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UX STRAT Europe 2017: Barbara Koop: “Metrics for Evaluating the Impact of UX Strategy”

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UX STRAT Europe 2017 presentation by Barbara Koop, Head of User Experience, Funda: “Metrics for Evaluating the Impact of UX Strategy”

Published in: Design
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UX STRAT Europe 2017: Barbara Koop: “Metrics for Evaluating the Impact of UX Strategy”

  1. 1. how to make UX count become a super hero Amsterdam
  2. 2. 2 The Brand
  3. 3. 3 Factsheet of a love brand
  4. 4. 4 Factsheet organisation
  5. 5. what is the main goal of your company?
  6. 6. 42
  7. 7. 4243
  8. 8. 8 user realtor The user and realtor
  9. 9. 42
  10. 10. so.. what’s the problem?
  11. 11. ..and you can’t drive outcomes! data is an outcome!
  12. 12. The W-model of data driven learning Listen Interpret PredictRespond Monitor Listen Interpret PredictRespond Monitor
  13. 13. Listen What Interpret Why Predict When Respond Wow Monitor Well The W-model of data driven learning
  14. 14. Listen What Interpret Why Predict When Respond Wow Monitor Well The W-model of data driven learning
  15. 15. Listen What Interpret Why Predict When Respond Wow Monitor Well The W-model of data driven learning Analytics Qualitative Quantitative
  16. 16. Listen What Interpret Why Predict When Respond Wow Monitor Well The W-model of data driven learning Gap!
  17. 17. so.. what does this mean for our business?
  18. 18. ..and you can’t drive outcomes! revenue is an outcome!
  19. 19. 41 shades of blue? change image? different houses? larger? icons? different animation? colorscheme?
  20. 20. Soft KPI’s: Customer loyalty
 Satisfaction Usability Brand perception
  21. 21. insights you are probably gathering
  22. 22. Conversion Product page conversion Funnel analysis Basket abandonment Bounce rates Leads Subscribers to newsletters Unique visitors Returning visitors Page views per visit Visit to order ratio Load time Registrations Session length Time on page Referring pages/links The classics
  23. 23. Recognition Rate Reported expectations and performance Facial reaction Number of back presses Gap satisfaction Work-flow matches mental model or not User Tests
  24. 24. SEM keyword value SEO positioning Changes in SERP results/rankings Top entry pages Number of keywords triggering results for your site Number of clicks to your site from keywords Google trends Inbound links (back link discovery) Percentage share of each engine Branded vs non-branded searches Affiliate links Affiliate fees SEO stuff
  25. 25. Call/customer contact centre Average call length Support vs sales calls Inbound vs outbound calls Web generated calls (unique number on website) Web fulfilled information calls Support
  26. 26. Social media Facebook referrals Incoming Twitter links Facebook sends/shares/mentions Facebook likes Facebook fans Facebook fan rates Tweets Retweets @s on Twitter Twitter followers Twitter follow rate Social media
  27. 27. Comscore Hitwise Alexa Compete 3rd party
  28. 28. Net Promoter Score ASQ PDF: After Scenario Questionnaire (3 Questions) NASA-TLX : NASA’s task load index is a measure of mental effort (5 Questions) SMEQPDF: Subjective Mental Effort Questionnaire UMEPDF : Usability Magnitude Estimation SEQ PDF: Single Ease Question SUS: System Usability Scale or sometimes the Single usability score Scales
  29. 29. how can you put these to action?
  30. 30. who will win? Do you want to seduce or feed your customer? 3636 Define which behaviors drive your soft KPI’s and track these in a dashboard Bundle the predictors to an impact factor for each KPI, so you can see growth and success in each goal Bundle the KPI’s into a general measure of company success
  31. 31. Conversion rate (on a journey level) Average conversion worth Uplift of pageviews Drop of drop-off Drop of helpdesk calls Growth in usage Accounts Costumer lifetime value Spend per visit Spend of budget Net promotor score Brand perception Traffic related to certain touch points Revisit rate Adoption rate of new features Social media outings Acquisition costs Journey impact factor # converting visitors or % uplift EUR or leads # of % uplift # of % drop # of % drop # users, # times, % growth # # or % or EUR average spend of % uplift Leads, EUR Exit survey #usage directly after release Hashtags, webcare Effort to find/bind customers Example
  32. 32. Spend per visit increase Match with mental model NPS score Standardize to a scale of 1 to 5 Benchmark and define targets …they don’t add up!
  33. 33. customer happiness impact factor
  34. 34. customer happiness impact factor
  35. 35. “This project will impact the CHIF with…” “We did not make the right choices last quarter, as the CHIF went down” "This will be better for the customer, it will increase the CHIF by … because it will have an effect on [factors]"
  36. 36. now you're a super hero! questions? barbara@funda.nl

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