�ݺ�ߣ

Website Testing & Optimization
@danleatherman

1
Saturday, November 10, 12 1

HELLO.
2

I'm Dan.

3

4

I'm a Designer.
5

Measurement & R.O.I

6

Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why

7

• Designers • Business Development

• Developers • Future Clients

• Project Managers • Current Clients

• Marketers • Whole Teams

8

1. Who
2. What
3. When
4. Where
5. Why

9

Intuition-Driven
(AKA The Designer’s Choice)

10

Data-Driven
(AKA The Engineer’s Choice)

11

Design Spectrum
Intuition Driven Data Driven

Instinctive Deliberate
Subjective Objective
Daring Safe
12

Metrics-Driven
(AKA The Every-man’s Choice)

“Radical innovation requires both evidence and
intuition: evidence to become informed, and
intuition to inspire us in imagining and creating new
and better possibilities.”—Jane Fulton Suri, IDEO

13

Scientific Method

Think

Learn Try

14

1. Who
2. What
3. When
4. Where
5. Why

15

16

Ideation Wireframes Visuals / Prototypes Launch! Iteration
User Flows Analytics Measurement
Click Tests
Preference Tests
Usability Testing
A/B or Multivariate Tests

17

1. Who
2. What
3. When
4. Where
5. Why

18

Where’s Waldo?

19

The Number Narrative
(hypothetical situation)

95%
🔒

 💳
⌂ 🔎

20

1. Who
2. What
3. When
4. Where
5. Why

21

Value

22

“The more users’ expectations
prove right, the more they will
feel in control of the system and
the more they will like it.”
– Jakob Nielson

23

UI Fundamentals & Best Practices
Basic Usability

Bad Good

24

Information Architecture / Hierarchy

Bad Good
25

Call To Actions

Bad Good
26

Testing UI
Free! $$

27

Resources
• ZURB Apps • Invision
(invisionapp.com)
• Plunk (plunkapp.com)
• Google Analytics
• Clue (clueapp.com) (google.com/analytics)

• Notable • Gauges (gaug.es)
(notableapp.com)
• Chartbeat
• Verify (verifyapp.com) (chartbeat.com)

28

Resources (cont’d)
• Google URL Builder
(http:// • ClickTale (clicktale.com)
support.google.com/
• Crazy Egg
analytics/bin/answer.py?
(crazyegg.com)
hl=en&answer=103386
7) • Optimizely
(optimizely.com)
• Click Heat (http://
www.labsmedia.com/ • Litmus (litmus.com)
clickheat/index.html)

29

Image Sources (cc)
�ݺ�ߣ 3:
Bridge: http://www.flickr.com/photos/jenik/ �ݺ�ߣ 13:
1032573169/ Teeter Totter: http://www.flickr.com/
�ݺ�ߣ 5: photos/joephotos/748426315/
Things Organized Neatly: http:// �ݺ�ߣ 14:
thingsorganizedneatly.tumblr.com/post/ Brain: http://www.flickr.com/photos/
29420742974/submission-old-school- lizhenry/2051224366/
deconstruction-givewave Wright: http://www.flickr.com/photos/
�ݺ�ߣ 6: 7726011@N07/3364409856/
Chemistry Set: http://www.flickr.com/ Supernova: http://www.flickr.com/photos/
photos/unloveable/2395867186/ nasamarshall/6313004758/
�ݺ�ߣ 10: �ݺ�ߣ 16:
Whack-a-mole: http://www.flickr.com/ Lion King: http://cdn0.hark.com/images/
photos/tpapi/2765541278/ 000/006/667/6667/original.0
�ݺ�ߣ 11: �ݺ�ߣ 19:
The Megahangar: http://www.flickr.com/ Where’s Waldo: http://www.flickr.com/
photos/stuckincustoms/5699183849/ photos/jameson42/4353769995/

30

�ݺ�ߣ

Website Testing & Methodology

Recommended

More Related Content

Viewers also liked (20)

Similar to Website Testing & Methodology (17)

Website Testing & Methodology