Improving the User Experience Through Practical Data Analytics: Gain Meaningful Insight and Increase Your Bottom Line

ISBN-13: 9780128006351 / Angielski / Miękka / 2015 / 396 str.

Fritz, Mike

Opis

Improving the User Experience through Practical Data Analytics shows you how to make UX design decisions based on data-not hunches. Authors Fritz and Berger help the UX professional recognize the enormous potential of user data that is collected as a natural by-product of routine UX research methods, including moderated usability tests, unmoderated usability tests, surveys, and contextual inquiries. Then, step-by-step, they explain how to utilize both descriptive and predictive statistical techniques to gain meaningful insight with that data. By mastering the use of these techniques, you'll delight your users, increase your bottom line and gain a powerful competitive advantage for your company-and yourself. Key features include:

• Practical advise on choosing the right data analysis technique for each project.
• A step-by-step methodology for applying each technique, including examples and scenarios drawn from the UX field.
• Detailed screen shots and instructions for performing the techniques using Excel (both for PC and Mac) and SPSS.
• Clear and concise guidance on interpreting the data output.
• Exercises to practice the techniques

• Practical guidance on choosing the right data analysis technique for each project.
• Real-world examples to build a theoretical and practical understanding of key concepts from consumer and financial verticals.
• A step-by-step methodology for applying each predictive technique, including detailed examples.
• A detailed guide to interpreting the data output and examples of how to effectively present the findings in a report.
• Exercises to learn the techniques

Recenzje

"The writing is clear and lucid. The authors make highly technical content, including the use of necessary equations, readable and understandable. all UX researchers, no matter their experience level, should find this book valuable and so it is recommended." --Computing Reviews

Spis treści

Chapter 1: The Changing World of UX

Chapter 2: Data to the Rescue

Chapter 3: Stats! It's Easier Than You Think

Chapter 4: Unmoderated Remote Usability Tests

Chapter 5: Surveys

Chapter 6: Good Old Usability Tests

Chapter 7: Persona Development

Chapter 8: Field Studies

Chapter 9: Live Website Data

Chapter 10: Card Sorting Data

Chapter 11: Case Studies - Tips from the Real World

O autorze

Mike Fritz has been helping businesses make their products both more usable and useful for over 20 years. An ardent proponent of the user-centered design process, he's helped to maximize the user experience for Verizon, Monster, GlaxoSmithKline, Lilly, Forrester, Rue La La, and Peoplefluent, among others. He holds a Masters in Science in Human Factors in Information Design from Bentley University. Paul D. Berger is a Visiting Scholar and Professor of Marketing at Bentley University, where he is also the director of the Master of Science in Marketing Analytics (MSMA) program. He earned his S.B., S.M., and Ph.D. degrees from the Massachusetts Institute of Technology, Sloan School of Management. He has published several books, including Internet Marketing and Experimental Design, and won the Metcalf Award, a university-wide award for teaching excellence, and the John R. Russell award for excellence in executive teaching.