Is Design Metrically Opposed? - The Design & Content Conference

Speaker - Jared Spool The world of metrics and analytics has always been at odds with how designers work. Design is a process where we finely tune our gut intuition to create a great user experience. Yet, sometimes, the measures we take indicate a different outcome. Which do we believe? Our gut or what the computers are collecting? In this presentation, Jared will explore the world of measures, metrics, and KPIs. He’ll share the techniques behind Amazon and Netflix’s success. He’ll show how some practices, like the growth hacking approach to increasing Monthly Average Users (MAUs) have hurt the online experience of Instagram and LinkedIn. Plus, you’ll see some alternatives to satisfaction and net promoter score that give insight into the design process and can help designers better tune their gut intuition. SESSION TAKEAWAYS What do easily-collected analytics like bounce rate and time-on-page actually tells us about our users experiences? How do we construct true Key Performance Indicators (KPIs) that can predict the future patterns of users? Why advanced techniques, like a money-left-on-the-table analysis and the CE11, show us how much more powerful metrics can be in design?

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