Presented at EuroIA17, September 2017; World IA Day NYC, February 2017; Interact, October 2016 (London, UK); earlier versions in 2014 at UXPA Boston (Boston, MA, USA); in 2013 at Interaction S.A. (Recife, Brasil), Intuit (Mountain View, CA, USA), Designers + Geeks (New York, USA); in 2012 at UX Russia (Moscow, Russia), UX Hong Kong (Hong Kong, China), WebVisions NYC (New York, NY, USA); in 2011 at the IA Summit (Denver, CO, USA), UX-LX (Lisbon, Portugal), Love at First Website (Portland, OR, USA).
This is something of a successor to my talk "Marrying Web Analytics and User Experience" (http://is.gd/vK34zS)
33. Lou’s TABLE OF
OVERGENERALIZED
DICHOTOMIES
Web Analytics User Experience
What they
analyze
Users' behaviors (what's
happening)
Users' intentions and
motives (why those things
happen)
What methods
they employ
Quantitative methods to
determine what's happening
Qualitative methods for
explaining why things
happen
What they're
trying to achieve
Helps the organization meet
goals (expressed as KPI)
Helps users achieve goals
(expressed as tasks or
topics of interest)
How they use
data
Measure performance (goal-
driven analysis)
Uncover patterns and
surprises (emergent
analysis)
What kind of data
they use
Statistical data ("real" data
in large volumes, full of
errors)
Descriptive data (in small
volumes, generated in lab
environment, full of errors)
34. Five themes for getting to
synthesis and insight
1. Balance
2. Cadence
3. Conversation
4. Perspective
5. Operations
50. Ban words that
impede conversations
• Product names: Omniture,, SharePoint...
• Methods: focus group,, usability test...
• Departments: market research,, analytics...
• Disciplines: business analysis,, information
architecture...
• Outcomes: portal, social media layer...
61. Kaushik’s Trinity Strategy
Avinash Kaushik’s “Trinity:A Mindset & Strategic Approach“: http://bit.ly/2yKA9CC
“...while I have a bucket for ‘Voice of
Customer,’ in hindsight I should have
worked harder still to paint the full qual
and quant picture….”
—Kaushik (in private email)
64. MailChimp + Evernote
• Shared bucket of buckets (60 notebooks)
• Email is the API
• OCR’d (nice for SurveyMonkey reports)
• Searchable!
• Led to “regular data nerd lunches”
MailChimp: on the threshold of
synthesis
65. MailChimp + Evernote
• Shared bucket of buckets (60 notebooks)
• Email is the API
• OCR’d (nice for SurveyMonkey reports)
• Searchable!
• Led to “regular data nerd lunches”
MailChimp: on the threshold of
synthesis was getting closer to
76. WeWork’s approach
• Atomic units smaller than reports—nuggets
(350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research
memory
• Researcher:curator ratio is 3:1
77. WeWork’s approach
• Atomic units smaller than reports—nuggets
(350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research
memory
• Researcher:curator ratio is 3:1
…is an IA approach…
78. WeWork’s approach
• Atomic units smaller than reports—nuggets
(350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research
memory
• Researcher:curator ratio is 3:1
…is an IA approach…
…and an Ops approach
84. Early efforts to operationalize insight
information architects in Wellington interaction designers in London
industrial designers in Seattle
market researchers in London
93. Operations is…
a platform
(systems • infrastructure • processes • tooling • principles)
that enables and amplifies the “talent”
maximizes efficiency
94. Operations is…
a platform
(systems • infrastructure • processes • tooling • principles)
that enables and amplifies the “talent”
maximizes efficiency
and makes sense of the unknown
95. Operations is…
a platform
(systems • infrastructure • processes • tooling • principles)
that enables and amplifies the “talent”
maximizes efficiency
and makes sense of the unknown
http://1.bp.blogspot.com/-3buwQCBdO8E/Tkis7YLgTBI/AAAAAAAAAUg/qV_44w9gKUw/s1600/Blind+men+and+elephant.jpg
Vive l’difference! (differences are a source of strength--if recognized/exploited)
http://www.planetperplex.com/en/item/the-mysterious-island/
TWISTY COURSE OF STARTUPS (AND THEIR ABILITY TO PIVOT ON DATA) SHOWS THE WORLD WE DON’T KNOW
http://www.pentagonpost.com/wp-content/uploads/2013/10/balanced_diet.jpg
largely a diagnostic process to help us determine:* we don’t know what we don’t know (helps w/diagnostics)* we don’t know when to use what
http://www.xdstrategy.com/blog/
Can a persona• Be data-enriched?• Borrow from analytics segments?• ...and vice versa?
Adapted from an Adaptive Path persona
http://2.bp.blogspot.com/-6jg9sv4lX8o/T05IsomD01I/AAAAAAAAB1g/UrdljvHNS5Y/s1600/music-clipart4.jpg
understand/make sense of research in time (as opposed to balance, which maps it in space)