Today on Radio Johnny, Jeff Parks talks with Aaron Irizarry and Lynne Polischuik about the many benefits in using web analytics to drive design choices. They discuss using analytics as a means to get buy-in for design decisions—and by extension, building stronger lines of communication with other teams—and encourage all UX professionals to not be intimidated and just dive in.
It can be rather intimidating. But the more I started looking at analytics, the more I started finding that there was validation and actually good guidance for design thinking and design decisions that I was making. Analytics went from something I wasn’t that into and then it started to turn into more of an ally.
Data can provide inspiration for design as well as show its value!
A lot of times there’s just a lack of understanding. By having analytics to back-up my decision I was able to to a little more education and get the buy-in easier. Instead of just arguing I just have facts…it’s not because I’m a designer and I think it’s cool it’s because this says it is or is not working and let’s base our decision off the most truthful and valid source that we can.
I think looking at analytics strategically, in the same way that we do UX is important … unless you ask those big questions up front and define what the goals are, it’s going to be very difficult to pick the appropriate tools.
Aaron and Lynne discuss the importance of finding a common ground within business when making recommendations on design choices. The data from current web analytic tools can provide a contextual conversation with business leaders to help UX professionals land the buy-in necessary to move designs forward.
They also talk about the importance of asking key questions that will clearly illustrate the goals of the website and metrics valued most. In turn, this will ensure the data collected can be shared with traditional business teams that illustrate why and how to make changes that will benefit the organization as a whole.
- Web Analytics Resources for UX professionals by Lynne Polischuik and Aaron Irizarry
- Follow Lynne on Twitter
- Lynne’s upcoming talk at the UA Summit in Denver Numbers are our Friends: Information Architects Make the Best Analysts
- Follow Aaron on Twitter
- Aaron’s upcoming talk at the IA Summit in Denver Discussing Design – The Art of Critique
- Designing for the Social Web by Josh Porter
- Slideshare – Metrics Driven Design by Josh Porter
- Startup Metrics for Pirates by Dave McClure
- Livia Labate’s IxD10 presentation Ceci Ne Pas Un KPI
- Web analytic services mentioned in this podcast include: ClickTale, Crazy Egg, Omniture
- Rosenfeld Media publication Web Form Design – Filling in the Blanks by Luke Wroblewski
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