Using Analytics To Solve The Right Problems
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The document discusses the importance of using data analytics to identify and solve significant design problems, emphasizing that designers should focus their creativity and decision-making on the most impactful issues. It outlines methods for gathering both quantitative and qualitative data to measure the effectiveness of design choices and suggests testing hypotheses to improve user experiences. The content also encourages a scientific approach to experimentation in design, rather than blindly following best practices.
Using Analytics To Solve The Right Problems
- 1. Using Analytics to Solve the Right Problems Warm Gun - December 2014 Hiten Shah hnshah@gmail.com Download the slides: h p://kiss.ly/warmgun2014
- 2. Who are you?
- 3. I help make things.
- 4. Design is a creative process
- 9. Don’t spread your creativity thin
- 10. You have to focus your creativity on the right problems
- 11. If you don't know where you are going, any road will get you there. Lewis Carroll, Author of Alice in Wonderland
- 12. Data helps you identify the most painful problems people have. (not the ones that bother you the most)
- 13. Data doesn’t make decisions for you.
- 14. Data informs your decision making.
- 15. How do you measure the impact of your design work?
- 16. 2005
- 17. Google Analytics and Stat Counter
- 19. Designers were the original audience for Crazy Egg
- 20. Analytics should be easy to understand What We Believe
- 21. What We Believe A picture is worth a 1,000 words
- 22. Anyone can use data What We Believe
- 23. Crazy Egg Reports OVERLAY HEATMAP SCROLLMAP
- 24. And now there are more tools than you can count!
- 25. Designers can experiment like scientists too!
- 26. Ideas Designs Solutions Assumptions (A guess about the best way to solve a problem)}
- 27. Everything can begin with a testable hypothesis.
- 28. A hypothesis framework DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
- 29. Start with quantitative data Find problems worth solving
- 30. When in doubt, look at your top pages. Usually the homepage.
- 31. A simple framework for choosing what to improve
- 32. Find pages with high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS
- 33. Find pages with high traffic and low conversion rate HTTP://UNBOUNCE.COM
- 34. Find sources with high traffic and low conversion rate HTTP://HUBSPOT.COM
- 35. Find opportunities based on user paths HTTP://KISS.LY/KMPATH
- 36. Get qualitative data Find out why
- 37. A few qualitative tools HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
- 38. A few more qualitative tools HTTP://QUALAROO.COM HTTP://OLARK.COM
- 39. Use exit surveys to learn why people bounce HTTP://QUALAROO.COM
- 40. Use post-conversion surveys to understand why HTTP://QUALAROO.COM
- 41. Discover if your web pages are effective at their goal HTTP://QUALAROO.COM
- 43. Find people who don’t do things and email them EMAIL + SURVEYMONKEY
- 44. User Research gives you a headstart
- 45. Test your hypothesis Run an experiment
- 46. Testing helps you learn faster
- 47. Not bu on colors…
- 48. Don’t copy “best practices” blindly
- 49. Test specific bu on copy
- 50. Run sensitivity tests on your web pages Sensi&vity tests help you learn what your visitors care about and what they don’t.
- 51. Remove graphical elements and see what happens
- 52. Does social proof and logos ma er for your visitors?
- 53. Remove social proof and learn what happens
- 54. A hypothesis framework DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
- 55. Work on things that ma er. Make those things be er. Be happier ☺
- 56. Hiten Shah hnshah@gmail.com @hnshah How can I help you? Download the slides: h p://kiss.ly/warmgun2014