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Improving the User Experience through Practical Data Analytics
shows you how to make UX design decisions based on data-not
hunches. Authors Fritz and Berger help the UX professional
recognize the enormous potential of user data that is collected as
a natural by-product of routine UX research methods, including
moderated usability tests, unmoderated usability tests, surveys,
and contextual inquiries. Then, step-by-step, they explain how to
utilize both descriptive and predictive statistical techniques to
gain meaningful insight with that data. By mastering the use of
these techniques, you'll delight your users, increase your bottom
line and gain a powerful competitive advantage for your company-and
yourself. Key features include: Practical advise on choosing the
right data analysis technique for each project. A step-by-step
methodology for applying each technique, including examples and
scenarios drawn from the UX field. Detailed screen shots and
instructions for performing the techniques using Excel (both for PC
and Mac) and SPSS. Clear and concise guidance on interpreting the
data output. Exercises to practice the techniques
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