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UX x Analytics: Love or hate

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Analytics Love or hate? Christian Rohr @rhizm UX


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Hi!


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Analytics and UX


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Analytics UX


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Digital Analytics vs. User Experience * Lou Rosenfeld´s table of overgeneralized dichotomies


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It still should have its place in UX research.


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Widely available Cost effective way of research Brings analytics and UX people together


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How can we leverage the outcomes of digital analytics to improve UX?


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Start with some hypotheses about shortcomings of the user experience on your site.


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Example assumptions


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Users are not able to access the products easily due to the grown navigation.


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Examining the onsite search


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Search terms are also a good way to turn your labels to user-centered language.


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Proof for your personas: Using demographic data from Google Analytics to double-check your assumptions for the personas.


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Demographic profile


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Or a feeling that the site is not performing for mobile users


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Desktop vs. Mobile


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Using actually user flows of the site to feedback your user journeys


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User Flow


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Test new wordings Test if imagery, typography, or layout are distracting from calls to action (CTAs)


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


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Thanks!


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