UX Optimization, 1st ed. Combining Behavioral UX and Usability Testing Data to Optimize Websites

Langue : Anglais

Auteur : Tomlin W. Craig

Résumé
Sommaire
Biographie
Commentaire

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 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.

Chapter 1: UX Optimization Overview.- Chapter 2: What’s a Persona?.- Chapter 3: Types of Personas.- Chapter 4: Why Personas Matter.- Chapter 5: How to Create a Persona.- Chapter 6: Behavioral UX Data.- Chapter 7: UX and Usability Testing Data.- Chapter 8: Putting It All Together: Behavioral UX Data Analysis and Recommendations.- Chapter 9: Putting It All Together: Usability Testing Data Analysis and Recommendations.- Chapter 10: Conclusion: The Big Picture.-

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.

Teaches how to test optimizations and improve website performance Provides an understanding of what UX behavioral data means and how to analyze it Shows how to identify and capture critical usability data