quantitative information architecture - oz ia 2010
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Information Architecture AnalyticsHow Data can drive IA Decisions
Oz IA 2010Samantha Starmer
@samanthastarmer
http://www.flickr.com/photos/pinksherbet/3041510366
Remember IAs are like Robin Hood
http://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia
http://www.flickr.com/photos/dearbarbz365http://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia/
Others talking about analytics
http://www.flickr.com/photos/dizzygirl/3865507559/
Quick and Dirty Introduction
QUANTITATIVE: type of information based in quantities or else
quantifiable data (objective properties) —as opposed to
qualitative information which deals with apparent qualities (subjective
properties).
huh?
QUANTITATIVE = Measurable
http://www.flickr.com/photos/iliahi/2606645766/
can help understand what people actually do versus what
they say they do...
quant vs. qual?
2 great tastes that taste great together…
http://www.flickr.com/photos/dearbarbz365
Quant AND Qual
• Do people research online and purchase in store?
• Are there categories where this happens in more often?
• Are there different research needs depending upon customer?
• At category level what are the differences that are important to getting a customer to buy? (e.g. Is zoom of differing importance for a power bar vs. a bike?)
Wolf in Sheep’s clothing
you have probably already done some
form of quantitative
analysis
http://www.flickr.com/photos/pierre_tourigny/367078204/
Content types have a weak correlation (avg 20%).
Activities have a strong correlation (avg 70%).
Our old friend Card sorting
Why should I care?
Quantitative analysis can help you get
your way.
http://www.flickr.com/photos/jumerphotography/3393883065
REI: Traffic to Find Out Tab3.3% of total Global Navigation
Of that 3.3%1. Local REI Events = 49.3%2. Expert Advice =16%3. REI Outdoor School =13.3%4. Volunteering = 7.7%5. REI Adventures = 5.2%6. REI & Families = 4.6%7. REI & Youth = 3.9%
Quantitative analysis can
stop fights
http://www.flickr.com/photos/clover_1/2633241274
Quantitative analysis can help you make money
http://www.flickr.com/photos/doug_from_the_uk/4763046344
Multi-variant Testing
Quantitative analysis can make
you popular
http://www.flickr.com/photos/ajcgn/4625293839
Error pages
Pathing Analysis
Does your IA fit your users’ mental models?
Top entry pagesTop exit pages
Where people are converting
http://www.flickr.com/photos/sludgeulper/3422227134
Customer Satisfaction
Good entry for Marketing people and IA to start working
together
Longitudinal trends
Just one measure; don’t use by itself!
http://www.flickr.com/photos/seandreilinger/983222564/
Predictive Modeling
Patterns of customer behavior can allow you to
model relevant experiences
http://www.flickr.com/photos/carlcoxstudios/4335795974
Don’t Measure just to Measure
http://www.flickr.com/photos/deartistzwei/2371025926
Before you provide the data, ask the requestor what is the business question they are trying to answer.
Then fulfill that need.
http://www.kaushik.net/avinash/#ixzz11eZAg2nM
Getting started
1. What? 2. Why? 3. How? 4. What next?5. What later?
Things to think about
1. What is being measured?2. Why should we measure it?3. How can we measure it?4. What should we do to improve the
experience driving this metric?5. How should we measure and analyze this
metric going forward?
1. What is being measured?2. Why should we measure it?3. How can we measure it?4. What should we do to improve the experience ?5. How should we measure and analyze this going forward?
http://www.flickr.com/photos/seandreilinger/180088193
Bounce Rate
Now what?
• Start small • Many tools free or cheap • Consider hiring someone who can focus on
analytics – it is a skill set• Try to avoid bias; even the act of measuring
can be influenced• Synthesize quantitative analysis with
qualitative (the what and the why)
Learn more…
http://www.flickr.com/photos/hndrk/1305751743/
Avinash Kaushik:
Thank [email protected]
@samanthastarmer