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Unleashing the Power of UX Analytics
Unleashing the Power of UX Analytics

Unleashing the Power of UX Analytics: Proven techniques and strategies for uncovering user insights to deliver a delightful user experience

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Unleashing the Power of UX Analytics

Understanding the Fundamentals of User Experience

Let’s start off with one basic but extremely important understanding –User Experience (UX) does not equal User Interface (UI). UX encompasses a user’s entire experience in interacting with your software product. They do this through the UI; the content, buttons, cards, links, and so on. If those are designed correctly and make the job of the user simple, easy, and intuitive, then the user has a great experience. In this context, UI supports and is part of the UX. The UI either allows for a great experience or it doesn’t. And if it doesn’t, then your job is to do the research and provide the analytics that uncover the current problems so that a solution can be devised and incorporated.

In this chapter, we will be covering the following topics:

  • Getting familiar with UX
  • Busting the myths about UX
  • Understanding the differences between UI and UX
  • Who does UX?

Getting familiar with UX

When we think about UX, we need to understand the breadth of the discipline. When we talk about it and evangelize it within companies that are new to UX – such as in a 1-2 on the maturity model – we need to always refer back to the user or the customer. Another key point to remember is that Return on Investment (ROI) must always be proven.

This will result in a focus on the direction of the product and engineering groups within the organization as well. By showing depth in the research, and if your team is involved, the solution discovery process findings, you’ll be paving the way for a smoother full-cycle process of UX > Product > Engineering.

As a group of professionals who uncover or discover a hypothesis and then test its efficacy, UXers use methods and best practices to uncover the truth, which can be either positive or negative. Companies just starting down this path will incur expenses in management and individual contributor roles to start with.

So, what are the fundamentals of UX? In loose order of importance, they are research, design thinking, iteration, reporting, design, and testing. And while sprints are moving forward and we’re getting in front of users to test designs and hypotheses, we’ll consistently be watching for the universal criteria for good UX, as shown in the following figure (Credit: Usability.gov):

Figure 1.1 – UX honeycomb diagram

Figure 1.1 – UX honeycomb diagram

When I teach teams about the values shown in the preceding figure and use them in direct interviews with users, we have people rate them on a scale of 1 to 5, with 1 being the most difficult. We’ve had people ask if they can give 0 or at best 0.5! They dislike the current state of the software used in their work that much, and when we combine these numbers together for all interviews, we create a simple bar chart to show how each value scores. More about that later, in Chapter 17, The Power of Visuals to Support Cognition and Decisions.

If we go a bit further, UX is the ease of readability, the proper placement of a button, or the path from start to finish in a workflow. It’s the empathy we practice with our users so that we get them to be honest and open with us about the problems and pains they’re facing when using the software. UX is about finding what’s not working and creating a solution to fix those problems. It’s about bringing together the corporate view of a need with the contributor view to find the best possible go-forward plan.

The bottom line and key takeaway is that UX is strategy. It’s the what and the why. We’re going to do this and we’re doing it because of this reason.

Busting the myths about UX

Now that we have a decent understanding of what UX is, it is equally important to understand what it isn’t. UX isn’t the pixels on the page. It isn’t the code underneath or the decisions that a product team must make about how to provide the proper data to the people who need it. Yes, those decisions support the UX, but they aren’t in the realm of the UX practitioner.

The UI isn’t the UX either. While it supports the overall experience that a user has with your application, it relies on all the work done by the UX team. Wireframes are produced from research and design thinking sessions, and then tested with users to see whether the direction is correct. When there’s a greenlight to move into the development cycle, the UI designers move into action and ask questions such as the following:

  • Which design system are we using for this?
  • What’s the best card to use for this element?
  • Is this font the right one?
  • Can I place the button as specified? Can it be moved 20 pixels to the left and be approved?

Right? These people need to take what’s given from the handoff and start creating the user interface that will drive the application. They’re essentially working from a blueprint to build a house, car, or office building. They’re asking questions when a design challenge occurs and working with a UXer to ensure that the usability, usefulness, accessibility, and so on are still according to the plan – the plan, as we now know, that’s been formed from the research, design thinking, and iterations through the beginning stages of the project.

So, now let’s circle back – these things aren’t UX. UX sets the stage, but this is UI.

The bottom line and key takeaway from this section is that UI is tactics. It’s the how.

Understanding the differences between UI and UX

In this section, we will see a point-by-point breakdown of the differences between UI and UX. Understanding this is vitally important to a strong UX practice within an organization, and you must be able to help others understand this as well. Let’s look at these:

  • UI supports UX: The user interface is what people interact with in an application. It’s the buttons clicked, the body copy and titles, the white space, and so on. If these are designed correctly, and users understand how to move around and do work, then the UI has supported the UX the way it should.
  • UI and UX require different skill sets: A UI designer knows how to code, a UX designer in general doesn’t. UI designers can create CSS classes and know HTML and JavaScript. They’re responsible for creating what the UX team has specified for the design of the application. A UX team says, “This is what needs to be designed,” and the UI team does that work to tie the design into the system.

A UX person learns and understands empathy and rapport. They work directly with the user and customer to uncover problems and to ensure that the new designs are satisfying demand and expectations. True UX is more about research and iterative design phases than it is about anything else. It’s about doing the absolute best job of giving the UI team a solid start to build with, which will in turn smooth the process and allow for quicker transformation to a market-winning product.

  • UI is what an application looks like: Briefly touched on earlier, what a person sees and uses is the UI – user interface. It’s the colors, the sizes of the buttons, the amount of white space on the page, and the placement of titles and paragraphs. If the UI is consistent with the company brand, then it appears to belong to that brand. If blue #6C9FB1 is your brand’s blue, and the UI team uses #317EB1, the UI isn’t correct and breaks the brand promise of the company.
  • UX is how it supports the needs of the user: Go back to the meaning of UX – user experience. If the brand promise is kept, and we listened to the users and built what they said would make their lives easier, we’re creating an experience for them that satisfies them and makes it easier to do their jobs efficiently.

Next, let’s explore the roles that perform UX.

Who does UX?

With UX becoming one of the hottest career paths in the past few years, specialties such as UX architect, UX designer, UX researcher, UX strategist, UX writer, and more are being born. And while they all do UX, their roles differ. An architect or a strategist has the broadest work priorities, while a researcher, designer, or writer has a tighter set of responsibilities.

As I mentor people who are just getting started, I advocate being a full-stack UXer – having a core strength and building on that with knowing how to do any of the other parts. Since UX is still a relatively new discipline – especially in the US – some companies will just need to hire one or two people to start building a team around. Those people will be full stack UXers. A designer alone won’t get the job nor will a researcher. If the company wants to figure it all out first, they may hire a strong strategist to start with plans, or an architect to start working with developers and engineers. A strategist that can design, do research, and write is one of the strongest UXers in the market – always.

UXers are curious by nature, I believe. They like to talk to people and help them solve problems, sometimes through rigorous and sometimes through soft inquiry. We’re comfortable expressing our views and opinions and will always be the strongest advocate for the needs of the user and/or customer. We understand that building rapport with a user will always get us the best and most honest feedback, and therefore, the best results in the final product. We’re okay with ambiguity because, at times, it’s all we’ve got. We can find a common strand of information across several planes or channels of expertise, problems, needs, and goals.

Understanding the functioning of a UX Team

A tight UX team is a cross-functional unit where all of those roles mentioned earlier work together to accomplish the goals. A researcher will rely on a designer to help turn wants and desires into beginning-level, low-rez wireframes. A strategist will brief the entire team on a direction for an upcoming project and review all the expectations and deliverables. A writer will ensure that everything is covered in reports and other collateral, and in some companies, even write all the copy, instructions, and error messages that go into an application, and if they aren’t directly responsible for those, they are advised and used as a final editor. An architect will be working closely with data and software people to ensure that the backend and frontend needs are understood and met. They will work through blockers with product and management to either pivot or figure out the best plans to get those blockers dissolved so progress can continue.

A tight UX team works well together and they work well in the collaboration that’s needed with product, engineering, marketing (at times), business development, and sales. Those companies that score highest on the maturity model understand this and it’s become the heart and core of the way the company does business. Challenges to thoughts and ideas have to be made but they’re made with respect for the others on the team. Not everyone agrees on direction, strategy, or tactics, so, we often use a design thinking session to whiteboard the situation and work through it visually. Together, as a unit, we move forward, making positive changes in the company and providing great value to the corporation.

I’ve trained teams around the world that comprise many mental model types. Engineers, Vice Presidents (VPs), tech managers, developers, designers, researchers, report writers, production line controllers, shipping clerks, and on and on. Some of them will use what they learned, and some won’t. I’ve gotten emails from managers telling me how vital the training was to their team. I’ve watched VPs and CEOs walk out of training for a break still talking about how they could have asked that question during interview training better. Or even still, being in character of the role they played when learning the skills needed to use empathy, build rapport, and get down to the honest problems that someone is having.

It’s quite remarkable to see changes within a corporation as they begin to embrace the principles of UX and support efforts to grow it to maturity for the benefit of all involved. A UX practice within a company can open opportunities they never knew existed. It can improve morale by pushing for better workflows and systems for higher productivity, and it can lead the company in the direction to cut inefficiencies and improve profits. In short, a strong UX team can be the driving force behind digital transformation to move a company to the next level.

To conclude, a UX practitioner is a curious, empathetic, and diligent seeker of problems to solve.

Summary

In this chapter, you learned how to tell the difference between UX and UI, and to identify what types of roles practice the UX discipline. You also learned the starting basics of what a UX team is and how they function within an organization.

These points are important to you because UX is gaining momentum as a mature and important practice in companies across the globe, and if you know this going into a new role or even being tasked with expanding UX within your organization, you’ll be successful much more quickly than if you didn’t have this core understanding.

In the next chapter, we begin to dive into the core fundamentals of UX analytics. We’ll uncover the two main types of metrics we use to measure and assess current performance and users’ usage patterns, while we gain an understanding of research readouts.

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Key benefits

  • Enhance your understanding of qualitative and quantitative analysis for successful UX projects
  • Apply design thinking and use surveys, interviews, and UX analytics tools for better product design
  • Overcome bottlenecks and challenges at each stage of the user experience

Description

UX analytics is a field that recognizes the significance of understanding human behavior and emotions in designing user experiences. It goes beyond mere metrics and embraces a people-centric approach. With the help of this comprehensive guide, you’ll acquire essential skills, knowledge, and techniques to establish a top-notch UX analytics practice. Unleashing the Power of UX Analytics will equip you with the strategies and tactics necessary to effectively collect, analyze, and interpret data, empowering you to make informed decisions that enhance the overall user experience. It emphasizes the importance of empathy in comprehending user needs and desires, enabling you to create meaningful and impactful design solutions. As you advance, this book walks you through the entire UX analytics process, from setting goals and defining key performance indicators (KPIs) to implementing various research methods and tools. You'll gain insights into user interview best practices, usability testing, and techniques for gathering qualitative and quantitative data. Armed with the knowledge of data analysis and interpretation, you'll be able to uncover patterns, trends, and user preferences to make data-driven decisions.

Who is this book for?

This book is for product managers, UX researchers, designers, and anyone involved in UX and business development, both in management roles and as individual contributors. If you are looking to master the methodologies, principles, and best practices for driving product design decisions through UX analytics, this book is absolutely the right pick for you. While a basic understanding of user experience principles is beneficial, it is not a prerequisite, as everything you need to know will be explained.

What you will learn

  • Understand the significance of analytics in successful UX projects
  • Apply design thinking as a problem-solving tool in a UX practice
  • Explore taxonomies, dashboards, KPIs, and data visualizations to understand data enterprise in depth
  • Discover key considerations to determine which UX analytics tools are best for your projects
  • Craft a North Star statement and understand how it guides your work
  • Design and deliver the best research findings collateral
  • Get to grips with heuristics and performing the effective evaluations
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Publication date : Aug 18, 2023
Length: 280 pages
Edition : 1st
Language : English
ISBN-13 : 9781804614747

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Length: 280 pages
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Language : English
ISBN-13 : 9781804614747

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Table of Contents

24 Chapters
Part 1: Introduction to UX Analytics Chevron down icon Chevron up icon
Chapter 1: Understanding the Fundamentals of User Experience Chevron down icon Chevron up icon
Chapter 2: Just What Do We Mean by Analytics? Chevron down icon Chevron up icon
Chapter 3: Using Analytics Effectively for Successful UX Projects Chevron down icon Chevron up icon
Chapter 4: Achieving Success through a Repeatable Process Chevron down icon Chevron up icon
Part 2: Goals Chevron down icon Chevron up icon
Chapter 5: North Star Statement – Your Greenlit Marching Orders Chevron down icon Chevron up icon
Chapter 6: Change Management: It’s Not Just about the Systems, It’s about the People Chevron down icon Chevron up icon
Part 3: Research Chevron down icon Chevron up icon
Chapter 7: Design Thinking: Understanding the Core Problem-Solving Tool in a UX Practice Chevron down icon Chevron up icon
Chapter 8: Interviews and Personas – Best Practices for Quick and Efficient User Understanding Chevron down icon Chevron up icon
Chapter 9: Surveys – A High-Level, Broad-Stroke Tool for Quick Direction Chevron down icon Chevron up icon
Chapter 10: UX Metrics – The Story of Operational Measurement Chevron down icon Chevron up icon
Chapter 11: Live by Your Data, Die by Your Data Chevron down icon Chevron up icon
Chapter 12: The Tools It Takes to Gather and Consolidate Information Chevron down icon Chevron up icon
Part 4: Strategy Chevron down icon Chevron up icon
Chapter 13: Digital Transformation – An Enterprise Use of UX Analytics Chevron down icon Chevron up icon
Chapter 14: Content Strategy and Analysis – an Analytics-Based, User-Centric Approach Chevron down icon Chevron up icon
Part 5: Tactics Chevron down icon Chevron up icon
Chapter 15: Deliverables – You Wrapped the Research, Now What Do You Present? Chevron down icon Chevron up icon
Chapter 16: Data Visualization – the Power of Visuals to Help with Cognition and Decisions Chevron down icon Chevron up icon
Chapter 17: Heuristics – How We Measure Application Usability Chevron down icon Chevron up icon
Index Chevron down icon Chevron up icon
Other Books You May Enjoy Chevron down icon Chevron up icon

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Feras Klenk Aug 19, 2023
Full star icon Full star icon Full star icon Full star icon Full star icon 5
Based on the extensive work experiences of the author, this book should considered as a user experience field guide ranging from theory to application in seventeen easy to read chapters. The text is aimed for a broad audience. More on this later.The chapters are grouped thematically in sections like research, strategy, tactics, which gives the reader a broad contextual overview before delving into individual subject matter.I appreciated how each chapter was accompanied with many practical examples, links to resources, and short summaries at the end. These are very useful in solidifying knowledge acquisition.As a UX researcher with a strong qualitative background from academia, I particularly enjoyed the chapter that focused on leveraging data visualization to structure story-telling and guide decision making. It helps to facilitate the circulation and acceptance of key insights.Jeff has written a very good book and would appeal to anyone that has a remote interest in user behavior. For UX researchers, I see this text being useful to both beginners to experienced practitioner offering something (e.g., practical advice) for everyone. Among wider corporate circuits, this book rightly reinforces the importance of UX. This is important pedagogical work as designing and creating solid products and experiences depends on understanding the user.
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Amanda Sep 22, 2023
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Each chapter in 'Unleashing the Power of UX Analytics' flows like a conversation with a mentor who has survived the UX research trenches. The author skillfully employs the Aristotelian triptych to guide readers through the often-overlooked business aspects of UX.Starting with the fundamentals, the author shares a wealth of knowledge, thoughtfully structured for easy reading, comprehension, and future reference, making it accessible to readers of all skill levels. What sets this book apart is models beyond the commonly known heuristics, such as pluralistic evaluation, cognitive dimensions framework, and more. These can be used individually or combined, providing readers with a more comprehensive toolkit.Furthermore, the book mentions essential topics such as change management, data modeling, root cause analysis, anomalies, the Kaizen discipline, 508 compliance, data archaeology, and digital transformation. While the coverage was concise, it provided a valuable glimpse into these crucial areas, sparking further research and expanding my perspective on UX analytics methodology and its broader horizon.The book offers a treasure trove of strategies, tips, examples, templates, processes, tools, methods, diagrams, and techniques, all waiting to be explored and mastered. While learning to find actionable intelligence efficiently, you will read how to harness the power of analytics and data visualization, empowering you to improve any user experience.‘Unleashing the Power of UX Analytics' is a reliable compass, that guides your journey. The wisdom in these pages is a valuable asset, ensuring your success in UX research through analytics.
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Macerboi Jan 08, 2024
Full star icon Full star icon Full star icon Full star icon Full star icon 5
This resource provides the techniques, examples and tools to ensure you efficiently match your efforts with the user needs and requirements. Through the benefit of data visualization and analytics, you will experience the difference.Aspects related to digital transformation and change management are common to many projects and Jeff’s insights here will also impact outcomes. I particularly appreciate the elements of design thinking surrounding surveys and interviews, as I use empathetic listening exercises in workshops.The book is a quick read, making it possible to implement the thoughtfully developed content for immediate results.Jeff has mentored many practitioners throughout his diverse career and this handy reference will allow you add him to your team as you approach your next project that could benefit from user experience analytics.Marc Macaluso
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Matt Mar 16, 2024
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"Unleashing the Power of UX Analytics" by Jeff Hendrickson is an amazing book for tech leaders who want to improve experiences for users through the lens of data. It's super helpful and easy to understand, with practical tips and examples that make learning fun. You'll discover how to use data to understand users better and make products they'll love. Whether you're new to tech or a seasoned pro, this book is a gem that will help you create awesome experiences for everyone.
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Shirley Hastier Apr 24, 2024
Full star icon Full star icon Full star icon Full star icon Full star icon 5
The book is written in simple terms and can be valuable for professionals at different levels. From a junior that would like to know about User Experience (UX) to a senior level looking for specific frameworks to apply major changes into the organization.As it states “UX is about finding what’s not working and creating a solution to fix those problems. It’s about bringing together the corporate view of a need with the contributor view to find the best possible go-forward plan”. Among other things, it also emphasizes the significance of an effective change management plan focused on people (due to human tendency to resist change) to increase the chances of a successful implementation.I hope that you will find this useful!
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  5. If you are only requesting a refund of one book from a multiple order, then we will refund you the appropriate single item.
  6. Where the items were shipped under a free shipping offer, there will be no shipping costs to refund.

On the off chance your printed book arrives damaged, with book material defect, contact our Customer Relation Team on customercare@packt.com within 14 days of receipt of the book with appropriate evidence of damage and we will work with you to secure a replacement copy, if necessary. Please note that each printed book you order from us is individually made by Packt's professional book-printing partner which is on a print-on-demand basis.

What tax is charged? Chevron down icon Chevron up icon

Currently, no tax is charged on the purchase of any print book (subject to change based on the laws and regulations). A localized VAT fee is charged only to our European and UK customers on eBooks, Video and subscriptions that they buy. GST is charged to Indian customers for eBooks and video purchases.

What payment methods can I use? Chevron down icon Chevron up icon

You can pay with the following card types:

  1. Visa Debit
  2. Visa Credit
  3. MasterCard
  4. PayPal
What is the delivery time and cost of print books? Chevron down icon Chevron up icon

Shipping Details

USA:

'

Economy: Delivery to most addresses in the US within 10-15 business days

Premium: Trackable Delivery to most addresses in the US within 3-8 business days

UK:

Economy: Delivery to most addresses in the U.K. within 7-9 business days.
Shipments are not trackable

Premium: Trackable delivery to most addresses in the U.K. within 3-4 business days!
Add one extra business day for deliveries to Northern Ireland and Scottish Highlands and islands

EU:

Premium: Trackable delivery to most EU destinations within 4-9 business days.

Australia:

Economy: Can deliver to P. O. Boxes and private residences.
Trackable service with delivery to addresses in Australia only.
Delivery time ranges from 7-9 business days for VIC and 8-10 business days for Interstate metro
Delivery time is up to 15 business days for remote areas of WA, NT & QLD.

Premium: Delivery to addresses in Australia only
Trackable delivery to most P. O. Boxes and private residences in Australia within 4-5 days based on the distance to a destination following dispatch.

India:

Premium: Delivery to most Indian addresses within 5-6 business days

Rest of the World:

Premium: Countries in the American continent: Trackable delivery to most countries within 4-7 business days

Asia:

Premium: Delivery to most Asian addresses within 5-9 business days

Disclaimer:
All orders received before 5 PM U.K time would start printing from the next business day. So the estimated delivery times start from the next day as well. Orders received after 5 PM U.K time (in our internal systems) on a business day or anytime on the weekend will begin printing the second to next business day. For example, an order placed at 11 AM today will begin printing tomorrow, whereas an order placed at 9 PM tonight will begin printing the day after tomorrow.


Unfortunately, due to several restrictions, we are unable to ship to the following countries:

  1. Afghanistan
  2. American Samoa
  3. Belarus
  4. Brunei Darussalam
  5. Central African Republic
  6. The Democratic Republic of Congo
  7. Eritrea
  8. Guinea-bissau
  9. Iran
  10. Lebanon
  11. Libiya Arab Jamahriya
  12. Somalia
  13. Sudan
  14. Russian Federation
  15. Syrian Arab Republic
  16. Ukraine
  17. Venezuela