User Experince Design (UX) UX design is a systematic and data-driven process. At first, I make some educated assumptions and use evidence-based design techniques: create personas, essential use case scenarios, hierarchical task analyses to start gathering the qualitative and quantitative data. I collect user information to better understand users’ current practices and needs. I make naturalistic observations, run surveys, and user interviews. For naturalistic observations, I typically use Hotjar, Google Tag Manager, and Google Analytics. Using the gathered data I derive novel functional and non-functional requirements for the site, make the alternatives, and start A/B testing. The goal of A/B testing is to become better at meeting user needs than an existing design