Data analysis

Before we get into anything, we thought we'd list the definitions of various data points below. KPIs and Objectives get thrown around here and there. To prevent any arguments, we start with our definitions.






Generic action, or an outcome towards which we strive.

Increase propensity to travel

Goals may not be strictly measurable or tangible.


Specific action - the objective supports the attainment of the associated goal.

Deliver meaningful brand connections through content that will inspire future travellers.

Must be measurable and tangible.


A measurable value that demonstrates how effectively a company is achieving key business objectives.

  • SEO ranking

  • Average page views per session

  • Time on task

  • Bounce rate

Evaluated over a specified time period, and are compared against past performance metrics.


A quantifiable measure that is used to track and assess the status of a specific process.

Users are visiting destination pages, but not clicking through to hotel booking

A metric can be derived from one or more measures.


The numbers or values that can be summed and/or averaged.

Sales, leads, durations or downloads

Measures are numbers/values; KPIs are context-driven and are often made up of multiple measures.

Role of data in user experience is invaluable. As these data points pertain to the problem, you are trying to solve.

During testing, they help us understand how users are currently reacting to the particular feature and validate insights and for us obtaining relevant data through qualitative and quantitative approaches give you the ability to support my assumptions, hypothesis and concepts.

It also helps to get buy-in from other team members on recommended solutions especially while working with cross-functional teams. However, the trick lies in choosing the right process and the right sources to gather these data.

For example, my work with Mitsubishi Motors to optimise the current website could have only been achieved with stakeholder interviews and quantitative metrics. Aligning insight to business goals and then success criteria.

Mitsubishi measurement analysis