Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design toDrive Your Business June 25, 2015 Data is All Around You 1 Quantitative Data Sales Reports Data is All Around Quantitative Data Application Performance Data Data is All Around You Quantitative Data Search Engine Optimization Data is All Around Quantitative Web Analytics Data is All Around You Qualitative Data Customer Surveys Data is All Around You Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ Observation Heat Mapping & Scroll Mapping Data is All Around You Observation User Behavior Data is All Around You Data Already 
 Informs Design 2 A/B Testing Optimize for conversions. Data Already Informs Design Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design Eye Tracking People look where people look. Data Already Informs Design h Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design Color Psychology What does your brand color say about your business? The Golden Ratio 1.618 — Consider the Entire 
 User Journey 3 Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey Designing for
 Business Objectives 4 Identify the Friction Where can you make the biggest impact? Designing for Business Objectives User Journey Consideration Landing Pages Incremental improvements can drive exponential results. Be er Social Sharing Social sharing + content performance insights. Animations Scroll is the new click. Change Language Try different value proposition, calls to action, etc. Change Layout Use behavior patterns to drive decisions. User Journey Conversion: The act of purchasing a product or service through self service or a sales process. Content Marketing Share knowledge to establish trust. Onboarding Step-by-step walkthroughs for new users. Get the First Click Break through psychological barriers. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives Reduce cognitive load: hide data until a user requests it. Simplify your user interface for experienced users Testimonials “Who doesn’t love social proof?” - Brent Summers Prioritizing Your Backlog Keep Track of Experiments Practical Advice Use a formula to assess which experiments to do first. Sample Experiments Which of these experiments should be implemented Paid conversions What does the data tell you? Identify where can design make the biggest impact. Rounding Out the Process Your implementation method is unique. Measure the results. Repeat. Measuring Success 6 Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success

1. Brent Summers, Director of Marketing at Digital Telepathy
Using Data and Design to
Drive Your Business
June 25, 2015

2. @thuelmadsen #Kisswebinar
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3. Brent Summers - Digital Telepathy - @brentsummers
Brent Summers is a marketer at Digital Telepathy where he
gets to indulge in data and design on a daily basis. His
background in project management and business analysis
helps him to produce measurable results and constantly
improve performance.
Your presenter

4. @brentsummers #Kisswebinar
Join the conversation on Twi er

5. 1 Data is All Around You
2 Data Already Informs Design
3 Consider the Entire User Journey
Table of Contents
4 Designing for Business Objectives
5
6
Prioritizing Your Backlog
Measuring Success

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7. Data is All Around You
1

8. A Rose By Any Other Name
How many data scientists (by any name) are there today?
“…there are many data scientists with the title
so ware engineer, research scientist, etc., so the
number of people who match on a skill and
education basis regardless of official job title is
probably in the 150K-250K range.”
— Peter Skomoroch, Sr. Data Scientist & LinkedIn— Peter Eckert
h p://www.quora.com/How-many-data-scientists-by-any-name-are-there-today
Data is All Around You

9. Quantitative Data
Sales Reports
Data is All Around You
Sources might include: Google Spreadsheets, Excel, Salesforce, Magento, Bigcommerce

10. Quantitative Data
Application Performance Data
Data is All Around You
Sources might include: New Relic, App Dynamics

11. Quantitative Data
Search Engine Optimization
Data is All Around You
Sources might include: Moz, BuzzSumo, HubSpot, Google Adwords

12. Quantitative
Web Analytics
Data is All Around You
Sources might include: Google Analytics, Kiss Metrics, Filament.io, Adobe SiteCatalyst

13. Qualitative Data
Customer Surveys
Data is All Around You
Sources might include: Qualaroo, Intercom, Customer.io

14. Qualitative Data
Customer Interviews
Data is All Around You
Get more info at: goo.gl/Jeol7v

15. Qualitative Data
Personas
Data is All Around You
Get more info at: goo.gl/UW8mgQ

16. Observation
Heat Mapping & Scroll Mapping
Data is All Around You
Sources might include: Crazy Egg, Google Analytics, App Sumo, Lucky Orange

17. Observation
User Behavior
Data is All Around You
Sources might include: Google Analytics, UserTesting.com, Guerilla Testing, VerifyApp

18. Studies
Census, eBooks, Industry Reports
Data is All Around You
Sources might include: Forester, Gartner, Harvard Business Review

19. Research Types
Choose the right research for your needs.
Data is All Around You
Quantitative
- Quick to build
- Translates easily to measurement
- Useful for large groups of people
- Limiting to responses
- Information loss
- Confirmation bias
Qualitative
- Allows for greater depth
- Research can be iterated as new info is
revealed
- Difficult to maintain rigor
- Analysis is time consuming
Observation
- Task centric
- Real-world
- Lack of narrative
Studies
- Objective & trust-worthy
- The work is done
- Not situational or contextual
Strengths Weaknesses

20. Data Already
Informs Design
2

21. A/B Testing
Optimize for conversions.
Data Already Informs Design

22. Eye Tracking
People read in F-Shaped Pa erns
Data Already Informs Design
h p://www.nngroup.com/articles/f-shaped-pa ern-reading-web-content/

23. Eye Tracking
People look where people look.
Data Already Informs Design
h ps://blog.kissmetrics.com/eye-tracking-studies/

24. Vertical Rhythm
There’s a reason paper is ruled.
Data Already Informs Design
h p://www.smashingmagazine.com/2009/04/03/8-simple-ways-to-improve-typography-in-your-designs/

25. Color Psychology
What does your brand color say about your business?
Data Already Informs Design
h p://www.helpscout.net/blog/psychology-of-color/

26. The Golden Ratio
1.618 — Symmetrical mathematical relationship built from consistently asymmetrical parts
Data Already Informs Design

27. Consider the Entire
User Journey
3

28. Identify the Friction
Evaluate sentiment/friction at each stage of the user journey.
Consider the Entire User Journey

29. Defining the User Journey
Each stage represents a unique opportunity to impact your bo om line.
Consider the Entire User Journey
Awareness User becomes aware of their problem, or your product or
service (happens off-site)
Coverage
Mentions
Consideration You communicate your unique value proposition to your user
Bounce Rate
Time on Site / PPV
Acquisition The point at which an anonymous visitor becomes named. Trial Signups
Subscriptions
Conversion The act of purchasing a product or service through self
service or a sales process.
Sales
Upgrades
Activation Interaction with product/site/service post signup Churn
Upgrades
Retention Post-purchase. Activities that drive further product
engagement, adoption and upgrades.
Renewal
Advocacy When users of your product or service promote your product
on behalf of your brand.
Social Shares
Referrals
Definition Common Metrics

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31. Designing for
Business Objectives
4

32. Identify the Friction
Where can you make the biggest impact?
Designing for Business Objectives

33. User Journey
Consideration: You communicate your unique value proposition to your user.
Designing for Business Objectives

34. Designing for Business Objectives
Landing Pages
Incremental improvements can drive exponential results.
h p://www.dtelepathy.com/blog/business/nr-win

35. Designing for Business Objectives
Be er Social Sharing
Social sharing + content performance insights.
h p://www.filament.io/flare

36. Designing for Business Objectives
Animations
Scroll is the new click.

37. Designing for Business Objectives
Change Language
Try different value proposition, calls to action, etc.

38. Designing for Business Objectives
Change Layout
Use behavior pa erns to drive decisions.

39. User Journey
Conversion: The act of purchasing a product or service through self service or a sales process.
Designing for Business Objectives

40. Content Marketing
Share knowledge to establish trust.
Designing for Business Objectives

41. Onboarding
Step-by-step walkthroughs for new users.
Designing for Business Objectives
h p://www.dtelepathy.com/blog/design/ux-flows-onboarding

42. Get the First Click
Break through psychological barriers.
Designing for Business Objectives

43. User Journey
Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades.
Designing for Business Objectives

44. Designing for Business Objectives
Progressive Disclosure
Reduce cognitive load: hide data until a user requests it.

45. Designing for Business Objectives
Progressive Reduction
Simplify your user interface for experienced users.
h p://blog.invisionapp.com/the-challenges-with-progressive-reduction/

46. Designing for Business Objectives
Testimonials
“Who doesn’t love social proof?” - Brent Summers

47. Prioritizing Your Backlog
5

48. Keep Track of Experiments
At Digital Telepathy we like Trello, Spreadsheets, and Post-Its.
Prioritizing Your Backlog

49. Prioritizing Your Backlog

50. Practical Advice
Use a formula to assess which experiments to do first.
Prioritizing Your Backlog

51. Sample Experiments
Which of these experiments should be implemented first?
Prioritizing Your Backlog
Experiment 1 Experiment 2 Experiment 3
Observation I’m not meeting my sales forecasts
Open-rates are very low on
some blog posts.
People aren’t understanding
how to get started in my app.
Hypothesis
Site visitors don’t understand my
product.
“How to” post titles work
better than “## Listicle” titles.
People aren’t understanding
how to get started in my app.
Experiment Try different value propositions.
Rewrite a former listicle topic
as a “How to”.
Send a drip explaining
product features over the
course of the trial period.
Effectiveness
Rating
8 / 4 = 2 2 / 4 = 0.5 10 / 4 = 2.5
KPIs
Bounce rate
Time on site
Acquisition rate
Open rate
Click-thru rate
Share rate
Churn rate
Paid conversions

52. What does the data tell you?
Identify where can design make the biggest impact.
Prioritizing Your Backlog

53. Rounding Out the Process
Your implementation method is unique. Measure the results. Repeat.
Prioritizing Your Backlog

54. Measuring Success
6

55. Good Design is Great for Business
Design lead firms out-perform the S&P 500 by 228%.
Measuring Success
h ps://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

56. Spend A Li le to Get A Lot
That’s one helluva return.
“Numerous industry studies have stated that
every dollar spent on UX brings in between $2 and
$100 dollars in return”
— Peter Eckert
h p://www.fastcodesign.com/1669283/dollars-and-sense-the-business-case-for-investing-in-ui-design
Measuring Success

57. Questions?
Brent Summers
Director of Marketing & Content
Digital Telepathy
@brentsummers
Thue Madsen
Marketing Operations
KISSmetrics
@thuelmadsen

58. THANK YOU
Brent Summers
Director of Marketing & Content @ Digital Telepathy