参加本课程并通过考试赚取1 UX认证学分，这也符合可选的UX Research Specialty。
Learn more about NN/g'sUX认证Program.
分析和用户体验
Interpreting data trends in conversions, pageviews, and other user actions to identify opportunities and guide UX design
Topics Covered
Topics Covered
- Why use analytics和user research?
- Triangulation
- 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
- UX发现
- Issue Identification: Find problems to be solved with UX expertise
- 战略指导：论证项目，验证人物角色，告知客户行程图，收集设计规划所需的背景信息
- UX Optimization
- 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
- 实验：运行和评估A/B和多元测试，通过不同的设计和内容变化来改进结果
- Project Metrics: Determining project-specific metrics that can be measured before and after implementation to ensure satisfaction with your deliverables
- 目标
- 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
- 捕获操作的事件跟踪用户在Web页面中采取诸如下载文档，与计算器交互，观看视频，填写表单字段等。
- Metrics terminology and UX value/interpretations
- Visits/Sessions
- 独特的访客
- Pageviews/Unique pageviews
- Pages/visits
- Average visit duration
- Bounce rate
- % new visits
- 近期和频率
- 入口
- Exit rate
- 页面值
- Average time on page
- Storytelling with data (versus reports and dashboards)
- Report manipulation tools
- Dimensions
- Filters
- Views
- Segments
- 导航Summary
- In-page analytics
格式
格式
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.
有关的Course
有关的Course
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.)
UX认证Credit
UX认证Credit
Participant Comments
Participant Comments
“课程在20,000英尺之间的完美平衡。查看和详细的视图。”
Randy Leatherwood, DecisionHealth
"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."
Amy Caracappa，普罗维登斯，ri美国
"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
更多参与者评论
“如果你必须复习一下按钮的颜色或名称，那么就选这门课，因为你将学到一种实用且有防御性的方法。”
"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!"
Waz Pinard，谷歌，旧金山
"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
“全面介绍收集、解释和交流分析背后的原则。无论您使用的是哪种平台，本课程都充满了见解，这些见解将改善您的分析实践，并为您带来新的可能性！”
Kelly Dagan, Amherst College, Amherst, USA
“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."
劳拉麦克马纳拉，桑迪亚国家实验室，阿尔伯克基，纳姆
“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
“Kathryn是一位伟大的老师。清晰的演示，良好的速度，总是在分钟内完成。她一直在聊天，选择了很多评论/询问阐述。”
Bernhard Snizek, SWECO Denmark A/S, København V, Denmark
“拿走这门课程！它肯定会打开我的思想，以便在多个角度接近用户和可用性研究。我特别喜欢三角测量的概念。一种方法可能会给我们一个答案，但它需要几种不同的方法来真正到达一个方法结论。”
Justine Benoit，Bigbear，Inc。，DC，美国
"The course exceeded my expectations. I learned many new things. All use cases displayed in class were important for retaining content."
Roberta de Medeiros Fernandes，Serpro，巴西
“那些想要更好地了解我们用户的整体UX的人来说，这是一个很好的课程。该课程结构很好，老师做了一个梦幻般的工作，同时向小组解决问题。”
Dustin Martinka，T-Mobile，Issaquah，美国
“在备份这些示例的情况下给出的具体，优秀的例子，赞赏数据。教练是一个强大的演示者和促进者。”
Clint Nieuran遗产铸造
“我觉得基于我的分析，赋予了强大的案例或反对建议的重新设计。”
Angela Runnals, Simon Fraser University
“该课程具有如何融合如何，战略和实际应用，并且练习确实有助于加强此刻的课程。不仅仅是什么以及如何，为什么，但为什么。谢谢！”
吉尔·贝克尔，西雅图
"Although I have an analytics background, there were many ideas presented that I hadn't considered as they apply to UX. I now have a lot of exciting work to do!"
Jennifer Pritchard，IGS Energy
"The course was very interesting and useful. Well-organised and clear. Case studies and real examples from tools (such as Google Analytics) were helpful and the instructor was very good. Thank you."
Yair Baker, goHenry
“使用分析到更好的UX的核心概念的大概概述，具有许多案例研究和实用的提示。思想的食物。”
Rafal Borkowski, UXOX.PL
"Solid complete knowledge deliciously served. Thanks!"
Mateusz, UXOX.PL
"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.
“在与盲目依赖分析的人进行了多年的斗争之后，我终于有了反击的正当理由。”
Molinaro, Codeweavers
“这是对分析的一个很好的介绍，它不仅可以帮助我们理解数据，还可以帮助我们从中得出结论。”
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."
爱德华·恩里克，纽约地方检察官
"I left this course with a much better understanding of how to use analytics in design and research."
伊丽莎白Boulet，FL
"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!"
肖恩克拉克，AACP
"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!"
Rishaxe Williams，州农场
"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
“非常有助于理解我如何与部门的分析专家合作，获取更多影响我用户体验项目的数据。”
Karly Cunningham，Northwell Health
"This course is a fantastic introduction to the analytics landscape and those tools driving the UX market today."
Kevin Alvey，IntelliDyne有限责任公司
"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."
贝丝灰色,克罗格公司
“这真的有助于我在分析到分析时连接点，以及如何在UX中使用它们。”
Coral Herman，社会科学
“这是一门非常密集的课程。内容全面，脚踏实地，易于吸收。”
Nie Zhenzhi, Tribal DDB
"Very informative. Gave me so many ideas I have been emailing my company non-stop with questions."
Marens Henry，Boe
“非常喜欢案例研究。他们很好地洞察了如何将分析结果转化为用户体验假设和行动。”
“我以前参加过谷歌分析课程，但这次更好，因为Aurora解释了分析的方法和原因。她提供了很好的现实生活指南，可以立即使用。谢谢你！”
"I really like the 'real' examples. It cleared up most of my questions w/o asking."
Daniel Abney, Bentley
“Aurora提供了卓越的材料，对许多不同内容的分析提供了很好的洞察力。虽然我在企业中工作，但课程强烈地基于消费者面临的工作，这里应用的原则非常有用，是我最喜欢的课程”
"Great examples! A lot of insights and easy to digest complicated patterns and analysis. Best course on analytics I could imagine. Great speaker!"
亚历山德拉·克洛斯，罗氏波尔斯卡
"Very useful range of skills and techniques, and fantastic use of case studies to reinforce the ideas! Well done, and thanks!"
Flora MacLeod, IBM, London
"This course allows me to connect the dots of what analytics metrics can be used to enable a better way of making data based decisions."
Kyle McBride, Betsson Group, Malta
"Perfect, really matched the course! Kathryn Whitenton was efficient in her delivery of content. This course was full of actionable content. Really hit the mark in terms of what I needed to know."
Valerie Miller，曼联全球
“这是一个很好的概述用户体验的人谁不处理大量的分析。当一个人试图向客户证明用户体验决策的合理性时，这门课程真的很有帮助。”
Chris Carpenter, Christian Broadcasting Network
"The case studies clarify the multiple ways different metrics can be applied so you can use data to validate UX based choices. Very helpful for onboarding of stakeholders in company."
N. van Ommeren, Bol.com
“课程是我来参加NNG会议的原因。我认为自己在分析方面处于中级水平，可以说这门课质量很高。太棒了，太棒了，在用户体验领域还不够。在整个过程中，我都受到了精神上的刺激，会带着大量的信息离开。教学质量很高。我从头到尾都受到了挑战。这超出了我的预期。”
Kristi Olson, Deluxe
“Kathryn是一位优秀的演讲者，真正了解她的东西。关于分析和统计数据的一天，它非常吸引和娱乐。”
Ian Murdoch, University of Perth
"Aurora's down to earth teaching and simple examples eased my fears and made me feel less intimidated by this subject — I plan to try out her strategies immediately."
Raven Moore, CDK Global
“这是一个伟大的过程。我们一直不擅长用分析来判断我们的项目是否成功。我很高兴回到过去，将指标目标添加到我的项目计划中。”
Jan Krepelka PMMI媒体组织p
“伟大的班级，伟大的老师。她有一种非常顺利且易于学习的风格。”
Jamal Momon，Cheetah Digital
"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)."
Chris Soh, Housing & Development Board, Singapore
“Kathryn在提供实际应用程序和回答问题的情况下做了很好的工作，并肯定数据很重要，但您使用的方式使其成为创造更好的用户体验的差异。”
Natalie Brown, NewCity, Spartanburg, SC
"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
“在本课程中，你将学习理论，并通过练习加强实践。开始了解网站和应用程序分析的绝佳起点。”
Serguei Orozco，亚马逊，西雅图
“这门课程是一个很好的方式去挖掘三角分析和用户研究的方法。我计划在下一个项目中使用我学到的知识。”
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!"
Gemma Trigueros, Montreal, Canada
“它完全将我的思想打开了不同的观点。在此类中，您了解如何组织信息，以多种方式组织您的数据并接近问题，以找到各种可能的解决方案。”
Katerina Foskolou, Atypon, Athens, Greece
"I highly recommend this to anyone who wants to make more data-driven design decisions. Course teachers designers to think in terms of results and how we could investigate & achieve those."
Jessica Dee, SAP, Cupertino, USA
“我真的很喜欢收集分析数据的各种方法以及本课程共享的案例研究。Kathryn Whitenton用大量的示例和练习向他们解释了它们。我会向我团队中的每个人推荐它。”
Monalisa Satpathy, SAP, Ariba, Dublin, Ireland
"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!"
Andreina，NuteLyley，NJ。美国
"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
“这门课程提供了一些设计团队可以马上实施的东西。有了这些说明和课程材料，设计师和研究人员可以避免将来的许多数据分析和A/B测试错误。”
Chenyan Li, Renovation Brands, USA
"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."
Vanessa Sigman，美国盐湖城Clearlink
"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
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.
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.