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3DDATA-DRIVEN DESIGN
1
65%OF M AR KETERS IN
THIS RO O M SAID
THEY DO N’T HAVE
ENOUG H DATA TO
DO TH EIR JOB
EF F EC TIVELY.
65%
* who responded to my pre-conference survey
*
@oligardner #TuringFest
We did it because it was trendy
DESIGN DECISIONS NEED TO BE INFORMED BY DATA
NOT TRENDS
@oligardner #TuringFest
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
BEING
TRENDY
DOESN’T
MAKE IT
RIGHT
Scrappy
@oligardner bit.ly/oli-tf
I interviewed and surveyed over
700 people who work on
marketing teams
DESIGNER COPYWRITERMARKETER
DESIGNER COPYWRITERMARKETER
DESIGNER COPYWRITER
Writers want me to start designing
before they give me content.
MARKETER
81%OF DESIGNERS HAVE TO
START THEIR D ESIGN
WORK BEFORE THEY
RECEIVE THE COPY
81%
“Design gets frustrating when you don't have
everything you need from the beginning”
*
* % of designers polled in a survey regarding working in marketing
“It’s like painting by numbers.”
DESIGNER COPYWRITER
Writers don't get that search engines see
things differently to humans.
MARKETER
DESIGNER COPYWRITER
Marketers have no understanding
of customer behaviour.
MARKETER
DESIGNER COPYWRITER
they're too myopic and
enjoy naval gazing.
MARKETER
na·vel-gaz·ing
/‘ nāvel gāziNG/
noun
self-indulgent or excessive contemplation of oneself…
DESIGNER COPYWRITER
…they don't respect design

and think they know how it should be done.
MARKETERMARKETER
98%OF MARKETERS SAID
THEY ARE RESPONSIBLE
FOR GIVING DES IGN
FEEDBACK TO
DESIGNE RS
98%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
87%OF MARKETERS WHO
GIVE D ESIGN
FEEDBACK B ELI EVE
THEY ARE QUALIFIED
TO DO S O.
87%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
87%OF MARKETERS WHO
GIVE D ESIGN
FEEDBACK B ELI EVE
THEY ARE QUALIFIED
TO DO S O.
87%*
* % of marketers polled in a survey regarding working with designers and copywriters in marketing
DESIGNER COPYWRITERMARKETER
DESIGNER COPYWRITERMARKETER
Designers are too sensitive.
Are you a designer?
MacGyver.
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
MacGyvered
design == empathy
design != copying shit
TRENDLINETREND
2011
2010
PARALLAX SCROLLING
A beautiful motion design and photographic technique, parallax scrolling can
create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHS
Another beautiful concept, that didn’t gain much traction, instead its
subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATION
A similar device to the HelloBar, but designed for anchor (in-page)
navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELS
This one blew up UX and CRO communities. Primarily because the label
disappeared when the field was clicked, removing context and hints.
BUTTON COLOUR
As affordable A/B testing tools hit the
market, so cometh a slew of bad case
studies that encourage bad experimentation
practices.
HELLO BAR
The first sticky bar emerges from Digital
Telepathy, allowing you to place persistent offers
at the top of the page.
2012
EXPLAINER VIDEOS
Everyone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGES
Wide adoption of fullscreen background images was the
beginning of many trends that would harm readability of the
all-important above-the-fold value prop area of web pages
everywhere.
1991
WWW
The World Wide
Web is made
available to the
general public.
1994
THE FOLD
Jakob Nielsen
proclaims that
people don’t
scroll, and most
debated topic in
digital marketing
begins, and
never stops.
1997
CAPTCHAS
The first evil
interruptive
device is added
to web forms.
Creating a
usability
nightmare.
1998
POPUPS
Things get even uglier
as web designers and
developers begin
hacking browser
behaviour. The hard to
escape Javascript
popup empowers the
black hats to start
misbehaving.
2004
PINOT NOIR
Not a design
trend, but an
example of the
power trends
can wield when
left unchecked.
2007
CAROUSELS
Oft looked upon as
a way to pacify
stakeholder
politics, carousel
sliders hit every
homepage adding
massive amounts
of content destined
never to be seen.
RE-CAPTCHA
The evil captcha is
turned into a device
that does good – by
crowdsourcing
digitizing of hard-
to-read books. Gets
acquired by Google
in 2009.
RESPONSIVE WEB DESIGN
One of the biggest web bandwagons ever. RWD seemed like a great idea at the
time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGN
Closely tied to RWD, mobile-first sought to future-proof web
experiences by placing emphasis on mobile – because all of your traffic
is mobile, right?
EYE TRACKING
An expensive and fancy way to detect what people are looking at on a web
page. It quickly gained notoriety when the “baby gaze” experiment did the
rounds on marketing blogs.
2013
INLINE FORM FIELD LABELS II
A community-led success story.
Designers created a way to keep the
label inline without disappearing.
HAMBURGER MENU
Massive debates raged about
this one, but influence from OS
designers has forced this into
mass adoption.
FLAT DESIGN
Affordance is thrown out the
window en masse with a trend
that can destroy app usability.
2014
BACKGROUND VIDEOS
The fullscreen hero image extends
to video, further impacting
readability and increasing instances
of “false bottoms”.
CONGRATULATIONS!
A Facebook hack more than a design
trend. But quite hilarious.
Congratulations!!!
GHOST BUTTONS
Rectangles with opaque fills create quite
awesome secondary state buttons, but poor
affordance and readability can render them
unclickable-looking.
GOOD COP / BAD COP
The psychological term for the two-
button popup, whereby you have to click
something you don’t agree with to exit
the experience.
SCROLLJACKING
20 years of interaction design thrown down the
toilet. Designers once more try to re-invent the
quite perfect browser scrolling mechanism.
2015
SCROLL-TRIGGERED ANIMATIONS
As you scroll down the page, images and
text start to fly in, drawing your attention to
them. Great the first time you see them.
Thereafter annoying as hell.
CSS ANIMATED CTAs
These have the ability to get really out of hand.
Although there are some really nice subtle
effects.
WELCOME MAT
An entrance-overlay method from
SumoMe whereby the entire screen is
covered. An interruptive experience
that has seen some positive updates.
2016
OVERLAYS
Unbounce signals the end to the
popup, ushering in a new era of
responsible marketing practices.
SKELETON SCREENS
A technique where a wireframe-like layout appears
before the content to accelerate load times and
provide a signal that loading is happening.
CONVERSATIONAL FORMS
One of the most interesting new interaction
models to emerge, conversational forms
turn a regular web form into a chat-like
experience.
CONFIRM SHAMING
A new name for good cop / bad cop
emerges. Manipulinks is another. Regardless
of the name, I hope one sticks as it makes it
easier to track the trend.
STICKY TOP AND BOTTOM
Top-anchored sticky bars are awesome, bottom
ones feel slightly more interruptive, but when both
are used at the same time it destroys the viewport.
2017
SMART NAVIGATION
This will be an interesting one, where navigational
devices will be presented to visitors where and when
they hold the most contextual importance and utility.
ASYMMETRIC DESIGN
Could this simple yet elegant and dynamic
trend be the saviour of the false bottom? Quite
possibly.
2017?
2017 will be an interesting year for trends,
hopefully we’ll see an increase in
experimentation and validation.
DESIGN TRENDLINE
@OliGardner @Unbounce #TuringFest
Oli Gardner - Data-Driven Design
- Pinot Noir
- Pinot Noir
- Another wine varietal
- Pinot Noir
- Another wine varietal
2004
Image Source: GQ
2004
Image Source: GQ
Jeremy
2004
Image Source: GQ
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
Source: http://www.decanter.com/wine-news/sideways-effect-confirmed-76585/
“It only takes one tree to
make a thousand matches.



“It only takes one tree to
make a thousand matches.



Only takes one match to
burn a thousand trees.”
— Stereophonics
I DRINK A LOT OF WINE
But I haven’t bought a bottle of
Merlot in 13 years
#TRENDpower
@oligardner #TuringFest bit.ly/oli-tf
3D !
"
N
H
E
I
THE DATA-DRIVEN DESIGN (3D) PROCESS
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
1 !
"
N
H
E
I
1 !
"
N
H
E
I
Choose Object of Interest
Isolate the data
sources you need
SCROLL
MAP
VISUAL
ID
VISUAL
ID
BOUNCE
RATE
FALSE
BOTTOM
FALSE
BOTTOM
STOCK
PHOTO
STOCK
PHOTO
NAV
CTA
HERO
SHOT
HERO
SHOT
FORM
VISUAL
ID
FALSE
BOTTOM
STOCK
PHOTO
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
THE 3D PLAYBOOK
ANINTERACTIVEOPTIMIZATIONLOOKUPCHARTFORMARKETINGTEAMS
3D
bit.ly/oli-tf
Oli Gardner - Data-Driven Design
COLLECT DATA
Doing this as a collaborative process will
empower your team, and create working
relationships that remove the frustrations
marketers, designers, and copywriters
often feel. A simple status document helps.
2 !
"
N
H
E
I
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
Tech
Setup Complete
Date
Started
Days
Needed CollectingTool Used
Sample Size
NeededData Type Assigned To
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
WORKSHEET #1 - DATA COLLECTION3D
DATA-DRIVEN DESIGN (3D) WORKSHEET #1
Tech
Setup Complete
Date
Started
Days
Needed CollectingTool Used
Sample Size
NeededData Type Assigned To
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
WORKSHEET #1 - DATA COLLECTION3D
Aug 3, 20175-10Usability Test
Aug 3, 201725Visual ID Test
Aug 3, 20172,000Scroll Map
Camtasia
Usability Hub
Hotjar
1
1
14
Oli
Michael
Andrea
X
X
X
X
XXX
X
X
X
MAKE OBSERVATIONS
Viewing the data together (recordings, heat
maps, survey results) develops empathy, and
ultimately better digital experiences. Have the
whole team take notes as you look through it.
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
3 !
"
N
H
E
I
COLLECT DATA
Doing this as a collaborative process will
empower your team, and create working
relationships that remove the frustrations
marketers, designers, and copywriters
often feel. A simple status document helps.
PROJECT NAME
#
CARD #TEAM MEMBER DATA TYPE TOOL / SOURCE SAMPLE DATE
Data-Driven Design (3D) by Oli Gardner from Unbounce
DATA-DRIVEN DESIGN (3D) WORKSHEET #2
DESIGN NOTES
#
#
#
1. DATA
2. OBSERVATIONS 3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)(describe in words the problems you witness)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
3D
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
SEVERITY
MICRO METRICS
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
DATA-DRIVEN DESIGN (3D) WORKSHEET #2
Data-Driven Design (3D) by Oli Gardner from Unbounce
2. OBSERVATIONS (describe in words the problems you witness)
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
WRITE DOWN
ALL OBSERVED:
- MISTAKES
- PROBLEMS
- REACTIONS
- FRUSTRATIONS
- SURPRISES
- SUCCESSES
1
#
#
#
7 of 8 usability test participants
were unable to find the map when
looking for directions to the hotel.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
Data-Driven Design (3D) by Oli Gardner from Unbounce
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
SEVERITY
SEVERITY
SEVERITY
SEVERITY
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
7 of 8 usability test participants
were unable to find the map when
looking for directions to the hotel.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
Tofu franzen gochujang VHS chartreuse pop-up
swag man braid squid etsy drinking vinegar
humblebrag.
1
RATE THE SEVERITY
OF EACH OBSERVATION
FROM 1 TO 5
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
4 !
"
N
H
E
I
ASSIGN MICRO METRICS
Every observed pain point needs a
corresponding solution. If you can measure it,
you can optimize and improve it. Assigning
micro metrics ensures you can measure the
impact of every design decision you make.
MAKE OBSERVATIONS
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
COLLECT DATA
Doing this as a collaborative process will
empower your team, and create working
relationships that remove the frustrations
marketers, designers, and copywriters
often feel. A simple status document helps.
Viewing the data together (recordings, heat
maps, survey results) develops empathy, and
ultimately better digital experiences. Have the
whole team take notes as you look through it.
What are Micro Metrics?
What are Micro Metrics?
“The aggregation of marginal gains.

What are Micro Metrics?
“The aggregation of marginal gains.

Each improvement may seem trivial, but the
cumulative effect can be huge.”

— Dave Brailsford
What are Micro Metrics?
“Micro-metrics measure how your design
decisions change on-page behaviours.”

— Me
3D Playbook 3
45
7
6 Click Map
Session RecScreen Res
Interview
Reading Ease
DATA
2
Usability Test
1
Lead Data
3D Playbook
2
3.1
3
4
1
5
7
6
3.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.1
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
OBSERVATIONS
DATA
Do Nothing
Fix
Do Nothing
or
Optimize & Track Micro Metric
Fix
or
Do Nothing
or
3D Playbook
2
3.1
3
4
1
5
7
6
3.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.1
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
OBSERVATIONS
DATA
MICRO METRICS
3D Playbook
2
3.1
3
4
1
5
7
6
3.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.11
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease
1.2 1.5
OBSERVATIONS
DATA
MICRO METRICS
3D Playbook
2
3.1
3
4
1
5
7
6
3.2
3.3
3.4
2.1
4.2
4.1
4.35.1 5.2
6.2
6.11
6.3
7.1 1.31.2 1.4 1.51.1
Usability Test
Click Map
Session Rec
Lead Data
Screen Res
Interview
Reading Ease 3.1
3.3
1.2 1.5
OBSERVATIONS
DATA
MICRO METRICS
I just made 4 people fall asleep
MumDadBro Sis
“DESIGN CARD” MOCKUPS
This is the MacGyver phase. Take your
observations, hypotheses, and your new
understanding of the user experience, and
sketch before/after ways to solve each
problem, as a team. Remember, we are all
designers.
ASSIGN MICRO METRICS MAKE OBSERVATIONS
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
COLLECT DATA
Doing this as a collaborative process will
empower your team, and create working
relationships that remove the frustrations
marketers, designers, and copywriters
often feel. A simple status document helps.
5 !
"
N
H
E
I
Viewing the data together (recordings, heat
maps, survey results) develops empathy, and
ultimately better digital experiences. Have the
whole team take notes as you look through it.
Every observed pain point needs a
corresponding solution. If you can measure it,
you can optimize and improve it. Assigning
micro metrics ensures you can measure the
impact of every design decision you make.
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions.
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions.
11
Try bigger underpants
2
3 4
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions.
1 2
3 4
2
Try bigger underpants + Toilet humor
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
# #
# #
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions.
1 2
3 4
3
Try bigger underpants + Toilet humor
Panda diapers?
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions.
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS
1 2
3 4
(either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
Try bigger underpants Toilet humor usually works
Panda diapers? Unique as a snowflake
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data-Driven Design (3D) by Oli Gardner from Unbounce
DESIGN NOTES
3. DESIGN IDEAS (either sketch a complete solution or break it into multiple sketches by observation #)
(these can be general notes about your design ideas, or applicable to each observation+design combination #)
1
2
3
4
2. OBSERVATIONS (describe in words the problems you witness)
Everyday carry sartorial vaporware vice man
bun mlkshk tilde celiac migas enamel pin neutra
YOLO thundercats.
Ennui kogi pickled, godard pop-up tumeric four
dollar toast sartorial vexillologist subway tile
paleo street art disrupt health goth VHS.
Helvetica tote bag shaman disrupt vegan
readymade vinyl organic iPhone. Pour-over cloud
bread cold-pressed, hella umami ennui sartorial
occupy knausgaard.
In the session recordings, it seemed like almost
everyone had trouble figuring out how to print
out the map & directions. #HipsterPandaPoopPants
1
2
3
4
TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
SEVERITY
MICRO METRICS
% who can find
the map
SEVERITY
MICRO METRICS
% of ppl who
scroll to bottom
SEVERITY
MICRO METRICS
Ratio of calls to
form fills
SEVERITY
MICRO METRICS
Attention Ratio
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
“DESIGN CARD” MOCKUPS
This is the MacGyver phase. Take your
observations, hypotheses, and your new
understanding of the user experience, and
sketch before/after ways to solve each
problem, as a team. Remember, we are all
designers.
ASSIGN MICRO METRICS MAKE OBSERVATIONS
CONSULT 3D PLAYBOOK
The 3D Playbook is a simple lookup tool for
taking the overwhelming amount of data
that exists, and narrowing it down to the
types, sources, and formats that are most
relevant to what you’re working on.
COLLECT DATA
Doing this as a collaborative process will
empower your team, and create working
relationships that remove the frustrations
marketers, designers, and copywriters
often feel. A simple status document helps.
6 !
"
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TEST & MEASURE MICRO METRICS
Micro metrics focus on the holistic elements of
the whole. Each observation you are trying to
improve creates its own micro metric that can
be measured as part of the reporting process.
Viewing the data together (recordings, heat
maps, survey results) develops empathy, and
ultimately better digital experiences. Have the
whole team take notes as you look through it.
Every observed pain point needs a
corresponding solution. If you can measure it,
you can optimize and improve it. Assigning
micro metrics ensures you can measure the
impact of every design decision you make.
RESULTS
TEST RESULTS: MICRO METRICS6
!
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ID
1.2
1.5
MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE
% of people who can find the map
Average # of form errors
Usability Test
GA
Camtasia
GTM Script
5
2
12.5%
1.5
RESULTS
TEST RESULTS: MICRO METRICS6
!
"
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ID
1.2
1.5
MICRO METRIC
% of people who can find the map
Average # of form errors
DATA TYPE
Usability Test
GA
TOOL/SOURCE
Camtasia
GTM Script
SEVERITY
5
2
CONTROL
12.5%
1.5
3D TREATMENT
15%
2.2
CHANGE
+20%
+47%
“Which types of
data would you
MOST like at the
start of a project,
that you DON'T
usually have access
to?”
“Which types of
data would you
MOST like at the
start of a project,
that you DON'T
usually have access
to?”
On the way to Nashville…
“He parked in the middle of the
road, got out of the car…
— Nicole
“He parked in the middle of the
road, got out of the car…
We sat awkwardly in the back
feeling lost and belittled.
— Nicole
“We then smiled as we figured
out how to work this terrible
experience into Oli’s on-stage
presentation at the Country
Music Hall of Fame.”
— Nicole
“Nicole, we only pick up by
appointment. We did not have any
reservation for you and the vehicle
belonged to another family.“
— Metro Livery
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
“Then your driver should never have
welcomed us into his vehicle.
Again, we thank you for this most excellent
example and hope you figure your shit out.”
— Nicole
Oli Gardner - Data-Driven Design
4.2
4.2
Oli Gardner - Data-Driven Design
Keep language
positive.
If even just 1% of page
copy subconsciously
reminds your visitors of
feelings of anger or
fear, you could be
seeing up to 25% lower
conversion rates.
No one wants to be
angry on their vacation!
CONVERSION BENCHMARK REPORT
TRAVEL
business vertical
EMOTION: ANGER
what’s being measured
insights
0%
5%
10%
15%
0.0% 0.5% 1.0% 1.5% 2.0%
anger
ConversionRate
bit.ly/oli-tf
Oli Gardner - Data-Driven Design
THE 3D PLAYBOOK3D
bit.ly/oli-tf
WORD COUNT
THE 3D PLAYBOOK3D
bit.ly/oli-tf
READING EASE
THE 3D PLAYBOOK3D
bit.ly/oli-tf
SENTIMENT
THE 3D PLAYBOOK3D
bit.ly/oli-tf
EMOTION
moods.mybluemix.net
Oli Gardner - Data-Driven Design
https://tone-analyzer-demo.mybluemix.net/
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLING
A beautiful motion design and photographic technique, parallax scrolling can
create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHS
Another beautiful concept, that didn’t gain much traction, instead its
subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATION
A similar device to the HelloBar, but designed for anchor (in-page)
navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELS
This one blew up UX and CRO communities. Primarily because the label
disappeared when the field was clicked, removing context and hints.
BUTTON COLOUR
As affordable A/B testing tools hit the
market, so cometh a slew of bad case
studies that encourage bad experimentation
practices.
HELLO BAR
The first sticky bar emerges from Digital
Telepathy, allowing you to place persistent offers
at the top of the page.
EXPLAINER VIDEOS
Everyone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGES
Wide adoption of fullscreen background images was the
beginning of many trends that would harm readability of the
all-important above-the-fold value prop area of web pages
everywhere.
WWW
The World Wide
Web is made
available to the
general public.
THE FOLD
Jakob Nielsen
proclaims that
people don’t
scroll, and most
debated topic in
digital marketing
begins, and
never stops.
CAPTCHAS
The first evil
interruptive
device is added
to web forms.
Creating a
usability
nightmare.
POPUPS
Things get even uglier
as web designers and
developers begin
hacking browser
behaviour. The hard to
escape Javascript
popup empowers the
black hats to start
misbehaving.
PINOT NOIR
Not a design
trend, but an
example of the
power trends
can wield when
left unchecked.
CAROUSELS
Oft looked upon as
a way to pacify
stakeholder
politics, carousel
sliders hit every
homepage adding
massive amounts
of content destined
never to be seen.
RE-CAPTCHA
The evil captcha is
turned into a device
that does good – by
crowdsourcing
digitizing of hard-
to-read books. Gets
acquired by Google
in 2009.
RESPONSIVE WEB DESIGN
One of the biggest web bandwagons ever. RWD seemed like a great idea at the
time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGN
Closely tied to RWD, mobile-first sought to future-proof web
experiences by placing emphasis on mobile – because all of your traffic
is mobile, right?
EYE TRACKING
An expensive and fancy way to detect what people are looking at on a web
page. It quickly gained notoriety when the “baby gaze” experiment did the
rounds on marketing blogs.
INLINE FORM FIELD LABELS II
A community-led success story.
Designers created a way to keep the
label inline without disappearing.
HAMBURGER MENU
Massive debates raged about
this one, but influence from OS
designers has forced this into
mass adoption.
FLAT DESIGN
Microsoft’s 2010 efforts were
amplified by Apple and
affordance is thrown out the
“window” en masse.
BACKGROUND VIDEOS
The fullscreen hero image extends
to video, further impacting
readability and increasing instances
of “false bottoms”.
CONGRATULATIONS!
A Facebook hack more than a design
trend. But quite hilarious.
Congratulations!!!
GHOST BUTTONS
Rectangles with opaque fills create quite
awesome secondary state buttons, but poor
affordance and readability can render them
unclickable-looking.
GOOD COP / BAD COP
The psychological term for the two-
button popup, whereby you have to click
something you don’t agree with to exit
the experience.
SCROLLJACKING
20 years of interaction design thrown down the
toilet. Designers once more try to re-invent the
quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONS
As you scroll down the page, images and
text start to fly in, drawing your attention to
them. Great the first time you see them.
Thereafter annoying as hell.
CSS ANIMATED CTAs
These have the ability to get really out of hand.
Although there are some really nice subtle
effects.
WELCOME MAT
An entrance-overlay method from
SumoMe whereby the entire screen is
covered. An interruptive experience
that has seen some positive updates.
OVERLAYS
Unbounce signals the end to the
popup, ushering in a new era of
responsible marketing practices.
SKELETON SCREENS
A technique where a wireframe-like layout appears
before the content to accelerate load times and
provide a signal that loading is happening.
CONVERSATIONAL FORMS
One of the most interesting new interaction
models to emerge, conversational forms
turn a regular web form into a chat-like
experience.
CONFIRM SHAMING
A new name for good cop / bad cop
emerges. Manipulinks is another. Regardless
of the name, I hope one sticks as it makes it
easier to track the trend.
STICKY TOP AND BOTTOM
Top-anchored sticky bars are awesome, bottom
ones feel slightly more interruptive, but when both
are used at the same time it destroys the viewport.
SMART NAVIGATION
This will be an interesting one, where navigational
devices will be presented to visitors where and when
they hold the most contextual importance and utility.
ASYMMETRIC DESIGN
Could this simple yet elegant and dynamic
trend be the saviour of the false bottom? Quite
possibly.
2017?
2017 will be an interesting year for trends,
hopefully we’ll see an increase in
experimentation and validation.
Data visualization has become big business, one whose needs
will only grow as data expands like a new universe. After an
initial peak, the quality declined as the market got swamped.
INFOGRAPHICS
2016
CONVERSATIONAL FORMS
One of the most interesting new interaction
models to emerge, conversational forms
turn a regular web form into a chat-like
experience.
2016
NEW

TREND
THE CONVERSATIONAL FORM
3D !
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1. CHECK 3D PLAYBOOK
1 !
"
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BOUNCE
RATE
SESSION
REC.
SESSION
REC.
POLL
MOBILE
QA
MOBILE
QA
USABILITY
TEST
USABILITY
TEST
CONV
FORM
CONV
FORM
PAGE
LENGTH
NPS
SURVEY
SCROLL
MAP
CLICK
MAP
FORM
ABANDON
LEAD
DATA
NEW VS
RETURN
SCROLL
MAP
CLICK
MAP
LEAD
DATA
DEVICE
BRAND
5-SEC
TEST
CHECK 3D PLAYBOOK: CONVERSATIONAL FORM1 !
"
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2. COLLECT DATA
2 !
"
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Tech
Setup Complete
Date
Started
Days
Needed CollectingTool Used
Sample Size
NeededData Type
July 17, 20171Mobile QA
July 17, 20171,000Scroll Map
July 17, 2017500Lead Data
July 17, 2017100Session Recordings
July 17, 20176Usability Test
July 17, 20171,000Click Map
iPhone
Hotjar
Unbounce
Hotjar
Camtasia
Hotjar
1
7
28
1
1
7
Assigned To
Oli
Oli
Oli
Oli
Oli
Oli
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
COLLECT DATA: CONVERSATIONAL FORM2 !
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3. MAKE OBSERVATIONS
3 !
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
New trends should never follow the set it and forget it model.
Session recordings will be the fastest way to get visual
qualitative feedback from real visitors. Consider it an
extension of QA, and be prepared to roll back if needed.
OBSERVATIONS: SESSION RECORDING3 !
"
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Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
"
N
H
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I
Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
"
N
H
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I
Session Recording
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
OBSERVATIONS3 !
"
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Apologies for the poor experience with that form!
Hi Oli,
Wow! I have been a consultant for 25+ years and can say without
hesitation that this is the best example of taking responsibility for an
error that resulted in a bad customer experience. Equally important was the
timeliness of this follow up – thank you!
Thanks for the link. Please note that I was able to view the content via the link
but was unable to complete the opt in form to download the content.
I look forward to viewing the content and will be much more likely to continue
to engage with the unbounce brand as a result of this email.
Regards,
Hi Oli,
Wow! I have been a consultant for 25+ years and can say without
hesitation that this is the best example of taking responsibility for an
error that resulted in a bad customer experience. Equally important was the
timeliness of this follow up – thank you!
Thanks for the link. Please note that I was able to view the content via the link
but was unable to complete the opt in form to download the content.
I look forward to viewing the content and will be much more likely to
continue to engage with the Unbounce brand as a result of this email.
Regards,
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: MOBILE QA3 !
"
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Does the data entry
mode for a
conversational form
work well on a phone?
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
"
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
"
N
H
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I
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS3 !
"
N
H
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I
Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: USABILITY TEST3 !
"
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Test Instructions
This test is to evaluate how a landing page works.
You cannot do anything wrong. Any problems that
arise are the fault of the page, and not your
actions.
TEN 2-MINUTE USABILITY
TESTS WITH CO-WORKERS
Please read out the task, and verbalize all
of your thoughts, observations, choices
and actions.
Task 1
I searched Google for a landing page course and
arrived on this page. Find a way to take the course.
Usability Test
The animated dots make it appear as
though someone on the other end of
the conversation is typing, giving
reason to pause.
OBSERVATIONS: USABILITY TEST3 !
"
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Usability Test
The animated dots make it appear as though
someone on the other end of the conversation is
typing, giving reason to pause.
Typing a value from the dropdown list buttons
results in the first value being submitted. You
have to click the button for it to work.
Because there were no visible form
fields, the participant was unsure how
many questions there were going to
be in the process.
OBSERVATIONS: USABILITY TEST3 !
"
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Mobile QA
Usability Test
Scroll Map
Click Map
Lead Data
Session Recording
OBSERVATIONS: CLICK MAP3 !
"
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Click Map
OBSERVATIONS: CLICK MAP3 !
"
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Click Map
OBSERVATIONS: CLICK MAP3 !
"
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Click Map
12% of visitors clicked the first
question on the form (which isn’t an
interactive element).
OBSERVATIONS: CLICK MAP3 !
"
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Lead Data
Conversational forms look and
behave like chat sessions (or a
chat bot). Check the quality of
the lead data that you receive in
case there is an increase in
fake/spam emails.
OBSERVATIONS: LEAD DATA3 !
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Lead Data
2.5x fake email addresses
entered, compared to a
regular form.
OBSERVATIONS: LEAD DATA3 !
"
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Speaking of spam…
"
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLING
A beautiful motion design and photographic technique, parallax scrolling can
create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHS
Another beautiful concept, that didn’t gain much traction, instead its
subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATION
A similar device to the HelloBar, but designed for anchor (in-page)
navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELS
This one blew up UX and CRO communities. Primarily because the label
disappeared when the field was clicked, removing context and hints.
BUTTON COLOUR
As affordable A/B testing tools hit the
market, so cometh a slew of bad case
studies that encourage bad experimentation
practices.
HELLO BAR
The first sticky bar emerges from Digital
Telepathy, allowing you to place persistent offers
at the top of the page.
EXPLAINER VIDEOS
Everyone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGES
Wide adoption of fullscreen background images was the
beginning of many trends that would harm readability of the
all-important above-the-fold value prop area of web pages
everywhere.
WWW
The World Wide
Web is made
available to the
general public.
THE FOLD
Jakob Nielsen
proclaims that
people don’t
scroll, and most
debated topic in
digital marketing
begins, and
never stops.
CAPTCHAS
The first evil
interruptive
device is added
to web forms.
Creating a
usability
nightmare.
POPUPS
Things get even uglier
as web designers and
developers begin
hacking browser
behaviour. The hard to
escape Javascript
popup empowers the
black hats to start
misbehaving.
PINOT NOIR
Not a design
trend, but an
example of the
power trends
can wield when
left unchecked.
CAROUSELS
Oft looked upon as
a way to pacify
stakeholder
politics, carousel
sliders hit every
homepage adding
massive amounts
of content destined
never to be seen.
RE-CAPTCHA
The evil captcha is
turned into a device
that does good – by
crowdsourcing
digitizing of hard-
to-read books. Gets
acquired by Google
in 2009.
RESPONSIVE WEB DESIGN
One of the biggest web bandwagons ever. RWD seemed like a great idea at the
time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGN
Closely tied to RWD, mobile-first sought to future-proof web
experiences by placing emphasis on mobile – because all of your traffic
is mobile, right?
EYE TRACKING
An expensive and fancy way to detect what people are looking at on a web
page. It quickly gained notoriety when the “baby gaze” experiment did the
rounds on marketing blogs.
INLINE FORM FIELD LABELS II
A community-led success story.
Designers created a way to keep the
label inline without disappearing.
HAMBURGER MENU
Massive debates raged about
this one, but influence from OS
designers has forced this into
mass adoption.
FLAT DESIGN
Microsoft’s 2010 efforts were
amplified by Apple and
affordance is thrown out the
“window” en masse.
BACKGROUND VIDEOS
The fullscreen hero image extends
to video, further impacting
readability and increasing instances
of “false bottoms”.
CONGRATULATIONS!
A Facebook hack more than a design
trend. But quite hilarious.
Congratulations!!!
GHOST BUTTONS
Rectangles with opaque fills create quite
awesome secondary state buttons, but poor
affordance and readability can render them
unclickable-looking.
GOOD COP / BAD COP
The psychological term for the two-
button popup, whereby you have to click
something you don’t agree with to exit
the experience.
SCROLLJACKING
20 years of interaction design thrown down the
toilet. Designers once more try to re-invent the
quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONS
As you scroll down the page, images and
text start to fly in, drawing your attention to
them. Great the first time you see them.
Thereafter annoying as hell.
CSS ANIMATED CTAs
These have the ability to get really out of hand.
Although there are some really nice subtle
effects.
WELCOME MAT
An entrance-overlay method from
SumoMe whereby the entire screen is
covered. An interruptive experience
that has seen some positive updates.
OVERLAYS
Unbounce signals the end to the
popup, ushering in a new era of
responsible marketing practices.
SKELETON SCREENS
A technique where a wireframe-like layout appears
before the content to accelerate load times and
provide a signal that loading is happening.
CONVERSATIONAL FORMS
One of the most interesting new interaction
models to emerge, conversational forms
turn a regular web form into a chat-like
experience.
CONFIRM SHAMING
A new name for good cop / bad cop
emerges. Manipulinks is another. Regardless
of the name, I hope one sticks as it makes it
easier to track the trend.
STICKY TOP AND BOTTOM
Top-anchored sticky bars are awesome, bottom
ones feel slightly more interruptive, but when both
are used at the same time it destroys the viewport.
SMART NAVIGATION
This will be an interesting one, where navigational
devices will be presented to visitors where and when
they hold the most contextual importance and utility.
ASYMMETRIC DESIGN
Could this simple yet elegant and dynamic
trend be the saviour of the false bottom? Quite
possibly.
2017?
2017 will be an interesting year for trends,
hopefully we’ll see an increase in
experimentation and validation.
1997
CAPTCHAS
The first evil
interruptive
device is added
to web forms.
Creating a
usability
nightmare.
1997
2011
2010
2012
1991
1994
1997
1998
2004
2007
2013
2014
2015
2016
2017
PARALLAX SCROLLING
A beautiful motion design and photographic technique, parallax scrolling can
create an excellent experience. Sadly it was quickly abused.
CINEMAGRAPHS
Another beautiful concept, that didn’t gain much traction, instead its
subtlety was passed over in favour of the surging animated GIF.
STICKY NAVIGATION
A similar device to the HelloBar, but designed for anchor (in-page)
navigation. Something that can really help long landing pages.
INLINE FORM FIELD LABELS
This one blew up UX and CRO communities. Primarily because the label
disappeared when the field was clicked, removing context and hints.
BUTTON COLOUR
As affordable A/B testing tools hit the
market, so cometh a slew of bad case
studies that encourage bad experimentation
practices.
HELLO BAR
The first sticky bar emerges from Digital
Telepathy, allowing you to place persistent offers
at the top of the page.
EXPLAINER VIDEOS
Everyone needs an explainer video, right? Explain that to me.
FULLSCREEN HERO IMAGES
Wide adoption of fullscreen background images was the
beginning of many trends that would harm readability of the
all-important above-the-fold value prop area of web pages
everywhere.
WWW
The World Wide
Web is made
available to the
general public.
THE FOLD
Jakob Nielsen
proclaims that
people don’t
scroll, and most
debated topic in
digital marketing
begins, and
never stops.
CAPTCHAS
The first evil
interruptive
device is added
to web forms.
Creating a
usability
nightmare.
POPUPS
Things get even uglier
as web designers and
developers begin
hacking browser
behaviour. The hard to
escape Javascript
popup empowers the
black hats to start
misbehaving.
PINOT NOIR
Not a design
trend, but an
example of the
power trends
can wield when
left unchecked.
CAROUSELS
Oft looked upon as
a way to pacify
stakeholder
politics, carousel
sliders hit every
homepage adding
massive amounts
of content destined
never to be seen.
RE-CAPTCHA
The evil captcha is
turned into a device
that does good – by
crowdsourcing
digitizing of hard-
to-read books. Gets
acquired by Google
in 2009.
RESPONSIVE WEB DESIGN
One of the biggest web bandwagons ever. RWD seemed like a great idea at the
time, but the lack of control over the mobile experience can cause issues.
MOBILE-FIRST DESIGN
Closely tied to RWD, mobile-first sought to future-proof web
experiences by placing emphasis on mobile – because all of your traffic
is mobile, right?
EYE TRACKING
An expensive and fancy way to detect what people are looking at on a web
page. It quickly gained notoriety when the “baby gaze” experiment did the
rounds on marketing blogs.
INLINE FORM FIELD LABELS II
A community-led success story.
Designers created a way to keep the
label inline without disappearing.
HAMBURGER MENU
Massive debates raged about
this one, but influence from OS
designers has forced this into
mass adoption.
FLAT DESIGN
Microsoft’s 2010 efforts were
amplified by Apple and
affordance is thrown out the
“window” en masse.
BACKGROUND VIDEOS
The fullscreen hero image extends
to video, further impacting
readability and increasing instances
of “false bottoms”.
CONGRATULATIONS!
A Facebook hack more than a design
trend. But quite hilarious.
Congratulations!!!
GHOST BUTTONS
Rectangles with opaque fills create quite
awesome secondary state buttons, but poor
affordance and readability can render them
unclickable-looking.
GOOD COP / BAD COP
The psychological term for the two-
button popup, whereby you have to click
something you don’t agree with to exit
the experience.
SCROLLJACKING
20 years of interaction design thrown down the
toilet. Designers once more try to re-invent the
quite perfect browser scrolling mechanism.
SCROLL-TRIGGERED ANIMATIONS
As you scroll down the page, images and
text start to fly in, drawing your attention to
them. Great the first time you see them.
Thereafter annoying as hell.
CSS ANIMATED CTAs
These have the ability to get really out of hand.
Although there are some really nice subtle
effects.
WELCOME MAT
An entrance-overlay method from
SumoMe whereby the entire screen is
covered. An interruptive experience
that has seen some positive updates.
OVERLAYS
Unbounce signals the end to the
popup, ushering in a new era of
responsible marketing practices.
SKELETON SCREENS
A technique where a wireframe-like layout appears
before the content to accelerate load times and
provide a signal that loading is happening.
CONVERSATIONAL FORMS
One of the most interesting new interaction
models to emerge, conversational forms
turn a regular web form into a chat-like
experience.
CONFIRM SHAMING
A new name for good cop / bad cop
emerges. Manipulinks is another. Regardless
of the name, I hope one sticks as it makes it
easier to track the trend.
STICKY TOP AND BOTTOM
Top-anchored sticky bars are awesome, bottom
ones feel slightly more interruptive, but when both
are used at the same time it destroys the viewport.
SMART NAVIGATION
This will be an interesting one, where navigational
devices will be presented to visitors where and when
they hold the most contextual importance and utility.
ASYMMETRIC DESIGN
Could this simple yet elegant and dynamic
trend be the saviour of the false bottom? Quite
possibly.
2017?
2017 will be an interesting year for trends,
hopefully we’ll see an increase in
experimentation and validation.
Data visualization has become big business, one whose needs
will only grow as data expands like a new universe. After an
initial peak, the quality declined as the market got swamped.
INFOGRAPHICS
2007
RE-CAPTCHA
The evil captcha is
turned into a device
that does good – by
crowdsourcing
digitizing of hard-
to-read books. Gets
acquired by Google
in 2009.
2007
Not all books should be preserved.
Oli Gardner - Data-Driven Design
Scrappy
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
4. DEFINE MICRO METRICS
"
4 !
"
N
H
E
I
Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.2
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
4 !
"
N
H
E
I
MICRO METRICS
Optimize & Track Micro Metric
Fix
or
Do Nothing
or
Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.2
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
MICRO METRICS
Turn off Required Fields Disable on Mobile
Hide Dots
Add

“4 Qs Only”
Subhead
4 !
"
N
H
E
I
Data Sources
2
3.1
3
4
1
5
6 3.2
3.3
2.1
4.15.1
6.1
1.21.1
Mobile QA
Usability Test
Scroll Map
Session Recording
Click Map
Lead Data
OBSERVATIONS
DATA
MICRO METRICS
% Spam Emails
# of Q1 Clicks
Turn off Required Fields Disable on Mobile
Hide Dots
Add

“4 Qs Only”
Subhead
4 !
"
N
H
E
I
6.2
5. DESIGN CARD MOCKUPS
"
5 !
"
N
H
E
I
Oli Gardner - Data-Driven Design
Oli Gardner - Data-Driven Design
FINAL 3D DESIGN TREATMENT5 !
"
N
H
E
I
FINAL 3D DESIGN TREATMENT5 !
"
N
H
E
I
FINAL 3D DESIGN TREATMENT5 !
"
N
H
E
I
4.1
3.2
5.1
3.1
FINAL 3D DESIGN TREATMENT5 !
"
N
H
E
I
6. TEST & MEASURE MICRO METRICS
6 !
"
N
H
E
I
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
MICRO METRIC
% clicking on first question
DATA TYPE
Heat Map: Click
TOOL/SOURCE
Hotjar
SEVERITY
2
CONTROL
11.94%
3D TREATMENT CHANGE
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
MICRO METRIC
% clicking on first question
DATA TYPE
Heat Map: Click
TOOL/SOURCE
Hotjar
SEVERITY
2
CONTROL
11.94%
3D TREATMENT
6.28%
CHANGE
-47%
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
6.1
MICRO METRIC
% clicking on first question
# of fake emails entered
DATA TYPE
Heat Map: Click
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
SEVERITY
2
5
CONTROL
11.94%
63
3D TREATMENT
6.28%
CHANGE
-47%
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
6.1
MICRO METRIC
% clicking on first question
# of fake emails entered
DATA TYPE
Heat Map: Click
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
SEVERITY
2
5
CONTROL
11.94%
63
3D TREATMENT
6.28%
40
CHANGE
-47%
-37%
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
6.1
6.2
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
SEVERITY
2
5
3
CONTROL
11.94%
63
19.2%
3D TREATMENT
6.28%
40
CHANGE
-47%
-37%
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
6.1
6.2
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
SEVERITY
2
5
3
CONTROL
11.94%
63
19.2%
3D TREATMENT
6.28%
40
33.6%
CHANGE
-47%
-37%
+75%
TEST & MEASURE MICRO METRICS6 !
"
N
H
E
I
RESULTS
ID
5.1
6.1
6.2
0
MICRO METRIC
% clicking on first question
# of fake emails entered
% personal email addresses (gmail etc)
Conversion Rate
DATA TYPE
Heat Map: Click
Lead Data
Lead Data
A/B Test
TOOL/SOURCE
Hotjar
Unbounce
Unbounce
Unbounce
SEVERITY
2
5
3
-
CONTROL
11.94%
63
19.2%
7.55%
3D TREATMENT
6.28%
40
33.6%
CHANGE
-47%
-37%
+75%
- ?
MARKETER
COREY
Corey, why did we make an explainer video?
Well... we made a bunch of shit up, without asking the
audience it was meant for, what they thought about it.
COREY
Well... we made a bunch of shit up, without asking the
audience it was meant for, what they thought about it.
COREY
We also started the project because we thought
we needed a video, not because we got some feedback
from our prospects that said we needed it.
Cheesy & entirely unnecessary
elevator sequence
Fake
businesswoman
walking by at
the right time.
Patronizing jerk
*Not real developers
Really? Is this the DMV?
“Minority Report” segment.
Cos we’re a tech company
Fake
businesswoman
developer
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
Marketing Team Frustration
Marketing Team Frustration
MARKETER DESIGNER
COPYWRITER
45% OF DESIGNERS
FIND MARKETERS
FRUSTRATING
32% OF MARKETERS
FIND DESIGNERS
FRUSTRATING
Oli Gardner - Data-Driven Design
“They take a
concept and do
magic…”
marketers talking about designers
“They come
from a planet
with super
powers.”
“They're enthusiastic
and motivated. Full
of ideas, even if most
of the ideas are
bad.”
“They're enthusiastic
and motivated. Full
of ideas, even if most
of the ideas are
bad.”
“They're enthusiastic
and motivated. Full
of ideas, even if most
of the ideas are
bad.”
designers talking about marketersdesigners talking about copywriters
“They're intelligent,
and can turn the
bullshit of a marketer
into something a
customer can
understand.”
“They are our
symbiotic organism. 



We die without them.”
“They are our
symbiotic organism. 



We die without them.”
“They're intelligent,
and can turn the
bullshit of a marketer
into something a
customer can
understand.”
Music: “The Diary” by Relejar
data-

driven
design
data-

driven
design == empathy
data-

driven
design == empathy == results
Thank you!
bit.ly/oli-tf

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Oli Gardner - Data-Driven Design

  • 2. 1
  • 3. 65%OF M AR KETERS IN THIS RO O M SAID THEY DO N’T HAVE ENOUG H DATA TO DO TH EIR JOB EF F EC TIVELY. 65% * who responded to my pre-conference survey * @oligardner #TuringFest
  • 4. We did it because it was trendy
  • 5. DESIGN DECISIONS NEED TO BE INFORMED BY DATA NOT TRENDS @oligardner #TuringFest
  • 11. I interviewed and surveyed over 700 people who work on marketing teams
  • 14. DESIGNER COPYWRITER Writers want me to start designing before they give me content. MARKETER
  • 15. 81%OF DESIGNERS HAVE TO START THEIR D ESIGN WORK BEFORE THEY RECEIVE THE COPY 81% “Design gets frustrating when you don't have everything you need from the beginning” * * % of designers polled in a survey regarding working in marketing “It’s like painting by numbers.”
  • 16. DESIGNER COPYWRITER Writers don't get that search engines see things differently to humans. MARKETER
  • 17. DESIGNER COPYWRITER Marketers have no understanding of customer behaviour. MARKETER
  • 18. DESIGNER COPYWRITER they're too myopic and enjoy naval gazing. MARKETER
  • 19. na·vel-gaz·ing /‘ nāvel gāziNG/ noun self-indulgent or excessive contemplation of oneself…
  • 20. DESIGNER COPYWRITER …they don't respect design
 and think they know how it should be done. MARKETERMARKETER
  • 21. 98%OF MARKETERS SAID THEY ARE RESPONSIBLE FOR GIVING DES IGN FEEDBACK TO DESIGNE RS 98%* * % of marketers polled in a survey regarding working with designers and copywriters in marketing
  • 22. 87%OF MARKETERS WHO GIVE D ESIGN FEEDBACK B ELI EVE THEY ARE QUALIFIED TO DO S O. 87%* * % of marketers polled in a survey regarding working with designers and copywriters in marketing
  • 23. 87%OF MARKETERS WHO GIVE D ESIGN FEEDBACK B ELI EVE THEY ARE QUALIFIED TO DO S O. 87%* * % of marketers polled in a survey regarding working with designers and copywriters in marketing
  • 26. Are you a designer?
  • 35. 2011 2010 PARALLAX SCROLLING A beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused. CINEMAGRAPHS Another beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF. STICKY NAVIGATION A similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages. INLINE FORM FIELD LABELS This one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints. BUTTON COLOUR As affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices. HELLO BAR The first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page. 2012 EXPLAINER VIDEOS Everyone needs an explainer video, right? Explain that to me. FULLSCREEN HERO IMAGES Wide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere. 1991 WWW The World Wide Web is made available to the general public. 1994 THE FOLD Jakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops. 1997 CAPTCHAS The first evil interruptive device is added to web forms. Creating a usability nightmare. 1998 POPUPS Things get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving. 2004 PINOT NOIR Not a design trend, but an example of the power trends can wield when left unchecked. 2007 CAROUSELS Oft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen. RE-CAPTCHA The evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard- to-read books. Gets acquired by Google in 2009. RESPONSIVE WEB DESIGN One of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues. MOBILE-FIRST DESIGN Closely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right? EYE TRACKING An expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs. 2013 INLINE FORM FIELD LABELS II A community-led success story. Designers created a way to keep the label inline without disappearing. HAMBURGER MENU Massive debates raged about this one, but influence from OS designers has forced this into mass adoption. FLAT DESIGN Affordance is thrown out the window en masse with a trend that can destroy app usability. 2014 BACKGROUND VIDEOS The fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”. CONGRATULATIONS! A Facebook hack more than a design trend. But quite hilarious. Congratulations!!! GHOST BUTTONS Rectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking. GOOD COP / BAD COP The psychological term for the two- button popup, whereby you have to click something you don’t agree with to exit the experience. SCROLLJACKING 20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism. 2015 SCROLL-TRIGGERED ANIMATIONS As you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell. CSS ANIMATED CTAs These have the ability to get really out of hand. Although there are some really nice subtle effects. WELCOME MAT An entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates. 2016 OVERLAYS Unbounce signals the end to the popup, ushering in a new era of responsible marketing practices. SKELETON SCREENS A technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening. CONVERSATIONAL FORMS One of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience. CONFIRM SHAMING A new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend. STICKY TOP AND BOTTOM Top-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport. 2017 SMART NAVIGATION This will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility. ASYMMETRIC DESIGN Could this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly. 2017? 2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation. DESIGN TRENDLINE @OliGardner @Unbounce #TuringFest
  • 38. - Pinot Noir - Another wine varietal
  • 39. - Pinot Noir - Another wine varietal
  • 47. “It only takes one tree to make a thousand matches.
 

  • 48. “It only takes one tree to make a thousand matches.
 
 Only takes one match to burn a thousand trees.” — Stereophonics
  • 49. I DRINK A LOT OF WINE
  • 50. But I haven’t bought a bottle of Merlot in 13 years #TRENDpower
  • 51. @oligardner #TuringFest bit.ly/oli-tf 3D ! " N H E I THE DATA-DRIVEN DESIGN (3D) PROCESS
  • 52. CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on. 1 ! " N H E I
  • 53. 1 ! " N H E I Choose Object of Interest Isolate the data sources you need SCROLL MAP VISUAL ID VISUAL ID BOUNCE RATE FALSE BOTTOM FALSE BOTTOM STOCK PHOTO STOCK PHOTO NAV CTA HERO SHOT HERO SHOT FORM VISUAL ID FALSE BOTTOM STOCK PHOTO CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on.
  • 56. COLLECT DATA Doing this as a collaborative process will empower your team, and create working relationships that remove the frustrations marketers, designers, and copywriters often feel. A simple status document helps. 2 ! " N H E I CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on.
  • 57. Tech Setup Complete Date Started Days Needed CollectingTool Used Sample Size NeededData Type Assigned To X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X WORKSHEET #1 - DATA COLLECTION3D DATA-DRIVEN DESIGN (3D) WORKSHEET #1
  • 58. Tech Setup Complete Date Started Days Needed CollectingTool Used Sample Size NeededData Type Assigned To X X X X X X X X X X X X X X X X X X X X X WORKSHEET #1 - DATA COLLECTION3D Aug 3, 20175-10Usability Test Aug 3, 201725Visual ID Test Aug 3, 20172,000Scroll Map Camtasia Usability Hub Hotjar 1 1 14 Oli Michael Andrea X X X X XXX X X X
  • 59. MAKE OBSERVATIONS Viewing the data together (recordings, heat maps, survey results) develops empathy, and ultimately better digital experiences. Have the whole team take notes as you look through it. CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on. 3 ! " N H E I COLLECT DATA Doing this as a collaborative process will empower your team, and create working relationships that remove the frustrations marketers, designers, and copywriters often feel. A simple status document helps.
  • 60. PROJECT NAME # CARD #TEAM MEMBER DATA TYPE TOOL / SOURCE SAMPLE DATE Data-Driven Design (3D) by Oli Gardner from Unbounce DATA-DRIVEN DESIGN (3D) WORKSHEET #2 DESIGN NOTES # # # 1. DATA 2. OBSERVATIONS 3. DESIGN IDEAS # # # # (either sketch a complete solution or break it into multiple sketches by observation #)(describe in words the problems you witness) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 3D SEVERITY MICRO METRICS SEVERITY MICRO METRICS SEVERITY MICRO METRICS SEVERITY MICRO METRICS 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 DATA-DRIVEN DESIGN (3D) WORKSHEET #2
  • 61. Data-Driven Design (3D) by Oli Gardner from Unbounce 2. OBSERVATIONS (describe in words the problems you witness) TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA WRITE DOWN ALL OBSERVED: - MISTAKES - PROBLEMS - REACTIONS - FRUSTRATIONS - SURPRISES - SUCCESSES 1 # # # 7 of 8 usability test participants were unable to find the map when looking for directions to the hotel. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag.
  • 62. Data-Driven Design (3D) by Oli Gardner from Unbounce 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) SEVERITY SEVERITY SEVERITY SEVERITY 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 7 of 8 usability test participants were unable to find the map when looking for directions to the hotel. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag. Tofu franzen gochujang VHS chartreuse pop-up swag man braid squid etsy drinking vinegar humblebrag. 1 RATE THE SEVERITY OF EACH OBSERVATION FROM 1 TO 5 TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
  • 63. 4 ! " N H E I ASSIGN MICRO METRICS Every observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make. MAKE OBSERVATIONS CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on. COLLECT DATA Doing this as a collaborative process will empower your team, and create working relationships that remove the frustrations marketers, designers, and copywriters often feel. A simple status document helps. Viewing the data together (recordings, heat maps, survey results) develops empathy, and ultimately better digital experiences. Have the whole team take notes as you look through it.
  • 64. What are Micro Metrics?
  • 65. What are Micro Metrics? “The aggregation of marginal gains.

  • 66. What are Micro Metrics? “The aggregation of marginal gains.
 Each improvement may seem trivial, but the cumulative effect can be huge.”
 — Dave Brailsford
  • 67. What are Micro Metrics? “Micro-metrics measure how your design decisions change on-page behaviours.”
 — Me
  • 68. 3D Playbook 3 45 7 6 Click Map Session RecScreen Res Interview Reading Ease DATA 2 Usability Test 1 Lead Data
  • 69. 3D Playbook 2 3.1 3 4 1 5 7 6 3.2 3.3 3.4 2.1 4.2 4.1 4.35.1 5.2 6.2 6.1 6.3 7.1 1.31.2 1.4 1.51.1 Usability Test Click Map Session Rec Lead Data Screen Res Interview Reading Ease OBSERVATIONS DATA
  • 72. Optimize & Track Micro Metric Fix or Do Nothing or
  • 73. 3D Playbook 2 3.1 3 4 1 5 7 6 3.2 3.3 3.4 2.1 4.2 4.1 4.35.1 5.2 6.2 6.1 6.3 7.1 1.31.2 1.4 1.51.1 Usability Test Click Map Session Rec Lead Data Screen Res Interview Reading Ease OBSERVATIONS DATA MICRO METRICS
  • 74. 3D Playbook 2 3.1 3 4 1 5 7 6 3.2 3.3 3.4 2.1 4.2 4.1 4.35.1 5.2 6.2 6.11 6.3 7.1 1.31.2 1.4 1.51.1 Usability Test Click Map Session Rec Lead Data Screen Res Interview Reading Ease 1.2 1.5 OBSERVATIONS DATA MICRO METRICS
  • 75. 3D Playbook 2 3.1 3 4 1 5 7 6 3.2 3.3 3.4 2.1 4.2 4.1 4.35.1 5.2 6.2 6.11 6.3 7.1 1.31.2 1.4 1.51.1 Usability Test Click Map Session Rec Lead Data Screen Res Interview Reading Ease 3.1 3.3 1.2 1.5 OBSERVATIONS DATA MICRO METRICS
  • 76. I just made 4 people fall asleep
  • 78. “DESIGN CARD” MOCKUPS This is the MacGyver phase. Take your observations, hypotheses, and your new understanding of the user experience, and sketch before/after ways to solve each problem, as a team. Remember, we are all designers. ASSIGN MICRO METRICS MAKE OBSERVATIONS CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on. COLLECT DATA Doing this as a collaborative process will empower your team, and create working relationships that remove the frustrations marketers, designers, and copywriters often feel. A simple status document helps. 5 ! " N H E I Viewing the data together (recordings, heat maps, survey results) develops empathy, and ultimately better digital experiences. Have the whole team take notes as you look through it. Every observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make.
  • 79. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS # # # # (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA
  • 80. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS # # # # (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. 11 Try bigger underpants 2 3 4 TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  • 81. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS # # # # (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. 1 2 3 4 2 Try bigger underpants + Toilet humor TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  • 82. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS # # # # (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. 1 2 3 4 3 Try bigger underpants + Toilet humor Panda diapers? TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  • 83. 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS 1 2 3 4 (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) Try bigger underpants Toilet humor usually works Panda diapers? Unique as a snowflake TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  • 84. Data-Driven Design (3D) by Oli Gardner from Unbounce DESIGN NOTES 3. DESIGN IDEAS (either sketch a complete solution or break it into multiple sketches by observation #) (these can be general notes about your design ideas, or applicable to each observation+design combination #) 1 2 3 4 2. OBSERVATIONS (describe in words the problems you witness) Everyday carry sartorial vaporware vice man bun mlkshk tilde celiac migas enamel pin neutra YOLO thundercats. Ennui kogi pickled, godard pop-up tumeric four dollar toast sartorial vexillologist subway tile paleo street art disrupt health goth VHS. Helvetica tote bag shaman disrupt vegan readymade vinyl organic iPhone. Pour-over cloud bread cold-pressed, hella umami ennui sartorial occupy knausgaard. In the session recordings, it seemed like almost everyone had trouble figuring out how to print out the map & directions. #HipsterPandaPoopPants 1 2 3 4 TURING FEST 2017 2OLI 8 Aug 3, 2017DATA-DRIVEN DESIGN (3D) WORKSHEET #2 1. DATA3D USABILITY TEST CAMTASIA SEVERITY MICRO METRICS % who can find the map SEVERITY MICRO METRICS % of ppl who scroll to bottom SEVERITY MICRO METRICS Ratio of calls to form fills SEVERITY MICRO METRICS Attention Ratio 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  • 85. “DESIGN CARD” MOCKUPS This is the MacGyver phase. Take your observations, hypotheses, and your new understanding of the user experience, and sketch before/after ways to solve each problem, as a team. Remember, we are all designers. ASSIGN MICRO METRICS MAKE OBSERVATIONS CONSULT 3D PLAYBOOK The 3D Playbook is a simple lookup tool for taking the overwhelming amount of data that exists, and narrowing it down to the types, sources, and formats that are most relevant to what you’re working on. COLLECT DATA Doing this as a collaborative process will empower your team, and create working relationships that remove the frustrations marketers, designers, and copywriters often feel. A simple status document helps. 6 ! " N H E I TEST & MEASURE MICRO METRICS Micro metrics focus on the holistic elements of the whole. Each observation you are trying to improve creates its own micro metric that can be measured as part of the reporting process. Viewing the data together (recordings, heat maps, survey results) develops empathy, and ultimately better digital experiences. Have the whole team take notes as you look through it. Every observed pain point needs a corresponding solution. If you can measure it, you can optimize and improve it. Assigning micro metrics ensures you can measure the impact of every design decision you make.
  • 86. RESULTS TEST RESULTS: MICRO METRICS6 ! " N H E ID 1.2 1.5 MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE % of people who can find the map Average # of form errors Usability Test GA Camtasia GTM Script 5 2 12.5% 1.5
  • 87. RESULTS TEST RESULTS: MICRO METRICS6 ! " N H E ID 1.2 1.5 MICRO METRIC % of people who can find the map Average # of form errors DATA TYPE Usability Test GA TOOL/SOURCE Camtasia GTM Script SEVERITY 5 2 CONTROL 12.5% 1.5 3D TREATMENT 15% 2.2 CHANGE +20% +47%
  • 88. “Which types of data would you MOST like at the start of a project, that you DON'T usually have access to?”
  • 89. “Which types of data would you MOST like at the start of a project, that you DON'T usually have access to?”
  • 90. On the way to Nashville…
  • 91. “He parked in the middle of the road, got out of the car… — Nicole
  • 92. “He parked in the middle of the road, got out of the car… We sat awkwardly in the back feeling lost and belittled. — Nicole
  • 93. “We then smiled as we figured out how to work this terrible experience into Oli’s on-stage presentation at the Country Music Hall of Fame.” — Nicole
  • 94. “Nicole, we only pick up by appointment. We did not have any reservation for you and the vehicle belonged to another family.“ — Metro Livery
  • 97. “Then your driver should never have welcomed us into his vehicle. Again, we thank you for this most excellent example and hope you figure your shit out.” — Nicole
  • 99. 4.2
  • 100. 4.2
  • 102. Keep language positive. If even just 1% of page copy subconsciously reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates. No one wants to be angry on their vacation! CONVERSION BENCHMARK REPORT TRAVEL business vertical EMOTION: ANGER what’s being measured insights 0% 5% 10% 15% 0.0% 0.5% 1.0% 1.5% 2.0% anger ConversionRate
  • 114. 2011 2010 2012 1991 1994 1997 1998 2004 2007 2013 2014 2015 2016 2017 PARALLAX SCROLLING A beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused. CINEMAGRAPHS Another beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF. STICKY NAVIGATION A similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages. INLINE FORM FIELD LABELS This one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints. BUTTON COLOUR As affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices. HELLO BAR The first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page. EXPLAINER VIDEOS Everyone needs an explainer video, right? Explain that to me. FULLSCREEN HERO IMAGES Wide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere. WWW The World Wide Web is made available to the general public. THE FOLD Jakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops. CAPTCHAS The first evil interruptive device is added to web forms. Creating a usability nightmare. POPUPS Things get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving. PINOT NOIR Not a design trend, but an example of the power trends can wield when left unchecked. CAROUSELS Oft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen. RE-CAPTCHA The evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard- to-read books. Gets acquired by Google in 2009. RESPONSIVE WEB DESIGN One of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues. MOBILE-FIRST DESIGN Closely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right? EYE TRACKING An expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs. INLINE FORM FIELD LABELS II A community-led success story. Designers created a way to keep the label inline without disappearing. HAMBURGER MENU Massive debates raged about this one, but influence from OS designers has forced this into mass adoption. FLAT DESIGN Microsoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse. BACKGROUND VIDEOS The fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”. CONGRATULATIONS! A Facebook hack more than a design trend. But quite hilarious. Congratulations!!! GHOST BUTTONS Rectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking. GOOD COP / BAD COP The psychological term for the two- button popup, whereby you have to click something you don’t agree with to exit the experience. SCROLLJACKING 20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism. SCROLL-TRIGGERED ANIMATIONS As you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell. CSS ANIMATED CTAs These have the ability to get really out of hand. Although there are some really nice subtle effects. WELCOME MAT An entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates. OVERLAYS Unbounce signals the end to the popup, ushering in a new era of responsible marketing practices. SKELETON SCREENS A technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening. CONVERSATIONAL FORMS One of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience. CONFIRM SHAMING A new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend. STICKY TOP AND BOTTOM Top-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport. SMART NAVIGATION This will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility. ASYMMETRIC DESIGN Could this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly. 2017? 2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation. Data visualization has become big business, one whose needs will only grow as data expands like a new universe. After an initial peak, the quality declined as the market got swamped. INFOGRAPHICS 2016 CONVERSATIONAL FORMS One of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience. 2016
  • 116. 1. CHECK 3D PLAYBOOK 1 ! " N H E I
  • 118. 2. COLLECT DATA 2 ! " N H E I
  • 119. Tech Setup Complete Date Started Days Needed CollectingTool Used Sample Size NeededData Type July 17, 20171Mobile QA July 17, 20171,000Scroll Map July 17, 2017500Lead Data July 17, 2017100Session Recordings July 17, 20176Usability Test July 17, 20171,000Click Map iPhone Hotjar Unbounce Hotjar Camtasia Hotjar 1 7 28 1 1 7 Assigned To Oli Oli Oli Oli Oli Oli X X X X X X X X X X X X X X X X X X COLLECT DATA: CONVERSATIONAL FORM2 ! " N H E I
  • 120. 3. MAKE OBSERVATIONS 3 ! " N H E I
  • 121. Session Recording Mobile QA Usability Test Scroll Map Click Map Lead Data New trends should never follow the set it and forget it model. Session recordings will be the fastest way to get visual qualitative feedback from real visitors. Consider it an extension of QA, and be prepared to roll back if needed. OBSERVATIONS: SESSION RECORDING3 ! " N H E I
  • 122. Session Recording Mobile QA Usability Test Scroll Map Click Map Lead Data OBSERVATIONS3 ! " N H E I
  • 123. Session Recording Mobile QA Usability Test Scroll Map Click Map Lead Data OBSERVATIONS3 ! " N H E I
  • 124. Session Recording Mobile QA Usability Test Scroll Map Click Map Lead Data OBSERVATIONS3 ! " N H E I
  • 125. Apologies for the poor experience with that form!
  • 126. Hi Oli, Wow! I have been a consultant for 25+ years and can say without hesitation that this is the best example of taking responsibility for an error that resulted in a bad customer experience. Equally important was the timeliness of this follow up – thank you! Thanks for the link. Please note that I was able to view the content via the link but was unable to complete the opt in form to download the content. I look forward to viewing the content and will be much more likely to continue to engage with the unbounce brand as a result of this email. Regards,
  • 127. Hi Oli, Wow! I have been a consultant for 25+ years and can say without hesitation that this is the best example of taking responsibility for an error that resulted in a bad customer experience. Equally important was the timeliness of this follow up – thank you! Thanks for the link. Please note that I was able to view the content via the link but was unable to complete the opt in form to download the content. I look forward to viewing the content and will be much more likely to continue to engage with the Unbounce brand as a result of this email. Regards,
  • 128. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS: MOBILE QA3 ! " N H E I Does the data entry mode for a conversational form work well on a phone?
  • 129. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS3 ! " N H E I
  • 130. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS3 ! " N H E I
  • 131. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS3 ! " N H E I
  • 132. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS: USABILITY TEST3 ! " N H E I
  • 133. Test Instructions This test is to evaluate how a landing page works. You cannot do anything wrong. Any problems that arise are the fault of the page, and not your actions. TEN 2-MINUTE USABILITY TESTS WITH CO-WORKERS Please read out the task, and verbalize all of your thoughts, observations, choices and actions. Task 1 I searched Google for a landing page course and arrived on this page. Find a way to take the course.
  • 134. Usability Test The animated dots make it appear as though someone on the other end of the conversation is typing, giving reason to pause. OBSERVATIONS: USABILITY TEST3 ! " N H E I
  • 135. Usability Test The animated dots make it appear as though someone on the other end of the conversation is typing, giving reason to pause. Typing a value from the dropdown list buttons results in the first value being submitted. You have to click the button for it to work. Because there were no visible form fields, the participant was unsure how many questions there were going to be in the process. OBSERVATIONS: USABILITY TEST3 ! " N H E I
  • 136. Mobile QA Usability Test Scroll Map Click Map Lead Data Session Recording OBSERVATIONS: CLICK MAP3 ! " N H E I
  • 137. Click Map OBSERVATIONS: CLICK MAP3 ! " N H E I
  • 138. Click Map OBSERVATIONS: CLICK MAP3 ! " N H E I
  • 139. Click Map 12% of visitors clicked the first question on the form (which isn’t an interactive element). OBSERVATIONS: CLICK MAP3 ! " N H E I
  • 140. Lead Data Conversational forms look and behave like chat sessions (or a chat bot). Check the quality of the lead data that you receive in case there is an increase in fake/spam emails. OBSERVATIONS: LEAD DATA3 ! " N H E I
  • 141. Lead Data 2.5x fake email addresses entered, compared to a regular form. OBSERVATIONS: LEAD DATA3 ! " N H E I
  • 143. 2011 2010 2012 1991 1994 1997 1998 2004 2007 2013 2014 2015 2016 2017 PARALLAX SCROLLING A beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused. CINEMAGRAPHS Another beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF. STICKY NAVIGATION A similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages. INLINE FORM FIELD LABELS This one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints. BUTTON COLOUR As affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices. HELLO BAR The first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page. EXPLAINER VIDEOS Everyone needs an explainer video, right? Explain that to me. FULLSCREEN HERO IMAGES Wide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere. WWW The World Wide Web is made available to the general public. THE FOLD Jakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops. CAPTCHAS The first evil interruptive device is added to web forms. Creating a usability nightmare. POPUPS Things get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving. PINOT NOIR Not a design trend, but an example of the power trends can wield when left unchecked. CAROUSELS Oft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen. RE-CAPTCHA The evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard- to-read books. Gets acquired by Google in 2009. RESPONSIVE WEB DESIGN One of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues. MOBILE-FIRST DESIGN Closely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right? EYE TRACKING An expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs. INLINE FORM FIELD LABELS II A community-led success story. Designers created a way to keep the label inline without disappearing. HAMBURGER MENU Massive debates raged about this one, but influence from OS designers has forced this into mass adoption. FLAT DESIGN Microsoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse. BACKGROUND VIDEOS The fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”. CONGRATULATIONS! A Facebook hack more than a design trend. But quite hilarious. Congratulations!!! GHOST BUTTONS Rectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking. GOOD COP / BAD COP The psychological term for the two- button popup, whereby you have to click something you don’t agree with to exit the experience. SCROLLJACKING 20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism. SCROLL-TRIGGERED ANIMATIONS As you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell. CSS ANIMATED CTAs These have the ability to get really out of hand. Although there are some really nice subtle effects. WELCOME MAT An entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates. OVERLAYS Unbounce signals the end to the popup, ushering in a new era of responsible marketing practices. SKELETON SCREENS A technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening. CONVERSATIONAL FORMS One of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience. CONFIRM SHAMING A new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend. STICKY TOP AND BOTTOM Top-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport. SMART NAVIGATION This will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility. ASYMMETRIC DESIGN Could this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly. 2017? 2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation. 1997 CAPTCHAS The first evil interruptive device is added to web forms. Creating a usability nightmare. 1997
  • 144. 2011 2010 2012 1991 1994 1997 1998 2004 2007 2013 2014 2015 2016 2017 PARALLAX SCROLLING A beautiful motion design and photographic technique, parallax scrolling can create an excellent experience. Sadly it was quickly abused. CINEMAGRAPHS Another beautiful concept, that didn’t gain much traction, instead its subtlety was passed over in favour of the surging animated GIF. STICKY NAVIGATION A similar device to the HelloBar, but designed for anchor (in-page) navigation. Something that can really help long landing pages. INLINE FORM FIELD LABELS This one blew up UX and CRO communities. Primarily because the label disappeared when the field was clicked, removing context and hints. BUTTON COLOUR As affordable A/B testing tools hit the market, so cometh a slew of bad case studies that encourage bad experimentation practices. HELLO BAR The first sticky bar emerges from Digital Telepathy, allowing you to place persistent offers at the top of the page. EXPLAINER VIDEOS Everyone needs an explainer video, right? Explain that to me. FULLSCREEN HERO IMAGES Wide adoption of fullscreen background images was the beginning of many trends that would harm readability of the all-important above-the-fold value prop area of web pages everywhere. WWW The World Wide Web is made available to the general public. THE FOLD Jakob Nielsen proclaims that people don’t scroll, and most debated topic in digital marketing begins, and never stops. CAPTCHAS The first evil interruptive device is added to web forms. Creating a usability nightmare. POPUPS Things get even uglier as web designers and developers begin hacking browser behaviour. The hard to escape Javascript popup empowers the black hats to start misbehaving. PINOT NOIR Not a design trend, but an example of the power trends can wield when left unchecked. CAROUSELS Oft looked upon as a way to pacify stakeholder politics, carousel sliders hit every homepage adding massive amounts of content destined never to be seen. RE-CAPTCHA The evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard- to-read books. Gets acquired by Google in 2009. RESPONSIVE WEB DESIGN One of the biggest web bandwagons ever. RWD seemed like a great idea at the time, but the lack of control over the mobile experience can cause issues. MOBILE-FIRST DESIGN Closely tied to RWD, mobile-first sought to future-proof web experiences by placing emphasis on mobile – because all of your traffic is mobile, right? EYE TRACKING An expensive and fancy way to detect what people are looking at on a web page. It quickly gained notoriety when the “baby gaze” experiment did the rounds on marketing blogs. INLINE FORM FIELD LABELS II A community-led success story. Designers created a way to keep the label inline without disappearing. HAMBURGER MENU Massive debates raged about this one, but influence from OS designers has forced this into mass adoption. FLAT DESIGN Microsoft’s 2010 efforts were amplified by Apple and affordance is thrown out the “window” en masse. BACKGROUND VIDEOS The fullscreen hero image extends to video, further impacting readability and increasing instances of “false bottoms”. CONGRATULATIONS! A Facebook hack more than a design trend. But quite hilarious. Congratulations!!! GHOST BUTTONS Rectangles with opaque fills create quite awesome secondary state buttons, but poor affordance and readability can render them unclickable-looking. GOOD COP / BAD COP The psychological term for the two- button popup, whereby you have to click something you don’t agree with to exit the experience. SCROLLJACKING 20 years of interaction design thrown down the toilet. Designers once more try to re-invent the quite perfect browser scrolling mechanism. SCROLL-TRIGGERED ANIMATIONS As you scroll down the page, images and text start to fly in, drawing your attention to them. Great the first time you see them. Thereafter annoying as hell. CSS ANIMATED CTAs These have the ability to get really out of hand. Although there are some really nice subtle effects. WELCOME MAT An entrance-overlay method from SumoMe whereby the entire screen is covered. An interruptive experience that has seen some positive updates. OVERLAYS Unbounce signals the end to the popup, ushering in a new era of responsible marketing practices. SKELETON SCREENS A technique where a wireframe-like layout appears before the content to accelerate load times and provide a signal that loading is happening. CONVERSATIONAL FORMS One of the most interesting new interaction models to emerge, conversational forms turn a regular web form into a chat-like experience. CONFIRM SHAMING A new name for good cop / bad cop emerges. Manipulinks is another. Regardless of the name, I hope one sticks as it makes it easier to track the trend. STICKY TOP AND BOTTOM Top-anchored sticky bars are awesome, bottom ones feel slightly more interruptive, but when both are used at the same time it destroys the viewport. SMART NAVIGATION This will be an interesting one, where navigational devices will be presented to visitors where and when they hold the most contextual importance and utility. ASYMMETRIC DESIGN Could this simple yet elegant and dynamic trend be the saviour of the false bottom? Quite possibly. 2017? 2017 will be an interesting year for trends, hopefully we’ll see an increase in experimentation and validation. Data visualization has become big business, one whose needs will only grow as data expands like a new universe. After an initial peak, the quality declined as the market got swamped. INFOGRAPHICS 2007 RE-CAPTCHA The evil captcha is turned into a device that does good – by crowdsourcing digitizing of hard- to-read books. Gets acquired by Google in 2009. 2007
  • 145. Not all books should be preserved.
  • 152. 4. DEFINE MICRO METRICS " 4 ! " N H E I
  • 153. Data Sources 2 3.1 3 4 1 5 6 3.2 3.3 2.1 4.15.1 6.2 6.1 1.21.1 Mobile QA Usability Test Scroll Map Session Recording Click Map Lead Data OBSERVATIONS DATA 4 ! " N H E I MICRO METRICS
  • 154. Optimize & Track Micro Metric Fix or Do Nothing or
  • 155. Data Sources 2 3.1 3 4 1 5 6 3.2 3.3 2.1 4.15.1 6.2 6.1 1.21.1 Mobile QA Usability Test Scroll Map Session Recording Click Map Lead Data OBSERVATIONS DATA MICRO METRICS Turn off Required Fields Disable on Mobile Hide Dots Add
 “4 Qs Only” Subhead 4 ! " N H E I
  • 156. Data Sources 2 3.1 3 4 1 5 6 3.2 3.3 2.1 4.15.1 6.1 1.21.1 Mobile QA Usability Test Scroll Map Session Recording Click Map Lead Data OBSERVATIONS DATA MICRO METRICS % Spam Emails # of Q1 Clicks Turn off Required Fields Disable on Mobile Hide Dots Add
 “4 Qs Only” Subhead 4 ! " N H E I 6.2
  • 157. 5. DESIGN CARD MOCKUPS " 5 ! " N H E I
  • 160. FINAL 3D DESIGN TREATMENT5 ! " N H E I
  • 161. FINAL 3D DESIGN TREATMENT5 ! " N H E I
  • 162. FINAL 3D DESIGN TREATMENT5 ! " N H E I
  • 163. 4.1 3.2 5.1 3.1 FINAL 3D DESIGN TREATMENT5 ! " N H E I
  • 164. 6. TEST & MEASURE MICRO METRICS 6 ! " N H E I
  • 165. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID MICRO METRIC DATA TYPE TOOL/SOURCE SEVERITY CONTROL 3D TREATMENT CHANGE
  • 166. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 MICRO METRIC % clicking on first question DATA TYPE Heat Map: Click TOOL/SOURCE Hotjar SEVERITY 2 CONTROL 11.94% 3D TREATMENT CHANGE
  • 167. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 MICRO METRIC % clicking on first question DATA TYPE Heat Map: Click TOOL/SOURCE Hotjar SEVERITY 2 CONTROL 11.94% 3D TREATMENT 6.28% CHANGE -47%
  • 168. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 6.1 MICRO METRIC % clicking on first question # of fake emails entered DATA TYPE Heat Map: Click Lead Data TOOL/SOURCE Hotjar Unbounce SEVERITY 2 5 CONTROL 11.94% 63 3D TREATMENT 6.28% CHANGE -47%
  • 169. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 6.1 MICRO METRIC % clicking on first question # of fake emails entered DATA TYPE Heat Map: Click Lead Data TOOL/SOURCE Hotjar Unbounce SEVERITY 2 5 CONTROL 11.94% 63 3D TREATMENT 6.28% 40 CHANGE -47% -37%
  • 170. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 6.1 6.2 MICRO METRIC % clicking on first question # of fake emails entered % personal email addresses (gmail etc) DATA TYPE Heat Map: Click Lead Data Lead Data TOOL/SOURCE Hotjar Unbounce Unbounce SEVERITY 2 5 3 CONTROL 11.94% 63 19.2% 3D TREATMENT 6.28% 40 CHANGE -47% -37%
  • 171. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 6.1 6.2 MICRO METRIC % clicking on first question # of fake emails entered % personal email addresses (gmail etc) DATA TYPE Heat Map: Click Lead Data Lead Data TOOL/SOURCE Hotjar Unbounce Unbounce SEVERITY 2 5 3 CONTROL 11.94% 63 19.2% 3D TREATMENT 6.28% 40 33.6% CHANGE -47% -37% +75%
  • 172. TEST & MEASURE MICRO METRICS6 ! " N H E I RESULTS ID 5.1 6.1 6.2 0 MICRO METRIC % clicking on first question # of fake emails entered % personal email addresses (gmail etc) Conversion Rate DATA TYPE Heat Map: Click Lead Data Lead Data A/B Test TOOL/SOURCE Hotjar Unbounce Unbounce Unbounce SEVERITY 2 5 3 - CONTROL 11.94% 63 19.2% 7.55% 3D TREATMENT 6.28% 40 33.6% CHANGE -47% -37% +75% - ?
  • 174. COREY
  • 175. Corey, why did we make an explainer video?
  • 176. Well... we made a bunch of shit up, without asking the audience it was meant for, what they thought about it. COREY
  • 177. Well... we made a bunch of shit up, without asking the audience it was meant for, what they thought about it. COREY We also started the project because we thought we needed a video, not because we got some feedback from our prospects that said we needed it.
  • 178. Cheesy & entirely unnecessary elevator sequence Fake businesswoman walking by at the right time. Patronizing jerk *Not real developers Really? Is this the DMV? “Minority Report” segment. Cos we’re a tech company Fake businesswoman developer
  • 183. Marketing Team Frustration MARKETER DESIGNER COPYWRITER 45% OF DESIGNERS FIND MARKETERS FRUSTRATING 32% OF MARKETERS FIND DESIGNERS FRUSTRATING
  • 185. “They take a concept and do magic…” marketers talking about designers “They come from a planet with super powers.” “They're enthusiastic and motivated. Full of ideas, even if most of the ideas are bad.” “They're enthusiastic and motivated. Full of ideas, even if most of the ideas are bad.” “They're enthusiastic and motivated. Full of ideas, even if most of the ideas are bad.” designers talking about marketersdesigners talking about copywriters “They're intelligent, and can turn the bullshit of a marketer into something a customer can understand.” “They are our symbiotic organism. 
 
 We die without them.” “They are our symbiotic organism. 
 
 We die without them.” “They're intelligent, and can turn the bullshit of a marketer into something a customer can understand.” Music: “The Diary” by Relejar