Full day training course offered at Usability Week London

Analytics and User Experience

Helping UX practitioners understand how to incorporate web analytics into their work

For usability and user experience professionals, much of our decision-making has traditionally been driven by empirical data derived via qualitative research -- if we are lucky! With all the friction surrounding UX decisions (e.g., angry HiPPOs, disappointed designers, irritated IAs), quantitative data-driven decisions are very attractive. And getting attention from business executives and those who hold the purse-strings can be much easier when you've got quantifiable data to support your findings and recommendations.

In this course, we will outline the types of data that are available, the questions they can answer and how to incorporate these into the design process and complement existing qualitative research methods.

"I feel empowered to make a strong case for or against proposed redesigns based on my analyses."

Angela Runnals
Simon Fraser University

Please note: This course is not intended to provide instruction regarding how to use particular analytics packages.


  • Benefits of using data in design and UX decision-making
    • Redesign
    • Optimization
    • Maintenance
  • Analytics mechanics
    • Server log file analysis
    • Javascript tagging
    • Cookies
  • Metrics terminology and UX value/interpretations
    • Pageviews
    • Unique visitors
    • Bounce rate
    • Visit duration
    • Entrances
    • Exits
  • Analytics landscape: web analytics, clicktracking, heatmaps, A/B testing
  • Measurement planning and KPIs
  • Storytelling with data (versus reports and dashboards)
  • Report manipulation tools
    • Dimensions
    • Filters
    • Views
    • Segments
    • Navigation Summary
  • Analytics optimization
    • Goals
    • Custom variables
    • Event tracking
    • Campaign tracking
    • Shortcuts
  • Using analytics to:
    • Establish baseline performance
    • Diagnose and frame issues
    • Inform user intent (add to personas)
    • Identify areas needing UX help
    • Justify budget for improvements
    • Run experiments to prove/disprove theories (A/B and multivariate testing)
    • Indicate issues
    • Identify causes of issues
    • Quantify the need for changes
  • Triangulating multiple classes of data: traffic analytics, search analytics, qualitative usability testing, conversions, etc.
    • Combining methods for deeper insights
    • Storytelling with data and framing for business impact


The course is mainly in lecture format with case studies and a few exercises to reinforce the learned principles and guidelines.

The course also includes:

  • Screenshots of designs that work and don’t work, and why
  • Opportunities to ask questions and get answers

Attendee Feedback

"Analytics and User Experience is by far my favorite class during usability week. I'm leaving Las Vegas with renewed energy and a tool box loaded with some awesome new UX tools." 
"Take this course if you've ever had to go to over button colors or names because you'll learn a practical and indefensible approach." 
"This course is the foundation I needed to validate the decisions I've made and fix the holes in improving my business."


Jennifer Cardello

Jennifer Cardello is a director at Nielsen Norman Group. For over 15 years she has designed strategies to help organizations bridge the gap between business goals and user needs. At NN/g, Cardello’s research focuses on information structure, navigation patterns, rating and review systems, discussion forums, content sharing, and trust and persuasion. Read more about Jen