To get answers, we need to ask questions—there are basically two different approaches: quantitative (big data) and qualitative (small data). When we speak of quantitative analysis, we mean what is happening? And for qualitative why is this happening?

So, user experience KPIs can be measured in two different ways:

  • Quantitative: In this approach, it is possible to evaluate how many users were actually able to complete a workflow, what navigation errors were made, and what the most urgent and least urgent corrections are that should enter the team queue involved in the project. Data is usually collected from a large sample of users and there is no user interaction, just monitoring through tools such as Google Analytics.
  • Qualitative ...

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