Analytics and User Experience

Analytics platforms provide a relatively cheap and fast source of valuable quantitative data. Learn how to use analytics data to improve, quantify, and track the user experience of your product or service.

Syllabus

What you will learn

Understand the strengths and limitations of analytics data for UX

Common analytics metrics and how UX teams should interpret them
What analytics can and cannot tell us

Incorporate analytics data into design and research

Use analytics data to supplement your user research toolkit
Triangulation: Using multiple research methods to study the same problem or behavior
Case studies from a variety of fields (finance, insurance, government, ecommerce, intranet, and more)
Common recipes for combining analytics with other forms of user research

Make analytics data more meaningful and useful for your organization

Define and track goals, events, and conversions
Interpret funnels and paths
Design custom segments to slice up your data and make comparisons

Benchmark your project or product’s success over time

Frameworks for choosing UX and business success metrics
Common pitfalls and mistakes

Optimize your designs through experimentation

Running and evaluating A/B tests to compare different design and content variations
Planning an experimentation roadmap
Less common forms of split testing, like multivariate testing