“Ease of understanding: data-driven user experience (UX)” – that was the motto by which Die Ergonomen called for ease of use at Technopark in Zurich. The content of the nearly two-hour lecture series was the question of whether the user experience, that is, the experience of users of a website or software, can be improved using collected data, as well as a tool that only promises this. Christopher Müller, owner and consultant at Die Ergonomen, opened the event, which was held in English.
On the way to user experience, one of the areas that Die Ergonomen has dedicated itself to, raw data alone is not everything, said the owner. In data analytics tools like Google Analytics, for example, you can see opt-outs, i.e. the points at which users leave a page. However, the reason for this decrease is not clear. “You can translate a lot into data,” Mueller said. “But how do I interpret the right thing?”
Christopher Miller Her And the expert Adviser, The business engineer Ease of use. (source: Agata ilwich)
Omniscopy – Google Analytics on Steroids?
The first lecture of the evening came from Slomir Michalik, who presented Omniscopy. The analysis tool from the company of the same name should be on top all evening. Michalek, himself Omniscopy’s chief technology officer, flew in from Poland specifically for the event. Omniscopy is already in use there and aims to support banks and insurance companies in improving the user experience for their customers. For example, when opening an account digitally or entering into a contract. With the help of Omniscopy software and advice, companies can determine how their customers behave in these processes or when navigating their websites.
Slavomir michalik, CTO omniscopy. (source: Agata ilwich)
This can be seen through various user activities such as the withdrawals described above. Other examples are points of confusion, where users stay at some point in the process for an especially long time before clicking more, or self-loops, where users actually go in circles and always return to the same page. These actions must be prevented – after all, users must find the shortest possible path through the process. In any case, the goal of Omniscopy is to recognize the behavior patterns of many users and to read anomalies from them. Michalik said he would prefer them not in the form of tables, but in the form of interactive graphics such as flowcharts or graphs, which he also demonstrated during his presentation.
If you want to track users’ behavior in this way, you need a lot of data – and also the consent of said users. Daniel Burckhardt of Banking Training Software (BST) Switzerland responded to this question. BST works with Omniscopy, among other things in the areas of data protection and security when storing data. This is strictly based on GDPR, said Burckhardt, who would later refer to the tool as “Google Analytics on steroids”. “Opt-in is always better than opt-out,” said BST’s Chief Commercial Officer (CCO). In other words, users should actively choose to have their data collected for analysis rather than having to explicitly opt out.
Amazon and the button $300 million
Why should companies care about user experience at all? Ananya Pandya, expert in data-driven UX at Die Ergonomen and final speaker of the evening, addressed this question. Pandya opened with an e-commerce use case known as the “$300 Million Button.” When shipping giant Amazon was still in its infancy, internet users who wanted to order always had to register their name, address and password on the website when checking out, Pandya explained. This led to two problems. On the other hand, many new users simply did not want to register with their data on the Amazon website. “People are here for shopping, not for a relationship,” Pandya said, smiling. On the other hand, many shoppers simply forgot whether or not they were actually registered. Therefore, 45 percent of all users have registered with Amazon multiple times, and the group also receives about 160,000 password reset requests every day. As a result, a large number of users would have left the site at this point in the purchase process. Solution to both problems: “Continue as guest”, i.e. option to continue with check out without registering. With the introduction of this one button, Amazon generated $300 million in sales in the first year – hence the name “The $300 Million Button”.
Ananya Bandaya expert for Data dependent UX, The business engineer Ease of use. (source: Agata ilwich)
“Two users can have the same customer journey, but a completely different customer experience,” Pandya continued. So it’s not about keeping track of all the clicks on the way to the checkout, but the motives behind them. This can be more easily understood with a data driven user experience.
By the way: in 2019 Die Ergonomen celebrated the company’s tenth anniversary. In an interview, founder Christopher Mueller talks about how usability has gone from buzzword to trend word and how his company can evolve over the next 10 years..