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Measuring the Value of Digital
FRAMEWORK
IMPACT
DIGITAL
Introducing…
 Dr Tim Dixon, Senior UX Consultant
at Nomensa in Bristol (also LDN & AMS).
 Previously the digital lead in...
This talk will touch on
 What is Impact?
 Why Impact Matters
 Digital Impact Framework
What is Impact?
© Copyright Nomensa Ltd. 5
“Impact is the tangible change that
research provides be it in policy, business,
industry or so...
Impact can be positive or negative
Impact is challenging to
accurately measure…
Traditional
Metrics…
 Net promoter score (NPS)
 Customer satisfaction (C-SAT)
 App store rating
 Cost per click
Inputs:
e.g. £
Outputs:
e.g. product/
report
Outcomes:
effects of
product/
report
Impacts knock-on
effects of
outcomes
Act...
“One way of removing silos and
focusing on the entire business is
to leverage acquisition, behaviour
and outcome metrics.”...
Why Impact matters
Impact is
purpose at
scale
Ikigai: an Japanese
philosophy defining
an individual’s purpose
Impact is
purpose at
scale
Organisational value:
derived from shared
purpose
Impact is
purpose at
scale
Impact: provides a
measurable proxy for value,
experience.
“Impact is the measurable
long-term consequence of activity
that’s of lasting value.”
Dr Tim Dixon (Senior UX Consultant),...
Digital Impact
Framework
Four Value Drivers
of Digital Impact
Economic ProcessSocial/societal Innovation
DIF model
Four Value Drivers
of Digital Impact
Internal to organisationExternal to organisation
Economic ProcessSocial/societal Inno...
DIF model
External
Internal
Social/societal
• Improved experiences
• Attitude and behaviour changes
• Increased well-being
• Monitored sentiment chang...
DIF worked example
External
(social, economic)
Inputs Activities Outputs e.g. Outcomes e.g. Impacts, e.g.
£5m Govt funding...
Chuck Robbins (CEO, Cisco Systems Inc.)
“It is imperative for us to consider how all
that we do makes an impact on the
wor...
Thanks!
I will be presenting an in-depth exploration of evaluating
digital impact in my upcoming webinar on 25th July,
ple...
J o i n t h e w o r l d ’ s l e a d i n g a u t h o r i t i e s o n A I ,
U X a n d
D e s i g n a t I n t e r a c t L o n ...
UX Strategy
UX Strategy
• Vision
• Roadmap
• Value proposition
Impact Strategy
• Vision
• Roadmap
• Value proposition
• Impact and outcome goals
• Outputs and activities
• Causal connec...
Impact Strategy
• Vision
• Roadmap
• Value proposition
• Impact and outcome goals
• Outputs and activities
• Causal connec...
DIF model
“I want to impact the world through futuristic yet affordable
technologies to make the world a better place.”
- Pranav Mis...
Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
pro...
Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
pro...
Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
pro...
DIF model
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Digital Impact Framework - Measuring the value of Digital

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In this presentation (originally delivered at User Research London 2018), Dr Tim Dixon looks at the importance and value of adopting a Digital Impact Framework to measure your business’s holistic ROI beyond purely economic factors.

For more from Tim on this subject, register now for his webinar on 25th July:

https://attendee.gotowebinar.com/register/7402891234731986946

Published in: Design
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Digital Impact Framework - Measuring the value of Digital

  1. 1. Measuring the Value of Digital FRAMEWORK IMPACT DIGITAL
  2. 2. Introducing…  Dr Tim Dixon, Senior UX Consultant at Nomensa in Bristol (also LDN & AMS).  Previously the digital lead in a socio-economic research consultancy.  PhD in Human Factors psychology.  I love data! Dr Tim Dixon @timdixon1980
  3. 3. This talk will touch on  What is Impact?  Why Impact Matters  Digital Impact Framework
  4. 4. What is Impact?
  5. 5. © Copyright Nomensa Ltd. 5 “Impact is the tangible change that research provides be it in policy, business, industry or society.” Oxford University e-Research Centre
  6. 6. Impact can be positive or negative
  7. 7. Impact is challenging to accurately measure…
  8. 8. Traditional Metrics…  Net promoter score (NPS)  Customer satisfaction (C-SAT)  App store rating  Cost per click
  9. 9. Inputs: e.g. £ Outputs: e.g. product/ report Outcomes: effects of product/ report Impacts knock-on effects of outcomes Activities: e.g. work done Impact can be measured using a logic model approach. Also need to consider the ‘counterfactual’: what would have happened anyway?
  10. 10. “One way of removing silos and focusing on the entire business is to leverage acquisition, behaviour and outcome metrics.” Avinash Kaushik (Google Marketing Evangelist), Occam’s Razor blog
  11. 11. Why Impact matters
  12. 12. Impact is purpose at scale Ikigai: an Japanese philosophy defining an individual’s purpose
  13. 13. Impact is purpose at scale Organisational value: derived from shared purpose
  14. 14. Impact is purpose at scale Impact: provides a measurable proxy for value, experience.
  15. 15. “Impact is the measurable long-term consequence of activity that’s of lasting value.” Dr Tim Dixon (Senior UX Consultant), Nomensa
  16. 16. Digital Impact Framework
  17. 17. Four Value Drivers of Digital Impact Economic ProcessSocial/societal Innovation
  18. 18. DIF model
  19. 19. Four Value Drivers of Digital Impact Internal to organisationExternal to organisation Economic ProcessSocial/societal Innovation
  20. 20. DIF model External Internal
  21. 21. Social/societal • Improved experiences • Attitude and behaviour changes • Increased well-being • Monitored sentiment changes Innovation • Novel product/service development • Patent applications • Spin-off projects or companies • Widespread adoption of new process Economic • Increased sales/customer retention • Direct & indirect turnover increase • Funding applications/bids • Net additional, Regional/national GVA Process • Improved staff experience • Staff knowledge/skills increased • Efficiencies generated within organisation • Monetary savings from efficiencies DIF metrics: project-specific
  22. 22. DIF worked example External (social, economic) Inputs Activities Outputs e.g. Outcomes e.g. Impacts, e.g. £5m Govt funding,£3m private sector funding Planning, ideation, design, dev., training, launch of resource; Discovery & Development sprints design iterations: sprints 50 jobs created for app and service20 training jobs 150x Indirect and induced FTE5x New funding opportunities Economic: £20m GVA; CBR £1: £1.5 £5m new funds secured 5000x people aware of new service (through online/ print media) 2000x public being selected for early surgery 5000x people sharing info about service Social: 1000x people positive posting about hip surgery on SM500 people increased life satisfaction scores 200x people trained 2x Process documents created 50x surgeons uptake of resource60% surgeons increase confidence in fulfilling surgery Operational: Average waiting time reduced by 2 daysCosts reduced due to waiting times by £1.5m 40% staff increase job satisf. 1x service developed 1x app working 10x NHS Trusts using service and app1x spinoff service developed Innovation: 1x Service mainstreamed App standards rolled out
  23. 23. Chuck Robbins (CEO, Cisco Systems Inc.) “It is imperative for us to consider how all that we do makes an impact on the world around us.”
  24. 24. Thanks! I will be presenting an in-depth exploration of evaluating digital impact in my upcoming webinar on 25th July, please join me! See www.nomensa.com for more details.
  25. 25. J o i n t h e w o r l d ’ s l e a d i n g a u t h o r i t i e s o n A I , U X a n d D e s i g n a t I n t e r a c t L o n d o n E a r l y B i r d t i c k e t s O N S A L E N O W interactconf.com #InteractLDN
  26. 26. UX Strategy
  27. 27. UX Strategy • Vision • Roadmap • Value proposition
  28. 28. Impact Strategy • Vision • Roadmap • Value proposition • Impact and outcome goals • Outputs and activities • Causal connection and assumptions
  29. 29. Impact Strategy • Vision • Roadmap • Value proposition • Impact and outcome goals • Outputs and activities • Causal connection and assumptions
  30. 30. DIF model
  31. 31. “I want to impact the world through futuristic yet affordable technologies to make the world a better place.” - Pranav Mistry (Global Senior Vice President: Research, Samsung)
  32. 32. Impact Strategy Planning & Implementation Impact Assessment Internal (innovation, process) What can be done within the project to improve processes, generate ideas? What will be the knock-on effects of efficiencies and innovations? External (social, economic) How might we reach new audiences/stakeholders? What might we do to generate money in the local/national economy? What will be the increased well- being, positive sentiment? What will be the GVA and additionality of work?
  33. 33. Impact Strategy Planning & Implementation Impact Assessment Internal (innovation, process) What can be done within the project to improve processes, generate ideas? What will be the knock-on effects of efficiencies and innovations? External (social, economic) How might we reach new audiences/stakeholders? What might we do to generate money in the local/national economy? What will be the increased well- being, positive sentiment? What will be the GVA and additionality of work?
  34. 34. Impact Strategy Planning & Implementation Impact Assessment Internal (innovation, process) What can be done within the project to improve processes, generate ideas? What will be the knock-on effects of efficiencies and innovations? External (social, economic) How might we reach new audiences/stakeholders? What might we do to generate money in the local/national economy? What will be the increased well- being, positive sentiment? What will be the GVA and additionality of work?
  35. 35. DIF model

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