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Ch – 3 Understanding your
Audience

Empathy : The Key Ingredient

“Do onto others as they would have you do
onto them”

“You’re Wrong”
? Everything you think you knowabout the user
is probably wrong
? The users aren’t who you think they are
? They do things differently then you think
? They have different reasons for needing your
product than you think.

? Who is your audience? Where do they come
from?
? Where on your website does the interaction
occur?
? When do your visitors make their decision?
? Why do visitors behave the way they do?
? What is the task you are asking them to
complete?
? How does your site operate in order for visitors
to complete their task?

Web Analytics
?
?
?
?

Web Analytics can provide information like:
The IP address of your visitors
Which pages they viewed
Which browser software they are using
Whether they have been to your site before

Main uses of Web Analytics software
? Canned reports
? Data mining
? Dynamic content presentation

Canned Reports
Specific reports can be generated to report on
a number of activities. The sets of reports
does not typically change. They normally
report simple statistics about the number of
visitors, popular entry pages, and distributions
of traffic by time of day.

Data Mining
Some systems have flexible reporting and
scripting launguages that allow you to
contruct your own specialized reports based
on historical data. This supports open – ended
discovery and on going questioning.

Dynamic Content Presentation
? Many web analytics systems have begun to
overlap with web content management
system and support the ability to change
content on the fly.
? They encode business rules within your web
pages that can change specific portions of
your content based on actions of partiicular
user.

Behavioral Styles
Any attempt to characterize your visitors is bound
to be incomplete. You are just trying to
understand then well enough to come up with
more effective landing pages.

The frameworks that can be used are:
? Myers – Briggs
? Kiersey – Bates
? The Platinum Rule
No single framework is definitive or complete

User Centered design(UCD)
At the heart of UCD is Usability Testing.
? During this process, representative users are given a
prototype or mock – up of your design and asked to
complete a specific task.
? A specific task is developed and the user ias asked to
complete the task.
? The designers quietly observe the test.
? If the goal for the task has been met, the testing is
complete and the current design is adopted.
? If not then designers include their learnings for the
next test

Personas
One of the tools commenly used in Usability Testing and
UCD is a PERSONA.
Typical elements of Persona include:
? A name and picture
? Demographics
? Job title and major responsibilities
? Goals and tasks in relation to your site
? Environment ( Physical , social , technological)
? A quote that sums up what matters most to the
persona with relevance for your site.

The Advantages of personas is CD are:
? They help everyone have a consistent view of
major audience groups
? They are easy to communicate
? They increase empathy toward the audience and
help focus on their needs
? They help prioritize possible new product
features

The Matrix
The Matrix = ROLES * TASKS * AIDA
? Define Key User Classes and Roles
? Define Critical conversion tasks for each class
? Determine required decision process support
for each task

Basically The Matrix ensures that you have
thought through in detail how to uide the
right people , through the right activities, in
the correct order

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Ch 3

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Ch 3