measuring the mobile experience at sxsw 2016

The Analytics of Handheld UXEXPERIENCE

MEASURING THE MOBILE

KEN TABOR at SXSW 2016

Use analytics to discover how your

users are interacting with your native and web apps.

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BUILD!

MEASURE|LEARN#

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Activate the product development virtuous cycle to empower you.

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WHAT?

Analytics is the discovery and communication of meaningful patterns in data. Analytics often favors data visualization to communicate insight.

en.wikipedia.org/wiki/Analytics

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WHY?

how people are using your software.

No Analytics?NO IDEA

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STARTprojects validating hypotheses with dashboards.

projects with data-driven decisions.

FINISH@KENTABOR

Foster a transparent team with shared understanding.

Build deep context to inform everyone’s choices.

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Traditional analytics measuring page hits and visitor counts is nearly obsolete for modern, single-page, webapps.

VANITY METRICS

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Pages are becoming programs.

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Pages are becoming programs.

HOW TO DO

MODERN METRICS

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track events as people interact with components on your app’s UI.

ACTIVELY

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ACTIVE MEASUREMENTevent('ingredient','select','coffee', 3);

event('Flight','Add','BigAir', 1024);

event('User','Language','spanish');

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event('ingredient','select','coffee', 3);

category(string)

action(string)

detail(string)

detail(number)

ACTIVE MEASUREMENT

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var AnalyticsFacade = (function() { return { init: function() { // SEE: Google docs for the tracking code snippet },

event: function(category, action, label, value) { ga('send', 'event', category, action, label, value); } }})();

TS.analytics = AnalyticsFacade;

Tuck analytics into a module. Hide complexity. Future-proof

against platform changes.

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function initialize() { TS.analytics.init(); TS.analytics.event('App', 'Load');

appView = new TS.view.Application(); appView.render();}

Your app sets up analytics from the start.

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TS.view.ProgramInfo = Backbone.View.extend({ events: { 'click': 'onSelectChoice' },

onSelectChoice: function(event) { var parent = $(event.target.parentElement); var cid = parent.data('cid'); var userModel = this.collection.get(cid); var serviceName = userModel.getServiceKey(); TS.analytics.event('Program', 'Select', serviceName); } });

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Track an event in the DOM element click handler of your app’s views.

Create custom dashboards reporting your UX events.

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Idea Prototype Usability

Development Ship It

ANALYTICS@KENTABOR

Who on your team benefits from Analytics?

EVERYONE!@KENTABOR

TESTERSDecide what devices to use for

quality assurance.

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ENGINEERSDecide when to support new

system features.

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DESIGNERSDecide at what screen sizes they lay

out UI and create art assets.

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PRODUCT MANAGERS

Stop guessing at consumer acceptance & engagement.

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Device model, O/S version, screen resolution, geo-location, browser

type, visitor behavior. Comes “free” from the analytics system.

PASSIVE MEASUREMENT

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The default dashboards can feel like big data overload.

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Create custom dashboards reporting the passive data.

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Get my mobile first dashboard.

www.google.com/analytics/web/template?uid=iLTPIL89SP-RVF-A59HhWA

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#CODERLIFE

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#CODERLIFE

<script src="www.google-analytics.com/analytics.js"

type="text/javascript"></script>

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WEB SDK

developers.google.com/analytics/devguides/collection/analyticsjs

Native app SDKs available for

iOS & Android

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developers.google.com/analytics/devguides/collection/ios/v3

developers.google.com/analytics/devguides/collection/android/v4

Hybrid App JavaScript App + Cordova Lib +

Plugin + [iOS, Android] SDKgithub.com/danwilson/google-analytics-plugin

cordova.apache.org

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POST www.google-analytics.com/collect

{payload data}

RESTful API

developers.google.com/analytics/devguides/collection/protocol/v1

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Google Tag Manager let’s anybody define track events in a dashboard UI after your tech team adds a snippet.

Missing Coders?@KENTABOR

Takeaways

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Report outcomes. Invest time & talent into underperforming features.

IMPROVE OR REMOVE

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Talk with people. Let analytics increase your reach as you grow.

SCALE UP &LISTEN

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Ensure everyone understands the debate and speaks to the numbers.

DATA WINS ARGUMENTS

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@KenTabor

www.katworksgames.com

speaking@katworksgames.com

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They are talented and tenacious, but not well equipped to code, test, and debug responsive and mobile-first sites.

An entire history of tools exists stuck in the domain of software engineers. My book collects them into a single box of awesome within your reach.

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