How to Improve UX by Being Data Driven
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This document discusses the importance of being data driven in UX design. It provides examples of key performance indicators (KPIs) and goals such as increasing checkout completion rates. The document recommends setting KPIs and goals, choosing analytics tools, measuring and analyzing data, and optimizing based on insights. Examples of tools mentioned are Google Analytics for measuring trends, pageviews and locations, as well as behavioral analytics to understand user flows and reasons for cancellation. The overall message is that a data-driven approach using metrics and tools can provide insights to improve UX.
How to Improve UX by Being Data Driven
- 1. Data Driven UX Amit Levi VP, Head of Products @ CoolaData webinfo@cooladata.com
- 2. What Do You Think About This Page?
- 3. What Do You Think About This Page? What is the GOAL of this page ?
- 4. KPI - 75% of users who initiated an order to complete it Segment - Breakdown by segments showed a difference when comparing new vs. returning users Behavioral - Looking at path analysis of new users identified the churn points in the flow UX Results - Added social login button to the register page Checkout Completion Ratio 66% 41% 83% New Returning View cart Checkout Register Chrun
- 5. What Do You Think About This Page? What is the GOAL of this page ?
- 6. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use
- 7. Why be data driven
- 8. Why be data driven The Path to Better Decisions, in One Cute Graph by ANDREW MCAFEE on MAY 30, 2013
- 9. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use
- 10. How To be data driven Set Goals and KPIs Choose Your Weapon Measure and Analyze Optimize
- 11. Examples for KPIs and Goals 80% of users who shopped once will return and perform another purchase within one month 40% of new visitors will register every day 75% of users who initiated an order to complete it 60% of users who started a free trial will convert within 30 days … Break This Down to Segments, Analyze the Behaviour PER Segment
- 12. Old School KPIs - Good to Monitor Trends HOW MANY NEW SHOPPERS DO WE HAVE WHO IS SHOPPING WHERE DO THEY COME FROM? WHAT IS THE TRENDS Pageviews / Downloads Gender, Age… Location ? ? ? ?
- 13. Behavioral Analytics - Good to Understand i i “How” do teenagers renew their accounts? What steps do they take? What is the sequence of events that leads to conversion? “Why” do users cancel an account? Why don’t they like the new interface?
- 14. What will we cover? ● Why be data driven ● How to be data driven ● What tools to use
- 15. What tools to use