Improving user experience is part art and part science. This talk will focus on the science aspect.

Making data driven decisions for a website involves:

  1. Tracking all user actions along with contextual variables
  2. Identifying gaps in the experience, or opportunities, by look at the tracked data
  3. Coming up with a list of hypotheses around possible reasons for the gaps
  4. Figuring ways to validate the hypotheses and narrowing the list down
  5. Releasing features or UX improvements to address the gaps
  6. Isolating and measuring the impact of these features or improvements
  7. Letting the fittest features or improvements survive, and iterating this process

We'll explore each of these steps in detail, along with relevant examples during the talk.