AnalyticsLove or hate?

Christian Rohr@rhizm

UX

Hi!

Analytics and UX

Analytics UX

Digital Analytics vs. User Experience

* Lou Rosenfeld´s table of overgeneralized dichotomies

It still should have itsplace in UX research.

Widely availableCost effective way ofresearchBrings analytics and UXpeople together

How can we leveragethe outcomes of digitalanalytics to improveUX?

Start with some hypothesesabout shortcomings of theuser experience on your site.

Example assumptions

Users are not able to accessthe products easily due to thegrown navigation.

Examining the onsite search

Search terms are also agood way to turn yourlabels to user-centeredlanguage.

Proof for your personas:Using demographic datafrom Google Analytics todouble-check yourassumptions for thepersonas.

Demographic profile

Or a feeling that the site is notperforming for mobile users

Desktop vs. Mobile

Using actually user flows ofthe site to feedback your userjourneys

User Flow

Test new wordingsTest if imagery,typography, or layout aredistracting from calls toaction (CTAs)

Don´t get lost in the black hole ofdata, but benefit from analytics.

Thanks!