One could be Prince Charles, the other Ozzy Osbourne. We voluntarily spend hours on social networks following topics, brands, and people. But when designing user experiences, rarely do we consider using data derived from monitoring and analyzing social conversations. In this brief speech, I¹m going to discuss the methodology we adopted in nois3 for identifying target demographics and influencers through the analysis of social conversations enriched by successive targeted searches. Only after this process do we decide on a strategy for creating the user experience. This is what Data Driven UX really is.

1. +
DATA DRIVEN UX
From Social to eXperience
DIGITAL DESIGN THINKING.

2. Via Alberto da Giussano 62/D
00176 Roma (IT)
+39 06 29 66 60
@wearenois3
hello@nois3.it
www.nois3.it

3. +
WAIT, WHO ARE YOU?
DIGITAL DESIGN THINKING.

4. Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
CEO + FOUNDER
Experience Designer, Founder & CEO @ nois3,
I work, teach and live in Rome (Italy) –
not necessarily in this order.
DATA DRIVEN UX

5. In case you were asking… yep I’m Italian, I can cook :P

6. First off: “who’s gonna use it?”

7. Think of two customers.
“
One of them could be Prince Charles and the
other one Ozzy Osbourne.
Both were born in 1948, male, raised in Great Britain,
married, successful and wealthy. Furthermore, both of them
have at least two children, like dogs and love the Alps…
THIS IS SERVICE DESIGN THINKING.
DATA DRIVEN UX

8. +
WHERE ARE
THE PEOPLE?
DIGITAL DESIGN THINKING.

9. DATA DRIVEN UX

10. ITERATIVE DESIGN
DIGITAL DESIGN THINKING.
+
We design responsive websites
and digital strategies
to connect organizations
to their customers.
DATA DRIVEN UX
You too might be tweeting… go on with #learnlunch!

11. Lots of people, including you, use social media continuously.
They share moments, like contents, produce memories,
profile themselves also unconsciously.
Okay, someone could be in the grey zone… But that’s another story.
Sharing is caring?
There are zillions of data voluntarily created, they just wait to be interpreted and used.
FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :)
DATA DRIVEN UX

12. Reputation: you can either build it,
or suffer from it.
— Matteo Flora
“
DATA DRIVEN UX

13. People get an idea, talk about purchase
or about their experiences with services
despite brands want it.
Moments of Truth
From Zero to Third, at least.
DATA DRIVEN UX

14. What if we analyse online conversations to get inspired
on behavioural patterns and hidden needs
that are not really or badly addressed?
Using different sources and intersecting different results.
Customers & needs discovery
Understanding the Zero Moment of Truth
DATA DRIVEN UX

15. DATA DRIVEN UX
DIGITAL DESIGN THINKING.
+
We design responsive websites
and digital strategies
to connect organizations
to their customers.

16. Monitoring platform, even powerful ones like Crimson Hexagon
or Radian6 are not enough alone.
On one hand people have different behaviours on different social
networks, on the other because numbers don’t tell the story alone
but they are a necessary starting point.
Not only auto-magic
HINT! Humans needed to analyse data :)
DATA DRIVEN UX

17. Some procedural steps
DATA DRIVEN UX

18. CONVERSATIONS REPORT
DATA DRIVEN RESULTS
& CONCLUSIONS
DATA DRIVEN UX
Not only collecting conversations
and cleaning up the messAnalysis of the
CONVERSATIONS
1
Choose keywords:
themes, topics or hashtags to monitorElaboration of a
SEARCH HYPOTHESIS
0
Enriching results with
human analysts
Enhancement of
DATA & REVISION
2
User
INTERVIEWS
3
Creation of the
PERSONAS
4
“CLASSIC” UX PROCESS

19. Ok, Google... I’m confused.
Empty search form might make you uncomfortable.
And if you’re looking for brand’s name,
everything seems perfect.
DATA DRIVEN UX
And the answer is 42.
Elaboration of a
SEARCH HYPOTHESIS
0

20. Think as a user! Search Intentionally
Start from query, not from branded keywords
A user is not only a target.
S/he’s a person who doesn’t search for an abstract service,
or by service name, but for concrete solutions
to her/his problem, precise informations.
“ How? Where? How come I can’t...?
DATA DRIVEN UX

21. Secret life of semantic search algorithms and query stats
Questions about a brand
DATA DRIVEN UX

22. On Social Networks users deal directly with a
brand mentioning handles, hashtag, products &
services, links...
Tell their issues, their needs,
frustrations: their user-story.
F*** Google, Ask Tweet ME!
People look for a dialog, a direct relationship with a brand.
DATA DRIVEN UX

23. Search'em all. Data are everywhere.
Nowadays there are search tools on most platforms: go monitor!
DATA DRIVEN UX

24. DATA DRIVEN UX
Analysis of the
CONVERSATIONS
1

25. File, Collect, Index
Conversation Audit: sentiment, relevant topics or recurrent terms.
User Behaviour/Usage Trends: habits & usage patterns emerged.
Audience Segmentation: clustered users for demographics,
cultural, social, psychological criteria.
From collecting data to useful insights for UX: user profiling, emerging needs.
DATA DRIVEN UX

26. Intruder? We’ll spot her/him.
Identify and recognise relevant and “negative" terms
to be excluded from analysis.
Evaluate new terms to be added in order to deepen
and enrich research.
What are irrelevant data? What important data did we miss?
DATA DRIVEN UX
Enhancement of
DATA & REVISION
2

27. Create a usable dataset
Documenting during the process helps the overall results
Keyword, topics
Sources analysed and monitored
Tools used
Timeframe of analysis
Anomalies or other events that influence the
collected data. (es. viral content, breaking news)
DATA DRIVEN UX

28. Defining insights
Analysis and clustering of data is the most important part
DATA DRIVEN UX

30. User interviews & ethnography
Narrative interviews & user research
DATA DRIVEN UX
Convincing to tell you about satisfying experiences,
frustration or even just anecdotes about
the need you’re exploring tells you more
than a thousand of quantitative research,
right Mr. Osbourne?

31. Heisenberg, my friend…
Not Bryan Cranston, the other guy.
DATA DRIVEN UX
The observer influences the experiment.
Don’t pretend to be objective.
You are human and people who
you’re going to interview are
human too.

32. And then?
Now we’ll show you something
DATA DRIVEN UX

33. (Almost) no Call Center operator
was harmed in this case.
DATA DRIVEN UX
A CASE
STUDY

34. +
TIM IS UX
Let’s try this method
DIGITAL DESIGN THINKING.

35. You are invited to design and represent by wireframe a
new concept for the web portal Impresa Semplice. [...]
Imagine a new feature that nobody will ever give up!
— This is from TIM IS UX tender - desall.org
“
Nobody who? Who are the users, what do they look for?
No one tell us!!1!1!!one
DATA DRIVEN UX

36. DATA DRIVEN UX
Let’s do some research!

37. Nat, Piero: let's see if the social caring
emerged some elements due to the site
or to its user experience?
— Myself, to my colleagues Natalia e Piero
“
It was only a working hypothesis, to figure out how to test this
method. Ready to be disproved.
DATA DRIVEN UX

38. DATA DRIVEN UXDATA DRIVEN UX

39. DATA DRIVEN UXDATA DRIVEN UX

40. DATA DRIVEN UX
International rates are crazy expensive
The most shared content about TIM IS
DATA DRIVEN UX

41. Good service design is seen especially
from the back office
—Mino Parisi - Fi h Beat
“
In all the research we've done on Facebook, Twitter
and Google, have emerged unmanaged frustrations.
DATA DRIVEN UX

42. DATA DRIVEN UX
Go fix it!

43. TRACKING
OF REQUESTS
CUSTOMER CARE
RESPONSIVENESS
WEBSITE
USABILITY
RELIABILITY
OF INFORMATIONS
What we have detected and confirmed by the
company from the interviews:
Emerged issues
DATA DRIVEN UX

44. +
PROPOSAL
Data Driven
DIGITAL DESIGN THINKING.

45. DATA DRIVEN UX

46. Personas
Design archetypes which you evaluate design choices with
DATA DRIVEN UX

51. Wireframe
DATA DRIVEN UX

53. User interface
DATA DRIVEN UX

56. Thanks for your attention!
DATA DRIVEN UX

57. I’m still Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
STILL CEO + FOUNDER
I’m still an Experience Designer, Founder & CEO @ nois3,
I still work, teach and live in Rome (IT) –
not necessarily in this order, nothing changed during
this talk, I hope :D
DATA DRIVEN UX