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EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
EGR live 2011 UX Measurement Strategy Presentation
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EGR live 2011 UX Measurement Strategy Presentation

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Jamie Barnett and Shilpi Dahele presented at EGR Live on 3rd May 2011

Jamie Barnett and Shilpi Dahele presented at EGR Live on 3rd May 2011

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  1. UX Measurement Strategy of Continuous Improvement<br />Jamie Barnett<br />Head of Gaming<br />3rd May 2011<br />
  2. “<br />Foviance is a customer experience consultancy to the world's leading brands. <br />We can help you deliver seamless cross-channel capability across the web, telephone, TV and print, focusing on delivering measurable benefits.<br />We use that knowledge to deliver an experience that delights customers and ensures commercial success.<br />”<br />
  3. 3<br />© Foviance 2010<br />What shall I be looking at today?<br />What does best practice User Experience look like?<br />How can we manage UX on a large scale?<br />How do businesses manage UX across products, channels and geographies?<br />How can we apply UX measurement to support a strategy of continuous improvement<br />
  4. 4<br />© Foviance 2010<br />Why is customer experience important?<br />“80% of companies believe<br />they deliver a ‘superior<br />experience’ to their<br />customers but only 8% of<br />their customers agree”<br /> - Bain & Co <br />
  5. 5<br />© Foviance 2010<br />Why is customer experience important?<br />“84% of people who’ve had a bad customer experience tell others”<br />“87% of people who’ve had a bad customer experience have stopped doing business with that company”<br />- Right Now Customer Experience Report 2008<br />
  6. 6<br />© Foviance 2010<br />What does this look like in online gaming?<br />
  7. 7<br />© Foviance 2010<br />An old saying…<br />“If you don’t measure it, you can’t manage it…”<br />...but what to measure and how?<br />
  8. 8<br />© Foviance 2010<br />How can we measure customer experience?<br />User Research<br /><ul><li>Usability evaluations
  9. Expert audits
  10. Focus groups
  11. Technologies include eye tracking, EEG etc.</li></ul>Web Analytics<br /><ul><li>Understand behaviour on the site from a user perspective
  12. Web analytics tool
  13. May support other UX initiatives such as MVT</li></ul>Customer Insights<br /><ul><li>Customer survey
  14. Feedback through site
  15. Social media
  16. Competitor benchmarking
  17. Complaints</li></ul>Transactional Data<br /><ul><li>Customer management systems
  18. Other transactional data etc.</li></li></ul><li>9<br />© Foviance 2010<br />What do we see?<br />User Research<br /><ul><li>Significant problem has been identified
  19. Significant new development to the site</li></ul>Web Analytics<br /><ul><li>Little recognition of web analytics as a function
  20. Little understanding of the value web</li></ul> analytics can deliver to the business <br />Customer Insights<br /><ul><li>Very good in gaming
  21. Data from different sources difficult to gather into coherent story</li></ul>Transactional Data<br /><ul><li>Collected and managed in silos</li></li></ul><li>10<br />© Foviance 2010<br />What do we see?<br />“Most people use data the way a drunkard uses a lamp post, more for support than illumination”<br />Mark Twain<br />So how can we achieve this?<br />Amethod of encapsulating the customer experience across the business in one coherent story that can be articulated and acted upon by key stakeholders<br />UX Measurement<br />Framework<br />
  22. Foviance UX Measurement Framework: ACUP<br />11<br />© Foviance 2010<br />Awareness<br />Conversion<br />Usage<br />Performance<br />Products, services, channels, functionality<br />Propensity to buy, feeling of trust and security,<br />ability to complete simple tasks, language sites<br />Engagement, cross-sell<br />Speed, efficiency, value, entertainment,<br />multichannel experience<br />
  23. UX Measurement Framework Development<br />12<br />© Foviance 2010<br />Business Objectives<br />What are key business initiatives of the business?<br />What does the business need to measure<br />and why?<br />What data do stakeholders need<br />to support their decisioning?<br />How do people want to access the data?<br />What support to stakeholders need from<br />UX professionals within the business?<br />
  24. UX Measurement Framework Development<br />13<br />© Foviance 2010<br />Business Objectives<br />Align UX Measurement Framework objectives with Business Objectives<br />Consider a model such as ACUP<br />UX Framework Measurement Objectives<br />
  25. UX Measurement Framework Development<br />14<br />© Foviance 2010<br />Business Objectives<br />UX Framework Measurement Objectives<br />Understand differences between the business objectives and the current capabilities from a UX perspective<br />Data and Technology Audit<br />
  26. UX Measurement Framework Development<br />15<br />© Foviance 2010<br />Business Objectives<br />UX Framework Measurement Objectives<br />Vision<br />Objectives<br />Strategy<br />Metrics<br />Timescales<br />Data and Technology Audit<br />UX Measurement Framework Development<br />
  27. UX Measurement Framework Development<br />16<br />© Foviance 2010<br />Business Objectives<br />UX Framework Measurement Objectives<br />Data and Technology Audit<br />UX Measurement Framework Development<br />Implementation<br />
  28. UX Measurement Framework Development<br />17<br />© Foviance 2010<br />Business Objectives<br />UX Framework Measurement Objectives<br />Data and Technology Audit<br />With key stakeholders<br />UX Measurement Framework Development<br />Implementation<br />Review<br />
  29. 18<br />© Foviance 2010<br />What will the UX Measurement Framework Deliver?<br />

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