How do you analyse the user experience on a website?

User experience (UX) analytics helps you understand how users experience your website and product, so you can prioritise decisions on how to improve it for them and ensure the user experience is as seamless and intuitive as possible. With each segment, walk through the user flow by creating a new account (if the segment is a new user), ideally on a new device. In some cases, it is best to go through the user flow after clearing the browser cache (for web apps), or deleting the app from the phone and reinstalling it from scratch (for mobile apps). Record each step with a screenshot, even if it seems extremely subtle, such as when an app asks the user to allow notifications.

Some UX teams collaborate with optimisation specialists while designing the site or launching new features to develop and implement a measurement plan. UX teams receive daily or weekly reports to monitor the site's ability to meet established goals. They can use web metrics to diagnose specific problems or rely on them as clues to guide further research. Ask users to rate on a numerical scale as they use your product to collect quantitative data about their experience.

Whether you're looking to develop a broad ux design skill set, or you're exploring UX research as a design specialisation, here's your complete introduction to conducting user research like a pro. The primary goal of this method of user experience testing is to identify usability issues, collect qualitative data, and determine participants' overall satisfaction with the product. According to the Gov website, usability testing refers to "evaluating a product or service by testing it with representative users". The most important thing is to approach the flow from the perspective of a new user and again for a returning user.

Analysing heat map data helps you to uncover blockages in user flow, but at this stage you will not understand why they occur or how to fix them. These can point to problems that exist with user flow, and performing a UX analysis will uncover possible solutions. Google Analytics is a good starting point to get data on user interaction, as long as you know what you are looking for. Early in my career I had the attitude that I could test any application, website or product on myself, replacing the act of talking to users.

Effective user experience (UX) analysis will provide you with a set of actions or changes you can take to better address user desires and pain points in your product. The data collected in surveys is received automatically, and the survey tool selected usually provides some level of analysis, the data from which can be used for user experience studies later on to inform your product. The figure is even higher for mobile users, with 53% opting to abandon the website if it doesn't reach 3 seconds. It provides data on abandonment, sessions and more, with the ability to highlight or analyse specific user paths.

In short, a persona is a fictional user with needs, aspirations and desires that are often linked to goals within their life. Prior to joining athenahealth, she was a director at Nielsen Norman Group, where she conducted user research, consulted and taught courses around the world on topics such as persuasive web design, information architecture, navigation, web analytics and web-based social strategies.