by Angela Obias, under the Digital Brand Management team of ABS-CBN Corporation Research is often overlooked when planning a digital team. The slides above were presented to an executive committee, to evangelize the relevance of research projects to website and application development. Slides containing ABS-CBN's proprietary performance data (TV ratings, Google Analytics) were removed. The presentation offers an overview of the benefits of analytics, usability testing and user research.

1. Angela Obias
DBM
in
User Research Role
UX

2. Why do we need user research?

3. that doesn’t mean anything to us.
We have so much data,
1

4. The web isn’t the same as TV.

5. Data is inexpensive.
There’s no official body.

6. Sample of
BBC
clickthrough
behavior
prior to redesign

7. Websites are massively complex, and although tools
capture all that data, they don’t actually tell you what
to do.
Most web analytics tools...spew out data.
...To solve these...you need an analyst... Otherwise,
you are simply data rich and information poor.
Avinash Kaushik, Google
“
”

8. TV Patrol Weekend?
What was the best timeslot for

9. Time
Timeslot
Program
Minute-by-minute
1
2
3
4

10. Total Philippines
2 TV channels
8 areas
10 demographic targetsx

11. A sampling of patterns...

12. All this beautiful data.
What could it do for our
content strategy?

13. through usability testing.
Design efficiency improves
2

14. Simple fact:
Human beings are biased
towards their own experience.

15. We can’t really
assume
account for
pretend we know
how another person will receive
what we’re trying to say.

17. Usability Testing≠ More money
Better
user experience

18. Site metrics can give us a general path.

19. Direct observation helps us see:
- Ease of navigation
- Learnability and errors
- Comprehension and findability
* Spontaneous comments (branding, feel)

24. Usability testing
is only part
of the research story.

25. Usability testing
aids interface design.

26. through seeing market needs.
User research lets us innovate
3

27. We do no market research.
- Steve Jobs, in Fortune Magazine

28. 1. “Apple’s goal isn’t to make money.”
2. Apple designs for themselves.

29. Very few companies have this luxury.

30. User Research
People who will
use the product
People crafting
and planning the
product

31. To sniff out their needs,

32. ...we would need to spend time with them

33. and see what their life is like.

34. What are their pain points when they use their
mobile phone, or browse the web?

35. What are their “quick fixes” for things?

36. What happens when there’s one TV and one laptop in
the home? Who gets to use what?

37. From the user stories and profiles,
we create
personas
use cases
user flows

39. Varying news experiences
on multiple touchpoints

40. May seem like
common sense tweaks.
But until you hear or see user experiences,
it’ll be harder to
imagine life in their shoes
and brainstorm creative ideas to
solve their problems.

41. Still a learning process.
Both in and around our team.

42. In a fast-paced industry
where
differentiation and freedom
make it hard
for anyone
to lead the pack

43. we need to know the
pulse
of our users
better.