Getting the Edge: Metric Enhanced Design

Getting the Edge: Metric Enhanced Design

Using a metric strategy to inform design decisions. Original presentation at 2013 J. Boye Conference.

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Seth Meranda

May 09, 2013
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Transcript

  1. METRIC ENHANCED Getting  the  Edge: DESIGN

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  3. @smeranda

  4. @smeranda User  Experience  Architect UNIVERSITY OF NEBRASKA-LINCOLN

  5. Associate  Consultant NOEL-LEVITZ @smeranda User  Experience  Architect UNIVERSITY OF NEBRASKA-LINCOLN

  6. Design  is  about  making   things  good  (and  then  

    better)  and  right  (and   fantastic)  for  the  people  who   use  and  encounter  them. -MATT BEALE DAEDALUS DESIGN
  7. DESIGN SEO IA UX UI Validity Performance Call  to  Action

    Responsive
  8. ...and,  politics.

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  12. Visual  design  is  often  the  polar   opposite  of  engineering:

     trading   hard  edges  for  subjective   decisions  based  on  gut  feelings   and  personal  experiences.  It’s   messy,  unpredictable,  and   notoriously  hard  to  measure. -SCOTT STEVENSON
  13. GUT- DRIVEN DATA- DRIVEN

  14. Good  design  must  be  defined   by  appropriateness  to  

    audience  and  goals,  and  by  its   effectiveness,  not  by  its   adherence  to  Swiss  design  or   the  number  of  awards  it  wins. -Drew Davies OXIDE DESIGN
  15. Business Goal DESIGN FLOW METRIC-­‐ENHANCED

  16. Business Goal User Action DESIGN FLOW METRIC-­‐ENHANCED

  17. Business Goal User Action Define Metrics DESIGN FLOW METRIC-­‐ENHANCED

  18. GOALS Donations Recruitment Retention Research Grants Championships MACRO Visit Registration

    Course Enrollment Academic Program Application MICRO Adviser Connection
  19. METRICS Visit Registration Course Enrollment Academic Program Application Adviser Connection

  20. METRICS Visit Registration Course Enrollment Academic Program Application Adviser Connection

    Chat  Initiated Time  to  Completion Registration  Started Correct  Courses? Found  via  Search  Engine?
  21. Non-Branded Traffic Branded Traffic SEGMENTATION Prospective Student Alumni Current Student

    Staff Faculty
  22. BINARY METRICS FOCUS  ON

  23. KPIs Determine  your 10% 50% 90%

  24. ACADEMIC OPPORTUNITIES

  25. Segment Metric KPI ACADEMIC OPPORTUNITIES

  26. Segment ≠  Faculty ≠  Staff ≠  Current  Student ≠  Alumni

    Is  Off-­‐Campus Is  a  New  Visitor Metric KPI ACADEMIC OPPORTUNITIES
  27. Segment ≠  Faculty ≠  Staff ≠  Current  Student ≠  Alumni

    Is  Off-­‐Campus Is  a  New  Visitor Metric Academic  major  viewed KPI ACADEMIC OPPORTUNITIES
  28. Segment ≠  Faculty ≠  Staff ≠  Current  Student ≠  Alumni

    Is  Off-­‐Campus Is  a  New  Visitor Metric Academic  major  viewed KPI 30% ACADEMIC OPPORTUNITIES
  29. ACADEMIC OPPORTUNITIES

  30. ACADEMIC OPPORTUNITIES

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  34. CHAT FUNCTIONALITY

  35. CHAT FUNCTIONALITY Segment Metric KPI

  36. CHAT FUNCTIONALITY Segment All  Traffic Metric KPI

  37. CHAT FUNCTIONALITY Segment All  Traffic Metric Chat  Initiated? KPI

  38. CHAT FUNCTIONALITY Segment All  Traffic Metric Chat  Initiated? KPI 0.03%

  39. 400%  increase CHAT FUNCTIONALITY

  40. STATISTICALLY INVALID What  to  do  with samples?

  41. focused  tests  have  small  samples

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  43. Segment Metric KPI SCHOLARSHIP ESTIMATION

  44. Segment Mobile  Phone New  User Out-­‐of-­‐State Senior  News Metric KPI

    SCHOLARSHIP ESTIMATION
  45. Segment Mobile  Phone New  User Out-­‐of-­‐State Senior  News Metric Complete

     calculator w/o  errors  in  less  than 45  seconds KPI SCHOLARSHIP ESTIMATION
  46. Segment Mobile  Phone New  User Out-­‐of-­‐State Senior  News Metric Complete

     calculator w/o  errors  in  less  than 45  seconds KPI 60% SCHOLARSHIP ESTIMATION
  47. SCHOLARSHIP ESTIMATION 23 35 complete of 66%

  48. Safe...  or  are  we?

  49. CONFIDENT How can  we  be?

  50. ADJUSTED WALD METHOD Calculate  confidence  interval

  51. ADJUSTED WALD METHOD http://www.measuringusability.com/wald.htm

  52. NO CIGAR Close,  but

  53. Start  with  your  goals

  54. Determine  user  actions

  55. Define  metrics

  56. @smeranda seth@unl.edu