Validate

Different stories have different ways to validate. Besides looking for what you predicted, also pay attention to other metrics or feedback. Also, make sure qualitative study is part of the procedure at the beginning, so that you have a solid ground to advocate for your users. Never forget to follow up after the validation — what you can improve? What are the new opportunities? Do you need more validation?

UX analytics is the measurement and analysis of user activity on a website or app that provides insights into how its design can be adapted to meet the current or changing needs of end users.

Measurement can be

and/or
Qualitative
. Quantitative data measures what users do, such as clicking on a particular link, while qualitative data measures why they do it. Both types of data are crucial for carrying out an effective UX analysis.

But data, and the insights it provides, are no substitute for design intuition. Data can inform that intuition but ultimately it’s up to you to draw conclusions,

and make design decisions based on your own experience and knowledge of the end user.