What Analytics Won't Tell You: Get Essential Insights for Content and Design
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Transcript of What Analytics Won't Tell You: Get Essential Insights for Content and Design
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#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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#high5conf @melissa_egg
You sell snow cone machines
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#high5conf @melissa_egg
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#high5conf @melissa_egg
Exit rate high Time on page low
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#high5conf @melissa_egg
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#high5conf @melissa_egg
To get the insights, get to the people
behind the numbers!
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#high5conf @melissa_egg
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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#high5conf @melissa_egg
About me
Meteorologist Content strategist UX researcher Author
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#high5conf @melissa_egg
Ingredients for success • Pen • Paper • Time • Knowledge (some) • Open-mindedness
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#high5conf @melissa_egg
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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#high5conf @melissa_egg
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#high5conf @melissa_egg
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#high5conf @melissa_egg
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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#high5conf @melissa_egg
People lie — to your face and to themselves.
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#high5conf @melissa_egg
People are terrible at remembering and predicting behavior.
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#high5conf @melissa_egg
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#high5conf @melissa_egg
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#high5conf @melissa_egg
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#high5conf @melissa_egg
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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#high5conf @melissa_egg
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#high5conf @melissa_egg
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#high5conf @melissa_egg
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#high5conf @melissa_egg
Resource for Field Research
Just Enough Research
by Erika Hall
![Page 33: What Analytics Won't Tell You: Get Essential Insights for Content and Design](https://reader031.fdocuments.in/reader031/viewer/2022020410/5875e8751a28ab7d5a8b69f1/html5/thumbnails/33.jpg)
#high5conf @melissa_egg
To get the insights, get to the people
behind the numbers! • c
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Q & A • c
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#high5conf @melissa_egg
What small step can you take toward getting the
insights you need?
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#high5conf @melissa_egg
Ask Me Questions!
Email: [email protected] Twitter: @melissa_egg Slides: melissaegg.com/blog