#high5conf@melissa_eggPresentation by What Analytics Won’t
Tell You: to Inform Content and Design melissa eggleston #high5conf@melissa_egg Get Essential Insights

#high5conf@melissa_egg You sell snow cone
machines

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#high5conf@melissa_egg Exit rate high Time
on page low

#high5conf@melissa_egg ? ? ? ?
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ??? ? ? ? ?? ? ? ?

#high5conf@melissa_egg To get the insights,
get to the people behind the numbers!

#high5conf@melissa_egg Our Goals 1. Agree
that using analytics alone leaves you with questions 2. Learn three methods beyond analytics for gathering useful data 3. Walk out with practical tips on how to get started with these methods

#high5conf@melissa_egg About me Meteorologist Content
strategist UX researcher Author

#high5conf@melissa_egg Ingredients for success •
Pen • Paper • Time • Knowledge (some) • Open-mindedness

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Method 1:
Interviews

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Interview Definition

#high5conf@melissa_egg “Learn everything that might
influence how the users might use what you’re creating.” - Erika Hall, author, Just Enough Research

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Interviews vs. Focus Groups

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#high5conf@melissa_egg Favorite tool: Livescribe Echo
Recording Pen

#high5conf@melissa_egg Resource for Better Interviews
Interviewing Users by Steve Portigal

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Method 2:
Usability Testing

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Usability testing definition

#high5conf@melissa_egg People lie — to
your face and to themselves.

#high5conf@melissa_egg People are terrible at
remembering and predicting behavior.

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#high5conf@melissa_egg Usability Testing vs. Expert
Review

#high5conf@melissa_egg Resource for Usability Testing
Rocket Surgery Made Easy by Steve Krug

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Method 3:
Field Research

#high5conf@melissa_egg Defining field research Jane
Goodall observes the an0cs of two chimpanzees in Gombe Stream Na0onal Park, Tanzania. (Photograph by Michael Nichols, Na0onal Geographic Blog)

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#high5conf@melissa_egg Resource for Field Research
Just Enough Research by Erika Hall

#high5conf@melissa_egg To get the insights,
get to the people behind the numbers!• c

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Q & A• c

#high5conf@melissa_egg What small step can
you take toward getting the insights you need?

#high5conf@melissa_egg Ask Me Questions! Email:
melissa@melissaegg.com Twitter: @melissa_egg Slides: melissaegg.com/blog