Shashi Lo
How can we make good UX decisions?
Quantitative Data
It presents the who, what, where, and when but does not tell you why.
- Analytics Data
- Does not show you where the user is navigating in the UX.
- User Testing
- Gather data with users to see if a new feature is worth developing.
- Heat Maps
- Tracks visitors, mouse positions, scroll positions, clicked area, and more.
- A/B Testing
- Test experiments in your production environment by splitting your user base with different production versions.
- Figure out what your goal is before conducting A/B testing.
Qualitative Data
Demonstrates why and how things happen. Communicated through persona and user journey.
- User Interviews
- Help learn the needs, wants, and decision-making of the users.
- It can be structured or semi-structured interviews.
- Will generate rich and quality user data.
- Will be able to gauge a user’s attitude and behavior.
- Focus Groups
- Gather a group of people to discuss your product, conducted in a moderated setting.
- It is helpful to have multiple voices and opinions to listen to.
- Can uncover valuable insights through group conversations.
- These are moderated to maintain focus.
- Surveys
- Good and bad direct customer feedback.
Can we use both quantitative and qualitative data?
YES.
Need a bit of both to find out what your users want.
Common process of a new feature or project.
- Does not need to use all of the options.
- The project manager has a new idea.
- The designer comes up with a new design.