Sexy Data! Using Metrics to Evaluate, Guide, Influence and Evangelize UX

This workshop is sold out!

Powerful but often-ignored sources of UX analysis, concepting, evaluation and persuasion have been hiding in plain sight out in cyberspace- sources that even many senior UX practitioners have willfully ignored for their entire careers: web metrics. Web metrics are often left to digital marketers and ad sales teams, but they also contain a treasure trove of useful information that UX practitioners can use to complement other more modes of UX analysis and concepting. Metrics help elevate perceptions of UX out of the realm of subjective opinion and design and into the realm of quantifiable value and performance.

This workshop is intended to help mid-senior level UX practitioners embrace and incorporate common metrics into discovery, concepting and evaluation approaches for more convincing and irrefutable outcomes. There also will be plenty of individual and group discussions and exercises at each step to help transform you into a true data nerd.

No position papers are required for this workshop. Please see below for what to bring.


What to Bring

Each participant should either bring metrics in time-sequenced CSV or XLS downloads (1 year; 1 month; 3 months) for a web-based project they worked on that they would like to understand better, or the logins to these metrics packages to download the data in class, as well as the name of two competitors in the same space who are taking a significantly different approach with UX.

The following are the web metrics we will examine in the context of UX:

  • page views
  • time spent
  • uniques
  • visits
  • uniques/visit
  • bounce rate
  • top 5 entries
  • top 5 exits
  • top 5 sections
  • demographics breakdowns
  • % traffic from social/search/organic
  • path analysis from the top five entries).

If you don’t have access to standard web metrics for the projects you’ve worked on, bring the names of some popular sites that you think are executed very well and also very poorly from a holistic UX perspective within the same sector, and you can use those examples to compare against each other for analysis instead. Also, bring your laptop with Excel or an equivalent spreadsheet program installed.