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UX Analytics for Data-
driven Product
Development
● Turn your data into real products
● Discover user interests in real-time way
Trieu Nguyen - http://blog.trieu.xyz or @tantrieuf31
Lead Engineer at Ad Platform ( http://adsplay.vn ) at FPT Telecom
If you like Big Data Analytic Intern Jobs,
submit your CV to me: trieunt@fpt.
com.vn
More at http://engineering.adsplay.net
Just little introduction
● 2007 I did my first Graph Analytics on Yahoo 360 friend'
blogs (use Web Crawler)
● 2008 Java Developer, develop Social Trading Network for a
startup (Yopco)
● 2011 joined FPT Online, engineer at social network
platform, develop first API for VnExpress Mobile App
● 2012 Join Greengar Studios to learn more about mobile
● 2013 at FPT Online, back-end engineer for http://eClick.vn
● 2015 at FPT Telecom, lead engineer for http://itvad.vn
Contents for this talk
● Trends of Now and the Future
● Why analytics for mobile development
● Core KPIs
● How to implement, case study and demo
● Lessons
● Questions & Answers
Trends of Now and the Future
● Mobile
● Big Data
● Analytics
In 2013, mobile devices will pass PCs to be most
common Web access tools.
By 2015, over 80% of handsets in mature markets will
be smart phones.
Source:http://www.forbes.com/sites/ericsavitz/2012/10/23/gartner-top-10-strategic-
technology-trends-for-2013/
UX Analytics for Data-driven Product Development
We are in the age of Internet of
Things with connected handheld
devices
UX Analytics for Data-driven Product Development
Why analytics for mobile development ?
Turn your data to actionable things ?
Measure UX using
quantitative research ?
Mobile Apps => Backend APIs =>
Statistics => Find the Trends & Insights?
UX Analytics for Data-driven Product Development
Connecting the dots ?
Users are active dots.
and ...
“We Belong When We Connect with
Each Other”
http://tinybuddha.com/blog/we-belong-when-we-connect-with-each-other/
How could we see "user interest graph" in our user's database ?
● Social Graph
=> Keep the connection
● Interest Graph
=> Make new connection
=> recommendation
platform
Source: http://en.wikipedia.org/wiki/Interest_graph
Source: http://gigaom.com/2012/10/02/it-pays-to-know-you-interest-graph-master-gravity-gets-10-6m/
UX Analytics for Data-driven Product Development
Why do analytics for your business ?
=> read these Behavioral Economics Books
http://www.goodreads.com/shelf/show/behavioral-economics
Core KPIs for Data Analytics
Web vs Mobile App
Web
Visitors
Visits
Pageviews
Events
Mobile App
Users
Sessions
Events
How we build KPIs for mobile
analytics ?
● Keep it simple as possible, but no simpler
● Identity => Tracking => Data Mashup (Social API)
● Leverage the "small" data in real-time
Metrics: Causes and Effects
● Screen Size => App Design, UI/UX, Usability
● App version => Deployment, Marketing
● Connectivity => Code, User Experience
● Location => Marketing, User Behaviour
● OS => Marketing, Cost, Development
● Memory => User Experience
● Feature Session => How to engage app users
Big Data on Small Devices: Data Science goes Mobile
http://strataconf.com/strata2013/public/schedule/detail/27605
Keep it simple: Just log them all !
How to implement, case study and demo
And your databases
could be overloaded ?
UX Analytics for Data-driven Product Development
We can't solve problems
by using the same kind of
thinking we used when we
created them.
Albert Einstein
UX Analytics for Data-driven Product Development
“lambda architecture”
proposed by @nathanmarz
I have applied this architecture
at FPT since 2012
My “lambda architecture”
technology stack
● Kafka (http://kafka.apache.org)
● RFX ( https://github.com/rfxlab )
● Redis ( http://redis.io )
● MEAN stack for reporting
● Hadoop (HBase, HDFS)
● Spark ecosystem https://spark.apache.org
● D3 - http://d3js.org
Too theory.
I want
"Seeing is
believing".
Examples
from my
experience
UX Analytics for Data-driven Product Development
Case Study (from my freelance project)
Problem:
● Build the app to promote advertising
information in real time way
● Measure everything
● Report useful information
● Mashup and data integration with Facebook
API for social data analytics
Context:
● PhongCachMobile - Smartphone Retail Store
https://play.google.com/store/apps/details?id=com.mc2ads.browser4x
Simple architecture
● App <=> PHP API <=> JVM Data Analytics API
● User tap on an item, tracking it.
● User shares/likes an item with Facebook ID,
tracking these events, crawling data using
Graph API for Statistics.
UX Analytics for Data-driven Product Development
UX Analytics for Data-driven Product Development
Data Collector
UX Analytics for Data-driven Product Development
UX Analytics for Data-driven Product Development
Social Data Integration
Social Data Integration
Lessons
What I have learned so far
What I have learned
● Keep it as simple as possible, but no simpler !
● Choose right KPI, right questions => Profit
● Design an architecture for your data products
● Implement it! Just right tools for right jobs.
● Turn your data into the things everyone can
"look & feel"
Stay focused, keep innovating
“Logic will get you from A to Z;
imagination will get you
everywhere.” - Albert Einstein
Use your imaginationwith data analytics, notjust logic
UX Analytics for Data-driven Product Development

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UX Analytics for Data-driven Product Development

  • 1. UX Analytics for Data- driven Product Development ● Turn your data into real products ● Discover user interests in real-time way Trieu Nguyen - http://blog.trieu.xyz or @tantrieuf31 Lead Engineer at Ad Platform ( http://adsplay.vn ) at FPT Telecom
  • 2. If you like Big Data Analytic Intern Jobs, submit your CV to me: trieunt@fpt. com.vn More at http://engineering.adsplay.net
  • 3. Just little introduction ● 2007 I did my first Graph Analytics on Yahoo 360 friend' blogs (use Web Crawler) ● 2008 Java Developer, develop Social Trading Network for a startup (Yopco) ● 2011 joined FPT Online, engineer at social network platform, develop first API for VnExpress Mobile App ● 2012 Join Greengar Studios to learn more about mobile ● 2013 at FPT Online, back-end engineer for http://eClick.vn ● 2015 at FPT Telecom, lead engineer for http://itvad.vn
  • 4. Contents for this talk ● Trends of Now and the Future ● Why analytics for mobile development ● Core KPIs ● How to implement, case study and demo ● Lessons ● Questions & Answers
  • 5. Trends of Now and the Future ● Mobile ● Big Data ● Analytics
  • 6. In 2013, mobile devices will pass PCs to be most common Web access tools. By 2015, over 80% of handsets in mature markets will be smart phones. Source:http://www.forbes.com/sites/ericsavitz/2012/10/23/gartner-top-10-strategic- technology-trends-for-2013/
  • 8. We are in the age of Internet of Things with connected handheld devices
  • 10. Why analytics for mobile development ?
  • 11. Turn your data to actionable things ?
  • 13. Mobile Apps => Backend APIs => Statistics => Find the Trends & Insights?
  • 15. Connecting the dots ? Users are active dots. and ... “We Belong When We Connect with Each Other” http://tinybuddha.com/blog/we-belong-when-we-connect-with-each-other/
  • 16. How could we see "user interest graph" in our user's database ?
  • 17. ● Social Graph => Keep the connection ● Interest Graph => Make new connection => recommendation platform Source: http://en.wikipedia.org/wiki/Interest_graph
  • 20. Why do analytics for your business ? => read these Behavioral Economics Books http://www.goodreads.com/shelf/show/behavioral-economics
  • 21. Core KPIs for Data Analytics
  • 22. Web vs Mobile App Web Visitors Visits Pageviews Events Mobile App Users Sessions Events
  • 23. How we build KPIs for mobile analytics ? ● Keep it simple as possible, but no simpler ● Identity => Tracking => Data Mashup (Social API) ● Leverage the "small" data in real-time
  • 24. Metrics: Causes and Effects ● Screen Size => App Design, UI/UX, Usability ● App version => Deployment, Marketing ● Connectivity => Code, User Experience ● Location => Marketing, User Behaviour ● OS => Marketing, Cost, Development ● Memory => User Experience ● Feature Session => How to engage app users
  • 25. Big Data on Small Devices: Data Science goes Mobile http://strataconf.com/strata2013/public/schedule/detail/27605
  • 26. Keep it simple: Just log them all ! How to implement, case study and demo
  • 27. And your databases could be overloaded ?
  • 29. We can't solve problems by using the same kind of thinking we used when we created them. Albert Einstein
  • 31. “lambda architecture” proposed by @nathanmarz I have applied this architecture at FPT since 2012
  • 32. My “lambda architecture” technology stack ● Kafka (http://kafka.apache.org) ● RFX ( https://github.com/rfxlab ) ● Redis ( http://redis.io ) ● MEAN stack for reporting ● Hadoop (HBase, HDFS) ● Spark ecosystem https://spark.apache.org ● D3 - http://d3js.org
  • 33. Too theory. I want "Seeing is believing". Examples from my experience
  • 35. Case Study (from my freelance project) Problem: ● Build the app to promote advertising information in real time way ● Measure everything ● Report useful information ● Mashup and data integration with Facebook API for social data analytics Context: ● PhongCachMobile - Smartphone Retail Store https://play.google.com/store/apps/details?id=com.mc2ads.browser4x
  • 36. Simple architecture ● App <=> PHP API <=> JVM Data Analytics API ● User tap on an item, tracking it. ● User shares/likes an item with Facebook ID, tracking these events, crawling data using Graph API for Statistics.
  • 44. Lessons What I have learned so far
  • 45. What I have learned ● Keep it as simple as possible, but no simpler ! ● Choose right KPI, right questions => Profit ● Design an architecture for your data products ● Implement it! Just right tools for right jobs. ● Turn your data into the things everyone can "look & feel"
  • 46. Stay focused, keep innovating
  • 47. “Logic will get you from A to Z; imagination will get you everywhere.” - Albert Einstein Use your imaginationwith data analytics, notjust logic