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.

1. The project manager has a new idea.
2. The designer comes up with a new design.