Digital Analytics vs. User Experience
* Lou Rosenfeld´s table of overgeneralized dichotomies
It still should have itsplace in UX research.
Widely availableCost effective way ofresearchBrings analytics and UXpeople together
How can we leveragethe outcomes of digitalanalytics to improveUX?
Start with some hypothesesabout shortcomings of theuser experience on your site.
Users are not able to accessthe products easily due to thegrown navigation.
Examining the onsite search
Search terms are also agood way to turn yourlabels to user-centeredlanguage.
Proof for your personas:Using demographic datafrom Google Analytics todouble-check yourassumptions for thepersonas.
Or a feeling that the site is notperforming for mobile users
Using actually user flows ofthe site to feedback your userjourneys
Test new wordingsTest if imagery,typography, or layout aredistracting from calls toaction (CTAs)
Don´t get lost in the black hole ofdata, but benefit from analytics.