Finding UX Problems with Analytics

Good UX is based on evidence. This is often qualitative (qual) evidence, such as observations from usability testing or findings of field research. Using only qualitative evidence, though, means overlooking a huge amount of quantitative (quant) data that may be available to you. Quantitative data is primarily numerical and can be measured. This is often used in the form of website analytics, and can be even more compelling than qualitative evidence.

In Chapter 4 of Researching UX: Analytics, Luke Hay shows you how to how to use analytics to find UX problems. He firmly believe sthat an analytics-first approach is the best way to start any UX project, if there is pre-existing data available.

A screenshot of the car booking app, showing a map allowing the user to select a pickup location

In this extensive chapter you'll learn an effective strategy for using analytics to identify potential problems in a range of areas:

individual pages
groups of pages
user journeys
goal funnels
in-page interactions
internal search
devices and browsers

Drillinmg down into these areas should give you a great idea of where to focus your UX efforts to make improvements.

Researching UX: Analytics

Good UX is based on evidence. Qualitative evidence, such as user testing and field research, can only get you so far. To get the full picture of how users are engaging with your website or app, you’ll need to use quantitative evidence in the form of analytics. This book will show you, step by step, how you can use website and app analytics data to inform design choices and definitively improve user experience.

Learn Analytics Now

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