Continuous UX Improvement and Optimization

Optimization
Continuous UX Improvement

© 2011 Aquilent, Inc. All Rights Reserved.
2013

Topics_

• What is optimization

• Why we (should) love metrics

• The optimization lifecycle

• Business opportunity

• Roles, tools & training

• Are you already optimizing?

• Questions?

2013
2

Optimization

2013
3

What is optimization_

Optimization is not solely associated with search engine
success, nor focused uniquely on conversion goals
(though these are definitely aspects of success).

Optimization, for our discussion, is the measurable and
continuous improvement of the digital experience—
whether we’re talking about websites, device-based apps,
kiosks, software tools or something else.

If it’s digital and users need to interact with it,
improvement of their experience is not only possible, it’s
an important part of our mission.

2013
4

Metrics

2013
5

Our best friend_

Whether we focus on
interaction design,
information architecture,
user research, taxonomy
studies, visual design,
usability testing or any
combination of these—or
other—UX skills, are we
actively embracing the
happy benefit of metrics?

Think about the following
examples…

2013
6

Follow me_

While we’ve been plying our UX
trade, most of us have encountered
resistance to necessary
investments in solid UX resources,
tools and processes.

It’s a common dilemma.

But, what can we offer as an
inducement?

2013
7

Lovin’ it_

Similarly, let’s say we’ve defined yet another top-notch
interface and have followed all best UX practices. Our gem
will be launched next week.
We love it. Others love it. It’s a work of art.
It’ll be an amazing success!

Are we sure?

2013
8

It’s a wrap_

Ok. Here we are at the end. We’ve crossed the finish line.
It’s all developed, functionality’s been tested and it’s been
released.

Time to celebrate
and move on to
our next UX
challenge.

Really?

2013
9

Measuring UX_

Whether it’s before a project starts, right smack dab in the
middle of an effort or after release, metrics really can be
our best friend.

Metrics:

• Establish and prove the value of implementing good UX
practices by quantifying key success measures.

• Help us know we’re going in the right direction during
conceptual, design and testing phases.

• Provide leverage and guidance, so we can refine and
improve our work…after that initial release.

2013
10

How_

Let’s look at the
optimization lifecycle,
where metrics play
such a critical role,
helping us in our
quest to measure and
continuously improve
the user’s experience.

2013
11

Optimization Lifecycle

2013
12

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
8 Optimization 3

Implement, Identify & prioritize
test, release
Lifecycle business requirements

Follows Initial Release

7 4
Establish outcome
measures & reports Identify & prioritize
user tasks

Test to measure Design
6 acceptance proposed 5
solution
2013
13

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
Combines
8 Optimization
elements 3

Implement,
test, release associated with a
Lifecycle
Identify & prioritize
business requirements

Follows Initial UX
familiar Release
lifecycle
7 4
Establish outcome
user tasks

solution
2013
14

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
With elements
8 Optimization
common to a 3

Implement,
test, release continuous
Lifecycle
Identify & prioritize

improvement
lifecycle
7 4
Establish outcome
user tasks

solution
2013
15

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
Business objectives can
8 Optimization
change in time. Confirm these,
3

Implement, as well as user needs. Identify & prioritize
test, release


7 4
Establish outcome
user tasks

solution
2013
16

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
adoption
Review and assess quantitative &
qualitative data
metrics, user behavior
and feedback to
UX
understand issues and
opportunities.
8 Optimization 3

test, release


7 4
Establish outcome
user tasks

solution
2013
17

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
Based on analysis , outline
8 Optimization
business requirements &
group by these clearly by
3

test, release
Lifecycle
priorities, creating a roadmap business requirements

for what really needs to be
addressed.

7 4
Establish outcome
user tasks

solution
2013
18

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
8 Optimization 3

test, release
Lifecycle
Rather than trying to “boil the business requirements

ocean,” identify specific user
tasks (or stories) to be
addressed.
7 4
Establish outcome
user tasks

solution
2013
19

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

Address IA, interaction UX
8 design, functional concerns,
visual design updates and
Optimization 3

technical issues, as needed.
test, release

Create mockups or
wireframes—whatever is
needed to communicate the
proposed solution.
7 4
Establish outcome
user tasks

solution
2013
20

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

When updates might present
UX
risks (serious navigation
8 Optimization
changes, for example), conduct
tests to confirm the proposed
3

test, release
Lifecycle
direction is on the right course. business requirements

Multivariate testing may be very
helpful at this point.

7 4
Establish outcome
user tasks

solution
2013
21

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

Determine the types of reports that
UX
will be needed to measure
success, so any needed tags or
8 Optimization
other technologies can be
3

Implement, accommodated. (For example, Identify & prioritize
test, release
Lifecycle
capturing points of abandonment

may require setting up “funnel”
metrics.)

7 4
Establish outcome
user tasks

solution
2013
22

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
Follow whatever
standard
8 Optimization
implementation, 3

Implement, testing and release Identify & prioritize
test, release
Lifecycle
steps are needed.


7 4
Establish outcome
user tasks

solution
2013
23

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 Use measurement tools to 2

Measure
understand adoption, Analyze existing
quantitative &
adoption
customer satisfaction, qualitative data

conversion, or other success
measures identified in step
UX
7. Include user survey data
in analysis.
8 Optimization 3

test, release


7 4
Establish outcome
user tasks

solution
2013
24

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

Develop and discuss reported
UX
analysis findings. Generally, it will
be beneficial to measure against
8 Optimization
baselines. Trends may indicate
3

test, release
Lifecycle
more than a one-time snapshot
can.


7 4
Establish outcome
user tasks

solution
2013
25

Report 1
10 Confirm
success
business
against
goals & user
target
needs
outcomes

9 2
Analyze existing
Measure
quantitative &
adoption
qualitative data

UX
Now, keep it going. There is
always room for improvement.
8 Optimization
And we have the success metrics 3

Implement, to prove value every step of the Identify & prioritize
test, release
Lifecycle
way.


7 4
Establish outcome
user tasks

solution
2013
26

Roles, Tools & Training

2013
27

Roles_

While UX practitioners are at the core of the optimization
lifecycle, additional players may support:

• Metrics & analytics • Multivariate testing

• SEM & SEO • Business analysis

• Reporting, dashboards

2013
28

Tools_

All UX tools support optimization, from design
applications to wireframing software, sitemap automation,
remote testing methods and presentation templates.
Please also consider options for analytics and
measurement:
• Multivariate testing—Optimizely, Maxymiser
• User experience management—Tealeaf
• User feedback—OpinionLab, 4Q
• Analytics & measurement—IBM CoreMetrics, Google
Analytics, Adobe Catalyst, Webtrends
• Ranking—Alexa, Google Analytics

2013
29

Training_

Again, all UX training sources support optimization. A few additional
sources of information:
• Market Motive—online and live, coached training led by top
industry leaders in SEO, PPC, social media, web analytics and
conversion optimization. Leads to certification.
www.marketmotive.com
• Website Optimization—an O’Reilly book focusing on performance
and conversion optimization. www.amazon.com/dp/0596515081
• ROI Revolution Blog—focusing on website analytics and online
marketing. www.roirevolution.com/blog
• UXMatters—great UX site regularly featuring methods of
measuring and improving UX. In particular, see the article on
“Applying Moore’s Law to User Experience.”
http://www.uxmatters.com/mt/archives/2009/12/optimization-
applying-moores-law-to-user-experience

2013
30

Opportunity

2013
31

UX has an afterlife_ And it never ends_

Rather than simply taking a single pass at creating an
effective user experience and hoping for the best as we
move on to other work, consider the benefits of—and
need for—continuous UX improvement.

Users will reap the rewards of an experience that gets
better with each iterative set of solutions.

Our customers will not only meet well-defined business
objectives, but will be able to track their goals clearly
against purposeful baselines.

And we—in the world of UX—can expect to stay on
projects long-term, as proven, value-add partners in a
continuous cycle of optimized, measured improvement.

2013
32

How can we start “doing” optimization?

• Are you optimizing now? How?

• How would continuous improvement help your own
projects?

• Is an extended lifecycle something you want to tackle?
Why?

• How can we integrate continuous improvement in our
industry’s UX toolkit?

• And equally important, what do we want to call this
process (since “optimization” has been taken)?
How about “measured improvement”…?

2013
33

Questions?

2013
34

Thank you

Incorporating UX methodologies, goals and processes
into a measured improvement lifecycle—

• While something we may have been doing all along, it’s
not necessarily familiar territory, is it?

• How will we map these desperately necessary business
needs into our digital strategy toolkit?

• Want to help move this thinking further? Reach out!

Debra Martin, PMP
debra.martin@aquilent.com
www.linkedin.com/in/debralmartin
@lavieerrant

2013
35

Continuous UX Improvement and Optimization

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