Triangulate your way to better design recommendations

1. Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty

2. What’s your favorite method?

3. Web Analytics Explosion

4. Who wins the battle?

5. Usability Testing Sucks

6. Usability Testing Moderator Required Moderator Bias Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Small Sample Results not Generalizable

7. Usability Testing 3 users experienced X… Consider changing X to Y.

8. Usability Testing is Disconnected

9. Web Analytics are Awesome!

10. Web Analytics No Moderator Automatic Data Collection/Analysis Real Users “ In the Wild” Real Goals Real Tasks Representative/ Large Sample Size

11. Numbers and graphs: universally beloved

12. Analytics rundown

13. Visitor/Session Tracking

15. Clickmaps/Heatmaps

17. Email Data Mining

19. Session Recording

21. A/B or Multivariate Testing

23. Unmoderated Usability Testing

25. Custom Metrics

27. The what. But why?

28. Analytics Suck

29. Web Analytics Data on current state only Overwhelming amounts of data to analyze One-dimensional view (i.e. Page-level data only from Clickmaps) Limited information about context No info about user intent

30. Usability Testing is Awesome

31. Usability Testing Ability to test new interfaces/ prototypes Moderator can probe to clarify intent Info about goals Rich data/ holistic view

32. Triangulate!

35. Triangulate Surveys Analytics Usability Testing

36. Questions first

37. CSI or Law & Order?

38. Questions? Twitter: @kaniasty [email_address] kaniasty.com