Let’s move past obsolete vanity metrics like page hits and visit counts. Use analytics to find out exactly how your users interact with your website and apps. Master concrete tactics that help you practice the Lean UX ideal of build, measure, and learn. Actively record touch-points on your UX with Google Analytics to track what buttons, options, and selections your users make on your UI. Use this technique in your native and web apps to accurately report new feature use. QA, designers, and programmers benefit from device capabilities, geo-location, and O/S info collected passively by the Google Analytics system. Empower everyone on your team to make better choices in their daily work!

1. The Analytics of Handheld UX
EXPERIENCE
MEASURING THE MOBILE
KEN TABOR at SXSW 2016

2. Use analytics to discover how your
users are interacting
with your native and web apps.
@KENTABOR

3. BUILD!
MEASURE|LEARN#
@KENTABOR
Activate the product development
virtuous cycle to empower you.

4. @KENTABOR
WHAT?

5. Analytics is the discovery and
communication of meaningful
patterns in data.
Analytics often favors data
visualization to communicate
insight.
en.wikipedia.org/wiki/Analytics
@KENTABOR

6. @KENTABOR
WHY?

7. how people are
using your software.
No Analytics?
NO IDEA
@KENTABOR

8. START
projects validating
hypotheses with
dashboards.
projects with data-
driven decisions.
FINISH
@KENTABOR

9. Foster a transparent
team with shared understanding.
Build deep context to
informeveryone’s choices.
@KENTABOR

10. Traditional analytics measuring
page hits and visitor counts is
nearly obsolete for modern,
single-page, webapps.
VANITY
METRICS
@KENTABOR

11. Pages are becoming
programs.
@KENTABOR

12. @KENTABOR
Pages are becoming
programs.

13. HOW
TO DO
MODERN
METRICS
?
@KENTABOR

14. track events as people interact
with components on your app’s UI.
ACTIVELY
@KENTABOR

15. ACTIVE
MEASUREMENT
event('ingredient','select','coffee', 3);
event('Flight','Add','BigAir', 1024);
event('User','Language','spanish');
@KENTABOR

16. event('ingredient','select','coffee', 3);
category(string)
action(string)
detail(string)
detail(number)
ACTIVE
MEASUREMENT
@KENTABOR

17. var AnalyticsFacade = (function() {
return {
init: function() {
// SEE: Google docs for the tracking code snippet
},
event: function(category, action, label, value) {
ga('send', 'event', category, action, label, value);
}
}
})();
TS.analytics = AnalyticsFacade;
Tuck analytics into a module.
Hide complexity. Future-proof
against platform changes.
@KENTABOR

18. function initialize() {
TS.analytics.init();
TS.analytics.event('App', 'Load');
appView = new TS.view.Application();
appView.render();
}
Your app sets up analytics
from the start.
@KENTABOR

19. TS.view.ProgramInfo = Backbone.View.extend({
events: {
'click': 'onSelectChoice'
},
onSelectChoice: function(event) {
var parent = $(event.target.parentElement);
var cid = parent.data('cid');
var userModel = this.collection.get(cid);
var serviceName = userModel.getServiceKey();
TS.analytics.event('Program', 'Select', serviceName);
}
});
@KENTABOR
Track an event in the DOM element
click handler of your app’s views.

20. Create custom dashboards
reporting your UX events.
@KENTABOR

21. @KENTABOR

22. Idea
Prototype
Usability
Development
Ship It
ANALYTICS
@KENTABOR

23. Who on your team benefits from
Analytics?
EVERYONE!
@KENTABOR

24. TESTERS
Decide what devices to use for
quality assurance.
@KENTABOR

25. ENGINEERS
Decide when to support new
system features.
@KENTABOR

26. DESIGNERS
Decide at what screen sizes they lay
out UI and create art assets.
@KENTABOR

27. PRODUCT
MANAGERS
Stop guessing at consumer
acceptance & engagement.
@KENTABOR

28. Device model, O/S version, screen
resolution, geo-location, browser
type, visitor behavior. Comes “free”
from the analytics system.
PASSIVE
MEASUREMENT
@KENTABOR

29. The default dashboards can
feel like big data overload.
@KENTABOR

30. @KENTABOR

31. Create custom dashboards
reporting the passive data.
@KENTABOR

32. @KENTABOR

33. Get my mobile
firstdashboard.
www.google.com/analytics/web/template?
uid=iLTPIL89SP-RVF-A59HhWA
@KENTABOR

34. #CODERLIFE
@KENTABOR
#CODERLIFE

35. <script src="www.google-analytics.com/
analytics.js"
type="text/javascript"></script>
@KENTABOR
WEB SDK
developers.google.com/analytics/devguides/
collection/analyticsjs

36. Native app SDKs available for
iOS& Android
@KENTABOR
developers.google.com/analytics/devguides/
collection/ios/v3
developers.google.com/analytics/devguides/
collection/android/v4

37. Hybrid App
JavaScript App + Cordova Lib +
Plugin + [iOS, Android] SDK
github.com/danwilson/google-analytics-plugin
cordova.apache.org
@KENTABOR

38. POST www.google-analytics.com/collect
{payload data}
RESTful API
developers.google.com/analytics/devguides/
collection/protocol/v1
@KENTABOR

39. Google Tag Manager let’s
anybody define track events
in a dashboard UI after your
tech team adds a snippet.
Missing Coders?
@KENTABOR

40. Takeaways
@KENTABOR

41. Report outcomes. Invest time &
talent into underperforming features.
IMPROVE OR
REMOVE
@KENTABOR

42. Talk with people. Let analytics
increase your reach as you grow.
SCALE UP
&LISTEN
@KENTABOR

43. Ensure everyone understands the
debate and speaks to the numbers.
DATA WINS
ARGUMENTS
@KENTABOR

44. @KenTabor
www.katworksgames.com
speaking@katworksgames.com
My projects, blog, slides, and more
Tweets on code, UX, and leadership
Reach out to me with an email

45. I wrote this book for designers who
have accidentally (on purpose)
become developers.
They are talented and tenacious, but
not well equipped to code, test, and
debug responsive and mobile-first
sites.
An entire history of tools exists stuck
in the domain of software engineers.
My book collects them into a single
box of awesome within your reach.
@KENTABOR
Get My Book