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How do you use UX research to evaluate digital product performance?

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How do you use UX research to evaluate digital product performance? UX research is the process of gathering and analyzing data from users, customers, and stakeholders to understand their needs, preferences, behaviors, and feedback. UX research can help you measure and improve the usability, accessibility, desirability, and value of your digital product, whether it is a website, app, software, or service. In this article, you will learn how to use UX research to evaluate digital product performance in six steps.

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Tove Zetterquist

Product Designer | Currently UX Designer at Hemnet
Tianle Lee Xiong

Senior Product Designer | 8+ Years in User-Centric, End-to-End, Data-Driven Design | Designing Growth Together

1 Define your goals

Before you start any UX research, you need to define your goals and objectives. What are you trying to achieve with your digital product? What are the key performance indicators (KPIs) that you want to measure and improve? How will you align your research with your business strategy and user needs? Having clear and specific goals will help you plan and prioritize your research activities, methods, and tools.

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Ayan Hafeez

Senior UI/UX designer and Webflow developer. I help startups and companies with meaningful designs. Additionally, I share my expertise by teaching about these topics.
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I use UX research to check how well digital products are doing. First, I set clear goals for what I want to find out about the product's performance. Then, I ask users to try it out and gather their thoughts through things like usability testing and surveys. By listening to what users say, I learn what's working well and what needs improvement. I also look at numbers, like how easily users complete tasks and how satisfied they are. Doing this kind of research regularly helps me make sure the product matches what users want and keeps getting better over time. Using a user-focused approach, I can effectively evaluate and improve digital products for a good user experience. Hope that helps ;)

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2 Choose your methods

Depending on your goals, you can choose from various UX research methods to evaluate digital product performance, such as user interviews, surveys, usability testing, analytics, A/B testing, and user feedback. For instance, user interviews involve one-on-one conversations with users to understand their motivations and pain points. Surveys are questionnaires that collect quantitative and qualitative data from a large sample of users or potential users. Usability testing involves observing and recording how users interact with your product in a controlled or natural setting. Analytics tools like Google Analytics, Hotjar, or Mixpanel can track and analyze user behavior, engagement, and conversion on your product. A/B testing compares two or more versions of your product or a specific feature to see which one performs better on a predefined metric. Finally, user feedback collects reviews, ratings, comments, suggestions, or complaints about your product from various sources.

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Tianle Lee Xiong

Senior Product Designer | 8+ Years in User-Centric, End-to-End, Data-Driven Design | Designing Growth Together
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The best way to measure the success of your digital product performance is to choose a combination of qualitative and qualitative methods. For example, if you're redesigning a website, Google Analytics / Quantum Metric could provide you information such as: - How long do people stay on your site? - What percentage of users makes purchases? - Where frequent page errors occur? etc. However, this kind of data can't tell you why people behave as they do or why something seems to be an issue. This is why choosing a qualitative method, e.g. user interview could unravel "why they do the thing they do" on your product. Thus, you should think of web analytic data as a source of useful questions rather than a source of answers.

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3 Collect your data

Once you have chosen your methods, you need to collect your data from your target users or customers. Depending on your methods, you may need to recruit participants, design questions or tasks, prepare materials or prototypes, conduct sessions or tests, or use online tools or platforms. You should also follow ethical and legal guidelines for data collection, such as obtaining consent, protecting privacy, and ensuring diversity and inclusion.

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4 Analyze your data

After collecting your data, analyzing it to uncover patterns, insights, and opportunities for improvement is essential. Depending on the data type and volume, you may need to use different techniques and tools for data analysis. Coding involves labeling, categorizing, and organizing qualitative data to identify themes and trends. Statistics can be used to quantify and compare quantitative data by applying mathematical formulas and tests. Visualization is a great way to present data in a clear and engaging way with charts, graphs, maps, or dashboards. Synthesizing data from different sources and methods can create a holistic understanding of product performance and user needs.

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Tove Zetterquist

Product Designer | Currently UX Designer at Hemnet
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I try to meet consumers on a bi-weekly basis, diving into either general research or deep-dive interviews on specific topics. Dealing with all the data can get a bit overwhelming, so I've developed a habit of converting my notes into interview snapshots right after each session. These snapshots include a little avatar, a standout quote from the interview, some quick personal details, and the main insights and opportunities we uncovered. It just makes things simpler, giving me a quicker overview and making it easier to analyze and refer back to later on.

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5 Communicate your findings

Once you have analyzed your data, it is essential to communicate your findings and recommendations to stakeholders such as team members, clients, or management. To do this effectively and persuasively, you should use reports, presentations, stories, and artifacts. Reports are written documents that summarize research goals, methods, data, findings, and recommendations with evidence and visuals. Presentations are oral or online sessions that exhibit research highlights, insights, and suggestions with slides and stories. Stories are narratives that illustrate research outcomes and implications with user personas, scenarios, journeys, or quotes. Artifacts are tangible or digital products that demonstrate research results and solutions such as prototypes, wireframes, mockups, or videos.

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6 Implement and iterate

The final step of using UX research to evaluate digital product performance is to implement and iterate your findings and recommendations. You should use your research to inform and improve your product design, development, and delivery, and to measure and monitor your progress and impact. You should also repeat and refine your research as needed, to keep up with changing user needs, market trends, and business goals.

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Corey Burns

Technical Project Manager at UMortgage | ??Innovation Finder | ?UX Advocate | ??Tech Evangelist
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Iterate is important here - examine real user journeys/ page view counts/service tickets submitted/online posting to determine where Users get stuck, and continue to refine the Experience even _after_ launch is worth doing. There is no better test group for seeing how your UX design fairs than live users in the real world. ??

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use UX research to evaluate digital product performance?

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1 Define your goals

2 Choose your methods

3 Collect your data

4 Analyze your data

5 Communicate your findings

6 Implement and iterate

7 Here’s what else to consider

User Experience

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How do you use UX research to evaluate digital product performance?

1

2

3

4

5

6

7

1 Define your goals

2 Choose your methods

3 Collect your data

4 Analyze your data

5 Communicate your findings

6 Implement and iterate

7 Here’s what else to consider

User Experience

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