Often a neglected resource, quant and qual data and its combined power if harnessed correctly can be used to drive user experience. @dh_analytics discusses the role that data, more so insight, plays in daily UX processes making them more efficient and effective not just for the digital team but for the organisation.

2. Behind every great idea
is a great data
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics

3. So lets go back in time
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4. Stakeholder wants
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5. image cc moviefone.com
IT build

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Output?

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“And then what?”

8. @optimiseordie
#Fail

9. Lets clear it up…
What is data?
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10. Data isn’t…
• (just) quantitative
• opinions or assumptions
• best practice

11. Data is…
• insightful and actionable
• a collaboration (what and why)
• your best practice

12. Slowly, people are
appreciating data

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Data appreciation scale

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Minion

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Kim Kardashian

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Arsenal

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Winning!

18. Where are you?

19. However, issues
prevent us moving
forward
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20. Legacy
• mis-treated by “specialists”
• marketing (or agency) destroyed reputation to SMT
• aggregated, opinionated nonsense
• certainly not insightful or actionable
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21. image cc ljmu.ac.uk
Legacy - you know…

22. image cc ljmu.ac.uk
Legacy - you know…

23. Language/ Format
• terminology (too much, overlapping)
• un-humanistic
• incorrect (hit data merged with session data,
internal traffic…)
• isolated (quant or qual)
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24. Not empathic or
memorable
• numbers
• words
• forgetful
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So lets change it

26. #Set goals early
• takes time
• focus
• lean
• tell people
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27. #Set goals early
Business objectives - set by senior management
Crisp goals - set by the owners of the system
KPI’s - thats you (be consistent)
Sound targets - back to senior management to set
Segment - you again for true insights
You now have a model that is bought into by all
kaushik.net/avinash/digital-marketing-and-measurement-model/

28. interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
#Embed data into process

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Creates and sorts backlog

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Provides understanding

31. hollidazed.co.uk/2015/07/16/everything-is-hypothesis-driven-design/
Validates the hypothesis
“Because we think [this] is true we think that doing [this] will mean
[that this will happen]. We’ll know that this is true/false when we
see this [key performance indicator change].”
Ben Holliday

32. medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc
Validates the hypothesis
“1. Because we saw (qual & quant data)
2. We expect that (change) for (population) will cause (impact(s))
3. We expect to see (data metric(s) change) within (x business
cycles)”
Craig Sullivan

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Validates experiments

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Aids the build

35. #Awareness
• publicise (dashboards, personas, crib sheets)
• in boardrooms, stand-ups
• personalise, simple, visual, to the point,
actionable
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On the wall

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In the board room

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On the screen

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Driving personas

40. #Team game
• just like UX, its about the team
• show “new” colleagues the potential in your data
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#Culture

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Takeaways

43. This time, lets look to the future
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44. Stakeholder wants
User needs
IT build outputs
Team build outcomes

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1. Data (always)

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2. Visualise

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3. Metrics that matter

48. Sanity not vanity
• Top pages by £ value not top pages by pageviews
• Completion rates not just completions
• No of tests with uplift not No of tests (per month)
• Affect on primary goal not just CTR on the page
econsultancy.com/blog/66434-vanity-versus-sanity-metrics-in-conversion-optimisation/

49. image cc theurbanlist.com
4. Keep going

50. news.toyark.com
5. Data is your friend

51. Thank you
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics