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Course Syllabus

Bachelor 2024/2025

UX/UI analytics

Type: Elective course (Digital Product Management)
Area of studies: Business Informatics
Delivered by: Department of Business Informatics
Where: Graduate School of Business
When: 4 year, 1, 2 module
Mode of studies: offline
Open to: students of one campus
Instructors: Julia Friesen, Anastasia Zaitseva
Language: English
ECTS credits: 4

Course Syllabus

Full Syllabus

Abstract

By the end of this course, students will learn how to use product data and research tools to create impactful user experience solutions and influence product and business metrics. UX (User Experience) and UI (User Interface) now represent a distinct area of product analysis and work with digital communication tools. Despite the fact that the methodology and set of tools for UX/UI research are similar to traditional analytical tools, the scope of UX/UI research methods is unique, which emphasizes the relevance of this course. Upon mastering this discipline, students will be able to: calculate and analyze user behavior; identify segments and audience needs; develop a map of customer travel; use design thinking tools; choose packages of quantitative and qualitative methods to solve a problem; conduct UX testing and A/B tests; select hypotheses for testing, search for ideas, run tests and analyze errors.
Learning Objectives

Learning Objectives

  • be able to understand user needs
  • be able to transform needs into UX solutions
  • be able to analyze the efficiency of UX solutions
Expected Learning Outcomes

Expected Learning Outcomes

  • Formulate, validate, and prioritize UX hypotheses
  • Create and validate UX solutions without development
  • Evaluate the success of implemented UX solutions
  • Implement appropriate tools for identifying valuable user needs basing on the product specifics
  • Apply best practices and general rules for UX solution design
  • Distinguish the role and responsibilities of a UX researcher within a product team
Course Contents

Course Contents

  • Introduction into User Experience
  • Research & Discovery: How To Understand What Users Need
  • Solution design
  • Analytics: How to Assess the Impact of Your Solution
  • UX Strategy
  • UX Essentials Recap
Assessment Elements

Assessment Elements

  • non-blocking Seminar activity
  • non-blocking Homeworks
  • non-blocking Project defence
Interim Assessment

Interim Assessment

  • 2024/2025 2nd module
    0.3 * Homeworks + 0.4 * Project defence + 0.3 * Seminar activity
Bibliography

Bibliography

Recommended Core Bibliography

  • Fritz, M., & Berger, P. D. (2015). Improving the User Experience Through Practical Data Analytics : Gain Meaningful Insight and Increase Your Bottom Line. Amsterdam: Morgan Kaufmann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=961223
  • Nunnally, B., & Farkas, D. (2017). UX Research : Practical Techniques for Designing Better Products. O’Reilly Media.
  • Tullis, T., & Albert, B. (2013). Measuring the User Experience : Collecting, Analyzing, and Presenting Usability Metrics. Amsterdam: Morgan Kaufmann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=486121

Recommended Additional Bibliography

  • W. Craig Tomlin. (2018). UX Optimization : Combining Behavioral UX and Usability Testing Data to Optimize Websites. Apress.

Authors

  • GLADKOVA MARGARITA ANATOLEVNA
  • YAKOVLEVA NATALIYA VADIMOVNA