Behavioral Analytics & Importance Ratings Results

I have screened, conducted and reported on hundreds of remote, face-to-face testing sessions, interviews and ethnographic studies.

Observing actual end-users interacting with anything reminds me of how much I know and how much I don’t know. I have been using Crazy Egg, Mouseflow and Clicktale for years and have discovered things that I would have never thought to test for. For digital properties, behavioral analytics has proven to be a great compliment to "Design Thinking".

Project: Web Analytics Dashboard


This was a project I championed and lead the development effort. The above heat map is an interior page from a dashboard made accessible to specific stakeholder groups. It represents what we called a “Watched“ page. Meaning, a page we wanted to monitor at a very granular level, from a qualitative perspective. It shows what Google analytics isn't designed to show.

The header area provides the ability for the user to switch between the four last months the page has been recorded. It also provides the ability to view different types of page data.

The four tabs (August, July, June, and May) provide the user with the ability to easily compare the data.

The two primary columns represent data from first-time and returning visitors in a format that makes comparison effortless. To add to the efficiency of the heat map, I combined clicks, vertical scroll, and the average fold line on a desktop. I also provided an executive summary of observations and recommendations. The heat map in the above sample only shows the top 25% of the entire page.

I believe in letting user data support my recommendations. As it is painfully clear in the above sample, 55% of users thought they were viewing all content on the page. They were also are not engaging with the four bottom tabs:

  • Passion and Commitment
  • Online Enrollment
  • Compliance Training
  • Accurate Quoting

These 4 sections contain content that stakeholders believe is important to users. With the use of this heat map I was able to easily show and convince stakeholders and designers that we have a very easy opportunity for improvement. I received zero push back. It was a good day for UX.

Additions to this page at a later date were:

  • Sample size
  • Google analytics page flow summary
  • Comparison by device (desktop, tablet, mobile)

If you made it to this point I am encouraged. You now know more about how I think and what I bring to the table. Let's talk about what I can do for you, 1.714.357.7578 Art Zippel.

Project: Importance ratings results


The Marketing department wanted to quantify the importance of several categories for users in order to guide a Medicare project. This is a sub-page of an interactive report that I developed to present the results to stakeholders and team members.


This was a remote, un-moderated survey that recorded participant comments using the existing subscription to I wrote a rigorous screener for 50% male and 50% female participants selecting only California residents, age 60 or older who currently have medical insurance. The reason we sampled 60 year olds was to sample importance ratings of pre-Medicare individuals.

I built this interactive report using Axure. In the above screen shot each of the buttons, Survey, Summary, Category Rating, SubCategory Male/Female Rating, SubCategory Medications Rating, and my recommendation of a proposed UI gave the viewer/presenter of the report the ability to easily shift between data sets.

As part of the survey we asked participants to think aloud as they made their rating selections (1= least possible importance, 10=most possible importance). Participants whose medications were a benefit of their Kaiser plan and Veterans who received medications as a benefit through the VA rated the importance of their medications as lessor importance yet commented that the reason was because of their lessened financial exposure. Those participants also stated that if circumstances changed, they would increase their rating significantly.

As would be expected, reasonably healthy participants rated anything to due with medications and doctor visits with lessor importance.

The results of this survey provided the ability to confidently guide the development of the project.

If you made it to this point I am encouraged. You now know more about how I think and what I bring to the table. Let's talk about what I can do for you, 1.714.357.7578 Art Zippel.

Assorted samples

Competitive review results heat map

Mobile remote unmoderated usability testing test plan

Mobile remote unmoderated usability testing test results

Art Zippel

Laguna Niguel, CA


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