UX Optimization: Combining Behavioral UX and Usability Testing Data to Optimize Websites

There are plenty of books focusing on big data and using data analytics to improve websites, or on utilizing usability testing and UX research methods for improvement. This is the first book that combines both subjects into a methodology you can use over and over again to improve any website.

UX Optimization is ideal for anyone who wants to combine the power of quantitative data with the insights provided by qualitative data to improve website results. The book uses step-by-step instructions with photos, drawings, and supporting screenshots to show you how to: define personas, conduct behavioral UX data analysis, perform UX and usability testing evaluations, and combine behavioral UX and usability data to create a powerful set of optimization recommendations that can dramatically improve any website.

What Youll Learn:

• Understand personas: what they are and how to use them to analyze data
  
• Use quantitative research tools and techniques for analysis
  
• Know where to find UX behavioral data and when to use it
  
• Use qualitative research tools, techniques, and procedures
  
• Analyze qualitative data to find patterns of consistent task flow errors
  
• Combine qualitative and quantitative data for a 360-degree view
  
• Make recommendations for optimizations based on your findings
  
• Test optimization recommendations to ensure improvements are achieved

W. Craig Tomlin is a senior user experience strategist, researcher, and marketing conversion optimization expert. He is a Certified Usability Analyst who conducts UX research, CRO, and UX design improvement to increase ROI. He consults with startups to the Fortune 500 and has been optimizing websites, mobile sites, and apps since the mid-1990s. He has worked with many firms, including AT&T, BlackBerry, Countrywide Home Loans, CDC.gov, Disney, DirecTV, IBM, Kodak, Marsh & McLennan, Prudential Ins. Co., Sprint, Verizon, WellPoint Health Networks, and Zurich Ins. Co. He is a former president of the User Experience Professionals Association Austin chapter, and a speaker at many conferences, including UXPA, SXSW, World Usability Congress, and InnoTech.