0
UX Measurement Strategy of Continuous Improvement<br />Jamie Barnett<br />Head of Gaming<br />3rd May 2011<br />
“<br />Foviance is a customer experience consultancy to the world's leading brands. <br />We can help you deliver seamless...
3<br />© Foviance 2010<br />What shall I be looking at today?<br />What does best practice User Experience look like?<br /...
4<br />© Foviance 2010<br />Why is customer experience important?<br />“80% of companies believe<br />they deliver a ‘supe...
5<br />© Foviance 2010<br />Why is customer experience important?<br />“84% of people who’ve had a bad customer experience...
6<br />© Foviance 2010<br />What does this look like in online gaming?<br />
7<br />© Foviance 2010<br />An old saying…<br />“If you don’t measure it, you can’t manage it…”<br />...but what to measur...
8<br />© Foviance 2010<br />How can we measure customer experience?<br />User Research<br /><ul><li>Usability evaluations
Expert audits
Focus groups
Technologies include eye tracking, EEG etc.</li></ul>Web Analytics<br /><ul><li>Understand behaviour on the site from a us...
Web analytics tool
May support other UX initiatives such as MVT</li></ul>Customer Insights<br /><ul><li>Customer survey
Feedback through site
Social media
Competitor benchmarking
Complaints</li></ul>Transactional Data<br /><ul><li>Customer management systems
Other transactional data etc.</li></li></ul><li>9<br />© Foviance 2010<br />What do we see?<br />User Research<br /><ul><l...
Upcoming SlideShare
Loading in...5
×

EGR live 2011 UX Measurement Strategy Presentation

1,043

Published on

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

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,043
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "EGR live 2011 UX Measurement Strategy Presentation"

  1. 1. UX Measurement Strategy of Continuous Improvement<br />Jamie Barnett<br />Head of Gaming<br />3rd May 2011<br />
  2. 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. 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. 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. 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. 6<br />© Foviance 2010<br />What does this look like in online gaming?<br />
  7. 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. 8<br />© Foviance 2010<br />How can we measure customer experience?<br />User Research<br /><ul><li>Usability evaluations
  9. 9. Expert audits
  10. 10. Focus groups
  11. 11. Technologies include eye tracking, EEG etc.</li></ul>Web Analytics<br /><ul><li>Understand behaviour on the site from a user perspective
  12. 12. Web analytics tool
  13. 13. May support other UX initiatives such as MVT</li></ul>Customer Insights<br /><ul><li>Customer survey
  14. 14. Feedback through site
  15. 15. Social media
  16. 16. Competitor benchmarking
  17. 17. Complaints</li></ul>Transactional Data<br /><ul><li>Customer management systems
  18. 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. 19. Significant new development to the site</li></ul>Web Analytics<br /><ul><li>Little recognition of web analytics as a function
  20. 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. 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. 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. 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. 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. 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. 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. 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. 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. 29. 18<br />© Foviance 2010<br />What will the UX Measurement Framework Deliver?<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×