Summary: Users’ “productivity” tasks differ from “engagement” tasks, in whether more or less is better for metrics like time on tasks, interactions, and page views. Such KPIs are important, but they must be evaluated relative to users' tasks.
Diversifying user research methods ensures more reliable, valid results by considering multiple ways of collecting and interpreting data.
Video Author
Kara Pernice is Senior Vice President at Nielsen Norman Group. Pernice pioneered UX research methods beginning in the early 1990's, and continues to evolve user-centered research methods and processes to best collaborate with organizations. She helps to improve their UX strategy, increase their UX maturity, and derive experiences that useful, simple, and surpass business goals. Pernice is accomplished at evaluating and managing design situations, and crafting with a team the most fitting research methods, and converting this analysis into insights and outstanding designs. She is the creator of NN/g's Intranet Design Annual and UX Certification Program.
