When we think of analytics, we think of marketing campaigns and funnel optimization. Analytics can seem a little overwhelming, with so many charts and lots of new features. How can we use analytics for design insights?
The best thing about analytics is that they can show us what people do on their own. The worst thing is that analytics don’t tell us much about context, motivations, and intent. Like any kind of data, there are limitations. But that doesn’t mean analytics aren’t useful. Working with analytics is about knowing where to look and learning which questions you can reasonably ask. Read More
This is the first edition of my new column, Data-Informed Design, which will explore the use of data to inform UX design. Data, in many different forms, is changing how we think about ourselves and the world. And, for better or worse, it is definitely changing our experience with technology—from great new mobile apps that we can use to monitor our health to incremental improvements on our favorite Web sites to those annoying ads that follow us everywhere.
In my column, I’ll describe how to use different types and sources of data to create better user experiences and how to achieve some balance—so data isn’t driving decisions. There are three key topics that I’ll cover:
Starting at a high level, I’ll look at why you would want to use data, some misconceptions around data and UX design, and discuss a process for incorporating any kind of data into your decisions.
Then, I’ll move on to considering various data sources such as analytics, A/B tests, social-media sentiment, and various types of quantified data from UX research.
I’ll also describe how to use and analyze data, including metrics and measurement frameworks, as well as presentation tips and visualization tools.
In actuality, most people spend most of their time on Web sites and apps other than those our organizations have created, and we may not know much about what those experiences are really like. However, your organization can map the customer journey. There is no one right way to map a customer journey. Journey mapping can mean defining an ideal path that we’d like customers to take. Sometimes it means seeking a more nuanced understanding of what people do on a Web site. Less often, we look at an experience globally, mapping touch points for a product or brand, both online and offline.
Whether people are making direct comparisons or just moving from site to site, the most common user experience is the multi-site experience. Booking travel typically involves more than ten sites. Finding a place to eat might involve a mix of sites and apps, very few of which are about the actual dining experience. Even watching a favorite TV show—something we used to think of as a fully engaged or directed activity—can involve other sites. Read More