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Defining the Damn Data
@nstopUX
Jen Matson
Sr. UX Designer, RealSelf
Photo: https://www.flickr.com/photos/rh2ox/9989876925
Everyone
data
…right?
Photo: https://www.flickr.com/photos/barnism/429618154
Defining the Damn Data
We are:
The world's largest community for learning and
sharing information about cosmetic surgery,
dermatology, dentistry, and other elective
treatments.
In 2014, our users:
• Numbered 51 million (unique visitors)
• Viewed half-a-billion pages
• Spent 5 million hours in their research
• Are predominantly mobile: 72% and growing
Core team: UX designer, product
manager, developer(s)

Supporting players: Business
analyst, community manager(s)
Team
Agile process: 2-week sprints, PM
and design at daily stand-ups

Bite-sized work: Build and launch
many smaller things, test, iterate,
improve
Project approach
?
Ongoing data sharing
Weekly meetings:
• Business analysts present Google Analytics
data to full product team
• Community managers share user insights
How do we interpret the data?
Featured project:

Question & answer page
Defining the Damn Data
Defining the Damn Data
Step 1:
Define the problem / opportunity
• What’s wrong, or where
can we do something
great?
• Why do we think this
might be worthwhile?
• Do we have any data to
support this?
Step 1:
Define the problem / opportunity
• High traffic, but high
bounce rate - most visitors
view 1 page, leave
• We have highly relevant
content, but it’s not easily
discoverable
• Issue identified via analysis
using Google Analytics
Step 1:
Define the problem / opportunity
Defining the Damn Data
Defining the Damn Data
Step 2:
Define your users
• What’s the profile of a

user visiting this page?
• What motivates this user,
and how does that
intersect with what we
have to offer in our
product?
Step 2:
Define your users
• Someone Googling for
answer to a specific
question about a medical
treatment
• Motivated to the get that
answer first and foremost
• Unaware of RealSelf brand
Step 2:
Define your users
Defining the Damn Data
Step 3:
Define the desired business result
• What does product
success look like?
Step 3:
Define the desired business result
• Reduce bounce rate,
converting some portion of
casual users to active users
• Active users contribute
content that increases value
of site for all
• Increase awareness of
RealSelf brand
Step 3:
Define the desired business result
Step 4:
Identify the highest-value work
• Where do user needs and
business goals overlap?
Step 4:
Identify the highest-value work
• Focus on getting the user
their answer quickly, easily
• Provide relevant related
content for those motivated
to dig deeper
Step 4:
Identify the highest-value work
Step 5:
Define what to design and build, and how
• What content, interface
and functional changes
will we make?
• How long will it take to
design and build?
• What can we deliver
quickest, of highest value
to the user?
Step 5:
Define what to design and build, and how
• Remove irrelevant content/
UI so we can move valuable
content further up the page
• Tweak existing design for
initial experiment
Step 5:
Define what to design and build, and how
Defining the Damn Data
Step 6:
Define metrics, measurement, launch
• What data will we use to
determine success or
failure?
• What do we have the
ability to measure now?
• How many people will see
this and on what devices/
in what regions?
Step 6:
Define metrics, measurement, launch
• Show reduced bounce rate
% in Google Analytics
• Increase clicks on specific
links to related content
• Target mobile for initial test
• Expose to a small % of
users to start
Step 6:
Define metrics, measurement, launch
Step 7:
Design, build and instrument
• Create final visual design
• Build design in Optimizely
using HTML, CSS and
JavaScript
• Set up click and other goals
in Optimizely keyed off of
defined user behaviors
Step 7:
Design, build and instrument
Defining the Damn Data
Defining the Damn Data
Defining the Damn Data
Defining the Damn Data
Step 8:
Launch, observe, learn
Results?
New design
Defining the Damn Data
Defining the Damn Data
Old design
New design
Defining the Damn Data
Defining the Damn Data
BUT…
This is by design
• Someone Googling for
answer to a specific
question about a medical
treatment
• Motivated to the get that
answer first and foremost
• Not engaging with
doctors at this point in
their journey
Another lesson
• Photo upload was clunky, so users created multiple
review entries for multiple photos
• We made uploading photos easier, data showed
sharp drop in reviews
• Initial data was misleading - we didn’t break
anything, we made the experience better
Always test before you launch to all
So…
1. Define the problem / opportunity
2. Define your users
3. Define the desired business result
4. Identify the highest-value work
5. Define what to design and build, and how
6. Define metrics, measurement, launch
7. Design, build and instrument
8. Launch, observe, learn
Thank you.
@nstopUX
Jen Matson
Sr. UX Designer, RealSelf

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Defining the Damn Data

  • 1. Defining the Damn Data @nstopUX Jen Matson Sr. UX Designer, RealSelf Photo: https://www.flickr.com/photos/rh2ox/9989876925
  • 5. We are: The world's largest community for learning and sharing information about cosmetic surgery, dermatology, dentistry, and other elective treatments.
  • 6. In 2014, our users: • Numbered 51 million (unique visitors) • Viewed half-a-billion pages • Spent 5 million hours in their research • Are predominantly mobile: 72% and growing
  • 7. Core team: UX designer, product manager, developer(s)
 Supporting players: Business analyst, community manager(s) Team
  • 8. Agile process: 2-week sprints, PM and design at daily stand-ups
 Bite-sized work: Build and launch many smaller things, test, iterate, improve Project approach
  • 9. ?
  • 10. Ongoing data sharing Weekly meetings: • Business analysts present Google Analytics data to full product team • Community managers share user insights How do we interpret the data?
  • 14. Step 1: Define the problem / opportunity
  • 15. • What’s wrong, or where can we do something great? • Why do we think this might be worthwhile? • Do we have any data to support this? Step 1: Define the problem / opportunity
  • 16. • High traffic, but high bounce rate - most visitors view 1 page, leave • We have highly relevant content, but it’s not easily discoverable • Issue identified via analysis using Google Analytics Step 1: Define the problem / opportunity
  • 20. • What’s the profile of a
 user visiting this page? • What motivates this user, and how does that intersect with what we have to offer in our product? Step 2: Define your users
  • 21. • Someone Googling for answer to a specific question about a medical treatment • Motivated to the get that answer first and foremost • Unaware of RealSelf brand Step 2: Define your users
  • 23. Step 3: Define the desired business result
  • 24. • What does product success look like? Step 3: Define the desired business result
  • 25. • Reduce bounce rate, converting some portion of casual users to active users • Active users contribute content that increases value of site for all • Increase awareness of RealSelf brand Step 3: Define the desired business result
  • 26. Step 4: Identify the highest-value work
  • 27. • Where do user needs and business goals overlap? Step 4: Identify the highest-value work
  • 28. • Focus on getting the user their answer quickly, easily • Provide relevant related content for those motivated to dig deeper Step 4: Identify the highest-value work
  • 29. Step 5: Define what to design and build, and how
  • 30. • What content, interface and functional changes will we make? • How long will it take to design and build? • What can we deliver quickest, of highest value to the user? Step 5: Define what to design and build, and how
  • 31. • Remove irrelevant content/ UI so we can move valuable content further up the page • Tweak existing design for initial experiment Step 5: Define what to design and build, and how
  • 33. Step 6: Define metrics, measurement, launch
  • 34. • What data will we use to determine success or failure? • What do we have the ability to measure now? • How many people will see this and on what devices/ in what regions? Step 6: Define metrics, measurement, launch
  • 35. • Show reduced bounce rate % in Google Analytics • Increase clicks on specific links to related content • Target mobile for initial test • Expose to a small % of users to start Step 6: Define metrics, measurement, launch
  • 36. Step 7: Design, build and instrument
  • 37. • Create final visual design • Build design in Optimizely using HTML, CSS and JavaScript • Set up click and other goals in Optimizely keyed off of defined user behaviors Step 7: Design, build and instrument
  • 52. This is by design
  • 53. • Someone Googling for answer to a specific question about a medical treatment • Motivated to the get that answer first and foremost • Not engaging with doctors at this point in their journey
  • 55. • Photo upload was clunky, so users created multiple review entries for multiple photos • We made uploading photos easier, data showed sharp drop in reviews • Initial data was misleading - we didn’t break anything, we made the experience better Always test before you launch to all
  • 56. So…
  • 57. 1. Define the problem / opportunity 2. Define your users 3. Define the desired business result 4. Identify the highest-value work 5. Define what to design and build, and how 6. Define metrics, measurement, launch 7. Design, build and instrument 8. Launch, observe, learn
  • 58. Thank you. @nstopUX Jen Matson Sr. UX Designer, RealSelf