Incorporating numbers and data into your design process is much simpler than you think. IAs and UX designers are already "web analysts”: Our in-depth knowledge of user behavior provides us the ability to glean vital, actionable insights from analytics data that others, such as marketers and business analysts, often miss.

1. NUMBERS ARE OUR FRIENDS
Lynne J. Polischiuk @lynneux
Julie Strothman @strottrot

2. Why do we care about analytics?

3. Search Term Usage on a scale of 1-100
‘ADD College’: 62
‘ADHD College’: 21
‘AD/HD College’: 0

4. Why do we care about analytics?

6. 43% drop in overall sales.
41% of visitors on a dial-up connection.

7. Why are designers unconvinced
about analytics?

8. We think of numbers as being
complex and scary.

9. We are told we need to
measure but not sure what.

10. A lot of the reports we receive
just aren’t helpful.

11. Why should you care about analytics?

12. Accountability = Credibility

13. Get a seat at the table.

14. A $12,000,000 Form Field?

15. “What are we contributing to the business?
Are we seeing things through and making sure
that what we are doing is worth something?”
- Joe Megibow
Expedia's VP of global analytics and optimization

16. How do we get started?

17. Three main things you need to do:
1. Define goals and metrics.
2. Educate yourself.
3. Make some allies.

18. 1. Define goals and metrics.

19. “Metrics are simply numbers that measure
the effectiveness of your business.”
- Josh Porter

20. Every business has unique metrics

21. This is a conversion.

22. Segment Data for More Actionable Information

23. Segment Data for More Actionable Information
Business Goal Metrics Segments
Customer loyalty Repeat visits Number of visits (e.g. 2, 3+)
Time on feature People using the given feature
Brand awareness Likes, mentions Visits from Facebook, Twitter
Branded search Traffic Source: Search terms
with brand name

26. "Numbers are an abstraction,
but when we give them context,
they have the strength, significance
and nuance of language."
- Livia Labate

27. 2. Educate yourself

28. We think a lot about
mastery of ‘output’ tools.

29. We need to learn more about research tools
and measuring our effectiveness.

30. Learn to love @Avinash

31. #measure

32. 3. Find some allies.

33. Reach out to others who can help you
access the data you need.

34. What’s going on in here?

35. We need a holistic view.

36. How can data help us design?

37. Competitive Analysis

38. Keyword Searches for Personas

39. Are you putting resources into the right content?
% Content % Visits
35%
28%
20%
13%
5%
About Academics Student Life Library Institute Alumni
Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6

40. “Stories are just data with a soul.”
- Brene Brown

41. Resources
Google Insights for Search: Avinash Kaushik @avinash
www.google.com/insights/search kaushik.net
Book: Web Analytics 2.0
Google Keyword Finder Tool:
adwords.google.com/select/ Livia Labate @livlab
KeywordToolExternal livlab.com/thinkia/
Ceci n’est pas une KPI slides:
Compete http://www.slideshare.net/livlab/ceci-
nest-pas-une-kpi-interaction-10
compete.com
Joshua Porter @bokardo
bokardo.com/
Book: Designing for the Social Web
Questions? Lynne J. Polischiuk Julie Strothman
info@lynneux.com julie@strottrot.com
@lynneux @strottrot