When it comes to digital presence, can you visualize anything bigger than user experience in the current scenario? Generally, the answer would be a strict ‘no’ because user experience has emerged as the principal total of different characteristics that clears the way for a website to have a dynamic web presence. User experience is now the key factor for delivering business value. In addition, the digital presence carries the value of a successful brand in several facets. Now, the biggest question is, whether the enormous amount of digital data generated every moment can actually ascertain the success of our user experience. It is worth taking a note that currently; Big Data is crossing all barricades of popularity in regard to validating and scaling user experience.
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The following study reveals what significance actually big data carries in respect to UX design, let’s go through.
Enormous Scope of Big Data
The extensive digital data generated across platforms, devices and interfaces all constitute Big Data. It represents 5 vital characteristics including variety, volume, velocity, value, and veracity. The exceptional growth of digital data in volume and variety is taken into consideration by this emerging arena of data analysis. This is quite obvious that data is largely becoming a precious source for getting business insights that are not often gained by the traditional analytics.
The huge scope of rigorous business analytics is offered by Big Data simply because a distinct variety of data sets belonging to both structured and unstructured data types from different sources now can be put under analytics to get deeper and more result oriented insights. However, all the credit goes to its value in offering business insights which is extensively considered as a key technology for the decision-making procedures in businesses.
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New Liberator in Big Data for UX Professionals
This is one of the major characteristics of Big Data that it has come, like several other fields of business, as a liberator for UX professionals too. Big Data analytics has played a vital role in delivering essential insights from operational business data. At present, business decision making across the world agrees with no doubt to this emphasized role of Big Data.
However, what about permitting this new scenario of digital data analytics to let the digital user experience better? This has been the new and one of the exceptional roles that have appeared as a liberating mechanism for developers and UX designers.
In reality, the large volume of data derived from different sources can tell us much about customers and the digital communication they have with more profundity and promise. This is quite natural that factor, which carries a lot of impact for various users and communications can now be conveniently scaled and the proficiency of the UX can be confirmed accordingly.
Relevance of Data Is Essential                 Â
This is noteworthy that volumes of digital data may contain insights but all types of data are not pertinent and all data are not insights. In addition, it is the procedure of analytics and extraction of insights that offer them relevance. The face value of pure data is not much unless it is kept under the scanner of analytics and excerpt insights relevant to your business or any specific use. You always get an opportunity to know your customers better by getting contextual and aim-driven data keeping your business process, business output and customer interaction in mind.
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A user, for instance, is buying a product or availing a service comes with a buying habit, carries his preferences and there are time and location of his engagement with the business. Such exercises are integrated together provides an idea about the customer and the business transaction. Now, while the whole data is always there, filling the gap between pertinent insights and volume carried by them emerges as a tough job.
Big Data Helps Visualizing UX Design
Data visualization takes place where Big Data and UX deal with each other head-to-head to deliver intuitive and creative process of presenting information. Data visualization is referred as the form of visual presentation of data in graphical and pictorial format. Mobile users at present are unwilling to read a big sized content and they stress on data that is instantly viewable. Due to the small screen of mobiles and their image of being an on-the-go device, users do not like attentive reading such text. This is the reason putting complex data in visually appealing way is preferable in mobile apps and websites.
User experience design assists with putting the data into fragrant images or graphics and can even add communication features in them. This is a very convenient way to purify data into useful graphic designs that you can have a quick look at. It is quite common that by adding complex information into graphic display the treasure of the data is exposed and given meaningfully to the user.
Scaling UX with Big Data
As soon as Big Data made its entry, the whole picture has been changed. Operational business data for instant insights into customer communication as well as big chunks of data from different sources to tell about customers and user interactions with more depth are there to assist you. With new and big pieces of data assets, available decision-making can be more suitable to take every effective factor into heed. From customer motive, their emotional responses to expectations all chip in to the measurement and validation of user experience now.
In actual, the objective of this multi-sourced analytical measure is the effectiveness of UX measures from which your company can have a profound understanding of the customer communication, valued loopholes and engagement that need to be discussed. Scaling the UX against particular business insights assists to have an idea of the areas that need alteration and positive focus to deliver business value.
Conclusion
For organizations, the quality of user experience is vital to get a fierce lead. Often, this is ensured by observing user communications. Big data analytics not only offer data-driven insights about customers but also helps us validate and measure the US to a great extent.