Nicolekalcic Week 11

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Electronic Journal

  • Read: The Data-Driven Design Era in Professional Web Design
  • By: Lassi A. Liikkanen

After reading the article, I identified ten development/design terms that I wasn't familiar with beforehand. (NOTE: Many of these words were defined in the text, and their in-text definitions were more sufficient than the definitions I was able to find elsewhere on the internet)

They are as follows:

  1. Heatmaps: "A heat map is a graphical representation of two dimensional data (X, Y and Value) on a two dimensional surface by using colors. Our software creates heat map images you can overlay on your maps in your software" (ProgrammableWeb, 2017).
  2. Behavioral Analytics: "Behavioral analytics are the precursor to all current data-driven design solutions. They have been possible since the first Web server started to create usage logs. Analytics services collect data about user interactions with a Web service, aka the click-stream data, along with all contextual data related to the visit, and aggregate it for reporting" (Liikkanen, 2017).
  3. Passive Tracking: "Passive tracking describes any kind of under-the-surface recording of user activity. These tools usually solve the challenges of automated collection, aggregation, and analysis all in one" (Liikkanen, 2017).
  4. Assistive Tools: "[...] will help designers to work more effectively by helping in creative tasks" (Liikkanen, 2017).
  5. Agentive Tools:' "[...] will delegate design tasks to artificial intelligence and minimize human involvement (Liikkanen, 2017).
  6. User Screen Recordings: "Remote usability tests pioneered the capture of user interactions. This first happened in real time, when the technology simply connected one screen with another. But with screen recordings it has evolved so that the user sessions—with views, clicks, and all—can be recorded and stored as videos for asynchronous viewing later on. Currently, services such as WhatUsersDo, Crazy Egg, and ClickTale offer this type of functionality" (Liikkanen, 2017).
  7. A/B tests/Multivariate Tests: "Defined as a controlled experiment with two variants, A and B. It is a form of statistical hypothesis testing or 'two-sample hypothesis testing' as used in the field of statistics. In online settings, such as web design (especially user experience design), the goal of [ABX] testing is to identify changes to web pages that increase or maximize an outcome of interest" (Salesforce Pardot, 2017).
  8. Google Optimize: "Google Optimize offers AB testing, website testing & personalization tools for small & large enterprises to help deliver engaging customer experiences" (Google, 2017)
  9. KISSMetrics: "Kissmetrics combines behavioral analytics, segmentation and email campaign automation to deeply understand and engage your customers every step of the way" (Kissmetrics, 2017).
  10. IBM TeaLeaf: "Tealeaf is a Customer Experience Management software company, now owned by IBM. Its CX line of products captures website interaction from the actual users' perspectives" (IBM, 2017).

Presentation

File:Data Driven Design.zip

The Data-Driven Design Era in Professional Web Design (Outline)

Foreword

  • Designers have traditionally functioned on intuition and opinion
  • New developments in technology have made collecting user activity information easier
  • Rise of technology -> evidenced-based design

Main Message

  • Data driven design will progress by adapting to change, implementing tools that aid the design process, and effectively/maturely addressing ethical questions.
  • Data driven design gives designers an effective incentive to approach design research in a hypothesis-driven way.

Design/Development Practices, Processes, Techniques, Methods, Approaches

  • Data driven design (DDD) is defined in the article as design research done with the use of tools that are automated to perform data collection and analysis
  • DDD Process:
    • collect data
    • aggregate it
    • combine it with other data
    • analyze it
  • Data collection can be separated into two types of solutions: active and passive
    • Active or passive solutions?
      • Active requires additional user effort in the data collection, thus its cost and issues requires that it is only used in smaller cases
      • Passive collection examples: Screen recordings, heat maps, experiment management, and descriptive behavioral analytics
        • Screen recordings:
          • simply... full recordings of the user's screen
          • provides detailed view
          • raises privacy and ethical concerns
        • Heat maps:
          • help visualize the most frequently clicked on/hovered on spots of a webpage
          • not always clear because there is no context
        • Experiment management:
          • two or more designs tested to decipher which features are working
          • developers can easily detect what has failed
          • efficient time wise
        • Descriptive behavioral analytics:
          • precursor to all current DDD solutions
          • contextual data related to the visit (i.e. amount of time spent, which pages were clicked on, which elements were clicked on, what order were things clicked on)
          • info is better for business and marketing rather than design
          • Google, Adobe Analytics, KISSMetrics, IBM Tealeaf all offer analytics solutions

Class Project

We can now identify that we won't be using passive tools in our group project. We don't have a large enough class or group of people to justify implementing passive tools to test our webpage/receive adequate information. Instead, we will use active data collection. We will go through with this by interacting directly with out classmates and asking for feedback on our work.

Acknowledgements

While I worked with the people noted above, this individual journal entry was completed by me and not copied from another source. Nicolekalcic (talk) 14:29, 13 November 2017 (PST)

References

Links

Nicole Kalcic's Homepage


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