UX Optimization (eBook)
XIX, 198 Seiten
Apress (Verlag)
978-1-4842-3867-7 (ISBN)
There are plenty of books focusing on big data and using data analytics to improve websites, or on utilizing usability testing and UX research methods for improvement. This is the first book that combines both subjects into a methodology you can use over and over again to improve any website.
UX Optimization is ideal for anyone who wants to combine the power of quantitative data with the insights provided by qualitative data to improve website results. The book uses step-by-step instructions with photos, drawings, and supporting screenshots to show you how to: define personas, conduct behavioral UX data analysis, perform UX and usability testing evaluations, and combine behavioral UX and usability data to create a powerful set of optimization recommendations that can dramatically improve any website.
What You'll Learn
- Understand personas: what they are and how to use them to analyze data
- Use quantitative research tools and techniques for analysis
- Know where to find UX behavioral data and when to use it
- Use qualitative research tools, techniques, and procedures
- Analyze qualitative data to find patterns of consistent task flow errors
- Combine qualitative and quantitative data for a 360-degree view
- Make recommendations for optimizations based on your findings
- Test optimization recommendations to ensure improvements are achieved
Who This Book Is For
Big data analytics (quantitative) professionals who want to learn more about the qualitative side of analysis; UX researchers, usability testers, and UX designers (qualitative professionals) who want to know more about big data and behavioral UX analysis; and students of UX, UX designers, product managers, developers, and those at startups who want to understand how to use behavioral UX and usability testing data to optimize their websites and apps.W. Craig Tomlin is a senior user experience strategist, researcher, and marketing conversion optimization expert. He is a Certified Usability Analyst who conducts UX research, CRO, and UX design improvement to increase ROI. He consults with startups to the Fortune 500 and has been optimizing websites, mobile sites, and apps since the mid-1990s. He has worked with many firms, including AT&T, BlackBerry, Countrywide Home Loans, CDC.gov, Disney, DirecTV, IBM, Kodak, Marsh & McLennan, Prudential Ins. Co., Sprint, Verizon, WellPoint Health Networks, and Zurich Ins. Co. He is a former president of the User Experience Professional's Association Austin chapter, and a speaker at many conferences, including UXPA, SXSW, World Usability Congress, and InnoTech.
Combine two typically separate sources of data-behavioral quantitative data and usability testing qualitative data-into a powerful single tool that helps improve your organization's website by increasing conversion and ROI. The combination of the what is happening data of website activity, coupled with the why it's happening data of usability testing, provides a complete 360-degree view into what is causing poor performance, where your website can be optimized, and how it can be improved.There are plenty of books focusing on big data and using data analytics to improve websites, or on utilizing usability testing and UX research methods for improvement. This is the first book that combines both subjects into a methodology you can use over and over again to improve any website.UX Optimization is ideal for anyone who wants to combine the power of quantitative data with the insights provided by qualitative data to improve website results. The book uses step-by-step instructions with photos, drawings, and supporting screenshots to show you how to: define personas, conduct behavioral UX data analysis, perform UX and usability testing evaluations, and combine behavioral UX and usability data to create a powerful set of optimization recommendations that can dramatically improve any website.What You ll LearnUnderstand personas: what they are and how to use them to analyze dataUse quantitative research tools and techniques for analysisKnow where to find UX behavioral data and when to use itUse qualitative research tools, techniques, and proceduresAnalyze qualitative data to find patterns of consistent task flow errorsCombine qualitative and quantitative data for a 360-degree viewMake recommendations for optimizations based on your findingsTest optimization recommendations to ensure improvements are achievedWho This Book Is ForBig data analytics (quantitative) professionals who want to learn more about the qualitative side of analysis; UX researchers, usability testers, and UX designers (qualitative professionals) who want to know more about big data and behavioral UX analysis; and students of UX, UX designers, product managers, developers, and those at startups who want to understand how to use behavioral UX and usability testing data to optimize their websites and apps.
W. Craig Tomlin is a senior user experience strategist, researcher, and marketing conversion optimization expert. He is a Certified Usability Analyst who conducts UX research, CRO, and UX design improvement to increase ROI. He consults with startups to the Fortune 500 and has been optimizing websites, mobile sites, and apps since the mid-1990s. He has worked with many firms, including AT&T, BlackBerry, Countrywide Home Loans, CDC.gov, Disney, DirecTV, IBM, Kodak, Marsh & McLennan, Prudential Ins. Co., Sprint, Verizon, WellPoint Health Networks, and Zurich Ins. Co. He is a former president of the User Experience Professional’s Association Austin chapter, and a speaker at many conferences, including UXPA, SXSW, World Usability Congress, and InnoTech.
Table of Contents 5
About the Author 10
About the Technical Reviewer 11
Acknowledgments 12
Introduction 13
Chapter 1: UX Optimization Overview 16
The Four UX Optimization Steps 18
Step 1: Defining Personas 18
Step 2: Conduct Behavioral UX Data Analysis 20
Common Types of Behavioral UX Data 21
Step 3: Conduct UX and Usability Testing 22
Common Types of UX and Usability Testing Data 22
Step 4: Analyze Results and Make Recommendations 24
Common Types of Behavioral UX Issues 24
Conclusion: Four UX Optimization Steps 25
Chapter 2: What’s a Persona? 26
A Brief History of the Persona 27
Common Attributes of Personas 28
Types of Personas 29
Design Personas 30
Marketing Personas 31
Proto-Personas 31
Why Personas Matter 32
Conclusion: What’s a Persona? 33
Chapter 3: Types of Personas 34
Confusion About Types of Personas 36
Design Personas 37
The Role of Design Personas 38
When to Update Design Personas 40
Consumer Design Personas 41
Business-Based Design Personas 41
Marketing Personas 42
The Role of Marketing Personas 44
When to Update Marketing Personas 45
Proto-Personas 46
The Role of Proto-Personas 47
When to Update Proto-Personas 48
Conclusion: Types of Personas 48
Chapter 4: Why Personas Matter 51
Personas Add Context to UX Behavioral Data 51
Enabling User-Centered Design 53
A Persona User-Centered Design Story 53
Aiding in Recruiting for Usability Testing 55
Personas and Remote Unmoderated Testing 56
Personas and Scope Creep 58
Conclusion: Why Personas Matter 59
Chapter 5: How to Create a Persona 60
Where Does Persona Data Come From? 60
How to Conduct Contextual Inquiry Research for UX Design Personas 61
Step 1: Prepare 61
Step 2: Get Out of the Office 62
Step 3: The Session 64
Step 4: After the Session 65
Secondary Sources of UX Research Persona Data 66
Next Steps After the Data Has Been Gathered 67
Consolidate Data and Look for Commonalities and Patterns 67
Create Your Draft Persona (Hint: Work Backwards) 68
Steps for Creating the Persona 68
Common Attributes of UX Design Personas 69
Conclusion: How to Create a Persona 73
Chapter 6: Behavioral UX Data 75
Behavioral UX Data Overview 77
Sources of Behavioral UX Data 78
Types of Behavioral UX Data 79
Acquisition Data 79
Organic Search Keyword Data 79
Paid Media Data 80
Paid Search Advertising Keyword Data 81
Referral Data 82
Source/Medium 83
Conversion Data 84
Engagement Data 85
All Pages 85
Behavior Flow 86
Bounce Rate 87
Click Heatmaps 88
Exit Pages and Exit Rate 90
Landing Pages 91
Page Depth 92
Pageviews 92
Scroll Heatmaps 93
Sessions 95
Session Duration 95
Time on Page 96
Users 98
Website Search Keyword Data 98
Technical Data 99
Browser and OS 100
Mobile Devices 101
Mobile Overview 102
Page Timings 102
Screen Resolution 103
Site Speed Overview 104
Speed Suggestions 105
Other Data 106
Conclusion: Behavioral UX Data 107
Chapter 7: UX and Usability Testing Data 108
UX Research and Usability Testing Analysis Goal 110
Types of UX Research and Usability Testing Methods 110
UX Research and Usability Testing Methods 111
Moderated Usability Testing 111
Pros of Moderated Usability Testing 112
Cons of Moderated Usability Testing 113
What Sort of Non-Verbal Clues? 113
When to Use Moderated Usability Testing 114
Unmoderated Usability Testing 114
Pros of Unmoderated Usability Testing 116
Cons of Unmoderated Usability Testing 116
When to Use Unmoderated Usability Testing 116
5-Second Test 117
Pros of 5-Second Testing 118
Cons of 5-Second Testing 118
When to Use 5-Second Testing 119
Card Sort 119
Pros of Card Sorts 121
Cons of Card Sorts 121
When to Use Card Sorting 121
Click Test 122
Pros of Click Tests 124
Cons of Click Tests 125
When to Use Click Tests 125
Eye Tracking 125
Pros of Eye Tracking 127
Cons of Eye Tracking 127
When to Use Eye Tracking 127
Preference Test 128
Pros of Preference Testing 130
Cons of Preference Testing 131
When to Use Preference Testing 131
Question Test 131
What Sort of Questions Can Be Asked in a Question Test? 132
Pros of Question Testing 132
Cons of Question Testing 133
When to Use Question Testing 133
Other UX and Usability Testing Analysis Tools 133
Contextual Inquiries 133
Diary Studies 134
Focus Groups 134
Surveys 135
Voice of the Customer (VoC) Tools 135
Conclusion: UX and Usability Testing Analysis 137
Chapter 8: Putting It All Together: Behavioral UX Data Analysis and Recommendations 139
Case Study: eCommerce Website Optimization 140
Shop.MyEvergreenWellness 140
Evaluating Behavioral UX Data 144
Other Behavioral UX Data 148
eCommerce Behavioral UX Data 149
Summarize Your Personas and Behavioral UX Data Findings 152
Chapter 9: Putting It All Together: Usability Testing Data Analysis and Recommendations 156
Usability Testing and Qualitative Data 156
The Power of 5 Seconds 163
Body Copy and CTAs 164
The Eyes Have It: Automated Eye Tracking 167
Pushing the eCommerce Shopping Cart (to Better Performance) 175
The Price Is (or Isn’t) Right 179
Useful Usability Testing 181
The ABCs of A/B Testing 182
Conclusion: Usability Testing Data Analysis and Recommendations 183
How Do You Get to Carnegie Hall? 184
Chapter 10: Conclusion: The Big Picture 185
The Big Picture 187
What We’ve Covered 189
Chapter 1: UX Optimization Overview 189
Chapter 2: What’s a Persona? 190
Chapter 3: Types of Personas 191
Chapter 4: Why Personas Matter 193
Chapter 5: How to Create a Persona 194
Chapter 6: Behavioral UX Data 195
Chapter 7: UX and Usability Testing Analysis 197
Chapter 8: Putting it All Together: Behavioral UX Data Analysis 198
Chapter 9: Putting it All Together: Usability Testing Data Analysis and Recommendations 199
How Do You Get To Carnegie Hall? 200
Conclusion: The Big Picture 200
Index 202
| Erscheint lt. Verlag | 26.9.2018 |
|---|---|
| Zusatzinfo | XIX, 198 p. 76 illus. |
| Verlagsort | Berkeley |
| Sprache | englisch |
| Themenwelt | Mathematik / Informatik ► Informatik ► Datenbanken |
| Mathematik / Informatik ► Informatik ► Netzwerke | |
| Mathematik / Informatik ► Mathematik ► Finanz- / Wirtschaftsmathematik | |
| Wirtschaft | |
| Schlagworte | app data • Behavioral UX data • Big Data • Conversion Optimization • conversion rate optimization • critical tasks • Improve conversion • Optimize apps • Optimize websites • Personas • Qualitative data • Quantitative data • Usability Testing • User Experience Optimization • UX data • ux research • Website Analysis • Website data |
| ISBN-10 | 1-4842-3867-2 / 1484238672 |
| ISBN-13 | 978-1-4842-3867-7 / 9781484238677 |
| Haben Sie eine Frage zum Produkt? |
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