UXPA UK: Optimising the User Experience

Event Info

Thu 20 Mar, 2014 at 6:15pm
City University London
St John Street, College Building Entrance on St John Street
London, EC1V 0HB, UK
Cost: £10 (£5 for students)


About the event

This event aims to focus on quantitative research techniques such as analytics and Conversion Rate Optimisation (CRO) to increase awareness and share practical tips and case studies within the UX community.

Our 3 speakers will address the 'why', 'what' and 'how' to set up analytics to integrate with user research. This event is ideal for anyone who is seeking knowledge in these areas and/or would like to network with our speakers who are experts in the field.

Join us at 6:15pm (for a 6:45pm start) to enjoy an evening of learning and networking at City University. We'll be in A130- College Building. Please come to the College Reception, St John Street Entrance to the College Building - the 1890's red brick building with the clock tower on St. John Street. For more directions and transport links, check the City University website.

Sponsor of the event
UXPA UK would like to thank Futureheads for their support in sponsoring our March event. 

Futureheads is an exciting digital recruitment business launched in September 2009 by four highly experienced and successful digital experts. Respected as passionate advocates of a professional, knowledgeable and no-nonsense brand of recruitment, they offer a sound knowledge of the digital industry, a vast network of contacts and an impressive track record in sourcing and securing the best talent in user experience, project management and creative & front end technology.

Talk to Be Kaler and her Futureheads team for your next career move or to find that special someone to enhance your team.

Logistics and format of the event

Date: Thursday, 20 March 2014
Location: City University London, College Building, Room A130
Adjacent to City's main Northampton Square site
Nearest tube station: Angel and Farringdon
Nearest bus routes:  4, 56, 153

  • 18:15 - 18:45 - Mixing and mingling with drinks and nibbles
  • 18:45 - 20:30 - Presentations (see below)
  • 20:30 - 21:00 - Networking


How data is your friend – Practical ways to augment your research with web analytics 
by Nick Willis, Director of Measurement, Seren Design Ltd

When starting a project, have you ever wondered how many people actually do the things you’re trying to design for? Are you interested in what parts of a journey are broken before you try to find out why?

Nick will take you through:

  • What analytics can give,
  • What analytics CAN’T give,
  • How to ask for the right data,
  • Examples of good analysis prior to qualitative research,
  • How the web analytics/and survey can be integrated with the qualitative research,
  • How to use web analytics to prove the benefits of your designs and recommendations.

Nick has been working in the field of digital measurement, analysis and insight for more than a decade. Having worked with clients across a number of verticals, he has seen both good and bad examples of data collection, reporting and analysis within businesses and is passionate about helping people get this key area ‘right’.

Originally from a customer service background, Nick is a keen advocate of putting the customer front and centre in everything that a business does. He believes that the more data sources you have available and aligned to understand your customer, the better a business can be.

For occasional inane and cynical chatter on sport, the ‘quality’ of service from public transport and other nonsense you can see Nicks twitter feed @NW55.You can read more on Linkedin.

UX by Numbers : Toolkits and Techniques for blending quant with qual
by Craig Sullivan, User Experience and Conversion Optimisation Specialist

In this talk, Craig will outline the toolkits, techniques and methodologies that he's used to blend Quantitative insights with Qualitative user studies at the likes of LOVEFiLM, John Lewis, Foolproof, Autoglass, Google and more.  Well known as a Conversion Rate Optimisation and Split Testing fanatic, Craig started out as a UX guy who was interested in mining data.  

With examples, case studies and resources you can take away and use, he'll explain why blending these insight methods with traditional research helps triage, triangulate and prioritise beneficial outcomes.

Craig has been blending UX, Analytics, Split Testing, Voice of Customer and Conversion Optimisation techniques since 2006. He’s also been building teams, launching products and hacking the growth of websites for companies like Google, LOVEFiLM, Lego, John Lewis, Autoglass and more.

You can find him tweeting from @OptimiseOrDie on everything to do with Numbers, UX and Psychology. He speaks regularly at events like eMetrics, Conversion Conference, Etail, Drapers, Econsultancy and others around Europe and the US. Craig’s depth of knowledge, engaging presentation style and practical tips gets great feedback from attendees. You can read more on LinkedIn.

Analytics – guidelines for set up to help analysis and follow-up research
by Jim Williams, Product Analyst, Government Digital Services

Jim will talk about:

  • Capturing Digital Analytics Requirements
  • Choosing a Digital Analytics Requirement
  • Implementation & Tagging
  • Optimisation
  • Modelling user pathways & conversion funnels
  • Identifying actionable insights
  • Working with User Research


Jim has worked in digital analytics for over a decade working with clients including Astrazeneca, Kwik-fit Insurance, The Student Loans Company, Agent Provocateur, Matches Fashion and Lane Crawford. Helping clients use analytics to assist in the ongoing improvement of digital services and web sites. Previously President of UXPA -Scotland with an active interest UX and usability.

Jim has previously spoken at various events including UXPA Scotland, British Computer Society and Practitioner Web Analytics Madrid 2010. You can read more on LinkedIn and his Twitter is @ju2ltd

Any questions?
If you have a question or comment, please contact the event's curator, communicationsatuxpa-uk [dot] org (Swetha Sethumadhavan).

And remember...
You can follow us on Twitter @UXPAUK and subscribe to our newsletter to hear about more events. Plus, if you're in the market for a new role, contact our sponsor Futureheads or check outour jobs board.