using evidence from users to improve web services
TRANSCRIPT
Using evidence from usersto improve web services
vam.ac.uk/digital
Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum
Know thy users
PrototypingSurveying
ObservationData
Before you start typing…
@rosemarybeetle
slideshare.net/AndrewLVandAThis session’s slides are here…
I post museum digital stuff here quite a bit…
#digitalpast2016…and of course use this :)
Data
Audience participation
Interesting!
Interesting!
Very interesting!
Know thy data
To do this, look under this menu
Surveying
Communications: Used to research or plan practicalities of visitBase sizes
(unweighted):
Victoria and Albert Museum: 395All Sites: 33533Museums & Galleries: 12557Heritage: 15858Leisure: 5118
Filters
Site NameƔ Victoria and Albert
Museum
SeasonƔ Autumn 2014Ɣ Spring 2015Ɣ Summer 2015
12%
7%9%
6% 4%
44%
41% 41%
45%
31%
15%18%
16%
21%
11%8% 8%
6%
9% 9%
Victoria andAlbert Museum:
All sites Museums &Galleries
Heritage Leisure
Publicity andAdvertising
Online
Guidebook/Leaflet
Others
Is you “Getting here” content tailored to your visitors’ needs?Base sizes(unweighted):
Victoria and Albert Museum: 482
Filters
Site NameƔ Victoria and Albert
Museum
SeasonƔ Autumn 2014Ɣ Spring 2015Ɣ Summer 2015
48%
40%
12%
Day trip
Staying away from home
Breaking a journey
1%
0%
3%
0%
14%
2%
3%
63%
Bicycle/ Motorcycle
Boat
Car
Not stated
Public Bus
Taxi
Tour coach/ privatebus/ minibus
Underground/ Tram/Train
What’s this?
What’s this?
What’s this?
Challenge your assumptions with regular
user surveying
A B C
Prototyping
Testingpreferences
on acardboard
phone
Testingpreferences
on acardboard
phone
Testingpreferences
on agiant paperhome page
Observing
Head mounted cameras
Designingdata
Event Tracking converts specific interactions and
behaviour into data in Google Analytics
Why?
See what works on your navigation
Why?
See what works on your navigation
How much do users pinch to zoom?
How often do users scroll?
I want to know …
…how effective each
promotional call-to-action is
on my home page
11.7%11.1%
10.6%19.4%
0.9%2.0%
3.5%3.4%
Game results affect impact of calls to action
“positive” result “negative” result
Where?
Language?
BrowsingTop 10 object pagesviewed, by country
EngagingTop 10 large images
downloaded, by country
tap, tap, taptappity tap
etc.
All the interaction
s
of each individual
user
for every session
A-B testing +
data capture
Set up variations
8 seconds 8 seconds 8 seconds 8 seconds
Does a carousel really get used?
Prototype with no carousel
Content from carousel in new row
Total image boxes on prototype = 13(all visible at the same time)
Total image boxes on original = 14(only 10 at any one time)
Original with
carousel
A B
81% 10% 5% 2% 2%
Original
Total banner clicks = 810
1. McQueen 1198 (original 653) +45%
2. Luxury 268 (original 80) +70%
19
3. All of This 173 (original 43 +75%)
Total clicks prototype 1879 (original 810) +132%
4. McQueen range at shop 201 (original 19 in banner) +957%(prev. + 263 shop box = 282) -40%
5. Membership 39 (previously 15, +62%)
Test Home page – no carousel
Designing datacapture can be
rough and ready
Reports that make sense have more
impact
Know thy users
Further V&A Digital Media posts on data evidenceHow people really react when judged – as shown by game data
http://www.vam.ac.uk/blog/digital-media/how-people-really-react-when-judged-as-shown-by-game-dataHow to gather data to show how visitors really use your site-specific featureshttp://www.vam.ac.uk/blog/digital-media/capturing-user-behaviour-specific-to-your-servicesWhy bother designing for tablet users?http://www.vam.ac.uk/blog/digital-media/why-bother-designing-layouts-for-tabletMaking visitor information easier for mobile phone usershttp://www.vam.ac.uk/blog/digital-media/making-mobile-users-experience-better
Thank you
vam.ac.uk/digitalVictoria and Albert Museum
Slides
@rosemarybeetleslideshare.net/AndrewLVandA
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