UX Optimization: Combining Behavioral UX and Usability Testing Data to Optimize Websites

by W. Craig Tomlin

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.

Genres: Design

217 pages, Paperback

First published January 1, 2018

Reviews

[Beatrice · Rating 1 out of 5]

Very basic book only gives you the concept information and does not get in to details how actually apply it to real life. It's only for those who want to know about general UX processes. Wouldn't recomend to beginners as it's not detailed enought to help start using Personas or Help optimize something. Also, it's a bit annoying as author repeats the same stuff over and over again.

[Urse Andrei · Rating 4 out of 5]

Very good for junior UX Designers