Lynne Polischuik & Aaron Irizarry on UX and Web Analytics

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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.

Show Notes


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Jeff Parks

Jeff is the co-founder of DIGIA UX Inc. and actively collaborates with industry professionals from around the world through his involvement with Boxes and Arrows and Johnny Holland. Jeff is also leading workshops on Information Architecture and User Experience Design over at Follow the UX Leader, in addition to volunteering his time as a Mentor and Member of the Board of Directors for the Information Architecture Institute.

7 comments on this article

  1. Pingback: Radio Johnny: Lynne Polischuick & Aaron Irizarry on UX and Web Analytics | UX Booth

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