**This version of our presentation is for World Information Architecture Day, Feb 9 2013 in Ann Arbor** Chris and Farris expose the differences between how user experience designers and analytics practitioners think. While UXD weave best practices and user research into their designs, digital analysts spend their time confirming or refuting hypotheses in a data-driven way. One approach is decidedly qualitative, the other decidedly quantitative. In this presentation you will learn through their conversations how it is possible to leverage both enlightened design and deep data to continuously optimize user experiences. If you work on either side of this debate, this is how to better state your case… and get along with the other side.

1. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
UXD v. Analytics
What have YOU got for me?
No, what have you got for ME?
World Information Architecture Day 2013
Ann Arbor, MI
Chris Farnum, Senior User Experience Designer, ProQuest
Farris Khan, Analytics Lead, ProQuest & BobbleheadGuru blogger
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2. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Our topic – UXD v. Digital Analytics
Where do our specialties overlap?
How are we different?
Why should we collaborate?
Got a question or comment?
Tweet: @BobbleheadGuru or @crfarnum
Hashtags: #WIAD #Measure
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3. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
The ProQuest Search Platform
• Customers:
college, university, corporate,
and government libraries
worldwide
• Subscription databases of
articles in
journals, newspapers, magazin
es, trade pubs, books…
• Academic migration complete
Summary – the bootstrap
days are done, and now we
are extending and refining.
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4. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
The UXD Role At ProQuest
• We do projects to Core UXD
translate business Design Processes
requirements into user
experiences
Prioritized Develop/Test
• Agile methodology requirements
• 12 team members Planning
Iteration release Product
• Work closely with release
product
management, technical
teams, and QA
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5. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
The UXD Approach, In General…
• Qualitative User Research
• Focused on “Why did you do that?”
• Design decisions
• Deep and narrow perspective on users
• Deliverables and tools
– Wireframes and prototypes
– User stories (aka specifications)
– User testing reports
– Personas
– Heuristics
– Design patterns
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6. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
A New Development For UXD
UXD was recently placed within the
same team as our digital analytics
lead, Farris.
The big question…
Who is this guy and what’s this
report he’s publishing about the
platform we designed?
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7. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Overlapping Territories? Competition?
• UXD and DA both claim expertise about users
• Quantitative v. Qualitative?
• Influence over strategic direction?
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8. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
What is Digital Analytics?
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9. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Ecosystem of Analytics
Object of Analysis:
Document, Library, Sy
stem
Metrics:
What?
Usage
Object of Analysis: Object of Analysis:
Visitor Attitudinal/ Behavioral/ Visitor
Metrics: Persona Observational Metrics:
Who? Why? Where? When?
Unit of Analysis = Day, Week, Month
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10. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Heatmap
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11. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Trend-line = Uncooked Spaghetti
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12. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Turning Reporting into Insights
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13. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
The DA Approach, In General…
• Quantitative data collection and analysis
• Focused on “What did most users do?”
• Reporting trends
• Broad and shallow perspective on users
• Deliverables and tools
– Internal data warehouse
– Behavioral analytics (WebTrends)
– Attitudinal analytics (ForeSee)
– System response testing (Gomez)
– Weekly and monthly reports
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14. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Farris and Chris work in back-to-back cubes and
this leads to interesting conversations…
*Identities to be revealed upon proposal acceptance. ;-)
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15. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #1 – Interpreting Report Data
One day Farris asked,
“Why do some of our segments have
significantly higher satisfaction scores than
others?”
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16. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #1 - Why Is Satisfaction Higher
For Some Segment v. Others?
NOTE: Data has been altered
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17. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #1 – Interpreting Report Data
UXD: Personas and Segmentation
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18. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #1 – Summary
DA finds patterns and trends.
UXD can offer context.
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19. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 – Narrowing Options
One day Chris said,
“There’s a customer service request to improve
the ease of narrowing results. Is there any user
data that can give me the background I need to
design some new approaches?”
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20. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 – Narrowing Options
UXD: Many existing options. Do we need more, less,…?
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21. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 – Satisfaction Summary
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22. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 - Model Question Summary
Higher Scores 
Legend:
Accuracy of Information (1.2, 8.1)
(Impact, Score)
Quality of Information (1.2, 8.1)
Breath of Content (1.2, 8.0)
How Quickly Pages Load (0.5, 7.9)
Consistency of Speed Page to Page (0.5, 7.9)
Ability to Load Pages without Errors (0.5, 7.9)
Readability of Graphics (0.5, 7.9)
How Well Site Is Organized (1.7, 7.5)
Balance of Graphics and Text (0.5, 7.3)
Area of Focus
How Well Site Layout Helps Find (1.7, 7.2) Relevance of Search Results (2.8, 7.2)
Organization of Search Results (2.8, 7.2)
How Well Search Results Help Selection (2.8, 7.2)
Options for Navigation (1.7, 7.1)
How Well Search Options Help Narrow Results (2.8, 7.0)
Visual Appeal (0.5, 6.9) Number of Clicks (1.7, 6.9)
Higher Impact 
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23. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 - Open Ended Comments
With Respondent Level Data
Narrow down their searches to
more specifics
Provide Tips for narrowing
Search
Provide more user friendly
narrowing devices
Be able to narrow search results
to only find articles with full text
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24. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #2 – Summary
UXD needs background info before design.
DA offers quantitative  qualitative data.
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25. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #3 – Interpreting Emerging Trends
One day Farris said,
“I was preparing my monthly report and
noticed something new. Page views per visit
dropped, but other statistics remained
constant. What does this mean?”
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26. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #3 – Weekly Heatmap
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Conversation #3 – Interpreting Emerging Trends
UXD: Updates to site navigation, database selection
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28. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Conversation #3 – Summary
DA spots changes efficiently.
UXD can offer hypothesis for why.
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29. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
UXD v. Analytics - Differences
Digital Analytics User Experience Design
Quantitative Qualitative
“What did most users do?” “Why did you do that?”
Reporting trends Design decisions
Broad & shallow view Deep & narrow view
Big data analysis Live user research
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30. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
UXD & Analytics - Common Goals
Digital Analytics User Experience Design
Deep interest in user behavior
Want to increase user satisfaction
Desire to influence strategic decisions
By leveraging each other….
Does 1 + 1 = 3?
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31. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Working Better Together
• Give UXD access to analytics tools
• Project collaboration
• Refine survey questions and KPIs
• Design informed by data insights
• Deeper analysis based on a richer understanding of user
personas and motivation
• Smarter user research – finding respondents, asking better
questions.
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32. UXD v. Analytics Twitter: @BobbleHeadGuru @crfarnum #WIAD #Measure
Questions and Comments
Farris Khan
Farris.Khan@ProQuest.com
@Bobbleheadguru
Chris Farnum
Chris.Farnum@ProQuest.com
@crfarnum
Slideshare
http://www.slideshare.net/ChrisFarnum/farnum-khan-WIAD2013
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