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For Insights to Impact: Demonstrating the ROI of UX Research - Beth Lingard and Dorienne Rosenberg

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A great challenge facing businesses today is the overabundance of data and how to use it to take action. UX researchers must have a level of business savvy to craft actionable recommendations that transcend design and impact key business goals.

Understanding business needs starts with your first conversation, where it becomes the foundation for your study and develops throughout every communication and phase, right up until you deliver your findings, recommendations, and next steps. Without tying business goals to research, your research becomes unusable, and could jeopardize its perceived value.

During this talk, you will gain a framework for approaching the study, tips, and best practices developed from hundreds of studies with Fortune 500 clients. Our advice will ensure your insights are usable, actionable, and demonstrate the ROI of your research.

Published in: Design

For Insights to Impact: Demonstrating the ROI of UX Research - Beth Lingard and Dorienne Rosenberg

  1. 1. 1 Does this sound familiar? “What’s the ROI of UX Research?” “We don’t have time for research.” “You can’t learn enough from 6 people.” #UXvalue
  2. 2. 2 http://www.branchingpoints.com/wp-content/uploads/2013/02/commercialization-big.png #UXvalue
  3. 3. We’re not here to prove the value of UX #UXvalue
  4. 4. We’re here to help you learn how to communicate its value! #UXvalue
  5. 5. 5 From Insights to Impact: Demonstrating the ROI of UX Research #UXvalue
  6. 6. Dorie Rosenberg & Beth Lingard Introduction Who we are Why we have the authority #UXvalue
  7. 7. 7 What you’ll gain 1 2 3 Aligning research with business needs and goals Demonstrating the value of your insights Socializing the ROI of your work #UXvalue
  8. 8. Aligning Research to Business Goals 8 #UXvalue
  9. 9. 9 Understand business needs http://www.inc.com/paul-schoemaker/5-ways-to-know-what-your-customer-wants.html #UXvalue
  10. 10. http://www.kazzledazz.com/wp-content/uploads/2014/01/Past-Present-Future-neon-sig-2.jpg #UXvalue
  11. 11. What is the customer’s experience when shopping on flash sale sites? SALE #UXvalue
  12. 12. Educating Your Stakeholders 12 #UXvalue
  13. 13. 13 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity #UXvalue
  14. 14. 14 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Recap discussion ● Document goals #UXvalue
  15. 15. 15 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Re-state goals ● Align recruit #UXvalue
  16. 16. 16 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Re-state goals ● Align questions #UXvalue
  17. 17. 17 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Re-state goals ● Align questions ! #UXvalue
  18. 18. 18 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Re-state goals ● Filter insights and recommendations #UXvalue
  19. 19. 19 Kickoff Recruit Sessions Analysis Socialize Every touchpoint is an opportunity ● Re-state goals ● Show impact #UXvalue
  20. 20. 20 to set expectations http://blog.avatier.com/wp-content/uploads/2013/05/educate.jpg #UXvalue
  21. 21. 21 Education to Set Expectations Expectation of Outcome #UXvalue
  22. 22. 22 Education to Set Expectations Outcome Expectation of Outcome #UXvalue
  23. 23. 23 Education to Set Expectations Outcome Expectation of Outcome Disappointment #UXvalue
  24. 24. Informed clients create strong advocates for research http://www.royalgazette.com/storyimage/RG/20110527/ISLAND03/705279995/AR/0/AR-705279995.jpg&Logo=/images/rglogo1.gif&LogoXPos=0&LogoYPos=290&maxw=630&maxh=350 #UXvalue
  25. 25. Reporting Your Results 25 #UXvalue
  26. 26. 26 http://americanpreppersnetwork.com/wp-content/uploads/2012/11/5623339500_e6d430498d_o.jpg Tie Observations and Recommendations to Business Goals #UXvalue
  27. 27. 27 http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg #UXvalue Misstep: Overreporting
  28. 28. 28 http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg Misstep: Recommending changes that can’t be made #UXvalue
  29. 29. 29 http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg #UXvalue ● Misstep: Sharing known insights
  30. 30. 30 http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg #UXvalue Misstep: Providing irrelevant recommendations
  31. 31. Defining Your Success Metrics 31 #UXvalue
  32. 32. 32 Measuring Success http://www.inc.com/ilya-pozin/6-ways-to-measure-the-success-of-any-project.html #UXvalue
  33. 33. http://3.bp.blogspot.com/-BzDwhshs5Vw/TsM35iYLb3I/AAAAAAAAFFQ/bRgJ1WlJOVg/s320/wand.png #UXvalue
  34. 34. When should you have the metrics conversation? As soon as your find out something is being built. List of metrics you can pull from. Defining metrics early, often, and in collaboration with others Determine Your Framework For Measuring UX Success https://latimesphoto.files.wordpress.com/2011/09/la-0923-pin05.jpg #UXvalue
  35. 35. How do we establish accurate measurement with our user experience and the impact UX has on our business? http://www.siemens.com/innovation/apps/pof_microsite/_pof-spring-2011/_img/images/050_media_container1.jpg #UXvalue
  36. 36. 36 Setting Benchmarks and Aligning with Business Goals AnswerLab’s UXimpact™ Score Components Conversion Index Brand Index User Experience Index #UXvalue
  37. 37. 37 Setting Benchmarks and Aligning with Business Goals Conversion Index Brand Index UX Index #UXvalue ● Usability: How difficult is it to use your website? ● Utility: What function does your online business fulfill? ● Performance: How fast, stable, and/or secure is your site? ● Intelligence: Does your site get to know its users over time? ● Configure a Vehicle ● Visit a Dealer ● Ship Internationally ● Utilize Tools on Site Automotive Global Logistics ● Technologically innovative ● Luxurious ● Customizable ● Efficient
  38. 38. Socializing Your Insights 38 #UXvalue
  39. 39. 39 Socialize Insights https://s-media-cache-ak0.pinimg.com/736x/3e/7b/72/3e7b7277d6cdc7d4fa63516e0be5cb1f.jpg #UXvalue
  40. 40. Getting the word out http://i.huffpost.com/gen/2620926/thumbs/o-MODCLOTH-570.jpg?6 #UXvalue
  41. 41. Now, It’s YOUR Turn 41 #UXvalue
  42. 42. 42 http://www.relocatemagazine.com/media/images/2636_the-spotlight-is-on-shrinking-net-migration-but-increasing-skilled-immigration-is-key_2832.jpg 1 2 3 Align research with business needs and goals Demonstrate the value of your insights Socialize the ROI of your work #UXvalue
  43. 43. Your Trusted User Experience Research Partner Dorie Rosenberg UX Strategist drosenberg@answerlab.com @UXDorienne Thank You! Beth Lingard Principal Researcher beth@answerlab.com @beth_lingard For more resources, go to www.answerlab.com #UXvalue
  44. 44. AnswerLab’s UX Maturity Model #UXvalue

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