predicting the future and improving ux based on the past
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Predicting the Future and Improving UX Based
on the PastTim Schneider
Digital Analytics ManagerUniversity Digital Strategy
May 11, 2013
User Experience
"a person's perceptions and responses that result from the use or anticipated use of a product, system or service"
http://en.wikipedia.org/wiki/User_experience
“I could more easily navigate the catacombs of Egypt with a penlight than find the link I'm looking for on your overly-congested website.”
Angry Customer: Sept 2, 2012
Emotion and the team
Hello Tim,On your web pages A and B, under the "Heading goes here" heading, I am wondering if it would be possible for you to change the "Button Label" button to link to Page X, rather than directly to our Page Y? I have spoken with my team and with our ____ unit, and there is key information presented onPage X that we expect audience to have been exposed to prior to diving right into the Page Y, so it would be ideal for them to be directed to that page first.
“so it would be ideal for them to be directed to that page first”
YYYY
YYYYXXXX4.83%3.67%1.99%2.72%
current“ideal”
MATH ALERT
4.83%
3.67%
1.99%
2.72%>
Using past data to improve UX
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
Mobile traffic
Mobile
Responsive Design
Search
Search
Search as a UX guage
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
Start Page Unique Pageviews Pageviews Unique Searches Search %
www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12%
www.students.ualberta.ca/ 19,004 24,017 1,614 8.49%
www.news.ualberta.ca/ 15,761 22,140 1,235 7.84%www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76%
www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24%www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25%www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14%
www.why.ualberta.ca 15,894 20,510 688 4.33%
www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49%
www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34%
www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55%
May 1 - July 25, 2012
Searches starting from page
Start Page Unique Pageviews Pageviews Unique Searches Search %
www.facultystaff.ualberta.ca/ 39,320 52,225 4,767 12.12%
www.students.ualberta.ca/ 19,004 24,017 1,614 8.49%
www.news.ualberta.ca/ 15,761 22,140 1,235 7.84%www.uofaresearch.ualberta.ca/ 16,348 19,915 1,105 6.76%
www.ualberta.ca/ 3,820,817 5,250,522 276,527 7.24%www.campuslife.ualberta.ca/ 32,142 42,697 1,689 5.25%www.prospective.ualberta.ca/ 27,214 33,435 1,126 4.14%
www.why.ualberta.ca 15,894 20,510 688 4.33%
www.campusmap.ualberta.ca/ 44,608 54,074 1,559 3.49%
www.faculties.ualberta.ca/ 259,213 372,515 8,655 3.34%
www.admission.ualberta.ca/ 84,298 113,318 2,146 2.55%
May 1 - July 25, 2012
Searches starting from page
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
Page PageviewsUnique
PageviewsTotal Unique Searches
Search Pct Starts
news.ualberta.ca/ 5,619 4,270 295 6.91%
students.ualberta.ca/ 8,624 6,883 465 6.76%
ualberta.ca/ 2,436,085 1,774,220 111,720 6.30%
facultystaff.ualberta.ca/ 16,361 12,389 691 5.58%
events.ualberta.ca/ 2,633 1,915 88 4.6%
why.ualberta.ca/ 6,367 4,764 203 4.26%
campuslife.ualberta.ca/ 15,043 11,095 407 3.67%
faculties.ualberta.ca/ 134,469 95,119 3,018 3.17%
prospective.ualberta.ca/ 9,994 7,868 224 2.85%
April, 2013
12%
8.5%
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
“This year however, we have been required to follow up via phone (which is a big drain on resources) as many of our students can't find where their email is. In the conversations with them I had to walk them through going to the ualberta.ca homepage then clicking on '[email protected]' to find their email account.”
July, 2012
Predicting the futurePredicting the future
Collect Data (2010)Collect Data (2010)Collect Data (2010)Collect Data (2010)
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
??
2010
MATH ALERT
Capacity 7,800
Oct 16 Actual 1,078
Projected 3,717
Actual 3,683
Collect DataCollect DataCollect DataCollect Data
Analyze Data / Analyze Data / ReportReport
Analyze Data / Analyze Data / ReportReport
Find an issueFind an issueFind an issueFind an issue
Investigate / Investigate / InsightInsight
Investigate / Investigate / InsightInsight
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
FeedbackFeedbackFeedbackFeedback Improve Improve ““?? ”” Improve Improve ““?? ””
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
Build predictionsBuild predictionsBuild predictionsBuild predictions
Strategies / Strategies / TacticsTactics
Strategies / Strategies / TacticsTactics
Recommend Recommend SolutionSolutionRecommend Recommend SolutionSolution
Identify success metricsIdentify success metricsIdentify success metricsIdentify success metrics
re
Monitor Monitor success success metricsmetrics
Monitor Monitor success success metricsmetrics
