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Analytics Love or hate? Christian Rohr @rhizm UX
Analytics and UX
Digital Analytics vs. User Experience * Lou Rosenfeld´s table of overgeneralized dichotomies
It still should have its place in UX research.
Widely available Cost effective way of research Brings analytics and UX people together
How can we leverage the outcomes of digital analytics to improve UX?
Start with some hypotheses about shortcomings of the user experience on your site.
Users are not able to access the products easily due to the grown navigation.
Examining the onsite search
Search terms are also a good way to turn your labels to user-centered language.
Proof for your personas: Using demographic data from Google Analytics to double-check your assumptions for the personas.
Or a feeling that the site is not performing for mobile users
Desktop vs. Mobile
Using actually user flows of the site to feedback your user journeys
Test new wordings Test if imagery, typography, or layout are distracting from calls to action (CTAs)
Don´t get lost in the black hole of data, but benefit from analytics.