How Big Data Can Be Used In Designing A Better User Experience
Synopsis: Big data provides essential insight into the buyer’s persona and human behavior. Based on the analysis of big data, providers can stop guessing and start taking calculated measures to increase their product’s success. Big data helps to make a design of a product data-driven rather than intuitive. And it results in better UX as customers get exactly what they wanted and even more.
It is hardly debatable that we live in a big data age. The volume of the information generated by each user every day grows exponentially each year. Whether it is information from mobile devices, laptops, retail stores, or surveillance cameras – people leave a digital trace of their actions and behaviors.
The numbers speak for themselves. According to statistics, in 2010 the volume of globally generated data was 2 zettabytes. By 2019 it has reached 41 zettabytes and it is predicted to go up to 175 zettabytes in 2025. Naturally, all this information should not be just stored. It is extremely valuable for providers of any industry. More companies will have more insight into the users’ behavior and preferences.
Direct Connection between UX and Big Data
Previously, any UX design was intuitive and driven by experts’ knowledge. The decisions were made based on the level of expertise of professionals, which gave its results. Despite the good results, it was still a lot like guessing and making bets. There was no way to know for sure what a customer wants and what will make the user’s experience much better. The result could be mostly seen after real-life implementation. It all results in losing time and finances. The main goal of UX is to create the value of the product both for customers and providers. It is what makes the product unique and endorses clients’ loyalty.
Thankfully to big data, user experience can finally be data-driven. It allows having an objective source of information for making choices based on previous clients’ behavior. Data driven user experience development means making all the choices based on factual information. Big data show what users do, how they engage with a product, how long, what do they prefer, and what makes them confused. This is objective and extremely helpful information.
How Data-Driven UX Works
Data-driven design developers use analysis of big data and A/B testing to create the most useful and helpful user experience. The key factors here are quantitative and qualitative analytical reports that give an insight into the audience and its expectations from a product. It allows understanding the users’ personas better and base design and product architecture on these numbers. The big data market is forecasted to reach $103 billion by 2027 because it offers a safe way to make UX better.
Data-driven design helps to answer the target audience’s expectations. And big data offers a user experience developer a calculated look into the audience’s wishes. Companies that use data-driven design are, on average 6% more profitable than their competitors.
A great example is Virgin America’s website case. They created a new responsive design and used A/B testing to revolutionize ticket sales. It resulted in a 10% increase in conversions, 20% fewer support calls, and the fastest buying process on the market. It is the fastest airline website; it takes about 8 seconds to register an account. The case was so successful that it was implemented on all platforms and mobile apps of Virgin America.
Analysis, UX Design, and Understanding Customers’ Needs
The purpose of a big data developer is not only to collect and store the information but make it accessible for analysis. The analysis is essential as is allows interpretation of the received information. It is important not only to know the demographic statistics of the audience but also to see complex behavioral patterns. Analysis of big data can help to understand customer’s needs by:
- Creating a more detailed buyer’s persona and segmenting the target audience into various groups. The marketing should be targeted for these groups individually.
- Figuring out non-identifiable personal information, such as geographical location, area of interests, personal goals and motivation, and past consumer behavior. Also how they’ve found the company, what they are looking for, and where they are viewing product info.
- Estimation of average purchase size and price.
- Estimation of how much was spend on marketing to attract this customer. It helps to see the effectiveness of the marketing strategy.
- What it takes to keep the customer. Support, better website design, sales, etc.
- Seeing customers’ satisfaction with the product and UX.
- Understating audience values and whether they are fulfilled.
Implementation of Big Data for Better UX
Ultimately, the use of big data in UX leads to the higher satisfaction of a customer. Based on the actions online, screen time, or purchases, a company can make its product more usable and comfortable.
It can be used in designing user experience on all stages, namely:
- Collecting and interpreting information about users’ personas. This is one of the most essential parts of creating a product of value. Big data gives access to behavior patterns and predictions on what clients are likely to do. For instance, retail companies use human behavior data to predict what products are bought together and place them accordingly.
- Creating tasks and design models. Based on the information acquired, developers can moderate their workflow and tasks accordingly. Each tool should address a particular need or problem of a customer.
- Altering the existing design. For example, if an app or a website experiences significant bounce rates on one page. It requires analysis of the time spent on the page and actions taken, to understand why and when a user decides to leave. Collection and interpretation of this information lead to changes in the interface that ensure better UX. As a result, people do not leave the page and proceed with a website.
- A/B testing and evaluation before launch. This is a vital part of any project as it shows the effectiveness and usability of a product.
Big data can also be used for offering products and services related to the purchases made by a person. These are simple examples yet the enormous potential of this industry is yet to discover.
Big data changes the whole concept of UX. Mainly because it is based on factual numbers that help to make objective and efficient decisions. It helps to get a better knowledge of customers and their needs to provide them with what they are expecting.