For a long time, I have been trying or wonder how to get deeper into the data world with an easy approach. However, I found different impediments in different stages such as an organisation not prepared to be data-driven, lack of knowledge at the product team or even some barriers like not budget or time to spend on this matter.
Recently, an ex-colleague, Clara Ibars, asked me to recommend some data courses. So... I've decided to get hands-on with the research in order to create data - guideline for organisations and designers in order to start from scratch.
In this first article, I am going to start with the designer point of view. After that, I will cover the process of starting to work with data with your team (squad). Finally, how to wrap up that at the organisational level.
Products are more complex. This is a fact. The tech industry is not the same like 5 years ago and the role of product designer has been changed. This days, the industry requires talent that has an holistic point of view and they are data aware.
Unfortunately, you cannot do this alone but you can start by understanding one what level your organisation is when data is involved.
By looking at the image above you can understand at which level your business is. Then, let's assume that your company is data-aware. So.. what you can do in order to guide the right conversations? Many companies might have data but not too many people know how to use it or how to build the right culture around it. However, as a designer, you can start working on your squad or side projects and building knowledge around your organisation. By using the following guideline, you will get the basic foundations and driving deeper into different fields. In the end, you will be able to activate certain conversation with your team members, stakeholders and start experimenting with more criteria.
For the following guideline, I took as an example this framework:
Starting from the goal and the problem to solve
Knowing on which state your organisation is will be crucial. Frankly is more easy to use data as a designer if you are in a data driven organisation but the process of become could be interesting as well.
In the following resources, you will find content about quantitative methods on UX, understanding business goals, product metrics (pirate ones) and setting up your UX metrics for your next feature.
Taller de Data Driven Design | La Nave Nodriza
Los datos, una palabra familiar para unos pero que a otros les asusta o les causa indiferencia. En los procesos actuales de diseño cada vez cobran más importancia para tomar decisiones o reorientar las ya tomadas. Disponer de métricas reales de uso de un producto, y saber interpretarlas, puede marcar la diferencia entre una decisión acertada o muchas horas de trabajo desperdiciadas.
Make Your Pirate Metrics Actionable
Applying actionable metrics to the Pirate model ties into that fundamental bond between you and your customer.
AARRR vs RARRA: Pirate Metrics Explained - Mind the Product
Pirates metrics have become a popular model for business growth - but what are they and do they actually lead you to that buried treasure? First presented by Dave McClure in his presentation "Startup Metrics for Pirates" in 2007, the AARRR method was originally meant for tracking product marketing and management and focused on acquisition.
Something important to keep in mind is that if you don't have previous data, you might need to consider starting from scratch and using qualitative methods or research ones to identify the opportunities and problems around. Here is a list of resources that might help at this step.
Data-Driven Design: Quantitative Research for UX
What quantitative research is and how it differs from qualitative Why quantitative research is important Alternatives to quantitative methods Simple statistical analysis Quantitative methods in detail: surveys, early-design testing, web/app analytics and A/B testing Participant recruitment and screening Quantitative research is about understanding user behavior at scale.
User Interviews: How, When, and Why to Conduct Them
A user interview is a UX research method during which a researcher asks one user questions about a topic of interest (e.g., use of a system, behaviors and habits) with the goal of learning about that topic. Unlike focus groups, which involve multiple users at the same time, user interviews are one-on-one sessions (although occasionally several facilitators may take turns asking questions).
A Brief Guide About Competitive Analysis - Smashing Magazine
In order for a product to succeed, designers should know their competition and collect as much data as possible. This data helps to create a solid product that users will actually want to use, rather than a product we want or imagine.
Create your hypothesis
So you have clear the product goal clear and you identify some opportunities or problems to solve. Then here is when it comes to the moment of building a hypothesis.
Some ways to frame your hypothesis could be the following one proposed in the book data-driven design. For [user group(s)], if [change] then [effect] because [rationale], which will impact [measure].
When it applies to the hypothesis, writing good ones is key. In the following resource, you will learn how to do it.
Learn optimization essentials at your own pace, and build your skills through interactive, step-by-step courses.
How to Write a Solid A/B Test Hypothesis
Imagine you set out on a road trip. You packed the car, made a playlist, and set out to drive 600 miles-but you don't actually know where you're headed. When you arrive at a destination, and it's not at all what you imagined it would be.
Testing your hypothesis
There are several ways to test to hypothesis, either with quantitative data or qualitative data.
Here I've included some articles that provide an overview of the A/B testing and also will show you how to move down into the different types of A/B testing and how to refine them.
The theory and practice of A/B testing for designers
There are many ways of testing and improving a design. Of those, A/B testing has soared to great popularity due to its ability to guide our decisions. It places data at the heart of design decisions, and manages to open a window into user's behavior.
Design with Data: A Guide to A/B Testing
Webinar with Zoltan Kollin, Design Principal at IBM Originally aired on $25 $1 special member price How do you know your design choices actually improve the user experience of your products and services? You shouldn't rely on your instincts alone- you need to look at the data to determine how effectively your designs contribute to core business metrics.
Free Course by Online Experiment Design and Analysis Start Free Course About this Course This course will cover the design and analysis of A/B tests, also known as split tests, which are online experiments used to test potential improvements to a website or mobile application.
The Best of A/B Testing & CRO Knowledge
Free expert blogs, guides, toolkits, webinars and more by influencers and those who understand the future of A/B testing & optimization.
Experience Perfectionist Path
UX designers and front end developers, who we call Experience Perfectionists, can use these courses to build your skills in setting up Optimizely Web to develop, run and QA experiments.
Building Adaptive Audiences in Optimizely Web
Now that you've mastered the basics, let's take a deeper dive into experimentation by adding personalization to your campaigns and incorporating Program Management to your workflows. In this course, learn about Adaptive Audiences, how to use it, and how it allows you to deliver relevant experiences based on visitor interest.
Measuring your results
Finally is the time to measuring your results. There are different ways to review the results. Combining heat maps and metrics can be a good approach to see how your experiment when and get conclusions.
On the following resources, I've proposed some resources that might help you to evaluate the ROI of your UX designs.
Measuring UX and ROI | Full Day Training Course by NN/g
UX benchmarking 101 What benchmarking is, its benefits, and how it works When benchmarking should be performed in the design cycle Why benchmarking studies are different from other types of UX research Step-by-step process for getting started with UX benchmarking Choosing UX metrics for benchmarking How to choose metrics that
User Insights Training and Resource Library
Privacy & Hotjar Hotjar's approach to end-user privacy
Google Analytics Academy
Improve your Analytics skills with free online courses from Google.
Diseño del comportamiento y CRO - Mr Marcel School
En este curso veremos las técnicas de persuasión más avanzadas para lograr que los usuarios realicen los comportamientos deseados. Lo haremos con los equipos de Diseño y Data de BBVA que trabajan a diario estudiando y ayudando a millones de clientes.
Great read, found a lot of value as a UI/UX Designer. This book gives you a basic overview of data terminology and how data is used at product companies. I appreciated the use of examples and explanations of how you as a designer/researcher/PM can leverage it.
This month I read Andy Kirk's absorbing Data Visualisation 2, or to give it its proper title "Data Visualisation" 2nd Edition. The subtitle for this book is 'A Handbook for Data-Driven Design', that hints at how this is packed with advice. Although the paperwork version is a comfortable weight it is astonishing how much it contains.
Data Driven Design
Data Driven Design book. Read 5 reviews from the world's largest community for readers. Digital designer, Phillip Harris takes a snapshot of his professi...
Data-driven Organization Design
Data is everywhere and businesses are being told to maximise their use of data, analysing, monitoring and implementing everything along the way. Where does one start? How can one be proactive, completive and on top of things? Is there a risk that our business becomes sub-optimal, awash with data along the way that we just don't use properly?
Creating a Data-Driven Organization
The book is mostly about big data and usage of it. Tough to read, but worth it. Even that I am not a BA, still there are many things that I could use to reconsider while working with data, like principles of data gathering or significance of the ability to highlight the most important parts.
Becoming a data-aware designer
Like many designer, my primary methods of information collection up to this point were qualitative: heuristic and competitive analyses, interviews, and usability tests. Thanks to my team at Paperless, I have since expanded that repertoire and become more fluent in using data as a key part of my design process.
Discover Amplitude Product Analytics Learning Resources | Amplitude
Resources to learn about product analytics, user behavior analysis, user retention and more. Amplitude worked with Wiley Books to put together an easy-to-understand resource on using product analytics to build better product experiences for your customers. Get the guide
Hope you like it and if you have any question. Please ask me on one of my channels or in the comments below. Also if you have any other suggestion, please share it 🙂
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