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UX & MI Research

Deals with numbers and statistics,
Deals with words and meanings.

Research Methodology

Quantitative research tells you what your problem is.
  • A/B Testing
  • Click Analysis (etc GA)
  • Survey
  • Eye-tracking
Qualitative research tells you why you have that problem.
  • Interviews
  • Focus groups
  • Diary studies
  • Usability studies

Google Analysis

Funnel Data Analysis

My existing UX role in a local telecommunication company is optimization. The monthly task to collect different plan conversion funnel data. To study step by step drop-off rate of the subscription flow.

Base on the adjustment on the flow each month to analyze the data from Google Analysis. That provides a better viewpoint on the user experience. if we found out some step suddenly with a high drop-off rate we can react even faster.

New Google Analytics 4

Except of the monthly data update, I also discover new tools to support the data research.
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Google recently announced a new version of Analytics, Google Analytics 4. This new property will now be the default version of the data collection and web traffic analysis software. Google Analytics 4 is a durable and privacy-first, x-channel measurement platform. Set it up will be able to start collecting data and experiencing the new features.

Google Tag Manager

Add Tag for Data Study

For a long-term period, data collection would be one of the important things to drive the UX / Business direction. So on each project revamp we would suggest a different GA tag for UX performance review.

I would provide the whole funnel diagram mark with the label that we need to check. In fact, if we rely all the tagging work-load on the programmer that is not good situation. Because for the UX team we're so clear about what we need to review in the UX cycle. So I would add some of the GA tags by myself. Using GA Tag Manager make complex thing to simple I only need to communicate with programmer for adding class  & ID.

Market Intelligence

Competitor Study

Competitor analysis is one of the most common marketing research. As a UX market research also can provide different insight to improve our own product. As a telecommunication company, we all provide a similar online subscription flow for users to subscribe. How I start those competitor study? First I will define what kind of thing we can compare, for example, the number of steps of users click and land to plan selection page or how many steps of the total acquisition flow.

Subscribe to the mobile plan from 3HK, csl & CMHK. Through the process study their flow & input field. Analysis of the data to make a hypothesis & insight. We can base on the insight to make suggestions on how to improve the existing flow.

Focus groups / Interviews

Corp-site Revamp

Crop-site revamp research start with arrange a focus group. First, we need to classify our own / non customer group with different segments. Segment is one of the most important business direction from the management decision. Base on the business requirement we need to organize and prepare the research document.

After that we need to formulate the interview's question.
We focus on the user experience and what kind of functions is user require.

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