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Usability oriented web_analytics_presentation

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The document discusses usability-oriented web analytics, with the goals of continuously improving a website's usability from the user's perspective. It presents an approach of identifying successful and unsuccessful user transactions and behaviors in order to measure user performance and detect fluctuations. The findings can then be analyzed to identify causes and build a knowledge base of good and bad solutions to support usability engineering tools. The current status is a prototype system that aims to advance from measuring transactions to full user tasks and experiences.

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W. Cybis & InterFacil November 2010 Usability oriented Web analytics Motivation, approach, current status and possibilities
Usability oriented Web analytics General goals W. Cybis & InterFacil Give support to a strategy of continuous improvement of the Web site’ usability! Usability perspective
Usability oriented Web analytics Specific goals W. Cybis & InterFacil Follow up users’ performance metrics Conversion rate of Web site’s goals Efficiency and tranquility of users doing theirs tasks Supporting the T ask success perspective of HEART framework …
Usability oriented Web analytics Approach W. Cybis & InterFacil To make inferences about users’ goals. To complete obvious success transactions * ! Identify the obvious success event! (and rebuild users’ behaviors) ( Transaction  Task  Users Experience )
Usability oriented Web analytics Approach W. Cybis & InterFacil To make inferences about users’ goals. Do not waste time! Identify obvious waste of time in the users’ behaviors !
Usability oriented Web analytics Approach W. Cybis & InterFacil Mapping the transactions Unproductive behavior Unproductive area Productive area Success Productive behavior
Usability oriented Web analytics Approach W. Cybis & InterFacil Producing measures of users performance while doing transactions UseMonitor – usability oriented Web analytics engine Number of completed transactions Efficiency and tranquility of users ! (productive time/transaction time)
Usability oriented Web analytics Approach W. Cybis & InterFacil To analyze fluctuations on users’ performance measures ( what )! Transversals analysis Comparing measures of similar transactions! Longitudinal analysis Evolution of measures over time (for a same transaction) !
Usability oriented Web analytics Approach W. Cybis & InterFacil Identify the fluctuations’ causes ( why )! Pages and events causing incidents! Good and bad solutions!
Usability oriented Web analytics Approach W. Cybis & InterFacil Building a knowledge base God and bad solutions! Measures of users’ performance! Organized by types of transaction and transactions contexts !
Usability oriented Web analytics Prospects W. Cybis & InterFacil To continue development and validation studies UseMonitor analytics engine Usability oriented Web analytics Running status: Prototype  System Versions: Web server, page tags  mixed Scope: Transactions  Tasks  UX Transversal analysis ! Longitudinal analysis ! 
Usability oriented Web analytics Perspectives W. Cybis & InterFacil Development of usability engineering tools supported by UseMonitor Users surveys (fitted to experiences users had) Diaries (fitted to experiences users had) Remote usability tests (automated production of measures) UseMonitor

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Usability oriented web_analytics_presentation

  • 1. W. Cybis & InterFacil November 2010 Usability oriented Web analytics Motivation, approach, current status and possibilities
  • 2. Usability oriented Web analytics General goals W. Cybis & InterFacil Give support to a strategy of continuous improvement of the Web site’ usability! Usability perspective
  • 3. Usability oriented Web analytics Specific goals W. Cybis & InterFacil Follow up users’ performance metrics Conversion rate of Web site’s goals Efficiency and tranquility of users doing theirs tasks Supporting the T ask success perspective of HEART framework …
  • 4. Usability oriented Web analytics Approach W. Cybis & InterFacil To make inferences about users’ goals. To complete obvious success transactions * ! Identify the obvious success event! (and rebuild users’ behaviors) ( Transaction  Task  Users Experience )
  • 5. Usability oriented Web analytics Approach W. Cybis & InterFacil To make inferences about users’ goals. Do not waste time! Identify obvious waste of time in the users’ behaviors !
  • 6. Usability oriented Web analytics Approach W. Cybis & InterFacil Mapping the transactions Unproductive behavior Unproductive area Productive area Success Productive behavior
  • 7. Usability oriented Web analytics Approach W. Cybis & InterFacil Producing measures of users performance while doing transactions UseMonitor – usability oriented Web analytics engine Number of completed transactions Efficiency and tranquility of users ! (productive time/transaction time)
  • 8. Usability oriented Web analytics Approach W. Cybis & InterFacil To analyze fluctuations on users’ performance measures ( what )! Transversals analysis Comparing measures of similar transactions! Longitudinal analysis Evolution of measures over time (for a same transaction) !
  • 9. Usability oriented Web analytics Approach W. Cybis & InterFacil Identify the fluctuations’ causes ( why )! Pages and events causing incidents! Good and bad solutions!
  • 10. Usability oriented Web analytics Approach W. Cybis & InterFacil Building a knowledge base God and bad solutions! Measures of users’ performance! Organized by types of transaction and transactions contexts !
  • 11. Usability oriented Web analytics Prospects W. Cybis & InterFacil To continue development and validation studies UseMonitor analytics engine Usability oriented Web analytics Running status: Prototype  System Versions: Web server, page tags  mixed Scope: Transactions  Tasks  UX Transversal analysis ! Longitudinal analysis ! 
  • 12. Usability oriented Web analytics Perspectives W. Cybis & InterFacil Development of usability engineering tools supported by UseMonitor Users surveys (fitted to experiences users had) Diaries (fitted to experiences users had) Remote usability tests (automated production of measures) UseMonitor