Which competencies do UX-teams need for User Behavior Analytics?

Despite the increasing importance of using User Behavior Analytics to promote data-driven user centricity, competency requirements in the user experience area for the use of User Behavior Analytics have so far been barely researched. Against this background, this study examines requirements and competency needs in the user experience area for the use of user behavior analytics. The aim of the study is to support human resources development in the strategic promotion of data-driven user centricity. As part of a qualitative, two-stage Delphi study with semi-standardized expert interviews, experiences, requirements, and competency needs were collected in a first interview round. The second interview round served to validate the competency model for the use of User Behavior Analytics derived from the initial survey and to discuss approaches to competency development. The evaluation was conducted using the MAXQDA evaluation program for qualitative content analysis according to Kuckartz. The results show that employees in the user experience area need to broaden competencies according to the concept of T-shaped skills to meet diversifying needs. The survey yielded a competency model with relevant competencies in the areas of technical skills, as well as methodological, social, and personal skills. Successful implementation of User Behavior Analytics requires, in particular, competencies in planning and strategically aligning User Behavior Analytics, data literacy, and communication skills. Solutions to close the competency gap are identified in three areas: compensating for knowledge gaps through artificial intelligence, organizational approaches such as hiring or centralizing competencies, and learning-based solutions such as training and practice-oriented on-the-job learning.