user insights, data driven design, and stakeholder buy in
TRANSCRIPT
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