Information Architecture AnalyticsHow Data can drive IA Decisions

Oz IA 2010Samantha Starmer

@samanthastarmer

http://www.flickr.com/photos/pinksherbet/3041510366

Remember IAs are like Robin Hood

http://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia

http://www.flickr.com/photos/dearbarbz365http://www.flickr.com/photos/magia3e/4330518973/in/pool-explainia/

Others talking about analytics

http://www.flickr.com/photos/dizzygirl/3865507559/

Quick and Dirty Introduction

QUANTITATIVE: type of information based in quantities or else

quantifiable data (objective properties) —as opposed to

qualitative information which deals with apparent qualities (subjective

properties).

huh?

QUANTITATIVE = Measurable

http://www.flickr.com/photos/iliahi/2606645766/

can help understand what people actually do versus what

they say they do...

quant vs. qual?

2 great tastes that taste great together…

http://www.flickr.com/photos/dearbarbz365

Quant AND Qual

• Do people research online and purchase in store?

• Are there categories where this happens in more often?

• Are there different research needs depending upon customer?

• At category level what are the differences that are important to getting a customer to buy? (e.g. Is zoom of differing importance for a power bar vs. a bike?)

Wolf in Sheep’s clothing

you have probably already done some

form of quantitative

analysis

http://www.flickr.com/photos/pierre_tourigny/367078204/

Content types have a weak correlation (avg 20%).

Activities have a strong correlation (avg 70%).

Our old friend Card sorting

Why should I care?

Quantitative analysis can help you get

your way.

http://www.flickr.com/photos/jumerphotography/3393883065

REI: Traffic to Find Out Tab3.3% of total Global Navigation

Of that 3.3%1. Local REI Events = 49.3%2. Expert Advice =16%3. REI Outdoor School =13.3%4. Volunteering = 7.7%5. REI Adventures = 5.2%6. REI & Families = 4.6%7. REI & Youth = 3.9%

Quantitative analysis can

stop fights

http://www.flickr.com/photos/clover_1/2633241274

Quantitative analysis can help you make money

http://www.flickr.com/photos/doug_from_the_uk/4763046344

Multi-variant Testing

Quantitative analysis can make

you popular

http://www.flickr.com/photos/ajcgn/4625293839

Error pages

Pathing Analysis

Does your IA fit your users’ mental models?

Top entry pagesTop exit pages

Where people are converting

http://www.flickr.com/photos/sludgeulper/3422227134

Customer Satisfaction

Good entry for Marketing people and IA to start working

together

Longitudinal trends

Just one measure; don’t use by itself!

http://www.flickr.com/photos/seandreilinger/983222564/

Predictive Modeling

Patterns of customer behavior can allow you to

model relevant experiences

http://www.flickr.com/photos/carlcoxstudios/4335795974

Don’t Measure just to Measure

http://www.flickr.com/photos/deartistzwei/2371025926

Before you provide the data, ask the requestor what is the business question they are trying to answer.

Then fulfill that need.

http://www.kaushik.net/avinash/#ixzz11eZAg2nM

Getting started

1. What? 2. Why? 3. How? 4. What next?5. What later?

Things to think about

1. What is being measured?2. Why should we measure it?3. How can we measure it?4. What should we do to improve the

experience driving this metric?5. How should we measure and analyze this

metric going forward?

1. What is being measured?2. Why should we measure it?3. How can we measure it?4. What should we do to improve the experience ?5. How should we measure and analyze this going forward?

http://www.flickr.com/photos/seandreilinger/180088193

Bounce Rate

Now what?

• Start small • Many tools free or cheap • Consider hiring someone who can focus on

analytics – it is a skill set• Try to avoid bias; even the act of measuring

can be influenced• Synthesize quantitative analysis with

qualitative (the what and the why)

Learn more…

http://www.flickr.com/photos/hndrk/1305751743/

Avinash Kaushik:

Thank you!sstarme@rei.com

@samanthastarmer