Tag Archives: demographics

Mistakes: Lack of Defined Scope (Part II)

30 Dec

Still working on the report problem, but it’s starting to take on a finishable shape.  As nerve-wracking as deadlines are by definition, the good thing about setting one is the way they force your mind to focus on essentials.  This project will get done, and then I’ll be moving on to another thing or two.

The big thing I’ve discovered (which, again, shouldn’t be a surprise) is the extent to which both the usefulness and the pleasure of a project like this is curtailed when your clients are not as attached to the project’s success as you are.  In this case, it was an obvious hazard because I volunteered the project for my own experience and for free.  Usually when I’ve worked for free the client is either 1.) psyched and extremely cooperative (yea!), or 2.) apathetic, which means more work but not a real problem.  But I did not realize that in this case, the client’s decisions have created a real obstacle to completion because there are major sources of data I had to discount because halfway through the project I was not allowed access to them.  The final report is probably going to be of some use to the client: it provides more information than they had at the beginning.  But, really, being able to say “This is what 60% of your clientele is doing” doesn’t tell you  anything that’s worth building a strategy on.  My inner statistician is not happy.

So, my evolving solution to this dilemma is focus on 1.) what will be useful to the client, and 2.) what will be useful to my portfolio.  In that order, because the report is “due” before the portfolio.  To the client, the most useful parts of the report are:

  1. A list of viewers with as much contact information as I could find, and suggestions for ways to supplement that list, and
  2. A set of alternative layouts for the website.

My own portfolio needs wireframes, site maps, and task flows: those which are finished in time for the report will be going in there, too.

Next time, I’ll have to say at the beginning, “These are the kinds of information I’m going to need in order to successfully complete this report.  I understand that you might have concerns about sharing your database with a contractor, and it is perfectly fine if you would prefer to copy and send that information or to create a temporary passcode so you can track my activity.  But without that information, I’m afraid it’s not possible to provide the analysis you’re looking for.”  Etc.


Mistakes: Lack of Defined Scope (Part I)

21 Dec

Yes, that was more than a couple of days: the nastiest cold short of flu season knocked me out for about a week. If any freelance UX folk have suggestions on how to incorporate the unexpected into project timelines, please let me know in the comments.


Today I’m going to talk about the first of what I’m sure will be many errors that come with becoming a UX professional. In interviews, you’re taught to spin these as “learning experiences”, as if we’re all too delicate to admit to screwing up. (Gen X/Y, “everyone gets a trophy”, anyone?)  It’s actually kind of glorious to write and print in public “Yes, I messed up royally”.

The mistake I’m talking about today is a failure to establish a finite scope at the start of the project. One of my weaknesses, in any type of project, is the tendency to want to be comprehensive. I LOVE research, and (B)ig (I)deas, and it’s hard at times to accept that the assignment in question is not as weighty and meaningful, and that given the context, a small project can be as valuable as a big one. But then, of course, you get to the point where a deadline is looming and there’s not enough on paper. It’s a particular problem when the project has a really long timeline. This is not unpredictable, and it’s a common type of error for me, but like a cold, exposure to one error seems to have no effect on my resistance to its cousin :).

As I mentioned, this is a known problem, and over time I’ve learned to offset it by 1.) setting a series of hard stops for research, first draft, second draft, and citations, 2.) questioning the client or professor extensively to understand exactly what the project requires and then working from that outline, or 3.) picking a topic that’s so boring that I want to complete it as efficiently as possible. But as a not-for-profit job that I volunteered to do with no set deliverables and minimal requirements, the “Small Packages” project fell right into the gaps between those strategies.

With three to four weeks left on the project, I’m actually in pretty good shape in terms of submit-level material, in the form of wireframes, site maps, and user statistics. But the two pieces of the project that I expected to flow nicely into one another (the demographics and the website layout) are becoming more disparate.  Essentially, they’re dealing with two different user bases.

The demographics, collected from social media and YouTube statistics, are both shallower and more complicated than I ever expected. An earlier post spoke about the likely fans of this type of show, and to some extent the stats bear that out. But the redundancy of fans under multiple avatars means there aren’t enough data points to draw strong conclusions. Moreover, the relationship between those statistics and the behavior of those users cannot be extrapolated without surveys and testing, antithetical to the relationship this company wants with its fans. Oy.

The website layout has been easier to grapple with. The site has remained mostly static since I began work. However, without fitting into one of the rough demographic groups that make up the site’s main users (personas would require more access to data than this project has scope for), records of my own interactions with the site are not adequate indications of how the typical user experiences it. I do see a lot of simple opportunities to enhance the site’s playfulness, in a way that would be fun and appropriate to the company’s “brand values”. But I realized that would involve bringing in a different viewership, the kind that would be interested but not automatically gravitate to this show without being beckoned, and I get the sense that’s not where the company wants to go right now.

I have visions from “Project Runway” when the bodice and the skirt are both beautiful but they do not go together, and the designer (usually) has to ditch one half to preserve the whole.  Perhaps tomorrow I’ll have figured out how to combine the two.

QuickNote: Dealing with Demographics

8 Dec

Today I got my first good look at YouTube Analytics for the webseries.  There’s all sorts of fun statistics to work through (NERD!), but I’m trying to focus specifically on the aspects that are the most useful to the client: who is watching, and how they’re watching.  (Monetization falls outside the scope of this project.)

The issue I’m puzzling out today is how to deal graphically with some unexpected demographics.  Before starting the project, I expected that a parody show about superheroes that runs on YouTube would primarily attract males, age 25-45ish (Gen X and Y).  Mom and Pop are also entrenched in geek culture (“nerd famous”?), so they seemed likely to see some crossover from fans of comics, graphic novels, manga and video games.  Kind of the “Wreck-It Ralph” crowd.

The gender demographics aren’t too surprising: 65% male viewers to 35% female viewers.  (Need to figure out whether that’s lifetime or per video, and what percentage of those are unique vs. repeats.)  But within those gender constraints, the age graphs look radically different.  I.e., the male graph follows a bell curve, peaking around 35-44, while the female viewership peaks at 18-24 and then drops off a cliff (f(x) = 1/x where x>0).  The difference is pretty stark.  However, if you average the values by age group, weighing them proportionate to the total percentage of the population, the curve becomes bell-like again.

There isn’t time on this project to create formal user personae or conduct tests.  But with such a stark difference in viewing populations, I need to figure out a meaningful way to describe those behaviors.  The clients might want to factor them in if they decide to include advertising, for example.