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Defining the Damn Data

A talk by Jen Matson at 2015 IA Summit

About the Talk

April 24, 2015 2:10 PM

Minneapolis, MN

Minneapolis, MN

Building Consensus Around the Meaning of User Behavior

Task maps. Customer journeys. Cognitive walk-throughs. All are artifacts of our process of seeking understanding about our users that we likely create on a regular basis. But how can we better connect that work to the process of web site data collection and analysis?

In this talk I'll show how we can adapt our existing process and artifacts to drive the definition of what user data we need to collect, as well as how to better analyze and validate what we do, including:

  • Using existing site analytics to set a behavioral baseline.
  • Defining what we want to measure based on task maps and other UX artifacts. The result? A shareable document that can be used to tell the evolving story about our users as we continue to learn more about them through data.

Session Takeaways

  • Defining data we need to collect to validate business goals/direction
  • Using task maps and customer journeys as the blueprint for both in-page interaction patterns and site navigation paths we want to track and measure
  • Applying behavioral data from a newly-launched product to those same task maps and customer journeys as a way of telling an updated story about our users

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