Product Research's Ability: UX Analytics

While qualitative user research tends to answer the why, analytics can also answer the where, what, and other questions. Analytics can be the go-to source to find out where users are dropping off an important flow, what pages or actions are yielding the strongest conversion rates, and how users arrive at error states. Through basic analytics reporting, data is immediately available about a site’s audience, acquisition trends, and user behavior. https://www.nngroup.com/articles/analytics-user-experience/

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can employ this ability with only a small amount of guidance

• Can navigate analytics tools (ex: Google Analytics) to understand common web metrics and funnel/goal completions

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can employ this ability, with no assistance as well as being a trusted active or passive mentor to others

• Issue Identification: Find problems using analytics to be solved with UX expertise
• Determine project-specific metrics that can be measured before and after implementation to ensure satisfaction with your deliverables

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to multiple squads when wielding this ability, and therefore I would put them in situations where they can employ this ability as well as being considered an expert within this discipline

• Health Monitoring: Identify Goals, Signals, and Metrics to develop an ongoing measurement plan to track Key Performance Indicators (KPIs) that indicate if there are UX issues
• Strategy Guidance: Justifying projects, validating personas, informing customer journeys maps, and collecting background information necessary for design planning

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can not only employ this ability but where they set the tone for this at the company level

• Experimentation: Running and evaluating A/B and multivariate tests to improve results via different design and content variations
• Identify macro conversions indicating revenue-related or mission-critical transactions
• Can identify micro-conversions indicating process milestones toward a macro conversion or secondary actions that indicate potential future macro conversions
• Can conduct storytelling with data (vs a dashboard or report)

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to not just internal teams but the community/industry in general when wielding this ability, and they are recognized by the community/industry as an expert

• Is an industry thought leader on using analytics in product experience.
• Introduces new and innovative ways to use analytics to support customer success.