[class: PM Camp@Fast Campus#14] 사용자 행동 데이터 분석하기 #2 (my note is WIP)

6. 24 수

사용자 행동 데이터 분석하기 #2

구글 애널리틱스의 데이터 수집/가공 방식 이해하기 및 탐색적 분석 데이터 수집 이해하기 데이터 가공 방식 이해하기 각 지표의 계산 방법 이해하기 분석 실습 #2

강규영

1. Understanding GA’s data gathering and processing method and exploratory analysis [Gyuyoung Kang@Box and Whisker, Founder]

1. lesson:
1. key GA concepts:
1. log: e.g. time, user CID (client ID), document path (e.g. URL/screen name), type (screenview/pageview, event), IP address, location data (e.g. city)
2. metric and dimension
1. metric (blue color in GA): numbers containing unit info (e.g. % Exit , Bounce Rate, Pageviews; 1,300 person, 1,300 USD, 1,300 clicks)
1. pageview: to make PV useful, add dimension (e.g. content, time and location access) to metrics
2. active user: differs depending on company’s business decision (e.g. Beat’s count AU
2. dimension (e.g. green color in GA): “~별” e.g. Date, App ID
3. event related term: c.f. event category (folder-like: e.g. gesture), action (verb: e.g. eat), label (object: e.g. item), value (number: e.g. 10 apple, 100 apple)
4. Hypercube (or OLAP (online analytical process) (c.f. OLTP or online transaction process)) (c.f. OLAP cube: slicing, dicing, drill-up, drill-down)
2. game application data analysis
1. improving game metrics (ask which data is missing to make a decision-making and why do you want to know the data?):
1. where people die
2. which one killed them
3. when do they play
4. which device (screen size)/browser/language users use
5. any areas users being misled
6. 터치 vs. 키보드 조작의 난이도 -> 조작계 바꿔야 하는지 결정하기 위해
1. average-time-on page
2. player-eat-apple
7. 언어 설정별 행동 차이 -> i18l, l10n 할지 결정하기 위해
1. 첫 방문 세션에서의 도움말 페이지에서 exit rate
1. en
2. else
2. 첫 방문 세션에서의 첫 플레이에 걸린 시간
3. 첫 방문 세션에서의 첫 플레이에 먹은 사과 개수
8. e.g. 얼마나 빨라지면 사람들이 그만두는가? -> 너무 빠르게 어려워지면 사람들이 게임을 다시 하지 않으니까
9. 3분 이상 플레이를 한다 goal 달성률이 20% -> 난이도가 너무 높다 -> 난이도를 낮춰야 또는 골 수정하거나
10. 난이도가 어느 정도이어야 사람들이 재플레이를 많이 할까?
11. 3일 연속 접속자 없음
12. 튕기는 사람 by 디바이스 -> 디바이스 별 설명 추가

2. personal takeaway:
1. game should reflect real-life: e.g. game difficulty setting can follow real life distribution in wealth
2. watch out for positive feedback loop, redefine key metrics and provide negative feedback loop
3. reduce retire people, provide matching

[class: PM Camp@Fast Campus#13] 사용자 행동 데이터 분석하기 #1 (my note is WIP)

7주차

6. 20 토

사용자 행동 데이터 분석하기 #1

구글 애널리틱스 개요, 활용 사례 및 기능 기능들 둘러보기 Google Analytics 개요 및 활용 사례 기능 둘러보기 및 핵심 개념 소개 분석 실습 #1

강규영

1. Google Analytics basics, application, function [Gyuyoung Kang@Box and Whisker, Founder]
1. lesson:
1. wrong approach of focusing on pageviews needs to be avoided and why data analysis is important
1. purpose of below ad technique
1. “헉” or “설마”: hooking
2. moving ad: design of eyes follow moving object, error click
3. small x button: error click
2. reason: page view ⇔ revenue
3. loser: user, advertiser
4. winner: platform (e.g. Google ad network), publisher
5. solution: smart advertiser using conversion metrics
2. pitfalls of mechanical application of data analysis without intuitive judgment
1. benefit of intuition: in data analysis, intuition helps avoids local optimum and seasonal bias
2. how to obtain skilled intuition: set up mechanism and environment, requiring both regularity and quantitative feedback
3. pitfalls of A/B test: seasonal bias (e.g. users’ color preference of green and red in Halloween and Christmas season), staying within local optimum (due to hill climbing algorithm)
3. data analysis requires complex learning task
4. proper order of data analysis: action based quest -> questions -> data -> data analysis
5. user story writing method (avoid including functions): “As a <ROLE>, I want <FEATURE> so that <BENEFIT> e.g.  As a <bank customer>, I want <to withdraw cash from an ATM>, so that <I don't have to wait in line at the bank.>
6. log (or weblog): system status change history (URL) by time and user (& IP address)
1. web browser (or world wide web browser) is web client (or http client) (c.f. web or http server)
2. c.f. add event type on GA to track down activities (e.g. transaction) within a web page
7. GA:
1. how-to
1. for additional analysis, consider adding this
1. e.g. ga('require', 'displayfeatures'); ga('require', 'linkid', 'linkid.js')
2. menu
1. audience: 누가 (e.g. 어떤 사람들)
1. session: 방문회수 by given time
2. user: unique browser number not a user (e.g. Chrome, IE, app)
3. engagement metrics: e.g. new sessions, pages/sessions
1. number can’t give either positive or negative (c.f. in general, higher number may mean positive); thus, combine with other metrics)
2. acquisition: 어디에서 (e.g. push message, Facebook, etc.)
1. direct
2. referral: social (e.g. Facebook), search (organic, paid), email (e.g. Gmail), referral (others)
3. behavior: 뭘했나?
4. conversion: 얼마 벌었나? (e.g. purchase, download)
1. goal: selection of metric needs to influence people’s behavior
2. consider analyzing Top Conversion Path
3. try
1. modify bounce rate, filter IP for tracking
4. bounce rate: session base
8. read Extreme Programming Explained: Embrace Change by Kent Beck

2. personal takeaway:
1. new term: hill climbing algorithm, Return On Advertising Spend (ROAS)
2. 10,000 hour law:
1. to obtain skilled intuition, establish mechanism and environment, requiring both regularity and quantitative feedback
2. improve areas of weakness with focus
3. key concept of agile development methodology: deliver values to users everyday
4. try Google Data Saver for VPN
5. Chrome Extension: Table Booster
6. when communicating with software engineers, tell them what you want to accomplish (aka your intentions) instead of detailed function list 
7. consider implementing “careful reading” JavaScript into your website to track down accurate user feedback

[class: PM Camp@Fast Campus#12] UX #4 – 디자인 산출물 만들어 보기 (my note is WIP)

6. 17 수

UX #4 – 디자인 산출물 만들어 보기

UX 디자인 산출물 UX 디자인 산출물의 종류와 예제 UX 디자인 산출물을 위한 기법 – 파워포인트와 키노트 예제 제품을 사용하여, 실제 UX 디자인 산출물을 제작하는 간단한 실습

Mr.M

1. UX design deliverables [Sanghun Woo@Naver, UGC Development Center (Cafe, Blog, Knowledge Man)]
1. lesson:
1. Powerful Sketch plug-ins (e.g. Sketch Plugin Filter)
1. Sketch Content Generator Sketch Plugin > Persona
2. Prerequisite for agile development: all teammates in one place
3. benefit of storyboard: user input and system state
1. transition and state
4. importance of glossary: enhancement of communication e.g. scroll thumb
5. read Communicating the User Experience: A Practical Guide for Creating Useful UX Documentation by Richard Caddick (Author), Steve Cable (Author)
6. downloading book contents: http://avxhome.se/
7. tool
1. interaction: try framerjs (link), Pixate
8. term: drag release, drop image, drop indicator
9. Pixate (200 USD/year)
10. scroll requires view and contents

2. personal takeaway:
1. icon resource for storyboarding: Icon Finder, Noun Project
2. web related resource: Smashing Magazine

[class: PM Camp@Fast Campus#11] UX #3 – 제품의 기능을 묘사하는 방법 (my note is WIP)

6주차

6. 13 토

UX #3 – 제품의 기능을 묘사하는 방법

좋은 제품을 빠른 시간 안에 만들기 위한 방법 살펴보기 Sketch를 사용한 흐름도 작성해 보기 스토리보드의 의미와 요소 과학적 글쓰기와 사용자 스토리

Mr.M

1. Storyboarding [Sanghun Woo@Naver, UGC Development Center (Cafe, Blog, Knowledge Man)]
1. lesson:
1. flow chart: user perspective
2. task: describe each activity in user perspective <-base of feature list in the future
1. user task for vending machine (1,000 won coffee 600, tea 300)
1. approach vending machine
2. look at menu to find out menu and price and find out the menu is still available and the money input area displays acceptance signal
3. pick up wallet and pull out money
4. put money in and wait
5. check whether money is in or not
6. …
3. exceptions
4. swim lane flowchart (c.f. blueprint)
5. homework:
1. vending machine flowchart after coin input and black coffee consumption
2. submit service flowchart
3. study tools (e.g. Sketch 3, )
6. check out yo service
7. read
1. The User Experience Team of One: A Research and Design Survival Guide by Leah Buley
2. Sketching User Experiences: Getting the Design Right and the Right Design (Interactive Technologies) by William Buxton
3. Communicating Design: Developing Web Site Documentation for Design and Planning (2nd Edition) (Voices That Matter) by Dan Brown
8. purpose of storyboard: fast product launch (c.f. each teammate can imagine the same product to work on their parts)
9. key frame: displaying status change of users
10. key components of storyboard: key frame (status), interaction (transition), description, title (c.f. chapter cover, story) <- read Communicating Design by Dan Brown
11. tool: gesture, popapp.in, skala preview

2. personal takeaway:
1. read books how to write affinity diagram
2. don’t provide too much unnecessary information to teammates