EGR live 2011 UX Measurement Strategy Presentation

UX Measurement Strategy of Continuous Improvement
Jamie Barnett
Head of Gaming
3rd May 2011

“
Foviance is a customer experience consultancy to the world's leading brands.
We can help you deliver seamless cross-channel capability across the web, telephone, TV and print, focusing on delivering measurable benefits.
We use that knowledge to deliver an experience that delights customers and ensures commercial success.
”

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What shall I be looking at today?
What does best practice User Experience look like?
How can we manage UX on a large scale?
How do businesses manage UX across products, channels and geographies?
How can we apply UX measurement to support a strategy of continuous improvement

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Why is customer experience important?
“80% of companies believe
they deliver a ‘superior
experience’ to their
customers but only 8% of
their customers agree”
- Bain & Co

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Why is customer experience important?
“84% of people who’ve had a bad customer experience tell others”
“87% of people who’ve had a bad customer experience have stopped doing business with that company”
- Right Now Customer Experience Report 2008

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What does this look like in online gaming?

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An old saying…
“If you don’t measure it, you can’t manage it…”
...but what to measure and how?

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How can we measure customer experience?
User Research
Usability evaluations
Expert audits
Focus groups
Technologies include eye tracking, EEG etc.
Web Analytics
Understand behaviour on the site from a user perspective
Web analytics tool
May support other UX initiatives such as MVT
Customer Insights
Customer survey
Feedback through site
Social media
Competitor benchmarking
Complaints
Transactional Data
Customer management systems
Other transactional data etc.

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What do we see?
User Research
Significant problem has been identified
Significant new development to the site
Web Analytics
Little recognition of web analytics as a function
Little understanding of the value web
analytics can deliver to the business
Customer Insights
Very good in gaming
Data from different sources difficult to gather into coherent story
Transactional Data
Collected and managed in silos

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What do we see?
“Most people use data the way a drunkard uses a lamp post, more for support than illumination”
Mark Twain
So how can we achieve this?
Amethod of encapsulating the customer experience across the business in one coherent story that can be articulated and acted upon by key stakeholders
UX Measurement
Framework

Foviance UX Measurement Framework: ACUP
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© Foviance 2010
Awareness
Conversion
Usage
Performance
Products, services, channels, functionality
Propensity to buy, feeling of trust and security,
ability to complete simple tasks, language sites
Engagement, cross-sell
Speed, efficiency, value, entertainment,
multichannel experience

UX Measurement Framework Development
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Business Objectives
What are key business initiatives of the business?
What does the business need to measure
and why?
What data do stakeholders need
to support their decisioning?
How do people want to access the data?
What support to stakeholders need from
UX professionals within the business?

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Business Objectives
Align UX Measurement Framework objectives with Business Objectives
Consider a model such as ACUP
UX Framework Measurement Objectives

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Business Objectives
Understand differences between the business objectives and the current capabilities from a UX perspective
Data and Technology Audit

EGR live 2011 UX Measurement Strategy Presentation

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