Graphics Reference
In-Depth Information
audience can be as easy as showing a sketch to a group of friends or coworkers. Designers
can incorporate new elements, upload them onto the site, and then watch the reactions of
a thousand mobile users almost immediately. A digital designer might get an idea during
breakfast, design the feature before her coffee break, take it live by lunch, and have worth-
while feedback before dinner.
Digital audiences can be attracted, split and tested in multiple ways. A consumer might
visit your client's website one morning to price a new pair of running shoes. He sees the
shoes he likes and starts ordering. He's searching for a button to click on to complete the
sale, but in that brief moment he has second thoughts. He decides he should shop around
more and see if he can save a few bucks. During his lunch break he visits a few other sites,
checking for sales. Finally convinced that your client is offering the best deal, the consumer
returns to his original order. His information is still there, but he notices something differ-
ent. The button he was seeking before is right there in front of him—big, bright and yellow.
He's sure that if it had been there earlier he would've noticed it. By that time, you've had
the new button up for hours. You've seen hundreds of consumer responses to this new it-
eration. You already know that he's about ten percent more likely to make the conversion
into a paying customer than he was with the old button. This consumer follows the crowd,
and buys the shoes.
If a site gets thousands of hits per day, new features can be tested on a wide variety of
demographics literally overnight. Live testing of redesigned interfaces allows A/B testing ,
which pits one design against another for comparison. The resulting page might have suc-
cessful elements from both iterations.
In the digital world, analysis must be as close to instantaneous as possible. The faster
data can be digested, the faster a team can react. Once they see the flaws they can make
necessary refinements, and when operating within the compact efficiency of a Lean model,
they can release new iterations on a daily basis. This is where the product team develop-
ment methodology comes into play. Agile and Lean methodologies support this rapid iter-
ative style of product development. Waterfall, with its revision process happening almost
entirely before iteration, does not.
We use various tools designed to get us pertinent data. Products like Mixpanel, Om-
niture, Google Analytics, and Lucky Orange allow UX researchers to track users' paths as
they navigate from page to page. These give us real time web analytics —where people go,
and where they drop off the paths we expected them to follow.
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