Bridging Quantitative and Qualitative Digital Experience Testing
Ranjitha S. Kumar · 2023
Digital user experiences are a mainstay of modern communication and commerce; multi-billion dollar industries have arisen around optimizing digital design. Usage analytics and A/B testing solutions allow growth hackers to quantitatively compute conversion over key user journeys, while user experience (UX) testing platforms enable UX researchers to qualitatively analyze usability and brand perception. Although these workflows are in pursuit of the same objective - producing better UX - the gulf between quantitative and qualitative testing is wide: they involve different stakeholders, and rely on disparate methodologies, budget, data streams, and software tools. This gap belies the opportunity to create a single platform that optimizes digital experiences holistically: using quantitative methods to uncover what and how much and qualitative analysis to understand why.