Measuring has become more and more important to the job of the information architect. * We need to measure the KPI's of our projects to assure we meet our customers business objectives. * We need to measure the usage of the site to assure it's effectiveness. * We need to measure the users behaviour on the site so we can optimize the information architecture to meet their needs. * We need to measure business parameters such as sales numbers, conversion rates, ... and compare them to the traffic analysis. Measuring becomes essential to define what we do but also to define why we do it. We need to justify and document the effect our work has on the overall business. A new generation of tools allows us to integrate data from traffic analysis, CRM, ERP, with our traditional work of defining navigations, taxonomies, content organization, etc. Most usability tests only include a small sample of users meanwhile there is data available on all of our visitors behaviours, we need to exploit this data and use it to define and refine the overall user experience of our online projects.

1. Integrating web analysis in the user experience design process Erik Verdeyen David De Block www.internetarchitects.be 26 th September 2008 EuroIA Conference 2008 - Amsterdam

9. ACT 1: Introduction in Web Analytics

19. Introduction in Web Analytics A free tool in the Forrester report 

20. Introduction in Web Analytics

21. Introduction in Web Analytics

22. Introduction in Web Analytics

24. ACT 2: Web Analytics in the UI design process

26. Approach

52. ACT 3: some current evolutions

56. Thank you! [email_address] +32 475 567 890 [email_address] +32 486 134 138 www.internetarchitects.be