Online Training

Data-Driven UX Design

Using metrics and research to make better design decisions

September 22, 2016

10:00AM – 1:00PM PDT

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The face of UX is changing, and it’s no longer enough to rely on instinct and personal experience to create relevant designs. To move to the next level, your designs need to be based on data and relevant to the overall business structure. This might seem obvious in theory, but how do you make it happen?

Join UX strategist and business consultant Heather O’Neill, CEO of Pixels for Humans, for a hands-on, in-depth exploration of creating and improving designs using data. In this workshop, you’ll learn how to include data as a core component of your design process, and how to design your own experiments for collecting the right data every time. You’ll learn how to determine what data to collect, how to devise and run experiments to collect the data you need, and how to use data to make better design decisions.

What you’ll learn—and how you can apply it

By the end of this live, hands-on, online training, you’ll understand:

  • How your product fits in your overall business
  • The different types of metrics you can track that will impact your design
  • How leveraging data results in more successful designs

And you’ll be able to:

  • Create hypotheses about your products and users
  • Conduct experiments for testing and improving designs based on hypotheses
  • Make design decisions informed by the data you’ve collected

This course is for you if…

  • You’re a designer with a few years of experience who needs to learn to use data to make meaningful decisions in design iterations
  • You’re a product manager/owner with several years of experience who needs to understand how you and your team can make business-relevant design choices while improving the experience for customers
  • You want to measure the success of your efforts in changing user behavior rather than just shipping features
  • You want to learn how to measure ROI on design changes


  • A basic understanding of UX design principles
  • A clear grasp of web/app design principles and a basic understanding of personas, business goals, and design processes
  • High-level understanding of business and users

About your instructor

Heather O'Neill

Heather O’Neill is a UX strategist and business consultant with more than eight years of industry and speaking experience. As CEO of UX design studio Pixels for Humans, she leads teams in uncovering assumptions, defining project, business, and user goals, and creating usable products based on data and research. Throughout her career, Heather has increased sales, decreased CSR calls, maximized team efficiency, developed organizational best practices, and produced other business improvements.

A big believer in the “anyone can do it” philosophy, Heather has led multiple workshops on user research and product planning, as well as coached teams to success in incorporating UX methods into their product life cycles.


  • Course overview: Why data matters in design (10 minutes)
  • Understand business context and translate into design goals (25 minutes)
    • Define business goals and KPIs
    • Map these goals to measurable design goals
  • Identify relevant personas/audience (15 minutes)
    • Not every persona is relevant for every goal
    • Prioritize personas based on goals and metrics to keep testing focused
  • Break (10 minutes)
  • Define the “problem,” a.k.a. what’s wrong with the current state (20 minutes)
    • Improvements will be more effective and relevant if they are based on data
    • Also use this opportunity to establish baseline metrics
    • Test and track to collect the necessary data
  • Identify WHY this is a problem by interpreting data (30 minutes)
    • Identify breaking points/frustration points/confusion points in workflows
  • Break (10 minutes)
  • Form a hypothesis (20 minutes)
    • Hypotheses are best guesses about how to solve the problem
    • Create several and determine which will be most effective in reaching your goal
    • Clarify success metrics based on the chosen hypothesis
  • Redesign and test again (30 minutes)
    • Translate your hypothesis into actual design changes
    • Determine any additional information or details and set up a next round of testing
  • Review results (15 minutes)
    • Set up regular team meetings to review results and refocus as needed
    • Schedule larger org meetings to keep executives informed and excited
  • Wrap-up (5 minutes)
    • Key takeaways for creating a sustainable data-driven design practice
    • Final Q&A

Register now

Individual ticket: $299

Participate in this workshop from the convenience of your home, your office… whatever environment you find most comfortable and conducive to an intensive educational experience.

Post-course support: $500

Correspond with Heather O’Neill about the content of the course for 2 weeks after the course ends. (Consulting for specific use cases is not included.)

Group tickets

Working as a team? Learn as a team.

Taking this course as a team ensures that everyone is on the same page and understands both the immediate and long-term and immediate goals of your project. Exploring new ideas and collaborating on exercises together is a great team-building experience; everyone on your team will have the opportunity to ask questions, discuss use cases, and learn from other participants.

For group tickets and enterprise licensing, please contact