用戶體驗數據分析 書單

In the current age of technology, if an entrepreneur comes up with a grand idea, chances are they’ll need a pretty sweet website to go along with it. And if they want their idea to really sell, they will also need a website that really catches the eyes of the audience. This is where the wonderful world of UI/UX design comes into play.

在當今的技術時代，如果企業家提出了一個偉大的想法，那么他們很可能需要一個漂亮的網站來配合它。 而且，如果他們希望自己的想法能真正賣出，他們還需要一個真正吸引觀眾眼球的網站。 這是UI / UX設計的奇妙世界發揮作用的地方。

UI vs UX Design

UI與UX設計

First, we should probably establish a rough understanding of what UI design means compared to UX design. UI stands for “User Interface”, and UI designers are usually concerned with things like which fonts and colors to use, what kind of padding to put on widgets, etc. Basically, UI is for the most part all aesthetics. UX, on the other hand, stands for “User Experience”. UX designers are charged with deciding how users actually interact with a website, determining things like: where on the page should this widget go? Should we open a new window when “button” is clicked, or open up a modal pop? Is a scroll better for this list of products, or should we introduce pagination?

首先，我們應該大概了解UI設計與UX設計相比的含義。 UI代表“用戶界面”，UI設計人員通常關心諸如使用哪種字體和顏色，在小部件上放置哪種填充物之類的問題。基本上，UI主要是所有美學。 另一方面，UX代表“用戶體驗”。 UX設計人員負責確定用戶與網站的實際交互方式，并確定諸如以下內容：該小部件應放在頁面的哪個位置？ 單擊“按鈕”時我們應該打開一個新窗口還是打開一個模式彈出窗口？ 滾動條是否更適合此產品列表，還是應該引入分頁？

While data can certainly play a role in both, for this blog, we will be exploring the ways in which UX design can be drastically improved with the help of a data scientist. The below sections will outline a few of the many, many applications data science can play in the UX design process.

盡管數據肯定會在這兩者中發揮作用，但對于本博客，我們將探索在數據科學家的幫助下可以大大改善UX設計的方法。 以下各節將概述數據科學在UX設計過程中可以發揮的眾多應用。

Figuring out which Webpages Should get the Most Attention

找出最應該引起注意的網頁

This question is very applicable to any e-commerce company. Imagine you are selling a plethora of goods, stored on a large amount of different webpages. As any savvy business owner would wonder, you might be asking yourself “Which products are selling the most?”, “Are people viewing a certain product, but falling off somewhere in the buying process?”, or “Which products are not even being viewed”. These are all questions that can be addressed by proper UX design.

這個問題非常適用于任何電子商務公司。 假設您正在出售大量商品，這些商品存儲在大量不同的網頁上。 就像任何精明的企業主都會想知道的那樣，您可能會問自己：“哪種產品賣得最多？”，“人們在看某一種產品，但在購買過程中跌落了嗎？”或“哪一種產品甚至沒有被賣出？已查看”。 這些都是可以通過適當的UX設計解決的問題。

A UX designer working for an e-commerce company, for one, needs to make sure the user experience for an end-to-end purchase is seamless. If the different webpages are Product > Cart > Shipping > Billing > Checkout, and we notice a loss of users, or high “bounce rate”, on the Shipping page, then the UX designer knows where to focus their work. Something about the Shipping page might be confusing, or intimidating, to a user.

一位為電子商務公司工作的UX設計人員需要確保端到端購買的用戶體驗是無縫的。 如果不同的頁面是“產品”>“購物車”>“運輸”>“開票”>“結帳”，并且在“運輸”頁面上我們注意到用戶流失或“跳出率”很高，則UX設計人員知道將工作重點放在哪里。 關于“運送”頁面的某些信息可能會使用戶感到困惑或恐嚇。

Similarly, if the company wants to upsell a certain product, then it falls to the UX designer to focus their efforts on the webpage that showcases that specific product. They need to make sure that when a user interacts with the page that contains Product X, that Product X is displayed clearly and beautifully. Using data analytics, we can gather information regarding the percentage of times this specific product is clicked for each webpage view, and then work iteratively with a UX designer to increase this percentage.

類似地，如果公司想加價銷售某種產品??，那么UX設計者將精力集中在展示該特定產品的網頁上。 他們需要確保當用戶與包含產品X的頁面進行交互時，該產品X的顯示清晰美觀。 使用數據分析，我們可以收集有關每個網頁視圖單擊該特定產品的次數的信息，然后與UX設計人員反復協作以增加該百分比。

A Website Help Center Utilizing a Recommendation System

使用推薦系統的網站幫助中心

Many websites out there are not easy to use, and thus, website owners decide to have a “help” section of sorts, often times with a means to chat with a representative or view an archive of helpful articles.

許多網站都不容易使用，因此，網站所有者決定設置一個“幫助”部分，通常是與代表聊天或查看有用文章存檔的方法。

For a UX designer, one question might be “How should I most appropriately show the list of articles?” Maybe some kind of folder metaphor, or maybe simply just alphabetize them. While not terrible approaches, they are a little bit archaic.

對于UX設計人員，一個問題可能是“我應該如何最適當地顯示文章列表？” 也許是某種文件夾隱喻，或者只是將它們按字母順序排列。 雖然不是很糟糕的方法，但它們有些陳舊。

With technology today, companies are able to keep track of user data. Using this data, we can use machine learning algorithms to tailor a list of appropriate articles to display to an end user, and present those within a “popular” or “most relevant” articles section. Instead of searching through hundreds of articles to find the one most relevant, wouldn’t it be sweet if the system guessed what you were looking for before you even knew it? And if the guesses are not helpful, there is always a fallback option of scanning the entire list!

借助當今的技術，公司可以跟蹤用戶數據。 使用這些數據，我們可以使用機器學習算法來定制適當的文章列表以顯示給最終用戶，并在“受歡迎”或“最相關”的文章部分中顯示這些文章。 如果沒有系統搜索數百篇文章以找到最相關的文章，那么如果系統在您不知道之前就猜出了您要尋找的內容，那會不會很甜蜜？ 而且，如果這些猜測沒有幫助，那么總是有一個備用選項，可以掃描整個列表！

A Powerful Homepage using Natural Language Processing

使用自然語言處理的強大主頁

A website homepage should more or less accomplish the following: be an aesthetically pleasing webpage with some kinds of links to other places in the website where actual processing can occur. Now imagine an insurance company’s member portal. As an individual paying for insurance, there are a multitude of things you can do on such a website: file a claim, enroll in some coverage, cancel some coverage, add a dependent, add a beneficiary, pay some bills, etc etc etc. The list is huge.

網站首頁應或多或少地完成以下工作：是一個美觀的網頁，帶有指向網站其他可能進行實際處理的其他地方的鏈接。 現在想象一下保險公司的會員門戶。 作為個人支付保險金，您可以在這樣的網站上做很多事情：提出索賠，加入某些保險，取消某些保險，添加受撫養人，添加受益人，支付一些賬單等，等等。列表很大。

A homepage for this website should, to some degree, have a way for the user to navigate quickly to any subpage of the website to accomplish any of these tasks. However, if a UX designer tried to cram all these links and descriptions along with whatever else belongs on a homepage, clutter would be an understatement. Additionally, a non-tech-savvy user may be intimidated by such a page, panic, and shut their laptop.

該網站的首頁應在某種程度上為用戶提供一種快速導航至該網站的任何子頁面以完成任何這些任務的方法。 但是，如果UX設計人員試圖將所有這些鏈接和描述以及主頁上的其他內容塞滿，那么混亂將是輕描淡寫。 此外，這樣的頁面可能會嚇到不懂技術的用戶，恐慌并關閉他們的筆記本電腦。

Instead of all these links, widgets, and descriptions, a data science powered Natural Language Processing widget with one heading titled “How can we help you today” would both remove clutter and put the user at ease. If a user came in due to a broken leg and wanted to see if he qualified for an accident insurance claim, he could simply type “Broke my leg” in the widget and be brought to the appropriate webpage to file a claim, thanks to natural language processing, an extremely powerful sector of data science.

代替所有這些鏈接，小部件和描述，標題為“今天我們如何能為您提供幫助”的數據科學支持的自然語言處理小部件既可以消除混亂，又可以使用戶放心。 如果用戶因腿部骨折而進來，并想查看他是否有資格獲得事故保險索賠，那么他可以簡單地在窗口小部件中鍵入“ Broke my leg”，然后轉到相應的網頁以提出索賠。語言處理，一個非常強大的數據科學領域。

翻譯自: https://medium.com/@brianmccabe96/how-data-can-be-used-to-improve-ux-design-a0a39916961e

用戶體驗數據分析 書單

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