Getting the Edge: Metric Enhanced Design

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

Transcript

1. METRIC ENHANCED Getting  the  Edge: DESIGN
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.
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
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
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