Unleashing the Power of UX Analytics

11

Live by Your Data, Die by Your Data

Yes, those are harsh words, I know. But it’s also a business reality. Imagine a world where nobody paid attention to sales figures or customer satisfaction scores. You’d never know whether you’re on track to meet your goals – and every company has sharp goals for growth, and you’d never know whether what you’re doing matters to people, until you go out of business because nobody liked your product.

In the last chapter, we learned about operational measurement, and this chapter will expound on that. In my 20+ year career as a UX strategist, researcher, designer, and director, I’ve run across several companies that had no clue what their data is. Oh, just miss your sales goals for the quarter and see what ...