As designers, how can we improve the user experience of a product/service with analytics and data? Of course, there are plenty of other tools available to help with drawing conclusions. My objective at the UXSG #24 Meetup was to understand how to do so with limited resources. On that note, I posed this question to the UXSG community:
How to use analytics effectively to improve user experience?
Some of the key points are:
- Less is more. Do not have more than 2 or 3 objectives ? instead focus on making the few objectives better
- Measure the improvements based on a timeline or number of visits, whichever would qualify as an effective measuring method
- Optimise every step of the funnel with simple and actionable steps
- Follow the AARRR Framework by Pirate Metrics. This can help you understand your consumers
- Pre-empt what your users are going to do and measure against that data: Quantitative – > Qualitative -> Comparative -> Competitive
- Usability testing ? watch what your users do and figure out solutions from a small set of users (Qualitative analysis)
- Prototype ? could be low-fidelity, could be high-fidelity. Continue prototyping till you achieve the necessary results
- Don?t be ahead of yourself. Do a lot of A/B testing
- Focus groups are unnecessary (Click here to view an article by Erika Hall)
- Use methods which can draw you the best results
There are various tools and methods which can be used to determine whether a feature or a function is performing well. In a mature product, the best way to test this would be to leave the feature/function live till it reaches a certain number of views and based on the reaction, create A/B versions and serve them to the weaker conversions. This determines the best variation driving higher engagement.
For newer products, you could follow a framework that could help you position your product based on QAME (Questions, Assumptions, Methods and Evidence) methodology.
Question the product whether it?s being targeted to the right audience? Is the right information being served this audience? What type of audience are reacting better to your product?
Create notional personas based on this information. Create changes to product based on this information which could appeal to your target audience.
Create prototypes of the proposed changes. Test it against the type of personas created. Use appropriate methods to test these prototypes.
Gather information and make changes / modifications based on information you have collected for implementation.
There are various ways and methods you could follow to use data to improve your product. Measure it against your team and resources. Practice something that helps you achieve those results in your capability but make sure you follow them and show improvements. Do not have too many objectives, which could set you up for failure.
Being part of a small in-house multidisciplinary design studio makes me question, what could we do better in our studio so we can create time to invest in these practices, and how can we translate these to other design projects? One good practice is to show results that can encourage your stakeholders to invest in tools/resources for helping you in this process.
On a separate note, we are expanding our team and currently looking for a Senior Designer to join our studio. Ideally, you will have good digital media experience. Knowledge in front-end development will be a huge advantage. If you?re interested, please drop an email to Nellie at?[email protected].