MarkoHurst.com :: My topic of discussion at the Feb 17 2009 NYC UPA. Even as the pace of society, business, and the Internet continue to increase, many budgets and time lines continue to decrease. To compound this issue, there is a serious disconnect between business goals, user goals, and what visitors actually do on your site. UX practitioners need a simple and efficient way to reconcile these diverse needs while taking action on their data. Join us to learn about a new method for incorporating quantitative data such as web analytics and business intelligence into your qualitative user experience deliverables: personas, wireframes, and more. This presentation will include discussions of online business models, feedback loops for ensuring cross-discipline collaboration, and ongoing revisions.

1. Designing Outcomes For Usability The Future of UX & Analytics Marko Hurst, Director of User Experience Blog: MarkoHurst .com Contact: [email_address] Blog: RosenfeldMedia .com Follow: twitter. com/markohurst

2. Search Analytics ‘the book’ The next step in UX & Business. Bringing quals & quants together.

12. Working Together In Silos Will the real Slim Shady pleas stand up? 1 2 3 4 5 6 Prefer 95% statistical difference Not trained to work with large data sets May or may not understand large &/or small data sets Scorecards, KPI reports, web analytics, business intelligence, etc. Visitor/user personas, wireframes, comps, development, etc. Brand architecture, marketing personas, creative brief, etc. Statistics, computer science, data mining, CRM Library science, psychology, design, computer science Business, marketing, finance Data focused (objective, behavioral) Visitor/user focused (subjective, attitudinal) Business/marketing focused Quantitative data (clickstream, KPIs) Qualitative data ( ethnography, user testing) Marketing Data (demographics, psychographics) Understand visitor actions (what) Understand visitor motivations (why) Understand consumers (visitors, not so much) Analytics UX Business

13. Decision Making - Who’s Right? Who’s Wrong? “ Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website.” ~Client “ Ohhhh we could so do that in Flash!” ~Creative Director “ We need to drive more traffic.” ~Client & Account Mgr “ Why do I need an IA? We’ll just reuse the copy from the package online” ~Client “ The client only cares about the number of Page Views.” ~Account Director “ But our user testing shows that users prefer “Buy Now” over “Add To Cart.” ~Information Architect “ We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst Knowing your online business model up-front will solve these (and any other) issues

14. Outcomes Worksheet Assumes your online business model is already identified

16. This is NOT and We Don’t Need Another… Tools you see today, that you can use tomorrow Process Methodology

18. Designing Outcomes Framework Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

25. Lead Gen: Trial - Applied Measure, Monitor, & Optimize

27. Lead Generation: Trial Example How successful were you? How much better could it be? Step 2 Step 3 Step 1 Step 4 (G1)

29. Lead Generation: Trial - Scenario Analysis Example Reporting vs. Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.

31. Lead Generation: Trial - Monetization Model The proof is in the pudding

32. Surveys Tying Motivation To Clickstream

34. Keywords Visitor Confessions

35. Much More Than SEO https://adwords.google.com/select/KeywordToolExternal Use to improve copy/content, usability, search, personas, etc. Don’t forget to optimize!

39. Functionalism Example: Tide Step 2 - Explainer Step 3 - Converter Step 1 - Engager/Router Step 4 (G1) - Completer

41. All Together Now Recap

43. Put it all together, you get…

44. Thank You Marko Hurst Director of User Experience Blog: MarkoHurst .com Contact: [email_address] Blog: RosenfeldMedia .com Follow: twitter. com/markohurst Peace Out! Designing Outcomes