Hotjar is an all-in-one Analytics and Feedback tool that makes it easy to truly understand your web and mobile site visitors. As the UX designer in an online travel agency, I relied majorly on Hotjar for studying user interactions, observing consumer behaviors and gathering user feedback. All these constituted to guiding my design decisions.
This article assesses how a tool like Hotjar can help in making user-centered design decisions but the intents should not be seen along the lines of a tool recommendation, as a matter of fact, any tool of similar kind should do just fine.
Back to business, these were the 5 key things I learnt from consistently doing analytics and observing users for a year: