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![Human
Questions are a
bit like a
hypothesis
"We believe [TYPE OF USER] has a
problem [DOING THING]. We can help
them with [OUR SOLUTION]. We'll know
we're right if [CHANGE IN METRIC]."](https://image.slidesharecdn.com/nascom-140919065557-phpapp02/75/Lean-Analytics-Analytics-Dashboards-31-2048.jpg)
![Remember
these?
"We believe [TYPE OF USER] has a
problem [DOING THING]. We can help
them with [OUR SOLUTION]. We'll know
we're right if [CHANGE IN METRIC]."](https://image.slidesharecdn.com/nascom-140919065557-phpapp02/75/Lean-Analytics-Analytics-Dashboards-59-2048.jpg)
!["We believe [Ann] has a problem
[using our product selector]. We can
help them with [starting from moods vs
products]. We'll know we're right if
[she spends more time in the
collection pages]."
Can we test Ann?
• 36 years old
• Living in a city
• Married ?](https://image.slidesharecdn.com/nascom-140919065557-phpapp02/75/Lean-Analytics-Analytics-Dashboards-60-2048.jpg)
Uploaded byYves Ferket
Lean Analytics & Analytics Dashboards
Yves Ferket of Nascom emphasizes the importance of analytics in UX design, encouraging a metrics-driven approach to understand user behavior and improve website performance. He outlines a structured process for setting project goals, translating them into KPIs, and creating actionable dashboards. The presentation highlights the need for continuous measurement and adaptation to enhance user experience and achieve business objectives.
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Lean Analytics & Analytics Dashboards
- 1. LEAN ANALYTICS LEANUXFEST #LEANUXFEST – SEP 16, 2014 YVES FERKET - NASCOM Image Source: istrategy2009.com
- 2. I AM YVESFERKET HI! AND I WORK AT NASCOMIN BELGIUM.
- 4. I USED TO DO UX
- 5.
- 6.
- 7. Sales Analytics Analytics Excel Excel Timesheets coffee
- 8.
- 9.
- 10. InT 5 fihgurees:Planet Internet Portal Case • 1999 • 2th biggest Belgian site • +60.000 visitors/day • +30.000 pages changed • 600 comments received
- 11. AbTout thhe ceommePnts:lanet Internet Portal Case • 6 likes… • Friends/Family/Colleagues • All the other mails & comments: • I can’t find my e-mail? • Where’s the SMS button? • You misplaced my favorite section? • Where is X? • I can’t find Y? • (multiply 594 times)
- 12. so: Lessons Learned(1999) • People don’t care about design • Don’t mess with top tasks • Measure before you change • 1999 isn’t always a party
- 13. So I stoppeddesigning & started measuring users
- 14. Picture source: DanielDare https://www.flickr.com/photos/danieldare/6193235979/
- 16.
- 17. <Google Analytics codeinserted in HTML> Button Button website website with analytics <Javascript code on buttons to track events>
- 18.
- 19. Building a Site @Nascom
- 20. A So wheredo we start Analytics? Design Develo p Discove r B Goals User Journeys Wireframes …. Art Direction Page Models Copy …. CMS HTML CSS ….
- 21. A So wheredo we start Analytics? Design Develo p Discove r B Goals User Journeys Wireframes …. Art Direction Page Models Copy …. CMS HTML CSS ….
- 22. A Analytics startshere Design Develo p Discove r B Goals User Journeys Wireframes …. Art Direction Page Models Copy …. CMS HTML CSS ….
- 23. A Design Develo p Discove r B Goals User Journeys Wireframes …. Art Direction Page Models Copy …. CMS HTML CSS …. Not here
- 24. Image source: http://kustomculture.skynetblogs.be/archive/2007/06/27/cad-attack-1949-custom-cadillac.html Just slappin’ on Google Analytics code is putting a screwdriver on the hood of a car and expect it to fix the engine.
- 25. So, start witha set of Goals & Objectives
- 26. A project’s Goals& Objectives 1. Define your goals 2. Translate your Goals in “Human questions” 3. Kpi’ify your human questions 4. Create your data/triggers 5. Create an actionable dashboard
- 27. What do you expect as an outcome? What would be a success factor? Why are we doing this?
- 28. This is something we do in every project. It’s clear, simple & agreed on. Distribute 100 points to your goals By everybody
- 29. A project’s Goals& Objectives 1. Define your goals 2. Translate your Goals in “Human questions” 3. Kpi’ify your human questions 4. Create your data/triggers 5. Create an actionable dashboard
- 30. Translate Goals inHuman understood by everybody. Marketing Sales Management CEO Which human question would lead to your goal. E.g. Do people do x on our site?
- 31. Human Questions area bit like a hypothesis "We believe [TYPE OF USER] has a problem [DOING THING]. We can help them with [OUR SOLUTION]. We'll know we're right if [CHANGE IN METRIC]."
- 32. A project’s Goals& Objectives 1. Define your goals 2. Translate your Goals in “Human questions” 3. Kpi’ify your human questions 4. Create your data/triggers 5. Create an actionable dashboard
- 33. You know what would be a cool new feature? Shut up and explain why KPI 2 is down by 12% If a big change in a KPI doesn’t cause somebody to pick up a phone or run to someone’s desk it’s not a good KPI
- 34. What figure ,indicator or ratio would give an answer to the Human Questions ?
- 35. A project’s Goals& Objectives 1. Define your goals 2. Translate your Goals in “Human questions” 3. Kpi’ify your human questions 4. Create your data/triggers 5. Create an actionable dashboard
- 36. A project’s data/triggers Where is your data coming from? • online metrics? • exports from tools? • External partners (travel, ticket sales offices,...) • ... In what format is it available • document format: excel, MySQL, CSV, PDF, … • timing: live, hourly, daily, weekly, monthly, random, ...
- 37. A project’s data/triggers Triggers? Data triggers are events that generate data on the answer of the human questions • a click on a website • a money transfer in a sale • a scan of a bracelet • a click on a like button • a click on a buy button • result of a survey • ….
- 38. A project’s Goals& Objectives 1. Define your goals 2. Translate your Goals in “Human questions” 3. Kpi’ify your human questions 4. Create your data/triggers 5. Create an actionable dashboard
- 39. THE DEFINITION: “ANINFORMATION RADIATOR IS A DISPLAY POSTED IN A PLACE WHERE PEOPLE CAN SEE IT AS THEY WORK OR WALK BY. IT SHOWS READERS INFORMATION THEY CARE ABOUT WITHOUT HAVING TO ASK ANYONE A QUESTION. THIS MEANS MORE COMMUNICATION WITH FEWER INTERRUPTIONS.
- 40.
- 41.
- 42. Sales in excel Google Reports Facebook Your data Insights Web Analytics Insights LinkedIn Stats YouTube Stats Pinterest Stats Twitter Stats Google+ Stats A calendar in Google Docs A survey result in a dropbox
- 43. Dashboard basics 23 Create (or connect to) a data source(s) with the data you need choose a graphic style that suits your data enrich data with indicators and info to tell a story Create “queries” on your data to fill your graph 1 3
- 44. Dashboard basics 1.Is it quantifiable? Your metric should be measurable. 2. Is it visible, understandable and clearly communicated? Your metric should serve as a reference point in conversations. 3. Is it comparative? You should be able to compare the metric to benchmarks or other points in time. 4. Is it a rate or ratio? Showing a rate of change is more illustrative than an absolute number. 5. Does it change your behavior? If the metric you choose doesn’t enact change, you need a different one (Is it attributed to revenue/cost? ) Attributing your efforts to value for the business. It’s not a dashboard basic but will get you the budget to create one + will get CEO attention ;) Adapted Sources of : Kissmetrics, Ben Yoskovitz and Alistair Croll, Author of Lean Analytics
- 45. Dashboard example: humanquestion: do they read our new content People who spend +180 secs grow from 12%... … to 22% by changing content in 6 weeks 1. Is it quantifiable? Your metric should be measurable. We created extra “time on page” segments In low (-30secs), medium (-180secs) and High (+180 secs)
- 46. Dashboard example: humanquestion: how’s Facebook doing 1: these Facebook Posts 4: also in % change… 2: created this effect 3: which is compared to the same previous period with indicators 5: …and in in human terms 6: and explained. 2: Is it visible and clearly communicated? Your metric should serve as a reference point in conversations.
- 47. Dashboard example: humanquestion: how’s Facebook growth doing 3: Is it comparative? You should be able to compare the metric to benchmarks or other points in time.
- 48. Dashboard example: humanquestion: what social channel drives conversion? 4: Is it a rate or ratio? Showing a rate of change is more illustrative than an absolute number.
- 49. Dashboard example: humanquestion: which channels works best? Which affiliate partner or channel generated most conversion and should we invest in? 5: Does it change your behavior? If the metric you choose doesn’t enact change, you need a different one
- 50. Dashboard example: humanquestion: are we on campaign budget Daily budget automatically updated through API Budget goal from Campaign budget Google Doc (Is it attributed to revenue/cost? ) Attributing your efforts to value or cost for the business. We do get calls if we are in the red here ;)
- 51. “Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes” The Holy Analytics Trinity Outcome Orders/Leads/Revenue How, Why Conversion Rates Problem resolution Behavior Clickstream Click Density Analysis Segmentation Key Metrics, Search Intent Experience Research Customer Satisfaction A/B Testing User Tests Voice of customer Source: avinash kaushik
- 52. “Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes” The Holy Analytics Trinity Outcome Orders/Leads/Revenue How, Why Conversion Rates Problem resolution Behavior Clickstream Click Density Analysis Segmentation Key Metrics, Search Intent Experience Research Customer Satisfaction A/B Testing User Tests Voice of customer Analytics User research & tests, surveys Business data Source: avinash kaushik
- 53. “Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes” The Holy Analytics Trinity Outcome Orders/Leads/Revenue How, Why Conversion Rates Problem resolution Behavior Clickstream Click Density Analysis Segmentation Key Metrics, Search Intent Experience Research Customer Satisfaction A/B Testing User Tests Voice of customer Analytics User research & tests, surveys Business data DASHBOARD Source: avinash kaushik
- 54. That’s a lotof Analytics where’s the “lean” part?
- 55. A Analytics startshere Design Develo p Discove r B Goals User Journeys Wireframes …. Art Direction Page Models Copy …. CMS HTML CSS …. I re-use the wireframes of the UX-people and annotate them how the frontend people should place the triggers (because some companies need a metrics report )
- 56. Dashboards • Thisexpensive looking dashboard cost about 20$/user/month • To create: • is more work up front • …but a lot less work then a monthly report • Plays really well with • ….
- 57.
- 58.
- 59. Remember these? "Webelieve [TYPE OF USER] has a problem [DOING THING]. We can help them with [OUR SOLUTION]. We'll know we're right if [CHANGE IN METRIC]."
- 60. "We believe [Ann]has a problem [using our product selector]. We can help them with [starting from moods vs products]. We'll know we're right if [she spends more time in the collection pages]." Can we test Ann? • 36 years old • Living in a city • Married ?
- 62. Facebook Ad Homepage V1 Homepage V2 1000 Clicks 1000 Clicks Google Analytics Result validation
- 63.
- 64.
- 65.
- 66. “Ann” who spend+180 secs can grow from 12%... … to 27% by a new homepage in 4 weeks Not real data from this customer, for explanatory purpose only Google Analytics
- 67. Test your resultsin http://isvalid.org/ Result validation
- 68. Create a PLANNING We don’t use expensive planning tools, but Google sheets • To make a planning for each channel, we can show in the dashboard • To pick up the changes, posts, events, e-mail lists… we created and pushed out in the dashboard • …and correlate with visitor data
- 69. Create a PLANNING • Pick up events from the Google Sheets Calendar…and correlate with visitor data
- 70. Consumer Satisfaction •We don’t use expensive customer satisfaction tools • We use Google Customer Survey’s • …or a simple Google Form that sends data to a Google sheet… • Which we pick up in our Dashboards
- 71. We don’t buildSites @Nascom
- 72. We do servicedesign @Nascom
- 73. “We need asite” As seen by developers: The customer needs to go from A to B. Let’s build him a car
- 74. “We need asite” As seen by an agency: The customer needs to go from A to B. Let’s build him a fancy good looking car
- 75. “We need asite” As seen by an Nascom: The customer needs to go from A to B. Let’s see what his clients need. And give them a map. Learn them to drive. Provide a dashboard… And improve so we can get to point C
- 76. So where dowe start Analytics? Start here Do not stop here. Keep measuring/improving
- 77. Measure to improveSlide 1. Is it comparative? You should be able to compare the metric to benchmarks or other points in time. Source: Shana Rusonis, Content Marketeer, KissMetrics
- 78. We pick oneKPI and improve on that. Go on to the next. Source: avinash kaushik
- 79. TWITTER ME: @NODESKTOPHERO LINKEDIN: WWW.LINKEDIN.COM/IN/YVESFERKET
- 80. Questions? NASCOM [email protected] @NASCOM ON TWITTER
Editor's Notes
- #3 Freelancer @Nascom
- #4 I’m a productdesiger…& started designing sites around 95’ish
- #5 Design sites, do wireframes…
- #8 No more design…So why this sudden switch?
- #9 Because of this site: An ugly Belgian Portal site in 1999
- #10 Which we redesigned to this (still 1999 …don’t expect to much, almost no CSS or anything. We used HTML tables)
- #11 This is what we did with the UX team. . I expected cheering in the streets and spontaneous parties breaking out with people dancing & padding each other on the back.
- #12 This was the result.
- #14 Eyetracking. Pré google analytics era
- #15 And overnight my live changed from the rockstar live of a designer
- #16 To a web analytics nerd. I admit : Ilove excel.
- #18 You measure pages viewed, you measure events like clicks
- #19 And you get reports. Who looks at any analytics on a regular basis?
- #20 So this is more or less a general site building approach
- #22 In the beginning? In the end? Who says after the code goes live?
- #28 Some of Us did this yesterday. Get Marketing Sales & CEO in the room for this
- #29 And here, sales & marketing start fighting…. Example: a lingerie site
- #31 Put the collection in the picture Do they find their way to the collection What’s most popular… Some of them are easy to answer…some of them don’t.
- #32 It’s a bit like this….
- #33 KEEPEEai-IFy
- #40 Alistair Cockburn in his book “crystal clear: a human-powered methodology for small teams”
- #41 So because Google analytics alone will not do…we create dashboards
- #46 ----- Meeting Notes (16/09/14 12:57) ----- Content groups can help to determine content vs functional pages
- #48 Not a big fan of Facebookfan counting, but it serves the purpose
- #49 Traffic over conversion ratio = cTR
- #50 We shifted budget from some big tourist sites to niche players.
- #52 So what should you strive for? Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes”
- #53 Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes”
- #54 The dashboard doesn’t give you god powers…but at least you know what you created is doing..
- #56 Some developers demand a metrics guide. The more developers working on it, the thicker they need the guide. It is useful for tagging or front enders
- #59 Measure Social, Site en campaigns through the reporting API
- #62 Stakeholders Pains en Gains Onderscheidende doelgroepen krijgen een gezicht
- #63 We can run a facebook ad for 2K clicks (you may use less) to an A/B test (for Ann’s only). Measure in GA, validate afterwards
- #64 Age 33-39 Women Married Living in Antwerp-Hasselt-Gent-Brussels,… Even can put in education
- #65 A version (control)
- #66 So would have used a bank case study if I had to speak in the morning… I circled the thing you have to look at… This is the B version
- #67 We track the time on pages for Ann’s coming in through facebook segment
- #69 Interne en external stakeholders, partners can access it. Garbage in is garbage out
- #70 Team pic didnt
- #78 Improve: teest + measure