User Experience Balanced Scorecard

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User Experience Balanced Scorecard

  1. 1. Using a Balanced Scorecard toSee the Value of User ExperienceBuilding Your Experience Balanced Scorecard
  2. 2. Agenda5:30 - 6:00 Registration/Networking6:00 - 6:10 ROI of UX6:10 - 6:40 UX Balanced Scorecard6:40 - 7:00 Build Your Own UX BSC7:00 - 7:30 Q&A: Open forum
  3. 3. User Experience
  4. 4. Customers have experiences with anorganization’s products and services regardlessof whether the organization is consciouslymanaging them.A good user experience delights customers —increasing adoption, retention, loyalty, and,most importantly, revenue.And a poor user experience discouragescustomers from using a product or service anddrives them to the competition, making a productoffering unviable. 4
  5. 5. Because user experience has become so importantto an organization’s success in the marketplace andrevenue, it is now part of their overall businessstrategy.Most organizations have some system for managingtheir strategy and measuring their progress towardachieving their goals.One popular system for managing and measuringstrategy is Balanced Scorecard. 5
  6. 6. Balanced Scorecard
  7. 7. Balanced Scorecard is a system that alignsspecific business activities to an organization’svision and strategy.It was developed in the early 1990s by Dr. RobertKaplan of Harvard Business School and Dr. DavidNorton.Using a scorecard helps organizations balancetheir strategic objectives across four perspectives. 7
  8. 8. Financial—The Financial Perspective examinesthe contribution of an organization’s strategy tothe bottom line. It represents the strategicobjectives of an organization in terms ofincreasing revenue and reducing cost.Customer—The Customer Perspective focuseson customers’ satisfaction, which contributes tothe organization’s revenue. It represents thevalue an organization delivers to customers, thevalue proposition, and the resulting customersatisfaction.Internal Business Processes—The InternalProcess Perspective is concerned withrequirements for products and services thatdeliver the customer value proposition. Itfocuses on activities and key processes that arenecessary for an organization to excel atproviding the value customers expect.Learning and Growth—The Learning andGrowth Perspective focuses on the internalskills and capabilities an organization requires tosupport value-creating internal processes. Thisperspective includes employee training, thedevelopment of corporate cultural attitudesrelating to both individual and corporate self-improvement, and the technological tools thatsupport these activities. 8
  9. 9. User ExperienceBalanced Scorecard
  10. 10. The User Experience Balanced Scorecard maps the user experience process and skills to customer satisfaction and financial growth.PERSPECTIVE USER EXPERIENCE STRATEGYFINANCIAL Increase revenue Reduce costsCUSTOMER Increase conversions, retention, Increased effectiveness (task and loyalty completion) and efficiency (time on tasks) and reduce Training and Support PROCESS Conduct user research and Conduct usability evaluations with your iterative design review with your customers’ end-users customersEMPLOYEE User Researcher | Information Architect | Visual Designer Interaction Designer | Usability Engineer 10
  11. 11. Another way of approaching this… If yourcompany has Financial “themes”PERSPECTIVE USER EXPERIENCE STRATEGYFINANCIAL Enable revenue growth Improve customer Increase loyalty productivityCUSTOMER Establish product leadership Improve customer Improve quality of and innovate through intimacy through user experience. research and analysis of iterative design target-market segmentation reviews with target to determine current needs customers. and anticipate future needs. PROCESS Research and analysis Interactive Usability evaluation prototypingEMPLOYEE Research Analyst Information Architect, Usability Engineer Visual Designer, and Interaction Designer 11
  12. 12. PERSPECTIVE OBJECTIVE MEASURE TARGET INITIATIVE FINANCIAL Profitable growth Net margin 2% Action plan for profitable growth CUSTOMER Customer Customer 5% Customer satisfaction satisfaction satisfaction score surveys PROCESS Designing easy-to- Usability 70% pass rate Usability studies use solutions EMPLOYEE Analyzing usability Usability studies For each major Usability plan releaseObjectives. the major objectives a company must achieve—for example, profitable growth.Measures. the observable parameters a company uses to measure its progress toward reaching its objectives. Forexample, a company might measure its progress toward the objective of profitable growth by growth in net margin.Targets. the specific target values for the measures—For example, +2% growth in net margin.Initiatives. action programs a company initiates to meet its objectives. 12
  13. 13. Build Your Own User ExperienceBalanced Scorecard
  14. 14. PERSPECTIVE USER EXPERIENCE STRATEGY FINANCIAL CUSTOMER PROCESS EMPLOYEEFinancial—The Financial Perspective examines the contribution of an organization’s strategy to the bottom line. It represents the strategicobjectives of an organization in terms of increasing revenue and reducing cost.Customer—The Customer Perspective focuses on customers’ satisfaction, which contributes to the organization’s revenue. It represents thevalue an organization delivers to customers, the value proposition, and the resulting customer satisfaction.Internal Business Processes—The Internal Process Perspective is concerned with requirements for products and services that deliver thecustomer value proposition. It focuses on activities and key processes that are necessary for an organization to excel at providing the valuecustomers expect.Learning and Growth—The Learning and Growth Perspective focuses on the internal skills and capabilities an organization requires to supportvalue-creating internal processes. This perspective includes employee training, the development of corporate cultural attitudes relating to bothindividual and corporate self-improvement, and the technological tools that support these activities. 14
  15. 15. Objectives, Measures, Targets, and Initiatives PERSPECTIVE OBJECTIVE MEASURE TARGET INITIATIVE FINANCIAL CUSTOMER PROCESS EMPLOYEEObjectives. The major objectives a company must achieve—for example, profitable growth.Measures. The observable parameters a company uses to measure its progress toward reaching its objectives. Forexample, a company might measure its progress toward the objective of profitable growth by growth in net margin.Targets. The specific target values for the measures. For example, +2% growth in net margin.Initiatives. Action programs a company initiates to meet its objectives. 15
  16. 16. Q & A

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