user insights, data driven design, and stakeholder buy in

USER INSIGHTS, DATA DRIVEN DESIGN, AND STAKEHOLDER BUY IN.

Matthew Martin @atomaton

Christina Spencer @c_m_spencer #euroia

A Case Study in Mobile Strategy

JSTOR powers the research and learning of 6 million users each month.

JSTOR

9300 2K journals

130,154,067 content accesses per year

2,000,000+ search requests per day

9 million articles

2 million plant specimens

institutions

170countries

31K books

@atomaton @c_m_spencer

INSTITUTIONAL PARTICIPATION

U.S. & CANADA

4974

LATIN AMERICA & CARIBBEAN

728

EUROPE

2509

ASIA, AUSTRALIA& NEW ZEALAND

1598MIDDLE EAST,INDIA & AFRICA

1886

Where do we begin?

Assertion worksheet

In Context Mobile Interviews

Qualitative Log Analysis

Experience Mapping

MOBILE STRATEGY

@atomaton @c_m_spencer

A Problem well stated is a problem half solved”

Dependencies

Impacts

Benefits

Risks

Gaps

Data

ASSERTION WORKSHEET“

@atomaton @c_m_spencer

Example

@atomaton @c_m_spencer

We require a deeper understanding of the existing mobile landscape and how current JSTOR users are interacting with jstor.org across devices.

@atomaton @c_m_spencer

Digital Natives

Digital Natives

Digital Natives

Digital Natives

Jstor.org Mobile Usage

WHAT DOES THIS MEAN? “We’re not like

Facebook! This doesn’t apply to us”

“They would use JSTOR on mobile. We need to enhance our mobile experience”

“Students don’t do REAL research on phones”

@atomaton @c_m_spencer

Goal:

Understand our current mobile users. How do they use jstor.org via mobile devices and how do these activities fit into their larger workflows

Methods:

1. In Context Mobile Interviews

2. Qualitative Log Analysis

@atomaton @c_m_spencer

IN CONTEXT MOBILE INTERVIEWS

INTERCEPT SURVEY

Participants were recruited live on jstor.org via intercept survey

1.Those that opted in were contacted within 30 minutes by phone for a 10 minute interview.

INTERVIEW QUESTIONS

@atomaton @c_m_spencer

Qualitative Log Analsysis:In depth analysis of a single users actions and workflow.

@atomaton @c_m_spencer

In Depth Analysis of a single users actions and workflow.

QUALITATIVE LOG ANALYSIS

@atomaton @c_m_spencer

Location: Mobile usage while in proximity of a computer

THEMES IN MOBILE USAGE

@atomaton @c_m_spencer

Combination of computer and mobile usage

Re-Searching

EXPERIENCE MAP a model of how people experience a:

• Product

• Service

• Environment

• Computer system

The activity of mapping builds shared knowledge and consensus across teams and stakeholders

@atomaton @c_m_spencer

Device Priority

Stage

Action/Touchpoints

Thoughts

Feelings

“The work is great, very fast moving, I don’t get bored by wondering what to do next. Plus the constant supply of food makes it even more fun!” — QA

Implement approaches that are technology and device agnostic and give users control of where, when, and how they interact with our content and servies  @atomaton @c_m_spencer

@atomaton @c_m_spencer

Matthew Martin is an Experience Architect with over 10 years of practice knowledge designing for multiple devices, websites, and software within waterfall and Agile working environments

As a User Researcher Christina Spencer, employing a wide range of methods enhancing understanding of users, and the context in which the products and services of ITHAKA are relevant in their lives.

@atomaton@c_m_spencer