Using evidence from users to improve web services
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10 February 2016 Strong data evidence informs and strengthens influence and leads to truly useful change. Reviews how you can understand your users in ways that lead to digital services that are meaningful for them, based on examples of live services developed and implemented by the V&A Digital Media team. Outlines the value of planning the collection and presentation of evidence of services effectiveness. Covers iterative testing and simple user observation with prototypes to avoid investing in unwanted features or even whole services. Examines how careful implementation of behavioural data capture will let you see exactly how users really use your digital products. Keynote at Digital Past (Gorffennol Digidol), Llandudno organised by Royal Commission on the Ancient and Historical Monuments of Wales (Comisiwn Brehninol Henebion Cymru)
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Using evidence from users to improve web services
- 1. Using evidence from users to improve web services vam.ac.uk/digital Andrew Lewis Digital Content Delivery Manager Victoria and Albert Museum
- 4. Before you start typing… @rosemarybeetle slideshare.net/AndrewLVandA This session’s slides are here… I post museum digital stuff here quite a bit… #digitalpast2016 …and of course use this :)
- 5. Data
- 8. Interesting!
- 9. Interesting!
- 16. To do this, look under this menu
- 17. Surveying
- 19. Communications: Used to research or plan practicalities of visit Base sizes (unweighted): Victoria and Albert Museum: 395 All Sites: 33533 Museums & Galleries: 12557 Heritage: 15858 Leisure: 5118 Filters Site Name Victoria and Albert Museum Season Autumn 2014 Spring 2015 Summer 2015 12% 7% 9% 6% 4% 44% 41% 41% 45% 31% 15% 18% 16% 21% 11% 8% 8% 6% 9% 9% Victoria and Albert Museum: All sites Museums & Galleries Heritage Leisure Publicity and Advertising Online Guidebook/ Leaflet Others
- 20. Is you“Getting here” content tailored to your visitors’ needs? Base sizes (unweighted): Victoria and Albert Museum: 482 Filters Site Name Victoria and Albert Museum Season Autumn 2014 Spring 2015 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/ private bus/ minibus Underground/ Tram/ Train
- 21. What’s this?
- 22. What’s this?
- 23. What’s this?
- 24. Challenge your assumptions with regular user surveying A B C
- 25. Prototyping
- 30. Observing
- 32. Designing data
- 33. Event Tracking converts specific interactions and behaviour into data in Google Analytics
- 34. Why? See what works on your navigation
- 35. Why? See what works on your navigation
- 36. How much do users pinch to zoom? How often do users scroll?
- 39. I want to know … …how effective each promotional call-to-action is on my home page
- 40. *
- 41. 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
- 43. Where?
- 44. Language?
- 49. Browsing Top 10 object pages viewed, by country Engaging Top 10 large images downloaded, by country
- 50. tap, tap, tap tappity tap etc.
- 51. All the interactions of each individual user for every session
- 54. 8 seconds 8 seconds 8 seconds 8 seconds Does a carousel really get used?
- 55. 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
- 56. 81% 10% 5% 2% 2% Original Total banner clicks = 810
- 57. 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
- 58. Designing data capture can be rough and ready
- 64. Reports that make sense have more impact
- 70. Further V&A Digital Media posts on data evidence How 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-data How to gather data to show how visitors really use your site-specific features http://www.vam.ac.uk/blog/digital-media/capturing-user-behaviour-specific-to- your-services Why bother designing for tablet users? http://www.vam.ac.uk/blog/digital-media/why-bother-designing-layouts-for- tablet Making visitor information easier for mobile phone users http://www.vam.ac.uk/blog/digital-media/making-mobile-users-experience- better
- 71. Thank you vam.ac.uk/digital Victoria and Albert Museum Slides @rosemarybeetle slideshare.net/AndrewLVandA Follow
Editor's Notes
- Information scientist with 13 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.
- Information scientist with 13 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.