What Analytics Won’t Tell You:

 
Get Essential Insights
to Inform Content and Design  

melissa eggleston
Presentation by @melissa_egg #high5conf
@melissa_egg #high5conf
You sell
snow cone machines

@melissa_egg #high5conf
@melissa_egg #high5conf
Exit rate high Time on page low

@melissa_egg #high5conf
? ? ? ? ? ? ??
?
?
?
?
? ? ? ?
? ?
? ?
?
?
? ? ?
?
?
? ?
? ?
@melissa_egg #high5conf
 To get the insights,
get to the people
behind the numbers!
@melissa_egg #high5conf
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
@melissa_egg #high5conf
About me
Meteorologist
Content strategist
UX researcher
Author

@melissa_egg #high5conf
Ingredients for success
•  Pen
•  Paper
•  Time
•  Knowledge (some)
•  Open-mindedness

@melissa_egg #high5conf
Method 1:
Interviews
@melissa_egg #high5conf
Interview Definition

@melissa_egg #high5conf
“Learn everything that might influence
how the users might use what you’re
creating.”
- Erika Hall, author, Just Enough Research

@melissa_egg #high5conf
Interviews vs. Focus Groups

@melissa_egg #high5conf
@melissa_egg #high5conf
@melissa_egg #high5conf
 Favorite tool:
Livescribe Echo
Recording Pen

@melissa_egg #high5conf
Resource for Better Interviews

Interviewing Users
by Steve Portigal

@melissa_egg #high5conf
Method 2:
Usability Testing
@melissa_egg #high5conf
Usability testing definition

@melissa_egg #high5conf
People lie —
to your face and
to themselves.
@melissa_egg #high5conf
People are terrible
at remembering and
predicting behavior.
@melissa_egg #high5conf
@melissa_egg #high5conf
@melissa_egg #high5conf
@melissa_egg #high5conf
Usability Testing vs. Expert Review

@melissa_egg #high5conf
Resource for Usability Testing

Rocket Surgery
Made Easy
by Steve Krug

@melissa_egg #high5conf
Method 3:
Field Research
@melissa_egg #high5conf
Defining field research
Jane  Goodall  
observes  the  an0cs  
of  two  chimpanzees  
in  Gombe  Stream  
Na0onal  Park,  
Tanzania.  
(Photograph  by  
Michael  Nichols,  
Na0onal  Geographic  
Blog)  

@melissa_egg #high5conf
@melissa_egg #high5conf
@melissa_egg #high5conf
@melissa_egg #high5conf
Resource for Field Research

Just Enough
Research
by Erika Hall

@melissa_egg #high5conf
 To get the insights,
get to the people
• 
behind the numbers!
c

@melissa_egg #high5conf
•  c
Q&A
@melissa_egg #high5conf
What small step can you
take toward getting the
insights you need?
@melissa_egg #high5conf
Ask Me Questions!
Email: melissa@melissaegg.com

Twitter: @melissa_egg

Slides: melissaegg.com/blog
 
@melissa_egg #high5conf