What Analytics Won't Tell You: Get Essential Insights for Content and Design

#high5conf @melissa_egg Presentation by

What Analytics Won’t Tell You:  

to Inform Content and Design  

melissa eggleston #high5conf @melissa_egg

Get Essential Insights

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You sell snow cone machines

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Exit rate high Time on page low

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To get the insights, get to the people

behind the numbers!

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Our Goals 1.  Agree that using analytics alone leaves

you with questions

2. Learn three methods beyond analytics for gathering useful data

3. Walk out with practical tips on how to get started with these methods

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About me

Meteorologist Content strategist UX researcher Author

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Ingredients for success •  Pen •  Paper •  Time •  Knowledge (some) •  Open-mindedness

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Method 1: Interviews

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Interview Definition

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“Learn everything that might influence how the users might use what you’re creating.”

- Erika Hall, author, Just Enough Research

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Interviews vs. Focus Groups

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Favorite tool: Livescribe Echo Recording Pen

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Resource for Better Interviews

Interviewing Users by Steve Portigal

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Method 2: Usability Testing

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Usability testing definition

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People lie — to your face and to themselves.

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People are terrible at remembering and predicting behavior.

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Usability Testing vs. Expert Review

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Resource for Usability Testing

Rocket Surgery Made Easy

by Steve Krug

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Method 3: Field Research

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Defining field research

Jane  Goodall  observes  the  an0cs  of  two  chimpanzees  in  Gombe  Stream  Na0onal  Park,  Tanzania.  (Photograph  by  Michael  Nichols,  Na0onal  Geographic  Blog)  

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Resource for Field Research

Just Enough Research

by Erika Hall

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To get the insights, get to the people

behind the numbers! •  c

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Q & A •  c

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What small step can you take toward getting the

insights you need?

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Ask Me Questions!

Email: melissa@melissaegg.com Twitter: @melissa_egg Slides: melissaegg.com/blog