UX and Analytics
Data has always been used to evaluate and draw logical conclusions to enable distinguishable outcomes. When it comes to UX (user experience) design, the data contains a wide range of information on your website's visitors, such as their age (demographic), location (geographic), interests, behaviors, and even how they interacted with your website.
Since data is objective, making decisions based on anything else is little more than an educated guess. So, how do you overcome this presumption and leverage both real time and legacy data to its full potential?
1. Data driven designs
By using data to gain informed insights you will be better positioned to increase user engagement, so the residents of your municipality remain engaged when they visit your website for any services. This is not only limited to navigation but also to a wide spectrum of information. This kind of data could be used to address the following:
- Find out why and where users are dropping off while engaging on your website
- Customer journey optimization to reduce exit rates
- Reconsider the visual storytelling to aid accessibility and user interface design
- Tailor your content to aid in navigation and lead your visitor to a point of conversion
2. User research
When we hear the word analytics, it calls to charts, graphs, and statistics. But does that accurately capture the true nature of analytics?
In a word, no.
User analytics could be anything ranging from questions answered in a survey from the citizens of your municipality to an internal brainstorming session with your team for feedback on user interface design, or even a heat map from a user testing model.
Though analytics holistically could give you an overview of user engagement pattern, it requires an in-depth detailing of your user personas. You need to understand how they have interacted in the past, so that you can optimize for the best user experience that creates a seamless online experience that would prompt your residents to keep returning to your site. This should and must include looking at your Google Analytics data.
There is one other aspect that most of us fail to consider when it comes to crafting a visually appealing website. The difference between:
UX Theory vs UX Analytics
UX Theories are otherwise called ‘best practices’ and are a group of studies backed by data across different topics and criteria covering a wide range of industries. An example of a UX theory would be data that tells you over 50% of users aged 45 and above are active online. This is quite misleading, since it will not apply to applications on a broader scale. That is because the demographic and real-time data does not reflect the theoretical study.
So, what does this mean for the data you’ve collected from your personas or the citizens of your community?
Since UX research is based on data collected from generic user groups, it may not necessarily incorporate your citizen insights and might not fit into the persons you have identified earlier.
So, how do you overcome this to leverage data and design a more practical approach to building a sustainable and scalable data model?
The answer is simple. By frequently optimizing the way to gather citizen data, you can make informed decisions about their “customer” journey
Take a more informed decision at data that could relate to your citizens with constant optimizations across different parts of their journey.
Therefore, for a better user experience, design should solely rely on data that you have collected from users or citizens that could keep them at high levels of engagement.
What, now?
But you're probably wondering, "How can we empower our citizens to better engage online?"
It’s simple. The Govstack platform can solve that problem for you.
Govstack is a dynamic content management system that helps you design, craft, and engage your citizens on a more personalized level, and cater to what they are looking for with insights on data analytics.
Learn more about how Govstack can help you leverage the data you need so your residents are 4 times more likely to agree with their community’s standard of living if they are satisfied with their digital customer experience and information architecture.
What, now?
But you're probably wondering, "How can we empower our citizens to better engage online?"
It’s simple. The Govstack platform can solve that problem for you.
Govstack is a dynamic content management system that helps you design, craft, and engage your citizens on a more personalized level, and cater to what they are looking for with insights on data analytics.
Learn more about how Govstack can help you leverage the data you need so your residents are 4 times more likely to agree with their community’s standard of living if they are satisfied with their digital customer experience and information architecture.