James HoodSam Schwamm Carmelo Citera

Agenda

Discovery

How can we better visualize/understand traffic on our clients’ sites?

The Opportunity

Research

Goal: Learn how Bounce Exchange operates on a website

Method: Go on websites they have and explore their campaign

Results: We were able to trigger different campaigns to see what a user

sees

Business Research

Comparative Research

• Goal: How do other analytic tools visualize user behavior?

• Method: Feature Analysis that have a Funnel or similar feature

FEATURES Woopra Kissmetrics Chart Io Dashthis MixpanelCustomer

Io

Funnel Analysis X X X X X

Filter/Sort Data X

A/B Testing/Report X X X

Segmentation/Cohort Rules

X X X

Timeline View X X

Bar Graphs X X X X X X

Customizable Data X X

Segmentation Data X X

Comparative Research

Conversion Funnel by Date/ User Segment/Date (Woopra)

Timeline View (Chart IO)

Key Features:

Comparative Research

● Funnel analysis

● Filter/Sort

● A/B Testing Data

● Segmentation Rules

● Timeline View

● Bar Graph View

● Custom Data

● User Segments

● How can we visualize this?

● What are the important metrics/KPIs?

Technical Research

● Who are our users?

○ Conversion Director (Account Manager)

link between clients and internal teams (e.g.

graphics, dev, finance)

○ Operations Director = manage and

coordinate campaign strategy

User/Stakeholder Research

Goal: Discover Conversion’s Director’s: duties,

client relations, current system, data analysis

Method: 30-45 Minute User Interviews

Results:

Difficult to explain value of Bounce Exchange

Primary metric = lift (over control)

Want to visualize what customers are doing

User Interviews

Synthesis &

Definition

Goal: To Determine the relationships

between Context, Behavior, Pains, and

Pleasures to make Job Stories

Method: 4-List Method (User Interviews)

Affinity Mapping

Behavior: Show effect Bx has

on their conversions

Pains: Clients have a hard

time understanding how Bx

effects bottom line

Pleasures: Good Working

Relationships

Affinity Mapping: Results

Behavior: Determine effect

campaigns have on

conversions

Pains: Don’t know how

campaigns affect total

conversion funnel

Pleasures: Campaigns that

beat control

Behavior: Learn site, try to visualize

a user journey

Pains: Not sure of what a User

Journey really looks like

Pleasures: Knowing where to place

campaigns

Context: Client Relations Context: Campaigns Context: User Journeys

“Replacing the User Story with the Job Story” (Alan Klement), “Dribbblisation of Design” (Intercom), Clayton Christensen (HBS)

VS

• Problem = too many assumptions about users and their actions

• Focus on causality = “Who/How” vs. “Why”

• Tips: add contextual info, use real people, incorporate multiple POVs ✔

Job Stories

Job Story Pain Points Key Quotes

When informing clients of our progress, I want to use the data to

tell a story so I can demonstrate the value of Bounce Exchange.

1. Clients & Conversion Directors look at different metrics for success2. Statistics alone don't tell the whole story3. Bx campaigns interfering with client campaigns

"It's all about the story the numbers are telling"

"I try to make my clients look as good as possible to their bosses"

"The reality is, [the client] is sold on Bounce Exchange itself as a product"

When measuring success, I want to visualize lift over control so I can better understand the effects of a

campaign at each stage in the conversion funnel.

1. No easy way to visualize campaign lift

"The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at each defined

'goals'. "

"Google Analytics does a much better job of showing campaign impact"

When targeting user segments, I want to visualize their journeys so I can place campaigns appropriately.

1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites2. No way to visualize where they are losing customers.3. Google Analytics Funnel is overwhelming, not actionable

“The dashboard… it's this stacked linear thing and I don't think it matches the same way we

think about it”

"I want a funnel analysis so I can see where the leaks are and target those areas with

campaigns"

Job Stories

Feature Ideation & Prioritization

Goal: Determine what features a Conversion Director will need to visualize

how Bounce Exchange impacts user behavior

Method:

Based off the Job Stories (from Affinity Map) select features necessary

for Visualization

Prioritize the features using the MoSCoW method

Feature Ideation

Feature Prioritization

Job Story Pain Points Key Quotes Features

When informing clients of our progress, I want to use the data to tell a story so I can demonstrate the value of Bounce Exchange.

1. Clients & Conversion Directors look at different metrics for success2. Statistics alone don't tell the whole story3. Bx campaigns interfering with client campaigns

"It's all about the story the numbers are telling"

"I try to make my clients look as good as possible to their bosses"

"The reality is, [the client] is sold on Bounce Exchange itself as a product"

● Custom Inputs ● Data Filtering● Timeline View ● Goal Tracking

When measuring success, I want to visualize lift over control so I

can better understand the effects of a campaign at each stage in the

conversion funnel.

1. No easy way to visualize campaign lift

"The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at

each defined 'goals'. "

"Google Analytics does a much better job of showing campaign impact"

● Campaign Lift● KPI Reports● Campaign Funnel

When targeting user segments, I want to visualize their journeys so

I can place campaigns appropriately.

1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites2. No way to visualize where they are losing customers.3. Google Analytics Funnel is overwhelming, not actionable

“The dashboard… it's this stacked linear thing and I don't think it matches the same

way we think about it”

"I want a funnel analysis so I can see where the leaks are and target those areas

with campaigns"

● User Segmentation● Site Funnel

Job Stories (w/ features)

Design

Design: V1Timeline View

Bar Graph

Back to the drawing board: introduce journey-oriented visuals

Design: V1 - V2

○ Timeline View: Adding goals ○ Campaign Funnel: consistency

(terminology, campaign stats) ○ Site Funnel showing

activated campaigns

Design: V2 - V3

Site Funnelcombine visual overview w/ data breakdownkey metric = campaign eligibility

Prototype

BOUNCE EXCHANGE

Recap

● Challenges: ○ Time & Scheduling ○ Understanding Key Terms & Business Principles

● What Did We Learn? ○ Data Visualization○ Conversion Director E-Commerce Strategies○ New Vocabulary

● How does this solve the problem? ○ Integrated a new dashboard feature to give

Conversion Director simple and informative way to visualization their site/user data

Next StepsShort-Term Goals

● Roll-out ● Individual User Journeys● Client View/Executive Reports

Long-Term Goals

● Internal Usability Testing ● Campaign Funnel

○ Add # of users at stage of flow○ Indication of where campaigns fire

● UI: more consistent with existing platform

User Journeys