Interpreting data trends in conversions, pageviews, and other user actions to identify opportunities and guide UX design
For usability and user experience professionals, much of our decision-making has traditionally been driven by empirical data derived via qualitative research — if we are lucky! With all the friction surrounding UX decisions (e.g., angry河马s, disappointed designers, irritated IAs), quantitative data-driven decisions are very attractive. And getting attention from business executives and those who hold the purse-strings can be much easier when you've got quantifiable data to support your findings and recommendations.
In this course, we will outline the types of data that are available, the questions they can answer and how to incorporate these into the design process and complement existing qualitative research methods.
"Everyone gathers analytics, but no one seems to know how to use them effectively. This course teaches you exactly that. It's the type of course that helps you level-up in your career immediately."
Trevor Calabro Aten Design Group, State College, PA
请注意：This course is not intended to provide instruction regarding how to use particular analytics packages.
Why use analytics和user research?
Merging who, what, and where with the why
How can analytics help UX folks?
Case studies of success using analytics data from UX teams in various organizations
Issue Identification: Find problems to be solved with UX expertise
Health Monitoring: Identify Goals, Signals, and Metrics to develop an ongoing measurement plan to track Key Performance Indicators (KPIs) that indicate if there are UX issues
Project Metrics: Determining project-specific metrics that can be measured before and after implementation to ensure satisfaction with your deliverables
Different types of goals: transaction, engagement, etc.
Macro conversions indicating revenue-related or mission-critical transactions
Micro conversions indicating process milestones toward a macro conversion or secondary actions that indicate potential future macro conversions
Custom variables to track characteristics of users, sessions and particular pages people interact with to be used for more advanced analysis
Metrics terminology and UX value/interpretations
Average visit duration
% new visits
Average time on page
Storytelling with data (versus reports and dashboards)
Report manipulation tools
The course is mainly in lecture format with lots of case studies and a few exercises to reinforce the learned principles and guidelines. Opportunities to ask questions and get answers.
NN / G提供了两种课程，专注于定量UX方法，但这些课程地址两种不同类型的数据收集：
分析和用户体验, the course described on this page, covers the use of data that is passively collected by在实时网站或应用程序上记录所有用户操作。Analyzing trends and outliers in this large body of data can identify UX opportunities and evaluate the success of UX designs.
Measuring UXis a different course which focuses ondesigning and analyzing quantitative usability studies, where a sample of representative users perform assigned tasks. The course provides you with tools to understand how much you can trust results obtained from any given quantitative study. While some of those tools can be applied to analyzing analytics data,Measuring UXpresents them in the context of controlled usability studies.
这两种方法都可以应用于各种不同的网站和应用。分析数据来自一个更大的用户群体，他们处于不受控制但真实的环境中。定量可用性研究allow you to put a number on your site’s usability and gather more in-depth and specific information about which tasks are easy or difficult to perform on your site. (If you really want to be thorough, use both methods — taking both courses — and triangulate the findings.)
"I appreciated that it wasn't just a long tutorial on how to use one tool, but gave real-world examples and guidance about how to use data to inform UX decisions."
"I really connected to this course. My organization has struggled with combining analytics and usability research/testing. I feel I can take a lot away from this course to bridge the gap my organization has been experiencing up until this point."
Nikole Wohlmacher, NOLS
"Excellent overview of the landscape of metrics that are important to architects, designers, information strategists, data scientists. Practical, actionable insights."
Seth Earley, IEEE
"I was nervous to join this course because I've taken statistics /analytics classes before and have often been lost. In this course, I was able to not only retain but relate to every example used! I could truly see how the tactics and methods could be used in my quantitative studies. Thank you for all of your hard work and dedication to teaching UX!"
"A good balance of practical exercises, examples and theory. I love the mixing in of research that you guys do, plus real examples and best and worst practice."
Don Foster, Accenture
"I would tell people if they want to understand a practical approach to incorporating analytics into their UX research, then they should take this course. It helps to really prioritize what you work on too."
Sarah King, The American Psychological Association, Hyattsville, MD US
“我将这个类描述为对任何人都有用who is seeking user logs/behavioral data to get a better understanding of how people are interacting with a website or software. It is more geared to those who work in consumer/commercial applications (I work in what NNG describes as 'complex applications,' ) rather than those of us building desktop software tools, but the measurement principles are extensible to many domains."
“我从这门课程中受益匪浅，因为我的工作和技能都需要这些知识。我发现内容很有见地，很有用。我期待着更多的互动课程和练习（尤其是第一天），幸运的是我们在第二天就有了！与其他参与者互动是一种很好的方式，练习是将我们学到的东西付诸实践的一种很好的方式。也有一些参与者很有见识，我发现他们的见解在聊天中很有价值。 I would highly recommend the course to someone that wants to improve their knowledge about analytics and research, from the UX perspective."
Diana Balzarini，Ricardo AG，州州，瑞士
"I thought the instructor was excellent. She explained things in a manner that all levels can understand. I loved that the course was interactive. It was great to be able to converse with the instructor and to have the opportunity to work with other UX professionals in the breakout sessions."
LeeAnn Wilcox, ARUP Laboratories, Salt Lake City, UT USA
"The content and the delivery is spot on. I learned a lot in regards to the analytics tools and how to leverage them by backing them up with UX principles."
Essa Haddad, Ztar Mobile Inc.
Adam Clifton, Pop Creative
"As a crash course in analytics, this was perfect for me. It overviewed the process, the recommended methods, the benefits and limitations of each method and best practices in communicating effectively to stakeholder."
"I left this course with a much better understanding of how to use analytics in design and research."
"This course is directly relevant to anyone who wants to back up qualitative user research with quantitative analytics data. I will absolutely use what I learned in this course as soon as I return to the office."
Joshua Randall, Cleveland, OH
"This was amazing for someone going from web analytics tactical tasks to wanting to become more strategic — Thank you!"
Meredith Walker, Stanley Black & Decker
"This is excellent, through, and informative look into how to use and apply analytics to user experience goals. Reminds me of back when I thought I knew how to use Photoshop but then took a class and realized there is so much more!"
"Very informative and especially relevant to my work. I feel like I've learned a lot of top tips to better use analytics."
Simon Adams, Capgemini
"Aurora is a great teacher — attentive and helpful."
Michele Harper, Designory
"Awesome, well-timed way to present a dense, but completely useful content. Well Done!"
"Very useful, inspiring, easy to understand and opened a window for me to integrate UX activities from discovery to evaluation and improvement. This area is my weakness and certainly this class offered me great knowledge and resources to grow with. Very appreciated."
"I recommend this course to everyone who wants to get useful tools to evaluate there products and optimize them. It is clear and good introduction in this field"
Helena Polybank, Buenos Aires, Argentina
Karly Cunningham，Northwell Health
"This course is a fantastic introduction to the analytics landscape and those tools driving the UX market today."
"One of the really great features was the courage of how analytics must be paired with other methods of user research. Very compelling information to take back to my team."
Nie Zhenzhi, Tribal DDB
"Very informative. Gave me so many ideas I have been emailing my company non-stop with questions."
"I am impressed that Kathryn is able to answer difficult questions proficiently. Her explanations of the metrics helped me understand how to perform my analysis more accurately (eg visit duration & cohort analysis)."
"This course was perfect for me. It not only reinforced some of the things I vaguely knew about, but also taught me a bunch of new things as well. It was the right amount of depth in that I'll able to take what I learnt and apply it to my work, but not overly deep that it would overwhelm me (since we only had several hours of time for this course). Excited to do more courses in the future!"
Euphemia Wong, Vancouver
Tia Escobar, Web.com Group
"Great number of resources, definitely expanded my knowledge on the subject and I feel I will be able to communicate better with the insights team in my role as Product Designer."
Lucia Amado, Dublin, Ireland
"Kathryn has a thorough knowledge in the area of Analytics and she shared key learnings from real world case studies and her research experience. She is definitely a great advocate of recommending pragmatic solution while dealing with challenging business situations."
Amit Bakore, Synerzip, Pune, India
"If you want to learn about the benefits of Analytics in UX this is the right course! It walks you through the discovery phase, to the analysis, and even helps you with the storytelling. Great course!"
"Whether you are an analytics or UX geek, the explanation of metric concepts are translated well to both fields. Looking forward to using what I learned today right away. Thank you!"
"Fantastic course with relevant content delivered skillfully and with well-crafted slides. Well-conceived for the intelligent "layperson" with a bit of background and experiments but no statistics education. 喜欢“苹果和橘子幻灯片，凯瑟琳！”
Dawn Neal, Freelance UX Professional, Redwood City, USA
“本课程适合任何经验水平,一个d the information is presented in a clear and concise manner."
Rachael Moses, Abercrombie & Fitch, Columbus, Ohio, USA
"This is a great course with lots of case studies explaining the concepts of analytics and testing methods, and decision making models for what to do, on a high-level. Good for people new to using analytics in design, or already using but want to expand knowledge on methods and situations."
Jamie Low, Government Technology Agency, Singapore
"As a manager of a UX team, I've often felt like I don't know what quantitative metrics make sense for us to be reporting on, but this course helped me narrow down assumptions, discover new key KPIs to track, and validated others that I felt might be powerful, but wasn't quite sure."
"Having used analytics for quite some time I feel like I finally know how to make the numbers tell the story."
Aaron Hoffert, Rocket Media