The UX field is maturing, moving out of the usability labs, towards defining and implementing UX strategy. A key ingredient of any UX strategy is quantitative data. While many UX professionals have experience with qualitative research techniques, few are comfortable with these techniques. The goal of this tutorial is to provide UX professionals with a foundation for how to carry out basic quantitative research. In this tutorial we will review common, as well as lesser known UX metrics. We will discuss the advantages and limitations of different metrics, when to use (and not use) them, and how to present metrics in effective ways. Participants will have an opportunity to get their hands dirty by playing with different types of UX data, learning some statistical tests, and experimenting with different visualizations. Participants will walk away with a practical understanding of how to incorporate quantitative data into their UX toolkit.
