The User Experience Health Check

THEUSEREXPERIENCEHEALTH Quantify the quality of yourCHECK user experienceUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WE MEASUREEXPERIENCE BYCOMPARING OUREXPECTATIONSTO SIMILAREXPERIENCES.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

A STORY ABOUT BLUE CLOWNSUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

COMMON DESIGN PROBLEMS✴ No common design language✴ No common way to evaluate design decisions Marty Neumeier, The Designful Company, p26.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

THE UX HEALTH CHECK QUANTIFIES THE QUALITATIVE EXPERIENCE✴ Applicable to any product or service✴ Measures detailed feature sets or very generalized notions of service.✴ Introduces a shared language for teams to discuss elements of an experience. Marty Neumeier, The Designful Company, p26.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

A STORY ABOUT DIFFERENT MOUNTAINSUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

ANOTHER PROBLEM: DESIGN-DRIVEN INNOVATION If you’re not on the right mountain, your altitude doesn’t matter.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

A STORY ABOUT DIFFERENT MOUNTAINSUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

ANOTHER PROBLEM: SCALE If you don’t have the thing to measure, you can’t measure it.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

THEUSEREXPERIENCEHEALTH Quantify the quality of yourCHECK user experienceUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

HOW THE HEALTH CHECK WORKS1. Deconstruct the service (list and chunk)2. Choose benchmarks (your competitors)3. Establish scoring criteria (the scale)UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

DECONSTRUCT THE SERVICEBreak down the parts of the product or service to a level they can be looked at in isolation and still be comparable to examples elsewhere.1. By product/services in a(n eco)system2. By user mental model3. By generic/universal mental models (consumption and service cycles)UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

CHOOSE BENCHMARKS Your competitors are not always in your market or your medium.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

SET TARGETS• Go through each elements and ask the question “how good do we need to be at this to meet our business goals and user expectations?”• Involve core team of people actively making decisions about the UX• Get agreement on the targets through conversation. Everyone is empowered to disagree and defend their perspectiveUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

SCORE YOURSELF Score Rating Considerations < 30 Doesn’t meet core user needs or usability Problem Area standards: it’s broken! 30 > Meets basic user needs; isn’t broken ; the Functional bare minimum 50 > Parity with Meets user expectations across industry Competitors offerings 70 > Very Good Better than several competitors 80 > Exceeds the main competitors, almost as Better Than Most good as the market leader 90 > Best In Class Market differentiatorUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

SCORE YOURSELF• Get agreement on the ﬁnal score through conversation.• Everyone is empowered to disagree and defend their perspective• Everyone should be versed in existing information to help decision- making (usability evaluations, user feedback, etc)UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

TALLY UP AND COMMUNICATEUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY?UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WE WANTTO BUILDA BETTEREXPERIENCE.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

THE FIRST PROBLEM We don’t build a better experience. Our organizations build a better experience.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

MARTY NEUMEIER ASKS THE KEY QUESTION IN 2009“...if design is such a powerful tool...if economic value is increasinglyderived from intangibles likeknowledge, inspiration, andcreativity, why don’t we hear thelanguage of design echoing throughthe corridors?” Marty Neumeier, The Designful Company, p26.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

PETER DRUCKER PROVIDES THE ANSWER IN 1967“Intelligence, imagination, andknowledge are essentialresources, but onlyeﬀectiveness converts theminto results. By themselves,they only set limits to what canbe attained.” Peter Drucker, The Eﬀective Executive, p 2.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

ROGER MARTIN SUGGESTS A SOLUTION“Organizations will need toBE designers. They’ll needto think like designers, feellike designers, work likedesigners.” Marty Neumeier, The Designful Company, p26.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WE WANTTO BUILDA BETTERORGANIZATION.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

HOW?UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: VISION AND PROGRESS Communicate progress and vision in a way everyone can understand.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: COMMON DESIGN LANGUAGE Create a common design language. Point back to your service’s story.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: EVOLVES WITH LANDSCAPEBe agile, automaticallyadjust to changes in thecompetitive landscape.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: COST PRIORITY CHANGES Understand the cost and beneﬁts of business decisions.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: OUTBOARD MEMORY Place design decisions somewhere you won’t forget them.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

WHY IT’S MAGIC: LEARN Your learn when you evaluate prediction against performance.UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

PETER DRUCKER SUMS IT UP “What gets measured gets managed.”UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • AUSTIN@GRAFOFINI.COM • WWW.GRAFOFINI.COM

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The User Experience Health Check

by Austin Govella

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