Numbers are Our Friends: Information Architects Make the Best Web Analysts

Incorporating numbers and data into your design process is much simpler than you think. IAs and UX designers are already "web analysts”: Our in-depth knowledge of user behavior provides us the ability to glean vital, actionable insights from analytics data that others, such as marketers and business analysts, often miss.

This session will remove mystique around the ‘web analytics’ process and speak to common misconceptions IAs have with this area of practice. Through tips and examples of tactical applications of web analytics data in a ‘UX friendly’ context, we will show that analytics is an efficient tool for gaining rapid insight into user behavior and improving the value of our designs.

We will illustrate ways analytics data can be brought into play with familiar IA and UX processes and provide examples of how metrics extend the life of our early research. We will show how personas help drive search analysis, audience targeting drives useful segmentation, and internal search data informs content strategy. We will demonstrate useful tools and show how easy it can be to access the data you need. Join in as we hear business goals from the audience and generate metrics and insightful data on the spot.