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Analytics
Love or hate?
Christian Rohr
@rhizm
UX
Hi!
Analytics and UX
Analytics 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.
Example assumptions
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.
Demographic profile
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
User Flow
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.
Thanks!

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