UI/UX analytics
June 11, 2018, 12:41 p.m.

UI/UX analytics

We perceive all objects, programmes, and phenomena visually, receiving the vast majority of information during a short period of time. How quickly you will understand how to turn a slow cooker or a kettle on is a cocktail of UI and UX design. Today we will provide a detailed description of this cocktail and how to make it.

UI stands for user interface, i.e. the way you view your website, application, hoover.

UX means “User eXperience“ and consists of several parts: information architecture, interaction design, graphic design, and content. It basically means how quickly you will understand how to turn a hoover on.

For example, consider a cash machine, the menu on its screen is the UI. The arrangement of the cash machine’s buttons and the number of clicks you will have to do to perform a chosen procedure is the UX.

Usually, design is the solution to a user’s problems. The main objective of a designer is to create a simple and straightforward interface for users. High-quality UX analytics make a website or an application more effective and straightforward, also changing the interface so that the processes become faster and the interface becomes more minimalistic.


© Photo from unsplash.com by Brooke Lark

Why do you need UX analytics?

The aim of UX analytics is to create a simple and straightforward product that can be used by the target audience at an intuitive level.

Via UX analytics, it is possible to create a unique user-friendly product, thereby introducing competition to the market of similar products. 

UX analytics can identify:

  • On what stage potential customers leave you without registering on your website, buying something or signing up for the newsletter
  • What are the problems users experience when they try to interact with a product
  • How to reduce the designers’ workload, increase sales and get regular customers

How does it work?

UX analytics is performed in several stages:

  • Investigation and analysis
  • Shaping of ideas
  • Creation of prototypes
  • Creation of a layout

The presented stages will be repeated for several times until the product fully satisfies the current requirements.

Knowledge of different areas, such as psychology, sociology, marketing, programming, and design is required to perform UX analytics, and due to this, usually, an entire team is needed to execute the work.

Characters

The “characters“ method is based on the creation and anaysis of different characters who literally are your users. Behavioural portraits of your users are created for this, and they include information about age, hobbies, marital status, social status, education and a short personal profile. Every single character represents a particular segment of your clients, embodying a specific behavioural model.


© Photo from unsplash.com by Norman Toth

Use case

The most interesting part comes after the characters generation process - use case (the way how a user will find what he/she needs) is being created. On this stage surpluses and flaws of the functional are being identified, processes are getting modernized, and you start moving closer to your goal.

The empathy map

Via filling in the empathy map you can understand what a user feels while using your product. In order to get a clearer picture of a user’s experience, the empathy map should be combined with the methods covered in the previous sections.

Additionally, the empathy map can be used during testing on the development stage. This way you will be able to shape future sensations of your product’s users.

Retrieved from Osterwalder and  Pigneur’s book “Business model generation“, Alpina Publisher

A/B testing

After the prototypes have been created they are being tested. Customers receive two prototypes which have minor differences and they are being offered to potential users. When the number of test subjects reaches the required threshold, the most effective and suitable design is being chosen.


© Photo from unsplash.com by Franck Veschi

UX analytics is a perfect method for improving business performance. By employing new technologies and thorough analysis, it is possible to create a unique product that will meet the requirements and desires of the end-user.

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