quantitative data via adobe analytics

As the Global Tax Platform began to scale up we (UX) knew that collecting behavioral analytics would be crucial for our UX research.

One of the main reasons we wanted to adopt Adobe Analytics was to complement our qualitative research like user testing and interviews. Also, it would allow us to identify patterns, trends, and correlations, providing more robust and reliable insights. By gathering metrics on user interactions, such as click-through rates, or time spent on specific actions, we could objectively assess user behavior and identify areas for improvement in the user experience.

Quantitative data provides a solid foundation for data-driven decision making. It helps prioritize design improvements, validate hypotheses, and justify design choices by presenting clear and measurable evidence. The combination of quantitative and qualitative data leads to more informed and holistic UX research outcomes.