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

Cover Page....2 Table of Contents....3 Preface....5 Part 1: Introduction to UX Analytics....12 Chapter 1: Understanding the Fundamentals of User Experience....13 Getting familiar with UX....13 Busting the myths about UX....16 Understanding the differences between UI and UX....17 Who does UX?....18 Summary....20 Chapter 2: Just What Do We Mean by Analytics?....22 What UX analytics entails....22 Understanding the impact of analytics on successful UX projects....26 Exploring the common types of metrics....27 Summary....29 Chapter 3: Using Analytics Effectively for Successful UX Projects....31 Knowing the goal before getting started....31 Understanding how analytics is like a roadmap....33 Mastering quantitative and qualitative analytics....36 Doing the readout – showing stakeholders the findings....39 Summary....44 Chapter 4: Achieving Success through a Repeatable Process....45 Discovering the power of a repeatable process....46 Understanding how people think....51 Laying the groundwork – the importance of a strong foundation....52 Documenting it all....53 Part 2: Goals....56 Chapter 5: North Star Statement – Your Greenlit Marching Orders....57 The North Star statement writing formula....58 Testing the statement for feasibility....65 The need for iteration with research....68 Summary....69 Chapter 6: Change Management: It’s Not Just about the Systems, It’s about the People....71 Understanding the hard truths....72 Taking baby steps to finish strong....75 Evangelizing the benefits....81 Summary....84 Part 3: Research....85 Chapter 7: Design Thinking: Understanding the Core Problem-Solving Tool in a UX Practice....86 Exploring the core processes of design thinking....86 Attributes of successful interviews....94 Mastering the fundamentals of discovery session facilitation....100 Summary....102 Chapter 8: Interviews and Personas – Best Practices for Quick and Efficient User Understanding....104 Getting comfortable with an interview protocol....105 Dissecting the stakeholder interview and persona....107 Grasping the user interviews and personas....116 The importance of interviewing one person at a time....124 Summary....125 Chapter 9: Surveys – A High-Level, Broad-Stroke Tool for Quick Direction....127 Defining your audience....127 Writing and rewriting the questions....129 Gathering and synthesizing the resulting data....138 Summary....139 Chapter 10: UX Metrics – The Story of Operational Measurement....141 Quick review of quantitative and qualitative metrics....142 Visualizing research results for maximum influence....147 Utilizing ‘why’ and ‘how’ in managerial decision-making....152 Summary....158 Chapter 11: Live by Your Data, Die by Your Data....160 Data – the beating heart of business....161 Getting a sense of the scope....167 Finding out what matters....170 Understanding how your stakeholders want to see data....174 Investigating gaps and missing data....178 Summary....182 Chapter 12: The Tools It Takes to Gather and Consolidate Information....184 A brief overview of UX analytics tools....184 Determining what is best for your needs....191 Quantifying findings for reports....195 Summary....199 Part 4: Strategy....200 Chapter 13: Digital Transformation – An Enterprise Use of UX Analytics....201 The need for digital transformation....201 How UX analytics supports the plan....208 The leadership team....213 Summary....232 Chapter 14: Content Strategy and Analysis – an Analytics-Based, User-Centric Approach....235 Understanding the difference between content and data....236 Using a taxonomy to understand content structure....242 Utilizing your analytics work for content strategy....250 Summary....253 Part 5: Tactics....254 Chapter 15: Deliverables – You Wrapped the Research, Now What Do You Present?....256 Importance of standardizing deliverables....257 Delving into parts that can be flexible but not compromised....266 Mastering the research readout....269 Summary....272 Chapter 16: Data Visualization – the Power of Visuals to Help with Cognition and Decisions....274 Data visualization for quick insights....274 Static versus interactive visualizations....288 Moving toward predictive and prescriptive analysis....302 Summary....311 Chapter 17: Heuristics – How We Measure Application Usability....313 Getting to know application heuristics....314 Exploring the Nielsen Norman Usability Heuristics Platform....317 Making use of other types of evaluation....326 Summary....333 In conclusion and thanks....333 Index....335 Why subscribe?....355 Other Books You May Enjoy....356 Packt is searching for authors like you....362 Share Your Thoughts....362 Download a free PDF copy of this book....363