Using in-app UX analytics to drive decision making

UX Leadership By Design

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In this episode of the "UX Leadership by Design" podcast hosted by Mark Baldino of Fuzzy Math, Greg Thomas, Director of User Experience at TaxSlayer, shares how his team captures user data at specific times to make data-driven decisions and presents a strong case to executives, business owners, and product leaders. By using a one-question survey with a one-to-seven scale (Single Ease Question or SEQ) , they prioritize fixes in the backlog and give users a voice without adding any overhead to the team. This episode is a valuable resource for UX design leaders seeking insights into capturing customer data and making better decisions.
Topics Covered:

- Making data-driven decisions in UX design
- Benefits of user-centered design for business success
- Importance of data capture tools and user feedback in UX design
- Understanding and using Single Ease Question (SEQ) Scores to improve UX design
- Prioritizing fixes and challenges in UX design
- Building and leading UX research teams
- Driving design decisions through in-context data capture

- Strategies for Prioritizing Fixes in a UX Design Backlog

About our Guest:
Greg is a software industry veteran with an extensive background in researching and creating user-centered omnichannel customer experiences and in managing, advising Product Management and helping set strategy going forward.
Examples of his work can be found on a wide array of platforms including; web, mobile apps, tablet apps, mobile web, point of sale, pin pad, kiosk, voice systems, mobile payment, and internal employee operation systems.
Currently, he is the Director of User Experience Design at TaxSlayer.com where he reports to the CEO and works directly with Senior leadership. Prior to joining TaxSlayer, he worked for Fortune 500 companies such as Walgreens, Motorola and for other industry leaders such as Peapod, and Legacy.com.
He holds a Master’s Degree in Human-Computer Interaction from DePaul University in Chicago, a Bachelor’s Degree in Marketing from Butler University, and an executive certificate in Product Management from the Haas School of Business at the University of California, Berkeley.
His innovations have led to him being listed as a co-creator of one patent and sole creator of another.
Resources & Links
- Find Greg on LinkedIn: https://www.linkedin.com/in/gthomas10/
- More about Single Ease Question (SEQ): https://measuringu.com/seq10/#:~:text=The%20Single%20Ease%20Question%20(SEQ)%20is%20a%207%2Dpoint,was%20the%20task%20to%20complete%3F

• Connect with Mark on LinkedIn: https://www.linkedin.com/in/markbaldino/
• Fuzzy Math - B2B & Enterprise UX Design Consultancy: https://fuzzymath.com/