Aidan, a UX designer and front-end architect, emphasizes the importance of tracking user experience goals and key performance indicators (KPIs) to optimize website design and engagement. He outlines common mistakes, such as not defining goals, making assumptions about audience needs, and neglecting user testing. Resources, tools, and links are provided to aid in effective UX research and analysis.

1. I’M AIDAN
UX DESIGNER & FRONT END ARCHITECT
aidan@fosterinteractive.com
Hi

2. USER EXPERIENCE DESIGN

3. AUDIENCE’S
GOALS
ORG / BUSINESS
OBJECTIVES
UX

4. AUDIENCE’S
GOALS
ORG / BUSINESS
OBJECTIVES
UX
YOUR
SITE
SOCIAL
EMAIL
OTHER
SITES

5. HELP VISITORS IGNORE WHAT THEY’RE NOT INTERESTED IN
SO THEY CAN FIND YOUR SOLUTION
TO THEIR PROBLEM

6. MISTAKE #1 - DON’T WAIT TO TRACK GOALS
DEFINE + TRACK THEM NOW

7. KPI’S ARE BUSINESS OBJECTIVES
!
LOWER
BOUNCE RATE
"
INCREASE
TIME / PAGES
#
INCREASE
SOCIAL ENGAGEMENT

8. KEY CONTENT TRANSACTIONS SUPPORT
• Visits to key
pages
• Long scrolls on
lead gen pages
• Donations
• Event
Registrations
• Contact Form
submissions
• Email clicks
• Decreased Support
Requests
• Increased self-
serve forms

9. Setup Google Analytics in Drupal
https://www.youtube.com/watch?v=2wFXo-vnhWs
Tracking KPI’s (Goals) in Google Analytics
https://www.google-analytics.ie/blog/how-to-set-up-goals-in-
google-analytics-with-pictures/
https://dashthis.com/blog/the-top-google-analytics-kpis-to-track/
Other Useful Tools
https://www.hotjar.com/
https://clarity.microsoft.com/
WEBSITE KPI’S

10. NON-WEBSITE KPI’S
Sales / Offline KPI’s in excel (Template)
https://christophjanz.blogspot.com/2013/12/a-kpi-
dashboard-for-early-stage-saas.html
https://medium.com/@rachelpemelton/how-to-create-
a-simple-kpi-dashboard-in-excel-d0c8fee9f11c
Tracking Social engagement KPI’s (How-to + Saas products)
https://blog.hootsuite.com/social-media-kpis-key-
performance-indicators/
https://sproutsocial.com/insights/social-media-kpis/

11. MISTAKE #2 - DON’T THOW THE (CONTENT) BABY OUT
WITH THE BATH WATER

14. MISTAKE #3 - DON’T ASSUME WHAT YOUR AUDIENCE WANTS
ASK THEM!

17. https://uxplanet.org/how-to-create-effective-user-
surveys-1cea4b06ff76
https://www.hotjar.com/blog/website-survey-questions
https://survicate.com/website-survey/questions/redesign-
survey-questions/
https://www.surveymonkey.com/r/redesign-survey
SURVEY RESOURCES

18. MISTAKE #4 - DON’T FORGET TO WALK A MILE IN YOUR AUDIENCE’S SHOES
USE PERSONAS
TO DEFINE GOALS

19. Personas
$

20. %
USER
GOALS
&
INSIGHTS &
EMPATHY
'
FRAMEWORK
FOR DISAGREEMENTS

21. TIP #5 - DON’T ASSUME YOUR SITEMAP WORKS
TEST & RE-TEST

22. Information Architecture
$

23. (
ANALYSIS
&
TREE TEST
)
IA MAP
*
USER GOALS
IMPROVE & TEST

24. IA Testing
$

26. TIP #6 - DON’T WAIT FOR A WEBSITE TO TEST
TEST EARLY AS POSSIBLE

27. $
Navigation
Patterns
UI Content
Blocks
+
User
Testable
&

33. TO GET WHAT YOU WANT OUT OF A REDESIGN
YOU NEED TO FOCUS ON
WHAT THE AUDIENCE WANTS

34. THANK YOU!
aidan@fosterinteractive.com