1. #high5conf@melissa_eggPresentation by
What Analytics Won’t Tell You:
to Inform Content and Design
melissa eggleston
#high5conf@melissa_egg
Get Essential Insights

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You sell
snow cone machines

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Exit rate high Time on page low

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To get the insights,
get to the people
behind the numbers!

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Our Goals
1. Agree that using analytics alone leaves
you with questions
2. Learn three methods beyond analytics
for gathering useful data
3. Walk out with practical tips on how to
get started with these methods

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About me
Meteorologist
Content strategist
UX researcher
Author

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Ingredients for success
• Pen
• Paper
• Time
• Knowledge (some)
• Open-mindedness

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Method 1:
Interviews

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Interview Definition

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“Learn everything that might influence
how the users might use what you’re
creating.”
- Erika Hall, author, Just Enough Research

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Interviews vs. Focus Groups

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Favorite tool:
Livescribe Echo
Recording Pen

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Resource for Better Interviews
Interviewing Users
by Steve Portigal

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Method 2:
Usability Testing

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Usability testing definition

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People lie —
to your face and
to themselves.

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People are terrible
at remembering and
predicting behavior.

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Usability Testing vs. Expert Review

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Resource for Usability Testing
Rocket Surgery
Made Easy
by Steve Krug

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Method 3:
Field Research

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Defining field research
Jane
Goodall
observes
the
an0cs
of
two
chimpanzees
in
Gombe
Stream
Na0onal
Park,
Tanzania.
(Photograph
by
Michael
Nichols,
Na0onal
Geographic
Blog)

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Resource for Field Research
Just Enough
Research
by Erika Hall

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To get the insights,
get to the people
behind the numbers!• c

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Q & A• c

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What small step can you
take toward getting the
insights you need?

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Ask Me Questions!
Email: melissa@melissaegg.com
Twitter: @melissa_egg
Slides: melissaegg.com/blog