Essential Analytics and Coding for the ‘Complete’ UX Professional
summary
Argues that design decisions must be driven by measurable outcomes not opinions, citing Digg’s revamp (traffic −26% month one, company sold for $0.5M after being worth $160M) and PlentyOfFish’s retro site that still sold for $575M; shows line-of-sight heatmaps that boost conversions, A/B tests where an image beats a long text version, and fixes like removing year from DOB or hiding income discovered by event tracking per form field. Recommends Google Analytics, KISSmetrics, Crazy Egg, Inspectlet, Mixpanel and Optimizely/VWO split testing, and testing with limited traffic (eg. 10%).
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chapters (19)
- 0:00Intro
- 1:19Do These Sound Familiar?
- 2:13The True Cost Of Design Services
- 2:42When It Comes To Design, Everyone Seems To Have Lots Of Opinions
- 7:22More Than Meets The Eye
- 11:23What Are Design Decisions Usually Based On?
- 14:59Analytics For UX: Make Design Choice
- 17:59Text-Based Or Image-Based?
- 22:20Who Are My Users?
- 27:05How Many Users Find My Site Useful?
- 28:52How Many Users Do Not Find My Site Useful?
- 30:12How Do Users Behave On My Site?
- 32:32Analytics For UX: Define & Measure Success
- 33:54What Are My Goals? Which Corresponding Metrics?
- 36:16"How Do Users Drop Off?" (Micro-Conversions)
- 42:20Analytics For UX: Test & Improve
- 45:35Tools & Resources
- 48:18Recap
- 49:19Questions?
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