![The focus shouldn’t be on
interviewing every single user
though, but rather on finding a
pattern or theme from the
interviews you do conduct [or
users who provide feedback].
Naira Musallam
http://boxesandarrows.com/how-to-determine-when-customer-feedback-is-actionable](https://image.slidesharecdn.com/measurethething-dancraddockcav-180907104634/85/Measure-the-thing-Continuous-website-improvement-through-continuous-user-insights-52-320.jpg)
Measure the thing: Continuous website improvement through continuous user insights
- 1. Measure the thingContinuous website improvement through continuous user insights. Dan Craddock @slowburnweb @consumervic
- 2. So, you’ve delivered a great new website.
- 3. How do you stop it from going bad?
- 5. User what?
- 6. Team of one?
- 7. So… what are our alternatives? Let’s start with what good looks like…
- 8. ISO standard of usability (ISO 9241-11) “…the extent to which a product can be used by specified users to achieve specified goals with effectiveness (task completion by users), efficiency (task in time) and satisfaction (responded by user in term of experience) in a specified context of use.”
- 9. In plain English… How many users could do it? How long did it take them? How satisfying was their experience?
- 10. Forms. Content.
- 11. Forms?
- 16. Content?
- 17. Navigation?
- 18. https://www.optimalworkshop.com Card sorting and tree testing
- 19. Basic facts? General advice? Specific instructions? Information for off-site contexts?
- 23. There are certainly tertiary ways in which you can answer this question using Google Analytics… but the best way to answer this question? Ask the visitors! Avinash Kaushik https://www.kaushik.net/avinash/web-analytics-success-measurement-government-websites
- 28. Capturing data about something changes the way that something works. Even the mere collection of stats is not a neutral act, but a way of reshaping the thing itself. Alexis C. Madrigal http://fusion.net/story/202230/true-data-can-lie
- 29. It’s like ruining your website experience by asking about your website experience.
- 30. Informational content is there to help. <adjective=helpful>
- 37. Average traffic/responses/effort: •11,000 x website sessions per day •90 x question responses per day •15 x minutes collating and responding per day •4 x benchmark reports per year (per section)
- 39. Ratio of pageviews to unique pageviews ‘Backtracking’ – users could be lost. % of Was this page helpful? (‘Yes’) Content unhelpful. % of internal searches Didn’t find what the page title promised.
- 40. % of referrals to 'contact us' section Users giving up and looking to contact you instead. % of entrances to pageviews Page not being found in search.
- 43. The metrics just show how big the problem is. Jared Spool
- 47. Consider those who provide negative feedback as consultants pointing out issues on your site. paraphrasing @jamesedjac
- 51. Don’t get hung up on statistical confidence Exploratory confidence: 80%+ When you need only reasonable evidence—the general sentiments from customers—the 80% level of confidence is often sufficient. https://measuringu.com/confidence-levels https://www.allto.co.uk/tools/statistic-calculators/confidence-interval-for-mean-calculator
- 52. The focus shouldn’t be on interviewing every single user though, but rather on finding a pattern or theme from the interviews you do conduct [or users who provide feedback]. Naira Musallam http://boxesandarrows.com/how-to-determine-when-customer-feedback-is-actionable
- 54. Show the thing UK Government Digital Service https://gds.blog.gov.uk/2016/05/31/why-showing-the-thing-to-everyone-is- important
- 55. If a picture is worth 1000 words, a prototype is worth 1000 meetings. IDEO
- 58. User what?
- 59. Um, yeeeah, about that user research…
- 60. Recap: 1. You don’t need a big budget to make a big difference 2. Simply add: •Single Ease Question and ‘Comments’ field to every form success page •‘Was this page helpful?’ to every content page 3. Don’t just use whole-of-site surveys 4. It’s not either/or – it’s another research tool 5. Automate data collection and reporting as much as possible
- 61. Recap: 6. Don’t fret about statistical confidence – look for patterns 7. Use quantitative data as: • a barometer of health (pages, sections, website) • an avenue of enquiry • an opportunity to engage decision-makers for $ for user research 8. Use qualitative data for insights (the ‘why?’)
- 62. We need people who know that digital is never done, that it is not a series of projects but rather a stream of continuous improvements. Gerry McGovern http://gerrymcgovern.com/evidence-not-ego-must-drive-digital- transformation
- 63. Thank you. More info: medium.com/@slowburnweb @slowburnweb @consumervic