability tests pointed out that some people were not clicking on a text link somehow hidden in a form. Is link visible enough? Design Doubt Transition showed the back breadcrumb is one of the main contributor in the parent page views (and actually there’s no trouble) Invalidation Click heatmap confirmed that the link is really ignored. Validation
- 16. PROS of integrating Analytics into your UX practice UX priorities Assess UX priorities based on data. Is the problem statistically meaningful? Does it have an impact? Avoid your boss, colleagues, customers to drive UX priorities Validate and measure design Use metrics instead of opinions to validate (or not) a design.. Avoid: ”make it bigger” or ”I like it blue” Stay in control In a controlled environment, it’s. ok to experiment On a car circuit you can go faster :-)
- 17. Analytics CONS Too much data Just… sooo many things to look at Demanding (if you want to do it decently) Time and resource consuming: taking care of analytics is a full time job Technical difficulties no leaders buy in, no Dev commitment, bureaucracy, long time to react to changes, data privacy Data are not easy to use and communicate No real meaning or action to be taken without a context
- 18. Confidential RESTRICTED What can we do with analytics? Discover Optimize • UX opportunities • Drive UX Strategy • Health Monitoring • Experimentation • Project Metrics:
- 20. Confidential RESTRICTED Analytics: drive design Strategy What browsers we need to support? What Screen resolution we need to support?
- 23. Confidential RESTRICTED A very demanding customer is asking for a specific functionality to be implemented asap. Is it a priority? ? UX DISCOVERY - Strategy guidance via Analytics
- 24. Confidential RESTRICTED UX DISCOVERY - Strategy guidance via Analytics
- 25. Confidential RESTRICTED UX DISCOVERY - Strategy guidance via Analytics
- 26. Confidential RESTRICTED What can we do with analytics? UX DISCOVERY UX OPTIMISATION: ROI • UX opportunities • Drive UX Strategy • Health Monitoring • Experimentation • Project Metrics:
- 27. Confidential RESTRICTED Are people having trouble with a specific part (a page in our example) of your application?? Monitoring
- 33. Confidential RESTRICTED UX OPTIMISATION – A/B Testing A / B Whaat? Le test A/B (ou A/B testing) est une technique de marketing qui consiste à proposer plusieurs variantes d'un même objet qui diffèrent selon un seul critère (par exemple, la couleur d'un emballage) afin de déterminer la version qui donne les meilleurs résultats auprès des consommateurs. https://fr.wikipedia.org/wiki/Test_A/B A/B WHAAAAAT ?