Optimizing User Experience with Data-Driven Design
User experience (UX) is becoming more and more dependent on data, both qualitative and quantitative. Without data and analytics, designers would be left to follow their own intuitions, which could create less than optimal experiences for some users. Data on the other hand, provides solid evidence-based information that allows designers to create user experiences that keep users engaged with a product. Data and its uses however go well beyond the initial design phase but continue to provide the cornerstone for optimal products. This article will explore how data can help inform UX leading to more conversions and better ROI.
UX: A Quick Explanation
What is UX? User experience can be described as: A process that design teams use to create products or services that provide a meaningful experience that helps users to efficiently and effectively solve a problem. Engaging user experiences are built on a foundation of solid interface design. That said, UX design is not only something that exists in the digital world. Physical real-world experiences can also be curated to solve problems easily.
UX designers ensure that a product or service is easy to use by creating a path that logically flows from one step to the next. A user journey map allows designers to see how the user may achieve the desired result with minimal effort.
UI/UX designers are responsible for the user satisfaction of a product or service, as such they must do research that helps provide a solution that is based on user insights. By continuously improving the product or service (i.e. make the product faster, more user-friendly, or easier to navigate), they improve the overall experience for end-users.
How Does Data Inform UX Design?
What exactly does data have to do with UX design? Data helps inform the decision-making behind the creation of the user experience process. There are two types of data relevant for UX: qualitative and quantitative.
Qualitative Data exists in relation to qualities and feelings. Qualitative data outcomes are non-numerical. This type of data is collected from focus groups or personal interviews. Qualitative data is feedback regarding a product or service that is based on a user’s relationship with the product. This type of information can be used to understand a product user’s preferences, backgrounds, goals and expectations. An example of qualitative data would be collecting a survey in which open ended questions were asked, such as: ‘why do you like mobile app A more than mobile app B?’
Quantitative data exists in relation to numerical values. It addresses data that can be counted or compared in a measurable way. Its outcomes are numerical. This type of data can be put into charts and graphs for easy digestion. An example of quantitative data might be a survey in which participants were asked to rank two hamburgers in order of preference, 1 being the most preferred and 2 being the least preferred.
How Does Data Help UX
So how do UX designers use this type of data analytics to provide meaningful problem-solving and good user experience? There are many ways that the data can be used, but let’s examine a few. While a product is being designed, the qualitative data can be used to determine how users will interact with the product or why they might want to use the product. This enables designers to build product features that are focused and effective. As features are being brainstormed or even created, it’s a good idea to do comparative testing to find the optimal placement and user experience strategy.
One way to comparatively test outcomes is using A/B testing. A/B testing presents two differing versions of the same product, be it an app or a website or even an email to different users. It tracks which version drives more conversions and or keeps users engaged with a product longer. A/B testing is one of the most important ways to optimize a product as well as create a productive funnel in digital marketing.
Optimizing Digital Products
Once a digital product (website, app or ad campaign, etc) has been created and launched, it will begin to generate quantitative data. As this data is collected and analyzed changes can be made to optimize the product. This data will also help inform a business about who its actual customers are, their age bracket, hobbies, likes and dislikes, and so forth. The segmentation and understanding of real users can become more refined based on actual data collected from a live product.
In a recent podcast titled, ‘User Experience, Data & Analytics’, Antonio Ramirez, CEO of Pixel506, discussed how Pixel506 successfully helped its client redesign and also optimize its website resulting in a greater ROI over time. As Ramirez says in the podcast;
“We were able to measure about 5 million dollars in revenue and opportunities for that one client. Why? Because we launched a website that’s alive. You have to think that something you launch today is going to live if you feed it. It’s like a kid. If you give him food, the kid will grow. The website is the same, the campaigns, the optimization, the SEO, the positioning is exactly the same. You have to be working on it almost daily for you to have success and returns.”
Pixel506 was able to use the data as feedback to constantly improve its clients' brand and products to create better, more successful experiences that resulted in heightened revenues. Data collected from a website or product can be used to make ongoing changes to a product to continually ameliorate the user experience.
Results of these efforts will be tangible and measurable through collected data. Data is incredibly valuable to creating optimal user experiences and conversion for business.
Data for Optimal Ad Campaigns
Based on data culled through a product, ad campaigns that are targeted and specific can also be created with optimal success. Content marketing and other types of ad campaigns that aren’t yielding results, likely aren’t leveraging data analytics to target advertisements to the right audience. The more information a business can access about its clients, the better its efforts will be in identifying and reaching users and potential users, as well as providing meaningful user experiences that lead to long term ROI.
Data is becoming an invaluable resource for business success. With accurate data and good analytics, businesses can design and optimize their UX to create more engagement, conversions and greater ROI.
- Smart user experience (UX) design leverages data to learn about its customer’s preferences.
- Data can be both qualitative and quantitative. Both types are useful for creating an optimal experience.
- Comparative testing is an effective method to narrow down design and UX choices to create the best user experience.
- Digital products quickly generate data which can be analyzed to give results about users preferences and demographics.
- Data can be used to continually improve digital product UX and create greater ROI.
- Data analysis can be used to optimize ad campaigns.
Pixel506 is an innovative digital agency dedicated to creating powerful strategies, technology and design that work. Our experts offer UX design and data analysis; a power couple that can invigorate your business and brand. With Pixel506 as your nearshore partner, you will have access to skilled talent, language proficiency, and maximum value. Contact us to improve your online presence, build a better UX for your products or harness the power of data.