Designers today can’t afford to ignore the data that is created by websites. It’s easier than ever to get hold of metrics that tell you how your designs are performing but it’s not always obvious to know what you should be looking at.
Do you want to be a designer creating things that actually get results? There’s no question about it—the days when a team could sit around making assumptions and guesses about what will work for their users are numbered. With the right knowledge, you can stop gambling and improve your designs (and maybe win creative arguments) with data.
I’ve created a guide to teach you. A beginner’s guide for designers, so you can get to grips with metrics, quickly and cheaply.
I get it, you probably went into design to escape numbers, maths, and spreadsheets. But today, if you aren’t fluent in the terms of web performance, someone else will be. And they’ll probably have a big say over whether what you design gets built.
I’m also going to let you into a secret: it’s not that hard to understand the basics, nor to put them into practice.
In this book I teach methods that are quick and, once set up, will run in the background telling you exactly how your website is performing from week to week. You can also learn how to identify and summarise who your users are to help you design for the right audience.
It’s true that there are plenty of data-gathering tools out there, and they can cost a lot of money—but you don’t need them, especially in the beginning. I’ll show you how you can get very useful information from the free tools of Google Analytics and Mixpanel.
I’ll give you methods that can back up the traditional UX design process, and then add to them. Things like personas and user flows are important, and they can be made into even more powerful tools with the addition of real data from your website.
This guide is for designers who are starting out on the road to becoming more data-driven. Here are the key things that this book covers:
This book has now retired. It will be replaced by something exciting later this year...
Get a free guide to my favourite 10 tools to help you design with evidence. Plus I'll send you a reading list of 80+ articles and resources that have informed the Evidence-Based UX Design Guide.
It's handled by Gumroad in their secure pop-up window. There's a bunch of information about buying safely with them on their site (I won't ever have your payment details). Also as they're US-based, payments are taken in dollars.
VAT is an extra cost for most European based buyers and applies to all online products thanks to a recent EU law. Gumroad automatically handle it and add it on top, so I've adjusted my prices down to allow for it. If you're making a business purchase you can get an invoice from them to claim it back. If you're outside the EU, no need to worry.
If you get to the end and you haven’t learned anything, I don’t want you to feel ripped off. Just send me an email explaining why (to help me improve), along with your purchase receipt within 30 days of buying and I’ll issue a refund.
Sure, if you fancy upgrading and getting the extra bits just email me and I’ll give you a discount code to buy the full package.
After a bit of behind the scenes info eh? As it happens I actually wrote a whole blog post about how I turned this from a workshop into a book and the challenges along the way.
It's possible there's something I've overlooked, if so just send me an email with you question and I'll try to get back to you as quickly as possible.
I'm Matt, a consultant UX designer to start-ups and fast-growing companies. I gained industry-leading UX experience as part of a 100+ person team at the BBC. I then developed more pragmatic skills from being the sole UX designer during the rapid growth of onefinestay, one of London's most successful startups. It’s here I learned the importance of having data to back up your design decisions.
This book began life as a workshop with technology training organisation, General Assembly, in London. Having received great feedback, I decided to put the workshop into book form so that I can share what I've learned with a wider audience.