Designing Evidence - Planning how to capture specific user behaviour as readable information to...

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Andrew Lewis Digital Content Delivery Manager V&A (Victoria and Albert Museum, London)

Designing evidence

vam.ac.uk/digitalAndrew LewisDigital Content Delivery ManagerVictoria and Albert Museum

Planning how to capture specific user behaviour as readable information to support evidence-based change

Information scientist with 13 years managing projects and live digital services in museums and public libraries.

BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff

Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager.

Projects large-scale website redesign, content programme management, self-issue services,automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.

Event tracking inGoogle AnalyticsMaking reportinglanguage readablePlanning datacapture schemasRemote control usingGoogle Tag Manager

Before you start typing

@rosemarybeetleThis sessions data will be tweetedslideshare.net/AndrewLVandA

This sessions slides are here

Interface use

into evidence

Audience participation

Your data in real time #1

bit.ly/MCNDATA*

Avoid data sad face

Fret not.

With these techniques

you can

see what works on your navigation

Why?

Why?

See how people really use your touch services

How much do users pinch to zoom?How often do users scroll?

measure howgame results affect the uptake of calls to action

11.7%11.1%10.6%19.4%0.9%2.0%3.5%3.4%

Game results affect impact of calls to actionpositive resultnegative result

.see where visitors really go over your Wi-Fi

Where?

Language?

...understand more about engagement with your collections

BrowsingTop 10 object pagesviewed, by countryEngagingTop 10 large images downloaded, by country

Know what people do in your audioguides

tap, tap, taptappity tap etc.

All the interactions

of each individual user

for every session

Event tracking inGoogle AnalyticsMaking reportinglanguage readablePlanning datacapture schemasRemote control usingGoogle Tag Manager

Event Tracking converts interactions into data in Google Analytics

I want to know

how effective each promotional call-to-action ison my home page

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Event Action 1.1Event Category 1Event Label 1.1.1Event Action 1.2Event Label 1.1.2Event Label 1.2.1Event Label 1.2.2Event Category 2Event Action 2.1Event Label 2.1.1Event Label 2.1.2Categories ActionsLabels

*

Event tracking inGoogle AnalyticsMaking reportinglanguage readablePlanning datacapture schemasRemote control usingGoogle Tag Manager

With Tag Manager you configure data capture through a web interface

I want to know

how effective each promotional call-to-action ison my home page

Traditional Event Tracking

Tracking using Tag Manager

Tracking using Tag Manager

TagContainerTagTriggerVariable

Tag Manager concepts for beginnersHow code gets in and data comesout of the pageDefines the data sentper interactionDefines when data gets sentPopulates specific values into tag

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Event tracking inGoogle AnalyticsMaking reportinglanguage readablePlanning datacapture schemasRemote control usingGoogle Tag Manager

Reports that make sense have more impact

Event tracking inGoogle AnalyticsMaking reportinglanguage readablePlanning datacapture schemasRemote control usingGoogle Tag Manager

Planning your data structure is how you get clear reporting to work

Event Action 1.1Event Category 1Event Label 1.1.1Event Action 1.2Event Label 1.1.2Event Label 1.2.1Event Label 1.2.2Event Category 2Event Action 2.1Event Label 2.1.1Event Label 2.1.2Categories ActionsLabels

SearchAudioguides - Europe 1600-1815 galleriesSearch term usedNavigation - Clicked next item in a tourName of audioWi-FiWeb address visitors are trying to reachURL visitedAudio controls - Started playing an audioName of TourNavigation - Selected room tours optionName of audioAudio controls - Paused an audioName of RoomCategories ActionsLabels

Find out what your staff want in reports then design the data structure to capture it

Design prototypes can berough and ready

tap, tap, taptappity tap etc.

11.7%11.1%10.6%19.4%0.9%2.0%3.5%3.4%

Game results affect impact of calls to action

Extracting largeamounts of data

Complex datasets can be created using comma-separated event labels

Saving comma separated labels as CSV files

The Google Analytics add-on for Google Spreadsheetsis great for extractinglarge sets of data

Checklist

tweak! once you get data you can always use it to adjust thecapture ifneededwhat arethe aims you want to test?what data would allowyou totest those aims?Is the data you needalready capturedsomehow?how do youname the data so staffwillunderstand it?what data structure will make reports look the way you want them to?make sure data structure you need is mirrored in your code (CSS classes, HTML element, ids, attributes, etc.)once in place, see if it works!apply triggers thatcapture data when the user behaviour occurs. Agree objectivesDefine success measuresDo you need to gobespoke?Consider ease of reportingDesign your data hierarchyApply hierarchy to page codeConfigure Google AnalyticsTestTweak!

Your data in real time #2

bit.ly/MCNDATA2*

Things I wish I had known before I started

Things to note about Tag ManagerTag containers are essentially a hole in your page through which to sneak stuff inTag Manager allows retrospective applicationPublished changes are updated even within cached pages as long as page is loaded (or reloaded unhanged)We use twin containers, but not officially recommendedNow about a year into it but still learningUsing a test property allows you to prototype without muddying real stats

Naming conventionsStart with the reportsNaming your child the future bar testThink about how two projects collide/cross-compare, not just oneIf you need to rename schema heading, NOTE it is not retrospectiveGrouping in event tracking can be extended with custom variables..

Advanced things that are coolCookies can control sessionsHtml element attributes can be set dynamically to store session data for tags to collectDate-stamping and random numbers can be used to differentiate anonymous usersClever naming extends three event tracking hierarchy layers into five or more

Further V&A Digital Media posts on this subjectHow people really react when judged as shown by game datahttp://www.vam.ac.uk/blog/digital-media/how-people-really-react-when-judged-as-shown-by-game-dataHow to gather data to show how visitors really use your site-specific featureshttp://www.vam.ac.uk/blog/digital-media/capturing-user-behaviour-specific-to-your-servicesWhy bother designing for tablet users?http://www.vam.ac.uk/blog/digital-media/why-bother-designing-layouts-for-tabletMaking visitor information easier for mobile phone usershttp://www.vam.ac.uk/blog/digital-media/making-mobile-users-experience-better

Thank you

vam.ac.uk/digitalVictoria and Albert Museum

[email protected]/AndrewLVandAFollow

Information scientist with 13 years managing projects and live digital services in museums and public libraries.

BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff

Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager.

Projects large-scale website redesign, content programme management, self-issue services,automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.