Post on 22-Jan-2018
3DDATA-DRIVEN DESIGN
1
65%O F M A R K E T E R S I N T H I S R O O M S A I D T H E Y D O N ’ T H AV E E N O U G H D ATA T O D O T H E I R J O B E F F E C T I V E LY.
65%
* who responded to my pre-conference survey
*
@oligardner #TuringFest
We did it because it was trendy
DESIGN DECISIONS NEED TO BE INFORMED BY DATA
NOT TRENDS@oligardner #TuringFest
BEING TRENDY DOESN’T MAKE IT RIGHT
Scrappy
I interviewed and surveyed over 700 people who work on
marketing teams
DESIGNER COPYWRITER MARKETER
DESIGNER COPYWRITER MARKETER
DESIGNER COPYWRITER
Writers want me to start designing before they give me content.
MARKETER
81%O F D E S I G N E R S H AV E T O S TA R T T H E I R D E S I G N W O R K B E F O R E T H E Y R E C E I V E T H E C O P Y
81%“Design gets frustrating when you don't have everything you need from the beginning”
*
* % of designers polled in a survey regarding working in marketing
“It’s like painting by numbers.”
DESIGNER COPYWRITER
Writers don't get that search engines see things differently to humans.
MARKETER
DESIGNER COPYWRITER
Marketers have no understanding of customer behaviour.
MARKETER
DESIGNER COPYWRITER
they're too myopic and enjoy naval gazing.
MARKETER
na·vel-gaz·ing/‘ nāvel gāziNG/noun
self-indulgent or excessive contemplation of oneself…
DESIGNER COPYWRITER
…they don't respect designand think they know how it should be done.
MARKETERMARKETER
98%O F M A R K E T E R S S A I D T H E Y A R E R E S P O N S I B L E F O R G I V I N G D E S I G N F E E D B A C K T O D E S I G N E R S
98%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
87%O F M A R K E T E R S W H O G I V E D E S I G N F E E D B A C K B E L I E V E T H E Y A R E Q U A L I F I E D T O D O S O .
87%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
87%O F M A R K E T E R S W H O G I V E D E S I G N F E E D B A C K B E L I E V E T H E Y A R E Q U A L I F I E D T O D O S O .
87%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
DESIGNER COPYWRITER MARKETER
DESIGNER COPYWRITER MARKETER
Designers are too sensitive.
Are you a designer?
MacGyver.
MacGyvered
design == empathy
design != copying shit
TRENDLINETREND
2011
2010
PARALLAX SCROLLINGA beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHSAnother beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATIONA similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELSThis one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints.
BUTTON COLOURAs affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices.
HELLO BARThe first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page. 20
12EXPLAINER VIDEOSEveryone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGESWide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere.
1991 WWW
The World Wide Web is made available to the general public.
1994
THE FOLDJakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops.
1997 CAPTCHAS
The first evil interruptive device is added to web forms. Creating a usability nightmare.
1998
POPUPSThings get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving.
2004 PINOT NOIR
Not a design trend, but an example of the power trends can wield when left unchecked.
2007 CAROUSELS
Oft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen.
RE-CAPTCHAThe evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard-to-read books. Gets acquired by Google in 2009.
RESPONSIVE WEB DESIGNOne of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGNClosely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right?
EYE TRACKINGAn expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs.
2013 INLINE FORM FIELD LABELS II
A community-led success story. Designers created a way to keep the label inline without disappearing.
HAMBURGER MENUMassive debates raged about this one, but influence from OS designers has forced this into mass adoption.
FLAT DESIGNAffordance is thrown out the window en masse with a trend that can destroy app usability.
2014 BACKGROUND VIDEOS
The fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”.
CONGRATULATIONS!A Facebook hack more than a design trend. But quite hilarious. Congratulations!!!
GHOST BUTTONSRectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking.
GOOD COP / BAD COPThe psychological term for the two-button popup, whereby you have to click something you don’t agree with to exit the experience.
SCROLLJACKING20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism.
2015
SCROLL-TRIGGERED ANIMATIONSAs you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell.
CSS ANIMATED CTAsThese have the ability to get really out of hand. Although there are some really nice subtle effects.
WELCOME MATAn entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates.
2016 OVERLAYS
Unbounce signals the end to the popup, ushering in a new era of responsible marketing practices.
SKELETON SCREENSA technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening.
CONVERSATIONAL FORMSOne of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience.
CONFIRM SHAMINGA new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend.
STICKY TOP AND BOTTOMTop-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport.
2017
SMART NAVIGATIONThis will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility.
ASYMMETRIC DESIGNCould this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly.
2017?2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation.
DESIGN TRENDLINE@OliGardner @Unbounce #TuringFest
- Pinot Noir
- Pinot Noir - Another wine varietal
- Pinot Noir - Another wine varietal
2004
Image Source: GQ
2004
Image Source: GQ
Jeremy
2004
Image Source: GQ
Source: http://www.decanter.com/wine-news/sideways-effect-confirmed-76585/
“It only takes one tree to make a thousand matches.
“It only takes one tree to make a thousand matches.Only takes one match to burn a thousand trees.”
— Stereophonics
I DRINK A LOT OF WINE
But I haven’t bought a bottle of Merlot in 13 years
#TRENDpower
@oligardner #TuringFest bit.ly/oli-tf
3D !
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THE DATA-DRIVEN DESIGN (3D) PROCESS
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
1 !
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1 !
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Choose Object of Interest
Isolate the data sources you need
SCROLL MAP
VISUAL ID
VISUAL ID
BOUNCE RATE
FALSE BOTTOM
FALSE BOTTOM
STOCK PHOTOSTOCK PHOTO
NAV
CTA
HERO SHOTHERO SHOT
FORM
VISUAL ID
FALSE BOTTOM
STOCK PHOTO
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
THE 3D PLAYBOOKAN INTERACTIVE OPTIMIZATION LOOKUP CHART FOR MARKETING TEAMS
3D
bit.ly/oli-tf
COLLECT DATADoing this as a collaborative process will empower your team, and create working
relationships that remove the frustrations marketers, designers, and copywriters
often feel. A simple status document helps.2 !
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CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
Tech Setup Complete
Date Started
Days Needed CollectingTool Used
Sample Size NeededData Type Assigned To
XXXXXXXXXX
XXXXXXXXXX
XXXXXXXXXX
WORKSHEET #1 - DATA COLLECTION3D
DATA-DRIVEN DESIGN (3D) WORKSHEET #1
Tech Setup Complete
Date Started
Days Needed CollectingTool Used
Sample Size NeededData Type Assigned To
XXXXXXX
XXXXXXX
XXXXXXX
WORKSHEET #1 - DATA COLLECTION3D
Aug 3, 20175-10 Usability Test
Aug 3, 201725 Visual ID Test
Aug 3, 20172,000 Scroll Map Camtasia Usability Hub
Hotjar
11
14 Oli Michael
Andrea
XXX
X
XXXXX
X
MAKE OBSERVATIONSViewing the data together (recordings, heat
maps, survey results) develops empathy, and ultimately better digital experiences. Have the whole team take notes as you look through it.
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
3 !
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ICOLLECT DATA
Doing this as a collaborative process will empower your team, and create working
relationships that remove the frustrations marketers, designers, and copywriters
often feel. A simple status document helps.
PROJECT NAME
#
CARD #TEAM MEMBER DATA TYPE TOOL / SOURCE SAMPLE DATE
Data-Driven Design (3D) by Oli Gardner from Unbounce
DATA-DRIVEN DESIGN (3D) WORKSHEET #2
DESIGN NOTES
#
#
#
1. DATA
2. OBSERVATIONS 3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)(describe in words the problems you witness)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
3D
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
DATA-DRIVEN DESIGN (3D) WORKSHEET #2
Data-Driven Design (3D) by Oli Gardner from Unbounce
2. OBSERVATIONS (describe in words the problems you witness)
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
WRITE DOWN ALL OBSERVED:
- MISTAKES - PROBLEMS - REACTIONS - FRUSTRATIONS - SURPRISES - SUCCESSES
1
#
#
#
7 of 8 usability test participants were unable to find the map when looking for directions to the hotel.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
Data-Driven Design (3D) by Oli Gardner from Unbounce
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
SEVERITY
SEVERITY
SEVERITY
SEVERITY
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
7 of 8 usability test participants were unable to find the map when looking for directions to the hotel.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
1 RATE THE SEVERITY OF EACH OBSERVATION FROM 1 TO 5
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
4 !
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ASSIGN MICRO METRICSEvery observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make.
MAKE OBSERVATIONS
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
COLLECT DATADoing this as a collaborative process will empower your team, and create working
relationships that remove the frustrations marketers, designers, and copywriters
often feel. A simple status document helps.
Viewing the data together (recordings, heat maps, survey results) develops empathy, and
ultimately better digital experiences. Have the whole team take notes as you look through it.
What are Micro Metrics?
What are Micro Metrics?
“The aggregation of marginal gains.
What are Micro Metrics?
“The aggregation of marginal gains.Each improvement may seem trivial, but the
cumulative effect can be huge.”— Dave Brailsford
What are Micro Metrics?
“Micro-metrics measure how your design
decisions change on-page behaviours.”— Me
3D Playbook 3
45
7
6 Click Map
Session RecScreen Res
Interview
Reading Ease
DATA
2
Usability Test
1
Lead Data
3D Playbook
2
3.1
3
4
1
5
7
63.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.1
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
OBSERVATIONS
DATA
Do Nothing
Fix
Do Nothingor
Optimize & Track Micro Metric
Fixor
Do Nothingor
3D Playbook
2
3.1
3
4
1
5
7
63.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.1
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
OBSERVATIONS
DATA
MICRO METRICS
3D Playbook
2
3.1
3
4
1
5
7
63.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.11
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
1.2 1.5
OBSERVATIONS
DATA
MICRO METRICS
3D Playbook
2
3.1
3
4
1
5
7
63.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.11
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease 3.1
3.3
1.2 1.5
OBSERVATIONS
DATA
MICRO METRICS
I just made 4 people fall asleep
Mum Dad Bro Sis
“DESIGN CARD” MOCKUPSThis is the MacGyver phase. Take your observations, hypotheses, and your new understanding of the user experience, and sketch before/after ways to solve each problem, as a team. Remember, we are all designers.
ASSIGN MICRO METRICS MAKE OBSERVATIONS
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
COLLECT DATADoing this as a collaborative process will empower your team, and create working
relationships that remove the frustrations marketers, designers, and copywriters
often feel. A simple status document helps.5 !
"
N
H
E
I
Viewing the data together (recordings, heat maps, survey results) develops empathy, and
ultimately better digital experiences. Have the whole team take notes as you look through it.
Every observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make.
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions.
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions.
11
Try bigger underpants
2
3 4
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions.
1 2
3 4
2
Try bigger underpants + Toilet humor
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions.
1 2
3 4
3
Try bigger underpants + Toilet humor
Panda diapers?
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions.
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
1 2
3 4
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
Try bigger underpants Toilet humor usually works
Panda diapers? Unique as a snowflake
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS (either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard.
In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. #HipsterPandaPoopPants
1
2
3
4
TURING FEST 2017 2 OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find the map
SEVERITY
MICRO METRICS
% of ppl who scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
“DESIGN CARD” MOCKUPSThis is the MacGyver phase. Take your observations, hypotheses, and your new understanding of the user experience, and sketch before/after ways to solve each problem, as a team. Remember, we are all designers.
ASSIGN MICRO METRICS MAKE OBSERVATIONS
CONSULT 3D PLAYBOOKThe 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data that exists, and narrowing it down to the
types, sources, and formats that are most relevant to what you’re working on.
COLLECT DATADoing this as a collaborative process will empower your team, and create working
relationships that remove the frustrations marketers, designers, and copywriters
often feel. A simple status document helps.6 !
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TEST & MEASURE MICRO METRICSMicro metrics focus on the holistic elements of the whole. Each observation you are trying to improve creates its own micro metric that can be measured as part of the reporting process.
Viewing the data together (recordings, heat maps, survey results) develops empathy, and
ultimately better digital experiences. Have the whole team take notes as you look through it.
Every observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make.
RESULTS
TEST RESULTS: MICRO METRICS6!
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ID
1.2
1.5
MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE
% of people who can find the map
Average # of form errors
Usability Test
GA
Camtasia
GTM Script
5
2
12.5%
1.5
RESULTS
TEST RESULTS: MICRO METRICS6!
"
N
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ID
1.2
1.5
MICRO METRIC
% of people who can find the map
Average # of form errors
DATA TYPE
Usability Test
GA
TOOL/SOURCE
Camtasia
GTM Script
SEVERITY
5
2
CONTROL
12.5%
1.5
3D TREATMENT
15%
2.2
CHANGE
+20%
+47%
“Which types of data would you MOST like at the start of a project, that you DON'T usually have access to?”
“Which types of data would you MOST like at the start of a project, that you DON'T usually have access to?”
On the way to Nashville…
“He parked in the middle of the road, got out of the car…
— Nicole
“He parked in the middle of the road, got out of the car…
We sat awkwardly in the back feeling lost and belittled.
— Nicole
“We then smiled as we figured out how to work this terrible
experience into Oli’s on-stage presentation at the Country
Music Hall of Fame.”
— Nicole
“Nicole, we only pick up by appointment. We did not have any reservation for you and the vehicle belonged to another family.“
— Metro Livery
“Then your driver should never have welcomed us into his vehicle.
Again, we thank you for this most excellent example and hope you figure your shit out.”
— Nicole
4.2
4.2
Keep language positive.
If even just 1% of page copy subconsciously reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates.
No one wants to be angry on their vacation!
CONVERSION BENCHMARK REPORT
TRAVEL
business vertical
EMOTION: ANGER
what’s being measured
insights
0%
5%
10%
15%
0.0% 0.5% 1.0% 1.5% 2.0%anger
Conv
ersi
on R
ate
bit.ly/oli-tf
THE 3D PLAYBOOK3Dbit.ly/oli-tf
WORD COUNT
THE 3D PLAYBOOK3Dbit.ly/oli-tf
READING EASE
THE 3D PLAYBOOK3Dbit.ly/oli-tf
SENTIMENT
THE 3D PLAYBOOK3Dbit.ly/oli-tf
EMOTION
moods.mybluemix.net
https://tone-analyzer-demo.mybluemix.net/
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLINGA beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHSAnother beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATIONA similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELSThis one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints.
BUTTON COLOURAs affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices.
HELLO BARThe first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page.
EXPLAINER VIDEOSEveryone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGESWide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere.
WWWThe World Wide Web is made available to the general public.
THE FOLDJakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops.
CAPTCHASThe first evil interruptive device is added to web forms. Creating a usability nightmare.
POPUPSThings get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving.
PINOT NOIRNot a design trend, but an example of the power trends can wield when left unchecked.
CAROUSELSOft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen.
RE-CAPTCHAThe evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard-to-read books. Gets acquired by Google in 2009.
RESPONSIVE WEB DESIGNOne of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGNClosely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right?
EYE TRACKINGAn expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs.
INLINE FORM FIELD LABELS IIA community-led success story. Designers created a way to keep the label inline without disappearing.
HAMBURGER MENUMassive debates raged about this one, but influence from OS designers has forced this into mass adoption.
FLAT DESIGNMicrosoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse.
BACKGROUND VIDEOSThe fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”.
CONGRATULATIONS!A Facebook hack more than a design trend. But quite hilarious. Congratulations!!!
GHOST BUTTONSRectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking.
GOOD COP / BAD COPThe psychological term for the two-button popup, whereby you have to click something you don’t agree with to exit the experience.
SCROLLJACKING20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONSAs you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell.
CSS ANIMATED CTAsThese have the ability to get really out of hand. Although there are some really nice subtle effects.
WELCOME MATAn entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates.
OVERLAYSUnbounce signals the end to the popup, ushering in a new era of responsible marketing practices.
SKELETON SCREENSA technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening.
CONVERSATIONAL FORMSOne of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience.
CONFIRM SHAMINGA new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend.
STICKY TOP AND BOTTOMTop-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport.
SMART NAVIGATIONThis will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility.
ASYMMETRIC DESIGNCould this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly.
2017?2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation.
Data visualization has become big business, one whose needs will only grow as data expands like a new universe. After an initial peak, the quality declined as the market got swamped.
INFOGRAPHICS
2016
CONVERSATIONAL FORMSOne of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience.
2016
NEWTREND
THE CONVERSATIONAL FORM
3D !
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1. CHECK 3D PLAYBOOK
1 !
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BOUNCE RATE
SESSION REC.
SESSION REC. POLL MOBILE
QAMOBILE
QAUSABILITY
TESTUSABILITY
TEST
CONV FORMCONV FORM
PAGE LENGTH
NPS SURVEY
SCROLL MAP
CLICK MAP
FORM ABANDON
LEAD DATA
NEW VS RETURN
SCROLL MAP
CLICK MAP
LEAD DATA
DEVICE BRAND
5-SEC TEST
CHECK 3D PLAYBOOK: CONVERSATIONAL FORM1 !
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2. COLLECT DATA
2 !
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Tech Setup Complete
Date Started
Days Needed CollectingTool Used
Sample Size NeededData Type
July 17, 20171 Mobile QA
July 17, 20171,000 Scroll Map
July 17, 2017500 Lead Data
July 17, 2017100 Session Recordings
July 17, 20176 Usability Test
July 17, 20171,000 Click Map
iPhone
Hotjar
Unbounce
Hotjar
Camtasia
Hotjar
1
7
28
1
1
7
Assigned To
Oli
Oli
Oli
Oli
Oli
Oli
XXXXXX
XXXXXX
XXXXXX
COLLECT DATA: CONVERSATIONAL FORM2 !
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3. MAKE OBSERVATIONS
3 !
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data New trends should never follow the set it and forget it model. Session recordings will be the fastest way to get visual qualitative feedback from real visitors. Consider it an extension of QA, and be prepared to roll back if needed.
OBSERVATIONS: SESSION RECORDING3 !
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
"
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
"
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
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Apologies for the poor experience with that form!
Hi Oli,
Wow! I have been a consultant for 25+ years and can say without hesitation that this is the best example of taking responsibility for an error that resulted in a bad customer experience. Equally important was the timeliness of this follow up – thank you!
Thanks for the link. Please note that I was able to view the content via the link but was unable to complete the opt in form to download the content.
I look forward to viewing the content and will be much more likely to continue to engage with the unbounce brand as a result of this email.
Regards,
Hi Oli,
Wow! I have been a consultant for 25+ years and can say without hesitation that this is the best example of taking responsibility for an error that resulted in a bad customer experience. Equally important was the timeliness of this follow up – thank you!
Thanks for the link. Please note that I was able to view the content via the link but was unable to complete the opt in form to download the content.
I look forward to viewing the content and will be much more likely to continue to engage with the Unbounce brand as a result of this email.
Regards,
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: MOBILE QA3 !
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Does the data entry mode for a conversational form work well on a phone?
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
"
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
"
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: USABILITY TEST3 !
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Test Instructions This test is to evaluate how a landing page works. You cannot do anything wrong. Any problems that arise are the fault of the page, and not your actions.
TEN 2-MINUTE USABILITY TESTS WITH CO-WORKERS
Please read out the task, and verbalize all of your thoughts, observations, choices and actions.
Task 1 I searched Google for a landing page course and arrived on this page. Find a way to take the course.
Usability Test
The animated dots make it appear as though someone on the other end of the conversation is typing, giving reason to pause.
OBSERVATIONS: USABILITY TEST3 !
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Usability Test
The animated dots make it appear as though someone on the other end of the conversation is typing, giving reason to pause.
Typing a value from the dropdown list buttons results in the first value being submitted. You have to click the button for it to work.
Because there were no visible form fields, the participant was unsure how many questions there were going to be in the process.
OBSERVATIONS: USABILITY TEST3 !
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: CLICK MAP3 !
"
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Click Map
OBSERVATIONS: CLICK MAP3 !
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Click Map
OBSERVATIONS: CLICK MAP3 !
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Click Map
12% of visitors clicked the first question on the form (which isn’t an interactive element).
OBSERVATIONS: CLICK MAP3 !
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Lead Data
Conversational forms look and behave like chat sessions (or a chat bot). Check the quality of the lead data that you receive in case there is an increase in fake/spam emails.
OBSERVATIONS: LEAD DATA3 !
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Lead Data
2.5x fake email addresses entered, compared to a regular form.
OBSERVATIONS: LEAD DATA3 !
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Speaking of spam…
"
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLINGA beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHSAnother beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATIONA similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELSThis one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints.
BUTTON COLOURAs affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices.
HELLO BARThe first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page.
EXPLAINER VIDEOSEveryone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGESWide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere.
WWWThe World Wide Web is made available to the general public.
THE FOLDJakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops.
CAPTCHASThe first evil interruptive device is added to web forms. Creating a usability nightmare.
POPUPSThings get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving.
PINOT NOIRNot a design trend, but an example of the power trends can wield when left unchecked.
CAROUSELSOft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen.
RE-CAPTCHAThe evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard-to-read books. Gets acquired by Google in 2009.
RESPONSIVE WEB DESIGNOne of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGNClosely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right?
EYE TRACKINGAn expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs.
INLINE FORM FIELD LABELS IIA community-led success story. Designers created a way to keep the label inline without disappearing.
HAMBURGER MENUMassive debates raged about this one, but influence from OS designers has forced this into mass adoption.
FLAT DESIGNMicrosoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse.
BACKGROUND VIDEOSThe fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”.
CONGRATULATIONS!A Facebook hack more than a design trend. But quite hilarious. Congratulations!!!
GHOST BUTTONSRectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking.
GOOD COP / BAD COPThe psychological term for the two-button popup, whereby you have to click something you don’t agree with to exit the experience.
SCROLLJACKING20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONSAs you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell.
CSS ANIMATED CTAsThese have the ability to get really out of hand. Although there are some really nice subtle effects.
WELCOME MATAn entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates.
OVERLAYSUnbounce signals the end to the popup, ushering in a new era of responsible marketing practices.
SKELETON SCREENSA technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening.
CONVERSATIONAL FORMSOne of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience.
CONFIRM SHAMINGA new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend.
STICKY TOP AND BOTTOMTop-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport.
SMART NAVIGATIONThis will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility.
ASYMMETRIC DESIGNCould this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly.
2017?2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation.
1997 CAPTCHAS
The first evil interruptive device is added to web forms. Creating a usability nightmare.
1997
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLINGA beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHSAnother beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATIONA similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELSThis one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints.
BUTTON COLOURAs affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices.
HELLO BARThe first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page.
EXPLAINER VIDEOSEveryone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGESWide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere.
WWWThe World Wide Web is made available to the general public.
THE FOLDJakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops.
CAPTCHASThe first evil interruptive device is added to web forms. Creating a usability nightmare.
POPUPSThings get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving.
PINOT NOIRNot a design trend, but an example of the power trends can wield when left unchecked.
CAROUSELSOft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen.
RE-CAPTCHAThe evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard-to-read books. Gets acquired by Google in 2009.
RESPONSIVE WEB DESIGNOne of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGNClosely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right?
EYE TRACKINGAn expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs.
INLINE FORM FIELD LABELS IIA community-led success story. Designers created a way to keep the label inline without disappearing.
HAMBURGER MENUMassive debates raged about this one, but influence from OS designers has forced this into mass adoption.
FLAT DESIGNMicrosoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse.
BACKGROUND VIDEOSThe fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”.
CONGRATULATIONS!A Facebook hack more than a design trend. But quite hilarious. Congratulations!!!
GHOST BUTTONSRectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking.
GOOD COP / BAD COPThe psychological term for the two-button popup, whereby you have to click something you don’t agree with to exit the experience.
SCROLLJACKING20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONSAs you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell.
CSS ANIMATED CTAsThese have the ability to get really out of hand. Although there are some really nice subtle effects.
WELCOME MATAn entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates.
OVERLAYSUnbounce signals the end to the popup, ushering in a new era of responsible marketing practices.
SKELETON SCREENSA technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening.
CONVERSATIONAL FORMSOne of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience.
CONFIRM SHAMINGA new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend.
STICKY TOP AND BOTTOMTop-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport.
SMART NAVIGATIONThis will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility.
ASYMMETRIC DESIGNCould this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly.
2017?2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation.
Data visualization has become big business, one whose needs will only grow as data expands like a new universe. After an initial peak, the quality declined as the market got swamped.
INFOGRAPHICS
2007
RE-CAPTCHAThe evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard-to-read books. Gets acquired by Google in 2009.
2007
Not all books should be preserved.
Scrappy
4. DEFINE MICRO METRICS
"4 !
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Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.2
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
4 !
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MICRO METRICS
Optimize & Track Micro Metric
Fixor
Do Nothingor
Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.2
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
MICRO METRICS
Turn off Required Fields Disable on Mobile
Hide Dots
Add“4 Qs Only”
Subhead
4 !
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Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
MICRO METRICS
% Spam Emails
# of Q1 Clicks
Turn off Required Fields Disable on Mobile
Hide Dots
Add“4 Qs Only”
Subhead
4 !
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6.2
5. DESIGN CARD MOCKUPS
"5 !
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FINAL 3D DESIGN TREATMENT5 !
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FINAL 3D DESIGN TREATMENT5 !
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FINAL 3D DESIGN TREATMENT5 !
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4.1
3.2
5.1
3.1
FINAL 3D DESIGN TREATMENT5 !
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6. TEST & MEASURE MICRO METRICS
6 !
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TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
MICRO METRIC
% clicking on first question
DATA TYPE
Heat Map: Click
TOOL/SOURCE
Hotjar
SEVERITY
2
CONTROL
11.94%
3D TREATMENT CHANGE
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
MICRO METRIC
% clicking on first question
DATA TYPE
Heat Map: Click
TOOL/SOURCE
Hotjar
SEVERITY
2
CONTROL
11.94%
3D TREATMENT
6.28%
CHANGE
-47%
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
6.1
MICRO METRIC
% clicking on first question
# of fake emails entered
DATA TYPE
Heat Map: Click
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
SEVERITY
2
5
CONTROL
11.94%
63
3D TREATMENT
6.28%
CHANGE
-47%
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
6.1
MICRO METRIC
% clicking on first question
# of fake emails entered
DATA TYPE
Heat Map: Click
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
SEVERITY
2
5
CONTROL
11.94%
63
3D TREATMENT
6.28%
40
CHANGE
-47%
-37%
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
6.1
6.2
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
SEVERITY
2
5
3
CONTROL
11.94%
63
19.2%
3D TREATMENT
6.28%
40
CHANGE
-47%
-37%
TEST & MEASURE MICRO METRICS6 !
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RESULTS
ID
5.1
6.1
6.2
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
SEVERITY
2
5
3
CONTROL
11.94%
63
19.2%
3D TREATMENT
6.28%
40
33.6%
CHANGE
-47%
-37%
+75%
TEST & MEASURE MICRO METRICS6 !
"
NH
E
I
RESULTS
ID
5.1
6.1
6.2
0
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
Conversion Rate
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
A/B Test
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
Unbounce
SEVERITY
2
5
3
-
CONTROL
11.94%
63
19.2%
7.55%
3D TREATMENT
6.28%
40
33.6%
CHANGE
-47%
-37%
+75%
- ?
MARKETER
COREY
Corey, why did we make an explainer video?
Well... we made a bunch of shit up, without asking the audience it was meant for, what they thought about it.
COREY
Well... we made a bunch of shit up, without asking the audience it was meant for, what they thought about it.
COREY
We also started the project because we thought we needed a video, not because we got some feedback from our prospects that said we needed it.
Cheesy & entirely unnecessary elevator sequence
Fake businesswoman walking by at the right time.
Patronizing jerk
*Not real developers
Really? Is this the DMV?
“Minority Report” segment. Cos we’re a tech company
Fake businesswoman
developer
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
45% OF DESIGNERS FIND MARKETERS
FRUSTRATING
32% OF MARKETERS FIND DESIGNERS FRUSTRATING
“They take a concept and do
magic…”marketers talking about designers
“They come from a planet
with super powers.”
“They're enthusiastic and motivated. Full
of ideas, even if most of the ideas are
bad.”
“They're enthusiastic and motivated. Full
of ideas, even if most of the ideas are
bad.”
“They're enthusiastic and motivated. Full
of ideas, even if most of the ideas are
bad.”designers talking about marketersdesigners talking about copywriters
“They're intelligent, and can turn the
bullshit of a marketer into something a
customer can understand.”
“They are our symbiotic organism.
We die without them.”
“They are our symbiotic organism.
We die without them.”
“They're intelligent, and can turn the
bullshit of a marketer into something a
customer can understand.”
Music: “The Diary” by Relejar
data-drivendesign
data-driven
design == empathy
data-driven
design == empathy == results