DDD-2018-11b (1)

yedda1024

Source: Tommy Wong

data driven product & service design:

from journey map to a/b test

Bernard Suen

Center for Entrepreneurship

Chinese University of Hong Kong


quick recap


qualitative analysis


efining your “user” understanding


Point of View

User (Who) Experience (What) Needs (Why)


why

how

who

what

how much

The problem: focusing on who, what

and why.

Who owns the problem?

What is the pain point?

Why should the need be

addressed and why you?


how to find your users and their needs?


Segments Origin Duration Levels Faculty

Ethnic

Backgnd

College

1 Local Full Time Undergraduate Arts Chinese

Chung ChI

2 PRC Part Time Master

Science/

Engineering

Other

Asian Pacific

Countries

New Asia

United

3 Foreign Exchange PhD

Business

Admin

EU (Britain)

Morningside

S.H.Ho

4

Social

Science

N. America

C.W. Chu

5 S.America

6

Segmentation

Table

Middle Asia/

East Europe/

Others

Wu Yee Sun

Chung ChI

Lee Woo Sing


Why-How Laddering

problem

statement

(POV)

Needs

How might we…

how

why

Solutions

Source: Interaction Design

Foundation


Persona

Begin challenge response return

Tom- an

exchange.

student

Journey Mapping

context

artefacts

Queueing

Area

Menu

Board

Canteen

POS

Counter

Octopus

Kiosk

Food

Delivery

Counter

Utensil/

Tray

Dining

Area

Empty

Table

scenario

Queue/

Chi only

Sold

Out

Wait

time

Wait

time

intensity

level/freq

4/5 3/3 3/4 4/3

3/3


+

frequency

can’t read

menu

can’t

communicate

with staff

wait in long

line

sold out

- +

intensity level of pain/need


how many users should you test?


https://www.youtube.com/watch?v=RhgUirqki50


https://www.youtube.com/watch?v=X0FG0jCqLYQ


quantitative analysis


SEO and Web Analytics

validating your design with analytics

Traffic SEO

KEYWORD

SEARCHES

LISTINGS

Web

SOCIAL MEDIA MARKETING

KEYWORD

OPTIMIZATION

/EMAIL MARKETING

SOCIAL MEDIA

KEYWORD

SEARCHES

Web

Analytics

TRAFFIC

METRICS/ANALYTICS

• Web analytics tell you whether your web pages

attract traffic (eye balls) or not.

• With feedbacks provided by web analytics, you

make changes to your web pages, site structure,

title, meta-tag, key word, and link strategies.


Source: UX for the Lean Startup by Laura Klein

A/B Test


“ 不 测 量量 , 无 市 场 ”:A/B 测 试 怎 么 做 ?

Source:Dan Taylor


Source:


a/b test with google optimise


1. Create container and obtain Container ID

2. Link to GA Property Code (i.e. GA Tracking ID)

3. Intall Optimize (i.e. Generate Optimize ID) by generating

the Optimize ID and paste it into the section of

your web page.

4. Run diagnostics to ensure Optimize is correctly installed.

5. Create “Experience”generating a variant (i.e. version B)

which is a clone of your original (i.e. version A) and

modify it to create a different design for testing.

6. Run the experiment.


1 Container ID

2

GA Tracking

ID

3


1 Container ID

2

GA Tracking

ID

3


This is wrong!!!

3


This is correct!!! You should use this one instead. But remember to put in your own codes.

3


4


5


100%

5 Create variant


5

Create a variant (i.e. version B)


6 Run experiment


how to test single page app using tag manager


setting up tag manager


As the process is quite complicated, I’ll repeat

the installation of the Tag Manager in class

next week. Thank you for your patience!


the end

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