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Friday, October 20
Fri, Oct 20, 7:30 AM - 8:30 AM
Aventine Ballroom G
Continental Breakfast and Speed Poster 2 sponsored by Bank of America

Data Science and UX to Understand Users' Experiences and Perceptions (304055)

*Jennifer Romano Bergstrom, Facebook 

All too often, organizations make assumptions about their users and make business decisions by examining only one type of data (e.g., website analytics to assess click patterns). However, this is less than ideal with increasingly complex products because there is much of the story that is unknown. For example, we can learn what people click and how long they are on web pages, but we don't know what they were looking for and if they were able to find it. To fully understand users, it is important to examine numerous types of data. In this talk, we will discuss how a Data Scientist and a User Experience Researcher work together to understand users’ experiences and perceptions about Facebook privacy. We will demonstrate the value of incorporating different types of data collection and analysis into project plans. We will discuss methods we use, and the iterative process we take, where data influences UX research, and UX research influences which data to examine, and this feedback loop is synergistic and constantly in flux.