There are a couple of things I feel commonly get downplayed when I read up on UX methodologies.

  1. Define measurable goals.

As UX designers, we need to use a variety of investigative methods to understand business goals and user goals. But once we’ve done that, it’s important to define how success can be measured in a tangible way.

I like to look at Google Analytics statistics upfront for all the usual reasons – to view commonly accessed areas of the site, drop off points and conversion rates.

But just as importantly, I like to report on current statistics and ascertain what goals the client has which will demonstrate success. For example – increase the number of hits on a page, reduce the abandonment rate in the checkout process, etc.


2.    Evaluate the value of user personas

User personas are great for getting into the mindset of how an individual might think and act, and empathising with anonymous customer #3244 . However, it’s equally important to understand the percentage of users this persona represents, and their value to the business.

A user group which represents a low percentage of the total customer base can still be identified as being a high value target for the business.

For example, I worked on a property development website. In my analysis I identified that 50% of land referrals were coming from builders. While builders were not originally perceived to be a key segment of their key target audience, developing a strategy (a rewards system) for builders and promoting it on the site would prove valuable.


3.    Identifying missed opportunities in user journey mapping

Some may disagree, but I’m surprised that user journey maps don’t highlight missed opportunities to engage with users at touch points more often. YES, IN THE MAP.

User journey maps tend to focus on what the touch points are.. butI think it’s important they also identify missed opportunities along the way.