Tomlin UX Optimization

Combining Behavioral UX and Usability Testing Data to Optimize Websites
1. Auflage 2018
ISBN: 978-1-4842-3867-7
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 198 Seiten

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.

Autoren/Hrsg.

Tomlin, W. Craig

Inhaltsverzeichnis

1;Table of Contents;5
2;About the Author;10
3;About the Technical Reviewer;11
4;Acknowledgments;12
5;Introduction;13
6;Chapter 1: UX Optimization Overview;16
6.1;The Four UX Optimization Steps;18
6.1.1;Step 1: Defining Personas;18
6.1.2;Step 2: Conduct Behavioral UX Data Analysis;20
6.1.2.1;Common Types of Behavioral UX Data;21
6.1.3;Step 3: Conduct UX and Usability Testing;22
6.1.3.1;Common Types of UX and Usability Testing Data;22
6.1.4;Step 4: Analyze Results and Make Recommendations;24
6.1.4.1;Common Types of Behavioral UX Issues;24
6.2;Conclusion: Four UX Optimization Steps;25
7;Chapter 2: What’s a Persona?;26
7.1;A Brief History of the Persona;27
7.1.1;Common Attributes of Personas;28
7.2;Types of Personas;29
7.2.1;Design Personas;30
7.2.2;Marketing Personas;31
7.2.3;Proto-Personas;31
7.3;Why Personas Matter;32
7.4;Conclusion: What’s a Persona?;33
8;Chapter 3: Types of Personas;34
8.1;Confusion About Types of Personas;36
8.2;Design Personas;37
8.2.1;The Role of Design Personas;38
8.2.2;When to Update Design Personas;40
8.2.2.1;Consumer Design Personas;41
8.2.2.2;Business-Based Design Personas;41
8.3;Marketing Personas;42
8.3.1;The Role of Marketing Personas;44
8.3.2;When to Update Marketing Personas;45
8.4;Proto-Personas;46
8.4.1;The Role of Proto-Personas;47
8.4.2;When to Update Proto-Personas;48
8.5;Conclusion: Types of Personas;48
9;Chapter 4: Why Personas Matter;51
9.1;Personas Add Context to UX Behavioral Data;51
9.2;Enabling User-Centered Design;53
9.2.1;A Persona User-Centered Design Story;53
9.3;Aiding in Recruiting for Usability Testing;55
9.3.1;Personas and Remote Unmoderated Testing;56
9.4;Personas and Scope Creep;58
9.5;Conclusion: Why Personas Matter;59
10;Chapter 5: How to Create a Persona;60
10.1;Where Does Persona Data Come From?;60
10.2;How to Conduct Contextual Inquiry Research for UX Design Personas;61
10.2.1;Step 1: Prepare;61
10.2.2;Step 2: Get Out of the Office;62
10.2.3;Step 3: The Session;64
10.2.4;Step 4: After the Session;65
10.3;Secondary Sources of UX Research Persona Data;66
10.4;Next Steps After the Data Has Been Gathered;67
10.4.1;Consolidate Data and Look for Commonalities and Patterns;67
10.5;Create Your Draft Persona (Hint: Work Backwards);68
10.5.1;Steps for Creating the Persona;68
10.6;Common Attributes of UX Design Personas;69
10.7;Conclusion: How to Create a Persona;73
11;Chapter 6: Behavioral UX Data;75
11.1;Behavioral UX Data Overview;77
11.2;Sources of Behavioral UX Data;78
11.3;Types of Behavioral UX Data;79
11.3.1;Acquisition Data;79
11.3.1.1;Organic Search Keyword Data;79
11.3.1.2;Paid Media Data;80
11.3.1.3;Paid Search Advertising Keyword Data;81
11.3.1.4;Referral Data;82
11.3.1.5;Source/Medium;83
11.3.2;Conversion Data;84
11.3.3;Engagement Data;85
11.3.3.1;All Pages;85
11.3.3.2;Behavior Flow;86
11.3.3.3;Bounce Rate;87
11.3.3.4;Click Heatmaps;88
11.3.3.5;Exit Pages and Exit Rate;90
11.3.3.6;Landing Pages;91
11.3.3.7;Page Depth;92
11.3.3.8;Pageviews;92
11.3.3.9;Scroll Heatmaps;93
11.3.3.10;Sessions;95
11.3.3.11;Session Duration;95
11.3.3.12;Time on Page;96
11.3.3.13;Users;98
11.3.3.14;Website Search Keyword Data;98
11.3.4;Technical Data;99
11.3.4.1;Browser and OS;100
11.3.4.2;Mobile Devices;101
11.3.4.3;Mobile Overview;102
11.3.4.4;Page Timings;102
11.3.4.5;Screen Resolution;103
11.3.4.6;Site Speed Overview;104
11.3.4.7;Speed Suggestions;105
11.4;Other Data;106
11.5;Conclusion: Behavioral UX Data;107
12;Chapter 7: UX and Usability Testing Data;108
12.1;UX Research and Usability Testing Analysis Goal;110
12.2;Types of UX Research and Usability Testing Methods;110
12.3;UX Research and Usability Testing Methods;111
12.3.1;Moderated Usability Testing;111
12.3.1.1;Pros of Moderated Usability Testing;112
12.3.1.2;Cons of Moderated Usability Testing;113
12.3.1.3;What Sort of Non-Verbal Clues?;113
12.3.1.4;When to Use Moderated Usability Testing;114
12.3.2;Unmoderated Usability Testing;114
12.3.2.1;Pros of Unmoderated Usability Testing;116
12.3.2.2;Cons of Unmoderated Usability Testing;116
12.3.2.3;When to Use Unmoderated Usability Testing;116
12.3.3;5-Second Test;117
12.3.3.1;Pros of 5-Second Testing;118
12.3.3.2;Cons of 5-Second Testing;118
12.3.3.3;When to Use 5-Second Testing;119
12.3.4;Card Sort;119
12.3.4.1;Pros of Card Sorts;121
12.3.4.2;Cons of Card Sorts;121
12.3.4.3;When to Use Card Sorting;121
12.3.5;Click Test;122
12.3.5.1;Pros of Click Tests;124
12.3.5.2;Cons of Click Tests;125
12.3.5.3;When to Use Click Tests;125
12.3.6;Eye Tracking;125
12.3.6.1;Pros of Eye Tracking;127
12.3.6.2;Cons of Eye Tracking;127
12.3.6.3;When to Use Eye Tracking;127
12.3.7;Preference Test;128
12.3.7.1;Pros of Preference Testing;130
12.3.7.2;Cons of Preference Testing;131
12.3.7.3;When to Use Preference Testing;131
12.3.8;Question Test;131
12.3.8.1;What Sort of Questions Can Be Asked in a Question Test?;132
12.3.8.2;Pros of Question Testing;132
12.3.8.3;Cons of Question Testing;133
12.3.8.4;When to Use Question Testing;133
12.4;Other UX and Usability Testing Analysis Tools;133
12.4.1;Contextual Inquiries;133
12.4.2;Diary Studies;134
12.4.3;Focus Groups;134
12.4.4;Surveys;135
12.4.5;Voice of the Customer (VoC) Tools;135
12.5;Conclusion: UX and Usability Testing Analysis;137
13;Chapter 8: Putting It All Together: Behavioral UX Data Analysis and Recommendations;139
13.1;Case Study: eCommerce Website Optimization;140
13.2;Shop.MyEvergreenWellness;140
13.3;Evaluating Behavioral UX Data;144
13.4;Other Behavioral UX Data;148
13.5;eCommerce Behavioral UX Data;149
13.6;Summarize Your Personas and Behavioral UX Data Findings;152
14;Chapter 9: Putting It All Together: Usability Testing Data Analysis and Recommendations;156
14.1;Usability Testing and Qualitative Data;156
14.2;The Power of 5 Seconds;163
14.3;Body Copy and CTAs;164
14.4;The Eyes Have It: Automated Eye Tracking;167
14.5;Pushing the eCommerce Shopping Cart (to Better Performance);175
14.6;The Price Is (or Isn’t) Right;179
14.7;Useful Usability Testing;181
14.8;The ABCs of A/B Testing;182
14.9;Conclusion: Usability Testing Data Analysis and Recommendations;183
14.10;How Do You Get to Carnegie Hall?;184
15;Chapter 10: Conclusion: The Big Picture;185
15.1;The Big Picture;187
15.2;What We’ve Covered;189
15.2.1;Chapter 1: UX Optimization Overview;189
15.2.2;Chapter 2: What’s a Persona?;190
15.2.3;Chapter 3: Types of Personas;191
15.2.4;Chapter 4: Why Personas Matter;193
15.2.5;Chapter 5: How to Create a Persona;194
15.2.6;Chapter 6: Behavioral UX Data;195
15.2.7;Chapter 7: UX and Usability Testing Analysis;197
15.2.8;Chapter 8: Putting it All Together: Behavioral UX Data Analysis;198
15.2.9;Chapter 9: Putting it All Together: Usability Testing Data Analysis and Recommendations;199
15.2.10;How Do You Get To Carnegie Hall?;200
15.3;Conclusion: The Big Picture;200
16;Index;202