user experience and web analytics for product managers

UX and Analyticsfor product managers

Who is the Product Manager?

● Accepts the journey● Charts the course● Keeps the boat sailing smoothly● Checks the results● Go on for another journey● ...

What a captain must know?

What's happening?x

Why is it happening?

What a captain must know?

Analytics (Metrics)x

User Experience

Metrics (example)

Acquisition: Visits

Activation: Pages per user

Retention: New vs Returning

Referral: Traffic source

Revenue: $$$

(Source: Startup Metrics for pirates: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version)

This is just data

... but you need information

Analytics - Where to begin?

1. What's important to your business now?2. What are you trying to achieve?3. KPIs!4. Avoid Vanity Metrics5. More KPIs!

... and then choose your tools for the job

Analytics - What you see

● Completed goals● Negative / positive tendencies● Effects of changes on the product● Conversions● Funnels● ... and a lot more.

Analytics - What you can't see

● User profile● Emotions● Causes of success● Causes of failure● ... and a lot more.

UX

Understanding the needs and expectations of your public so you can offer them the best

solution for their problems

UX in Product Management

● Researching○ Card sorting○ Interviews○ Focus Groups

● Prototyping○ Wireframing○ Low fidelity prototypes

● Analyzing○ Heuristics○ Expert analysis

UX in Product Management

And, the most important:

● Test● Measure results● Adjust● Rinse and Repeat

UX in Product Management

A/B testing is your best friend!

It can be cheap (Google Analytics does it!)It can be easy (Optimizely.com)It's always efficient!

UX in Product Management

But don't fall into the trap!

Plan your tests and know what you're measuring!

(examples at www.abtests.com)

So, side by side

Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

What? Why?

Source: http://www.slideshare.net/lrosenfeld/marrying-web-analytics-and-user-experience

"Not everything that can be counted counts and not everything that counts can be

counted"Einstein (maybe)

Thanks!

Vitor PeçanhaFounder of TextCorner

@pecanhapecanha@textcorner.com.br