User Experience designers can be thought of as artistic in nature, and for good reason, however there is also a lot of data behind good user experience design. A good design involves more than a usability test and appealing graphics. Effective website designs are developed through multiple iterations and involve user testing alongside A/B tests. A UX designer can use tools such as Google Analytics and Google Optimize to make sure that their website design is as effective as possible.
Initially, the first step in UX design is to conduct a usability test, and this will ensure that the designer identifies any glaring pain points with the current website design. However, once the new design is launched, the designer work is far from over. The UX designer can use Google analytics to begin testing the performance of the website at scale. Normally, a UX designer only has time to conduct a handful of usability tests. These are useful for a deep dive into specific issues that the website design may be experiencing. Once these larger issues are addressed, the UX designer can use Google Analytics to gather data on hundreds to thousands of interactions on the site. By looking at certain metrics such as bounce rate and goal completions, the UX designer can understand how engaging the website is, along with how successfully the website design accomplishes its overarching goals. Once a sufficient amount of data is gathered, the UX designer can begin to optimize the site in certain areas based on user behavior. These optimizations are often done through A/B testing.
Google Optimize is one of many useful A/B testing tools. Designers can use this tool to test two different page designs against one another, and discover which design is more effective at guiding site users to the desired goal.
These tools create an iterative design process for UX designers, as they are constantly tweaking the website design and making improvements.
This iterative process requires EX designers to be able to work with, and understand, a large amount of data surrounding online user behavior. However, once a UX designer become adept at this process, it is easy to more precisely improves a user’s online experience.