Webstock '10: Seb Chan - Continuous refinement and data driven dynamic personas

Seb Chan

Continuous Refinement and Data Driven Dynamic Personas

As we all know, launching a new site is just the beginning. Continuous iteration and refinement are lofty goals but often in content rich sites changes are slow and time consuming. You've probably noticed the headlines on of news articles on newspaper websites subtly changing throughout the day - how might this work for other less 'time sensitive' but equally content rich sectors? In this presentation I will walk through some data driven changes we're making to a cultural website using a mix of simple web analytics and custom metrics to segment visitors and gather 'real user' personas and tailor and tweak content production on the fly.