1. CS 235: User Interface Design October 15 Class Meeting Department of Computer Science San Jose State University Fall 2014 Instructor: Ron Mak www.cs.sjsu.edu/~mak

2. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak How to Evaluate a User Experience (UX)  Usability testing Assignment #3 Practice next week  Web analytics _ 2

3. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Web Analytics  Learn how users interact with your website or mobile app.  Automatically record aspects of users’ behavior.  Combine and transform the behavior into data that can be analyzed. _ 3

4. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Web Analytics, cont’d  Complements usability testing. Interviews Field observations etc.  Reveals how large groups of users engaged with your website. Expand the quantifiable aspects of UX from small sample sizes to the entire universe of visitors. 4

5. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak What is Recorded  Which web pages that a user views.  When the user views each page and in what order.  How the user moves through a website.  How the user got to the website. Search engine result Link from another website New or returning visitor 5

6. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak What is Recorded, cont’d  Demographic information about users. Age Gender Geographic location Interests  Technology Browser Operating system 6

7. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics  In widespread use.  Create an account: www.google.com/analyticswww.google.com/analytics 7

8. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Tracking Code 8 Page tagging: Add tracking code to each page that you want to track.

9. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Overview 9

10. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Change Time Periods 10

11. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Compare Time Periods 11

12. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Three Key Areas  Audience Who is visiting the website?  Acquisition How did they get there?  Behavior What are they doing? _ 12

13. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Audience 13

14. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Audience, cont’d 14

15. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Audience, cont’d 15

16. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Audience, cont’d 16

17. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Acquisition 17

18. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Acquisition, cont’d 18

19. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Acquisition, cont’d 19

20. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Behavior 20

21. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Behavior, cont’d 21

22. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Behavior, cont’d 22

23. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Behavior, cont’d 23

24. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Goals and Conversions  Conversion: An action that you want users to take on your website. Example: Place an order.  Goal conversion rate: The portion of users who have taken a given action.  Goal completions: A count of how many times users took whatever action constitutes a goal. 24

25. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Goals and Conversions, cont’d  Every website should have goals. Measure at least one goal to determine how well the website is serving its users. _ 25

26. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics: Goals 26

27. Computer Science Dept. Fall 2014: October 15 CS 235: User Interface Design © R. Mak Google Analytics  Live demo! 27