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Using analytics in ux design my view


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There are only TWO substantial phases in a life of a digital service: either they are being built or they are being optimized. How to improve your UX with digital analytics?

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Using analytics in ux design my view

  1. 1. The role of digital analytics and how I see it Outi Aramo 10.10.2016
  2. 2. There are only TWO substantial phases in a life of a digital service
  3. 3. They are being built
  4. 4. Or they are optimized
  5. 5. Another perspective: how do we use various methods to gain insight for design? Before During Live Interviews, observations, surveys Web analytics of an existing service Prototyping User testing with real users, heuristics User feedback Digital analytics, heat maps, mouse tracking, session recording, polls, feedback
  6. 6. The Essentials of Conversion optimization, Peep Laja, Founder of ConversionXL
  7. 7. What has caused this change of emphasis? • Growing investments in marketing are driving more comprehensive monitoring. There is an endless demand for understanding what type of marketing investment yields the best profits. • Cloud computing and network capacity have grown exponentially. Data storing is quicker than ever and data storage capacity is inexpensive. • Simultaneously the digital analytics tools as well as SaaS tools for gathering user insight have developed tremendously. They are easy to use and inexpensive. Many of them can be integrated with digital analytics tools.
  8. 8. What digital analytics can reveal? Basic implementations • Pageviews • Links • User flows from a page to another • Goal conversions • Time on site All the above segmented per: device type, OS, browser, traffic source, geo location With some extra configurations • Page level events like clicks on elements, scrolls, play/pause • Ecommerce funnel • Attribution for various channels • Content grouping
  9. 9. Digital analytics: the restrictions Is incapable to answer • Why user behaved like he did • How satisfied users are • Which element did a single user click on a single page • Who the user actually is • What the context of usage actually is • How users will behave in the future Does not give easy answers to • How users behave in a multidevice world • How do we perform compared to our rivals Technical restrictions • Normally requires an access to an external server • Can be implemented into a testing environment provided that it is open for the measurement data transfer
  10. 10. Prerequisites of good digital analytics • Extensive enough • Covers all content • Aggregates data into easy-to-analyze roll-ups • All traffic sources tracked • Captures major goals • Reliable • Implemented correctly • Uses up to date scripts and triggers
  11. 11. How to mix and match digital analytics and qualitative research Digital analytics Qualitative insight Create a working hypothesis and use as basis for exploratory research Create a working hypothesis and test if digital analytics can confirm your findings Digital analytics data is very useful, when you are not just poking around, but you are trying to find out if the analytics data can confirm a finding that was brought up by something else. Analytics is good for showing discrepancies in user behavior. The causes of behavior need to be studied with qualitative methods.
  12. 12. Hotjar – a powertool for optimizers
  13. 13. “Improve your UX with Google Analytics” • 31619685 1. The Behavior Flow report: shows how people move from page to page. 2. Navigation summary: for any specific page, the report presents two columns listing users' previous and next pages, and the portion of pageviews coming from each page. 3. Events flow: Events can be any kind of user action you want to track with analytics, but they're typically actions that would otherwise be invisible to analytics, like clicking a button that doesn't take the user to another page. 4. Inferring intent: all pages report, landing pages report, search queries, onsite search, referrals
  14. 14. OUTI ARAMO | Senior Consultant Digital Marketing Services +358 40 861 9252 Twitter | @outiaramo LinkedIn | Outi Aramo Vuorikatu 14 B | 00100 HELSINKI