Not too long ago we were redesigning a website for a large hospital chain client. During the research phase of the project we reviewed the analytics to find that the ‘Locations’ page was nowhere to be found. We further dug into the numbers and saw that site searches for ‘locations’, ‘hours’, and ‘directions’ were quite high. In the qualitative research phase we talked with customer support specialists and determined that ‘locations’ type questions get asked a lot. Needless to say, when we created the user experience there was a ‘Locations’ link front and center!
“That’s just the way it’s always been done!”
This is often a tough one to overcome, especially in a large organization. Web analytics can help sway opinions, but you may have to do some digging. We would not have convinced the CEOs about putting such prominence of the ‘Locations’ link had we not dug deeper into the data. UX can, and should, drive user behavior. But bad UX can drive an undesired behavior and could lead you to make incorrect design decisions. Dig into your data and don’t just settle on the quantitative side. If something doesn’t make sense go deeper and collect more data sets. A developer once told me that he approaches things like a 5-year-old… just keep asking “Why?” until you reach a point where an answer emerges.
“Hey, let’s bolt this feature on!”
Don’t do this! A strategy is a plan, and a failure to plan is a plan to fail. Bolting on feature sets without understanding how it fits within the larger digital strategy can be immensely harmful to user behavior. It can also wreck havoc on your analytics if it isn’t implemented properly nor tagged, as we discussed in our example. When new features are discussed they must be wireframed and discussed, determining how a real life user would actually use the feature. Oh, and obviously the big one… how will we track their behavior with this feature?
So which is it?
Well, it’s a combination of the two. It is important to think through new features and undertand how they fit into your site’s overall architecture and user experience (The Egg). However, it is just as important to learn from past behavior by asking the right questions and letting a mature site give you UX direction (The Chicken).