As a UX designer, your job is almost never over. It takes a lot of planning and researching to launch an app or website properly. But then, you also need to spend some time on the post-launch production to ensure that at the end of this process, you have an app or website that users can’t do without.
So, even after you launch the product, there’s some smart optimization you need to work on. As a UX designer, you are expected to anticipate user behavior from the moment they open an app or access a website to the final action they make on it. This is why creating a clear and natural user navigation path is key to product success because that’s what will keep users coming back. This is what will make users close the app or website and remain with the idea that they had a positive experience with your product in their minds.
But, how can you create a digital product that offers a great user experience without reading minds? Is it possible? The answer is, “yes, it is possible using qualitative analytics.
Unlike quantitative analytics tools, which only offer answers to the “how many” and “what” in-app questions, qualitative analytics also provide answers to in-app questions like “why,” “where,” who,” “when.”
Now, with that in mind, to guarantee that you create a digital product with great UX that will get only 5-star reviews, use these qualitative analytics tools after your product launch.
And this way you will be among the top user interface design companies.
Image source: https://unsplash.com/photos/QEsaXprgVfQ
Gather precise feedback
There’s a pretty famous UX design quote, “People ignore design that ignores people.” If users feel like their feedback is ignored and you make no effort to improve their experience with your product, they’ll simply choose to move on to another similar product, and we all know that in today’s digital world, they likely have many alternatives to turn to. So, never ignore your users and their experiences with your product.
How can you measure the user experience offered by your UX entirely? Can you see it all in metrics like retention rates and session duration? Yes, and no. While retention rates and session duration are very important metrics, they aren’t the only ones you should track. The most valuable tool to help you measure the totality of the user experience is your user recordings.
By tracking and analyzing user recordings, you’ll be able to experience your UX together with your users and determine if their experience with your digital product is intuitive and efficient. You’ll be able to identify your product’s problem areas and make the right changes to improve your UX without wasting a lot of time on interviewing users and even potentially having to figure out biased or sugar-coated feedback.
Check UI usability
User interface usability is key to a successful UX design, no matter the product. Yet, it’s difficult to know exactly how your users interact with your interface on a large scale until the actual product launch. So, after the launch, you need to track the results using qualitative UI testing tools to understand how you can improve your product’s UX.
Use a tool that will provide you with actionable insights on user gesture data from specific screens within your digital product. Track data about gestures like tapping, double-tapping, swiping, pinching, and any other gesture that users may have made when using your app or website. By doing so, you can find out if specific gestures in your app are straightforward and intuitive to your users or if you need to make some changes. You’ll also find out if the buttons are of an appropriate size and if they’re at the right location in your UX and even how users interact with the pop-ups in your product. The more you understand how your users actually interact with every element in your UX, the more you can improve it.
Test
A/B testing is another vital part of successful UX. As a designer, with A/B testing, you basically test the components of two different app versions to see which one is more intuitive for your users.
A/B testing is a traditional tracking tool, so you likely already know about this step. But, here’s the thing: why not pair A/B testing with qualitative analytics to gain more relevant insights on your UX and your users’ experiences with it? When A/B testing, also use both user session recordings and heat maps. User session recordings will show you how users behave with each of your product versions on a single-use level, and heat maps will allow you to see how users on a large scale interact with each version of the product.
Track short sessions
Tracking session lengths is another essential part of offering great UX because it shows how well your product is working and how your users feel when using it. For example, users sessions that are too short might be a sign that the user was frustrated early in the app experience and left really quickly.
Qualitative analytics tools that track both long and short sessions allow you to see where and why a user has decided to leave the app, helping you understand which part of the app isn’t working properly for users.
In other words, you’ll find out the problem areas of your product that lead to app/website abandonment. What’s more, you can also watch the user sessions of your loyal users to understand their experience and try to guide other users to have a similar experience as well.
Analyze conversion funnel rates
Helping users to have an amazing experience is all UX design is about. Yet, don’t forget that the final goal of any navigation path in your app is to guide users into completing an in-app conversion, be it arriving at a certain screen, playing a game, finalizing a purchase, or signing up for a newsletter.
So, you also need to analyze the conversion fuel rates to see whether your UX is efficient and successful or not. If the results aren’t satisfactory, you can use all the tools we’ve mentioned above to understand what’s stopping your users from getting to the final step of conversion and why they are prematurely stopping in the process.
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