User Behaviour Research
This course is part of the following part-time on campus and/or online program(s):
Beyond the world of clickstream data lies an array of user experience research methods that bring a wealth of knowledge on the complete customer experience, moving beyond the what and shedding light on the why. Learners develop and use personas to aid in website design and optimization. Learners use A/B and multivariate techniques, while recognizing the benefits of shifting decision-making power to customers. Research methods including usability studies, card sorting, heuristic evaluations, ethnographic research and surveys are examined to broaden learners' knowledge of how to measure and improve the digital experience.
Students running Windows or Mac OS will require a computer with a 64-bit processor in order to run the open-source software RStudio.