user experience and web analytics for product managers
DESCRIPTION
So, you want to be a Product Manager but you are not a a designer and not an analytics professional? The first step is to understand those two areas of expertise and have at least a basic notion of the roles they play on your company. This workshop is going to help you learn the basics of managing a product or service, starting with the understanding of those two skills.TRANSCRIPT
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)
