!

Selling UCD

!

Getting buy-in & measuring the value of UCD
by Anna Dahlström | @annadahlstrom

London, 26 Feb 2014

Im...
Just to be clear… 

this workshop is not about selling
www.flickr.com/photos/triciawang/2776264432/sizes/l/in/photostream/
It’s about communication, collaboration &
tangible ways to demonstrate + measure the
value of UX

Image via Shutterstock
We all know that 

what we do adds value…

www.flickr.com/photos/31878512@N06/4623931527
We recommend 

an approach & what to do

Image via Shutterstock
Convincing others isn’t 

always that easy

www.flickr.com/photos/torbein/5121357362
Not enough budget

Brought in too late

Not included in
meetings

No budget
allocated

No direct contact
with the client

...
“ It will create a better user experience and make
customers happier.”
- Said by many UX people lost for words & tools to ...
Not enough budget

Brought in too late

Not included in
meetings

No budget
allocated

No direct contact
with the client

...
Tonight’s agenda
1. Getting buy-in & why it matters
2. Approaches for getting buy-in

Exercise

Break

3. How to measure t...
1. Getting buy-in 

& why it matters
“ Any company that has not yet realised making the
customer successful is the key to profit and survival is
either delusio...
But using our lingo 

doesn’t cut it

Created using Wordle
“ You need to understand where your peers in
other disciplines are coming from and communicate
the message of UX to them i...
Who we work with

The design team

“The suits”

Our closest allies
who we’ll be doing
the work with

In charge of
budgets,...
Some typical challenges
The design team

•
•
•

Erhmm…UX what?

•

How does this impact
my role?

•

Isn’t UX just common
...
Challenges
•
•
•
•
•
•
•

Not understanding UX - what it is, how
you work with it and what it brings
Not knowing when to i...
2. Approaches for 

getting buy-in for UCD
How 


depends on who we work with
In the ideal world UX is embraced
throughout the organisation

www.flickr.com/photos/vpickering/7760186786
In many places

we’re not there yet

www.flickr.com/photos/vpickering/9435527831
We need to assess the UX readiness 

of organisations & individuals

www.flickr.com/photos/lendingmemo/11746255104
9 questions to assess UX readiness
1. How are products designed and developed today? Where can UX integrate?
2. What is th...
Directive 


we take the leadership role & make decisions



vs

Collaborative 


we advise & provide guidance but don’t d...
UX maturity 

affects leadership style

Image via Shutterstock
Directive 


we take the leadership role & make decisions



plus

Collaborative 


we advise & provide guidance but don’t...
“ You need to understand where your peers in
other disciplines are coming from and communicate
the message of UX to them i...
Some typical challenges
The design team

•
•
•

Erhmm…UX what?

•

How does this impact
my role?

•

Isn’t UX just common
...
Don’t make it

a personal matter

www.flickr.com/photos/activars/6803363788
Addressing the challenges
The design team

“The suits”

Finance & board

The client

The client’s bosses

•

Make them
und...
Involve & build shared 

understanding & ownership

IImage via Shutterstock
As well as 

give something tangible

Image via Shutterstock
Time for the 

first exercise

www.flickr.com/photos/suttonhoo22/2070700035
01 HANDLING
CHALLENGES
Thinking back at your own experiences, discuss in groups the challenges that you
normally face and ...
Not enough budget

Brought in too late

Not included in
meetings

No budget
allocated

No direct contact
with the client

...
Some typical challenges
The design team

•
•
•

Erhmm…UX what?

•

How does this impact
my role?

•

Isn’t UX just common
...
Addressing the challenges
The design team

“The suits”

Finance & board

The client

The client’s bosses

•

Make them
und...
10 minutes

01 HANDLING
CHALLENGES

Thinking back at your own experiences, discuss in groups the challenges that you
norma...
3. How to measure the
value & success of UCD
“ If you can’t measure it you can’t manage it.”
- Steve Fleming, HFI Connect


Image via Shutterstock
What we do 

isn’t guess work

IImage via Shutterstock
Understanding 

the broader picture 


From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/i...
From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
From UX lady - Experience maps, user journeys and more… www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layo...
The site
knows me 

& what I 

want

Hygiene

Feel good

Delight

Identify key points for experience goals

Awareness

Con...
UX Matters ‘Communicating the UX Value Proposition - http://uxmag.com/articles/communicating-the-ux-value-proposition
Knowing if
Understanding why
Demonstrating how
Repeat or iterate
Measuring UX isn’t 

an exact science

www.flickr.com/photos/snre/6946913449
framework 

for measuring UX initiatives



+

mechanism 


for understanding & guiding where to apply it
Start of a project
During the design process
End of the design process
After the project
…and ongoing
Creating a UX metrics plan:	

1. Define your criteria
2. Define the method
3. Define the tools
Know what 

you can measure

Image via Shutterstock
Money earned
Money saved
Non-monetary results
Metrics we’ll look at

• Conversion rates
• Average revenue per customer
• Support costs
• User performance
• Net promoter...
01

Conversion rate 

What it is about

“ Conversion might measure the number of sales
on an ecommerce Web site in compari...
02

Average revenue per user 

What it is about

“ For both subscription-based applications and
services and those that us...
03

Support costs

What it is about

“ Any commercial product presents post-sales
liabilities to your clients. First among...
04

User performance

What it is about

“ When users work with a product on a regular
basis and repeatedly perform the sam...
05

Net promoter score

What it is about

“ It is based on the fundamental premise that
customers can be divided into thre...
5 mins break
02 UX VALUE
PROPOSITION
Your company are in discussions about doing a re-design of a big retail
website. The main objectiv...
UX Matters ‘Communicating the UX Value Proposition - http://uxmag.com/articles/communicating-the-ux-value-proposition
From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
From UX lady - Experience maps, user journeys and more… www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layo...
The site
knows me 

& what I 

want

Hygiene

Feel good

Delight

Identify key points for experience goals

Awareness

Con...
20 minutes

02 UX VALUE
PROPOSITION

Your company are in discussions about doing a re-design of a big retail
website. The ...
4. Defining a 

UX metrics plan
Creating a UX metrics plan:	

1. Define your criteria
2. Define the method
3. Define the tools
Money earned
Money saved
Non-monetary results
Metrics we’ll look at

• Conversion rates
• Average revenue per customer
• Support costs
• User performance
• Net promoter...
What it means
When to use it
How to use it
The good, the bad & how to validate it
Step 1: starting metric

Where you are now & what you’ll be comparing against






Step 2: target metric

What you need, ...
01

Conversion rate 

What it is about

“ Conversion might measure the number of sales
on an ecommerce Web site in compari...
01

Conversion rate 

The formula

number of people who complete [task] / number of site visitors
= conversion rate 

* 10...
01

Conversion rate 

What it requires

An understanding of:
1. The process you’re trying to measure e.g. the purchase
2. ...
01

Conversion rate 

What it involves

Step 1: starting conversion rate 

The current conversion rate, or that of competi...
01

Conversion rate 

The formula

number of people who complete [task] / number of site visitors
* 100% = conversion rate...
02

Average revenue per user 

What it is about

“ For both subscription-based applications and
services and those that us...
02

Average revenue per user 

The formula

revenue from paid services / number of subscribing users =
ARPU (£) per month
...
02

Average revenue per user 

What it requires

An understanding of:
1. How customers are currently using the products
2....
02

Average revenue per user 

What it involves

Step 1: starting ARPU

Define the standard time period e.g. month, averag...
02

Average revenue per user 

The formula

revenue from paid services / number of subscribing users =
ARPU (£) per month
...
03

Support costs

What it is about

“ Any commercial product presents post-sales
liabilities to your clients. First among...
03

Support costs

The formula

total support expenses / number of registered users =
support cost per user (£)

From UX M...
03

Support costs 

What it requires

An understanding of:
1. Current support costs
2. Barriers or problem areas in the cu...
03

Support costs

What it involves

Step 1: starting support cost

Time frame & what support costs are per user at the mo...
03

Support costs

The formula

total support expenses / number of registered users =
support cost per user (£)
!

decreas...
04

User performance

What it is about

“ When users work with a product on a regular
basis and repeatedly perform the sam...
04

User performance

The formula

time to execute operation #1
!

From UX Matters ‘How to Calculate the ROI of UX Using M...
04

User performance

What it requires

An understanding of:
1. Costs related to an employee
2. Understanding of carrying ...
04

User performance

What it involves

Step 1: starting performance rate

Time to execute task, cost per time unit, e.g. ...
04

User performance

The formula
time to execute operation #1
!

employee cost per month / (hours per month * 60 minutes)...
05

Net promoter score

What it is about

“ It is based on the fundamental premise that
customers can be divided into thre...
05

Net promoter score

The score

How likely is it that you would recommend [Company X] to
a friend or colleague? (1 - 9)...
05

Net promoter score

What it requires

An understanding of:
1. Going beyond the numbers
2. Combining NPS with financial...
05

Net promoter score

What it involves

Step 1: starting NPS

Combining qualitative methods with quantitative







Ste...
05

Net promoter score

The formula

% of promoters - % of detractors = Net Promoter Score
03 UX METRICS
PLAN
Your company has given a rough cost estimate for the re-design of the retail website
but the client str...
Metrics we’ll look at

• Conversion rates
• Average revenue per customer
• Support costs
• User performance
• Net promoter...
Step 1: starting metric

Where you are now & what you’ll be comparing against






Step 2: target metric

What you need, ...
20 minutes

03 UX METRICS
PLAN

Your company has given a rough cost estimate for the re-design of the retail website
but t...
04 Conversion
rate

10 minutes

What we know: The re-design is going to cost £100,000. 1 out of 100 visitors
currently con...
01

Conversion rate 

The formula

number of people who complete [task] / number of site visitors
* 100% = conversion rate...
04 Conversion
rate

10 minutes

What we know: The re-design is going to cost £100,000. 1 out of 100 visitors
currently con...
5. Questions
Any questions?

www.flickr.com/photos/perolofforsberg/6691744587
A few

final words...

www.flickr.com/photos/martinteschner/4569495912
Measuring UX isn’t 

an exact science

www.flickr.com/photos/snre/6946913449
It needs to be seen in
conjunction with insights…

IImage via Shutterstock
…the experience 

& business as a whole 


From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.c...
The site
knows me 

& what I 

want

Delight

Identify key points for experience goals

Hygiene

Feel good

…& tied with 
...
Understanding those we work with & 

how we communicate with them go a long way

Image via Shutterstock
If clients (or someone else) don’t get it,

there is generally something to be improved in
how we work with them & present...
Thank you
@annadahlstrom | anna.dahlstrom@gmail.com
www.annadahlstrom.com
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Selling UCD - how to get buy-in & measure the value - Eventhandler, London 26 Feb 2014

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Published on

Slides from my Eventhandler workshop on 26th of February about how to get buy-in for UCD and measure the value of UX initatives.
http://www.eventhandler.co.uk/events/uxnightclass-sellingucd

Published in: Design

Selling UCD - how to get buy-in & measure the value - Eventhandler, London 26 Feb 2014

  1. 1. ! Selling UCD ! Getting buy-in & measuring the value of UCD by Anna Dahlström | @annadahlstrom
 London, 26 Feb 2014 Image via Shutterstock
  2. 2. Just to be clear… 
 this workshop is not about selling www.flickr.com/photos/triciawang/2776264432/sizes/l/in/photostream/
  3. 3. It’s about communication, collaboration & tangible ways to demonstrate + measure the value of UX Image via Shutterstock
  4. 4. We all know that 
 what we do adds value… www.flickr.com/photos/31878512@N06/4623931527
  5. 5. We recommend 
 an approach & what to do Image via Shutterstock
  6. 6. Convincing others isn’t 
 always that easy www.flickr.com/photos/torbein/5121357362
  7. 7. Not enough budget Brought in too late Not included in meetings No budget allocated No direct contact with the client The company doesn’t prioritise it Not enough time allocated Deliverables & timelines are promised without consulting us The client doesn’t prioritise it I just don’t know how to make it tangible The situations we 
 may come across www.flickr.com/photos/ansik/205993142
  8. 8. “ It will create a better user experience and make customers happier.” - Said by many UX people lost for words & tools to explain & demonstrate the value of UX
 www.flickr.com/photos/estherase/1292315618
  9. 9. Not enough budget Brought in too late Not included in meetings No budget allocated No direct contact with the client The company doesn’t prioritise it Not enough time allocated Deliverables & timelines are promised without consulting us The client doesn’t prioritise it I just don’t know how to make it tangible …and we’re back 
 where we started www.flickr.com/photos/ansik/205993142
  10. 10. Tonight’s agenda 1. Getting buy-in & why it matters 2. Approaches for getting buy-in
 Exercise
 Break 3. How to measure the value & success of UCD
 Exercise 4. Defining a UX metrics plan
 Exercise 5. Q & A
  11. 11. 1. Getting buy-in 
 & why it matters
  12. 12. “ Any company that has not yet realised making the customer successful is the key to profit and survival is either delusional or on its way out of business.” - Greg Nudelman,
 UXmatters article ‘Experience Partners: Giving Center Stage to Customer Delight’ 
 www.flickr.com/photos/dahlstroms/4411448782/
  13. 13. But using our lingo 
 doesn’t cut it Created using Wordle
  14. 14. “ You need to understand where your peers in other disciplines are coming from and communicate the message of UX to them in terms they can understand.” - Pabini Gabriel-Petit, UX Matters www.flickr.com/photos/jmsmith000/3169546564
  15. 15. Who we work with The design team “The suits” Our closest allies who we’ll be doing the work with In charge of budgets, timings, internal & client relationships Finance & board The client The client’s bosses The actual Our closest point The ones who in decision makers 
 of contact & key the end make the with the key to stakeholder decision & allocate the budget the budget
  16. 16. Some typical challenges The design team • • • Erhmm…UX what? • How does this impact my role? • Isn’t UX just common sense? • Do we really need it? What do you do? How does this affect me? “The suits” • Finance & board How does this impact our process? • • How much (more) does it cost? • • How does it impact timings? • How do we incorporate it into the project plan? • • That sounds expensive • How can we sell it to clients? How can we justify the cost? The client What is UX? How much value will it bring? • • • • Will it be worth the cost? • • Do we need to pay extra for it? How can we measure it? • How can I justify the additional time? • How can I justify the additional cost? How do I know this will add value? Do we need it? Isn’t that just common sense? The client’s bosses • What impact does this have on the bottom line? • How much is it going to cost me? • What return will it bring compared to our other initiatives? • Is this really a priority?
  17. 17. Challenges • • • • • • • Not understanding UX - what it is, how you work with it and what it brings Not knowing when to involve UX people Not knowing where UX fits in the company process Seeing UX as an after thought Not allowing enough time or seeing the need to allocate time for UX activities Not seeing the need to spend budget on UX activities Not having clear data or reasons behind decision making Opportunities • • • • • • • Create co-ownership & excitement around UX Being invited to & involved in meetings Integrating UCD into the process and company Being involved from the start Ensuring the time & resources that are needed are given to you Ensuring clients approve budgets and proposed project outlines Help with prioritisation & design decisions as well as supporting ongoing iterations
  18. 18. 2. Approaches for 
 getting buy-in for UCD
  19. 19. How 
 depends on who we work with
  20. 20. In the ideal world UX is embraced throughout the organisation www.flickr.com/photos/vpickering/7760186786
  21. 21. In many places
 we’re not there yet www.flickr.com/photos/vpickering/9435527831
  22. 22. We need to assess the UX readiness 
 of organisations & individuals www.flickr.com/photos/lendingmemo/11746255104
  23. 23. 9 questions to assess UX readiness 1. How are products designed and developed today? Where can UX integrate? 2. What is the company vision? Does it use the right words that make it receptive to a UX sell? 3. Who is working on design today? Where does it sit in the organization and who owns it? 4. Is there anyone at the strategic level championing UX currently? 5. Is there anyone at the product or project level championing UX currently? 6. What are their high profile products and services? What are they doing well? How could UX help? What UX learnings are there? How could you use these as stories that tell why UX is a good thing? 7. How can you help teams work better toward meeting a UX vision? 8. What does the company know about their customers today? How do they know it? How can you help them learn more? How can you compliment their current understanding? 9. What type of culture exists now? Is the organization engineering-centric, design-centric, sales-and-marketing-centric, or something else? - By Paul Sherman, Daniel Szuc, and John Rhodes, UX Matters: Evangelizing UX Across an Entire Organization
  24. 24. Directive 
 we take the leadership role & make decisions
 
 vs Collaborative 
 we advise & provide guidance but don’t decide
  25. 25. UX maturity 
 affects leadership style Image via Shutterstock
  26. 26. Directive 
 we take the leadership role & make decisions
 
 plus Collaborative 
 we advise & provide guidance but don’t decide
  27. 27. “ You need to understand where your peers in other disciplines are coming from and communicate the message of UX to them in terms they can understand.” - Pabini Gabriel-Petit, UX Matters
 www.flickr.com/photos/jmsmith000/3169546564
  28. 28. Some typical challenges The design team • • • Erhmm…UX what? • How does this impact my role? • Isn’t UX just common sense? • Do we really need it? What do you do? How does this affect me? “The suits” • Finance & board How does this impact our process? • • How much (more) does it cost? • • How does it impact timings? • How do we incorporate it into the project plan? • • That sounds expensive • How can we sell it to clients? How can we justify the cost? The client What is UX? How much value will it bring? • • • • Will it be worth the cost? • • Do we need to pay extra for it? How can we measure it? • How can I justify the additional time? • How can I justify the additional cost? How do I know this will add value? Do we need it? Isn’t that just common sense? The client’s bosses • What impact does this have on the bottom line? • How much is it going to cost me? • What return will it bring compared to our other initiatives? • Is this really a priority?
  29. 29. Don’t make it
 a personal matter www.flickr.com/photos/activars/6803363788
  30. 30. Addressing the challenges The design team “The suits” Finance & board The client The client’s bosses • Make them understand • Educate & make it easy to explain • Educate & demonstrate the value of UX • Explain & educate on UX & the process • Demonstrate the value of UX to the business • Show how you can help • Help with estimates & project plans • Be clear on how UX 
 can be measured • Make them part of the UX process Give them numbers • • Adjust and fit in • Equip them with arguments & tools • • Give them numbers • • • • Make UX co-owned • Make them excited Create excitement around UX • Make UX co-owned Explain limitations & dependencies Tie in with business objectives & goals • Help them justify costs & times • Make them look good Tie in with business objectives & goals !
  31. 31. Involve & build shared 
 understanding & ownership IImage via Shutterstock
  32. 32. As well as 
 give something tangible Image via Shutterstock
  33. 33. Time for the 
 first exercise www.flickr.com/photos/suttonhoo22/2070700035
  34. 34. 01 HANDLING CHALLENGES Thinking back at your own experiences, discuss in groups the challenges that you normally face and some ways to address them. 1. What are the challenges you come across the most? 2. How would you handle them (differently) based on what we’ve discussed today? www.flickr.com/photos/pinkpurse/5355919491
  35. 35. Not enough budget Brought in too late Not included in meetings No budget allocated No direct contact with the client The company doesn’t prioritise it Not enough time allocated Deliverables & timelines are promised without consulting us The client doesn’t prioritise it I just don’t know how to make it tangible The situations we 
 may come across www.flickr.com/photos/ansik/205993142
  36. 36. Some typical challenges The design team • • • Erhmm…UX what? • How does this impact my role? • Isn’t UX just common sense? • Do we really need it? What do you do? How does this affect me? “The suits” • Finance & board How does this impact our process? • • How much (more) does it cost? • • How does it impact timings? • How do we incorporate it into the project plan? • • That sounds expensive • How can we sell it to clients? How can we justify the cost? The client What is UX? How much value will it bring? • • • • Will it be worth the cost? • • Do we need to pay extra for it? How can we measure it? • How can I justify the additional time? • How can I justify the additional cost? How do I know this will add value? Do we need it? Isn’t that just common sense? The client’s bosses • What impact does this have on the bottom line? • How much is it going to cost me? • What return will it bring compared to our other initiatives? • Is this really a priority?
  37. 37. Addressing the challenges The design team “The suits” Finance & board The client The client’s bosses • Make them understand • Educate & make it easy to explain • Educate & demonstrate the value of UX • Explain & educate on UX & the process • Demonstrate the value of UX to the business • Show how you can help • Help with estimates & project plans • Be clear on how UX 
 can be measured • Make them part of the UX process Give them numbers • • Adjust and fit in • Equip them with arguments & tools • • Give them numbers • • • • Make UX co-owned • Make them excited Create excitement around UX • Make UX co-owned Explain limitations & dependencies Tie in with business objectives & goals • Help them justify costs & times • Make them look good Tie in with business objectives & goals !
  38. 38. 10 minutes 01 HANDLING CHALLENGES Thinking back at your own experiences, discuss in groups the challenges that you normally face and some ways to address them. 1. What are the challenges you come across the most? 2. How would you handle them (differently) based on what we’ve discussed today? www.flickr.com/photos/pinkpurse/5355919491
  39. 39. 3. How to measure the value & success of UCD
  40. 40. “ If you can’t measure it you can’t manage it.” - Steve Fleming, HFI Connect
 Image via Shutterstock
  41. 41. What we do 
 isn’t guess work IImage via Shutterstock
  42. 42. Understanding 
 the broader picture 
 From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  43. 43. From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  44. 44. From UX lady - Experience maps, user journeys and more… www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layou
  45. 45. The site knows me 
 & what I 
 want Hygiene Feel good Delight Identify key points for experience goals Awareness Consideration Purchase Post purchase
  46. 46. UX Matters ‘Communicating the UX Value Proposition - http://uxmag.com/articles/communicating-the-ux-value-proposition
  47. 47. Knowing if Understanding why Demonstrating how Repeat or iterate
  48. 48. Measuring UX isn’t 
 an exact science www.flickr.com/photos/snre/6946913449
  49. 49. framework 
 for measuring UX initiatives
 
 + mechanism 
 for understanding & guiding where to apply it
  50. 50. Start of a project During the design process End of the design process After the project …and ongoing
  51. 51. Creating a UX metrics plan: 1. Define your criteria 2. Define the method 3. Define the tools
  52. 52. Know what 
 you can measure Image via Shutterstock
  53. 53. Money earned Money saved Non-monetary results
  54. 54. Metrics we’ll look at • Conversion rates • Average revenue per customer • Support costs • User performance • Net promoter score www.flickr.com/photos/suttonhoo22/2070700035
  55. 55. 01 Conversion rate 
 What it is about “ Conversion might measure the number of sales on an ecommerce Web site in comparison to the number of visits, the number of product requests customers submit on a bank Web site, or the number of new registrations for a paid service.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  56. 56. 02 Average revenue per user 
 What it is about “ For both subscription-based applications and services and those that use a freemium model and rely on regular user participation, the average revenue per user (ARPU) metric is highly important.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  57. 57. 03 Support costs
 What it is about “ Any commercial product presents post-sales liabilities to your clients. First among these is the cost of providing support services.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  58. 58. 04 User performance
 What it is about “ When users work with a product on a regular basis and repeatedly perform the same operations day after day, optimizing these operations is always beneficial.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  59. 59. 05 Net promoter score
 What it is about “ It is based on the fundamental premise that customers can be divided into three groups Promoters, Passives, Detractors [and] empirical research has shown that there is a striking correlation between the customer grouping and actual behaviour – repeat purchase and referral patters - over time.” - Bernard Marr
 A Single Measure of Business Success? www.flickr.com/photos/jmsmith000/3169546564
  60. 60. 5 mins break
  61. 61. 02 UX VALUE PROPOSITION Your company are in discussions about doing a re-design of a big retail website. The main objectives are to increase conversions (sales), provide a customised experience, and decrease the number of customer support calls and emails the company receives. 1. Using UX Matters’ framework, define and map the UX value proposition www.flickr.com/photos/pinkpurse/5355919491
  62. 62. UX Matters ‘Communicating the UX Value Proposition - http://uxmag.com/articles/communicating-the-ux-value-proposition
  63. 63. From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  64. 64. From UX lady - Experience maps, user journeys and more… www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layou
  65. 65. The site knows me 
 & what I 
 want Hygiene Feel good Delight Identify key points for experience goals Awareness Consideration Purchase Post purchase
  66. 66. 20 minutes 02 UX VALUE PROPOSITION Your company are in discussions about doing a re-design of a big retail website. The main objectives are to increase conversions (sales), provide a customised experience, and decrease the number of customer support calls and emails the company receives. 1. Using UX Matters framework, define and map the UX value proposition www.flickr.com/photos/pinkpurse/5355919491
  67. 67. 4. Defining a 
 UX metrics plan
  68. 68. Creating a UX metrics plan: 1. Define your criteria 2. Define the method 3. Define the tools
  69. 69. Money earned Money saved Non-monetary results
  70. 70. Metrics we’ll look at • Conversion rates • Average revenue per customer • Support costs • User performance • Net promoter score www.flickr.com/photos/suttonhoo22/2070700035
  71. 71. What it means When to use it How to use it The good, the bad & how to validate it
  72. 72. Step 1: starting metric
 Where you are now & what you’ll be comparing against
 
 
 Step 2: target metric
 What you need, or where you want to/ need get to
 Step 3: validating & applying conversion rates
 Understanding limitations, dependencies & influencing factors
  73. 73. 01 Conversion rate 
 What it is about “ Conversion might measure the number of sales on an ecommerce Web site in comparison to the number of visits, the number of product requests customers submit on a bank Web site, or the number of new registrations for a paid service..” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  74. 74. 01 Conversion rate 
 The formula number of people who complete [task] / number of site visitors = conversion rate 
 * 100% = conversion rate(%) ! From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  75. 75. 01 Conversion rate 
 What it requires An understanding of: 1. The process you’re trying to measure e.g. the purchase 2. The actions a customer must take 3. Insights from analytics & data 4. Barriers and pain points in current flow 5. How UX initiatives can support or improve it
  76. 76. 01 Conversion rate 
 What it involves Step 1: starting conversion rate 
 The current conversion rate, or that of competitors
 
 
 Step 2: target conversion rate
 What you need, or where you want to/ need get to
 Step 3: validating & applying conversion rates
 Realistic & accurate numbers, Comparing against other costs & ways to drive conversions, Other factors that may impact, Test viable design options
  77. 77. 01 Conversion rate 
 The formula number of people who complete [task] / number of site visitors * 100% = conversion rate (%) ! Cost of UX initiative / average basket size (£) OR estimated new basket size = number of converting customers needed From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  78. 78. 02 Average revenue per user 
 What it is about “ For both subscription-based applications and services and those that use a freemium model and rely on regular user participation, the average revenue per user (ARPU) metric is highly important.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  79. 79. 02 Average revenue per user 
 The formula revenue from paid services / number of subscribing users = ARPU (£) per month From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  80. 80. 02 Average revenue per user 
 What it requires An understanding of: 1. How customers are currently using the products 2. Their needs, behaviour, motivations & barriers (quantitative) 3. Analytics insights of current usage 4. Data on registered paying customers & total revenues 5. The business model & what impact changes would have 6. Design & UX changes that would lead to achieving your target
  81. 81. 02 Average revenue per user 
 What it involves Step 1: starting ARPU
 Define the standard time period e.g. month, average revenue for that time period & average subscribers
 
 
 Step 2: target ARPU
 What you need, or where you want to get to & by when
 Step 3: validating & applying ARPU
 Gradual growth, Other business activities & initiatives that impact ARPU, Customer satisfaction vs. increasing ARPU
  82. 82. 02 Average revenue per user 
 The formula revenue from paid services / number of subscribing users = ARPU (£) per month ! (ARPU per month #1 * number of registered users in month #1) + … + (ARPU per month ## * number of registered users in month ##) = ARPU per year
  83. 83. 03 Support costs
 What it is about “ Any commercial product presents post-sales liabilities to your clients. First among these is the cost of providing support services.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  84. 84. 03 Support costs
 The formula total support expenses / number of registered users = support cost per user (£) From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  85. 85. 03 Support costs 
 What it requires An understanding of: 1. Current support costs 2. Barriers or problem areas in the customer experience 3. Qualitative understanding of what lies behind it 4. Data & analytics of current support costs & usage 5. How UX and design initiatives can address these 6. Context of the savings
  86. 86. 03 Support costs
 What it involves Step 1: starting support cost
 Time frame & what support costs are per user at the moment
 
 
 Step 2: target support cost
 Where you need to get to, or the decrease you estimate UX initiatives can result in
 Step 3: validating & applying support costs
 Time it will take (instant vs. gradual), Other parameters that influence the need for support & support costs, Savings compared to investments, Total savings over time
  87. 87. 03 Support costs
 The formula total support expenses / number of registered users = support cost per user (£) ! decrease in support cost per user for activity #1 + decrease in support cost per user for activity #2 = target support cost per user (£) ! (economy per month #1 * number of registered users in month #1) + … + (economy per month ## * number of registered users in month ##) = economy per year
  88. 88. 04 User performance
 What it is about “ When users work with a product on a regular basis and repeatedly perform the same operations day after day, optimizing these operations is always beneficial.” - Yury Vetrov, UX Matters
 How to Calculate the ROI of UX Using Metrics www.flickr.com/photos/jmsmith000/3169546564
  89. 89. 04 User performance
 The formula time to execute operation #1 ! From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  90. 90. 04 User performance
 What it requires An understanding of: 1. Costs related to an employee 2. Understanding of carrying out the task & its context 3. Usability issues with carrying out the task 4. Technical or legal constraints for current task flow 5. Ripple effect implications
  91. 91. 04 User performance
 What it involves Step 1: starting performance rate
 Time to execute task, cost per time unit, e.g. minute
 
 
 Step 2: target performance rate
 What you need, or where you want to get to & by when
 Step 3: validating & applying performance rate
 Accurate average time calculations, Implication of achieving the target, What’s required to achieve the target, Time frame (instant vs. gradual ), Comparing against other initiatives (savings vs. investment), External factors,
  92. 92. 04 User performance
 The formula time to execute operation #1 ! employee cost per month / (hours per month * 60 minutes) = cost (£) per minute of employees work ! time to execute operation #1 * cost (£) per minute of employees work = cost to execute task ! cost of UX initiative / (number of employees * cost (£) per minute of employees work) = time saving needed per month to cover cost of UX initiative
  93. 93. 05 Net promoter score
 What it is about “ It is based on the fundamental premise that customers can be divided into three groups Promoters, Passives, Detractors [and] empirical research has shown that there is a striking correlation between the customer grouping and actual behaviour – repeat purchase and referral patters - over time..” - Bernard Marr
 A Single Measure of Business Success? www.flickr.com/photos/jmsmith000/3169546564
  94. 94. 05 Net promoter score
 The score How likely is it that you would recommend [Company X] to a friend or colleague? (1 - 9) • • • Promoters (score 9–10) = loyal enthusiasts who will keep buying and refer others, fuelling growth. Passives (score 7–8) = satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0–6) = unhappy customers who can damage your brand and impede growth through negative word-of-mouth. From Bernard Marr ‘A Single Measure of Business Success?’ - http://www.linkedin.com/today/post/article/20140224071906-64875646-a-single-measure-of-business-success
  95. 95. 05 Net promoter score
 What it requires An understanding of: 1. Going beyond the numbers 2. Combining NPS with financials - customer profitability 3. Look further than existing customers !
  96. 96. 05 Net promoter score
 What it involves Step 1: starting NPS
 Combining qualitative methods with quantitative
 
 
 Step 2: target NPS
 Based on business objectives or compared to competitors
 Step 3: validating & applying NPS
 Understanding what lies behind the score, Know what can move a customer from one group to another, Combine with customer profitability & other metrics, Look at non-customers
  97. 97. 05 Net promoter score
 The formula % of promoters - % of detractors = Net Promoter Score
  98. 98. 03 UX METRICS PLAN Your company has given a rough cost estimate for the re-design of the retail website but the client struggles to justify the cost to his manager. Both you and the client know the redesign is needed but the big boss needs numbers. 
 Consider money earned, money saved and non-monetary results and how metrics can support the objectives of the redesign. 1. How could metrics help justify the cost before the project begins? 2. What UX metrics would you recommend for the project as a whole?
 When do you recommend using them and why? www.flickr.com/photos/pinkpurse/5355919491
  99. 99. Metrics we’ll look at • Conversion rates • Average revenue per customer • Support costs • User performance • Net promoter score www.flickr.com/photos/suttonhoo22/2070700035
  100. 100. Step 1: starting metric
 Where you are now & what you’ll be comparing against
 
 
 Step 2: target metric
 What you need, or where you want to/ need get to
 Step 3: validating & applying conversion rates
 Understanding limitations, dependencies & influencing factors
  101. 101. 20 minutes 03 UX METRICS PLAN Your company has given a rough cost estimate for the re-design of the retail website but the client struggles to justify the cost to his manager. Both you and the client know the redesign is needed but the big boss needs numbers. 
 Consider money earned, money saved and non-monetary results and how metrics can support the objectives of the redesign. 1. How could metrics help justify the cost before the project begins? 2. What UX metrics would you recommend for the project as a whole?
 When do you recommend using them and why? www.flickr.com/photos/pinkpurse/5355919491
  102. 102. 04 Conversion rate 10 minutes What we know: The re-design is going to cost £100,000. 1 out of 100 visitors currently convert, an average basket size is £40, there are 10,000 visitors per day. 1. How many customers need to convert to make up the cost? 2. How many days would it take to cover the redesign cost? 3. If the conversion rate increases to 0.05% how long would it take? 4. Without changing the basket size, what would the conversion rate have to be to bring in the cost in 10 days? www.flickr.com/photos/pinkpurse/5355919491
  103. 103. 01 Conversion rate 
 The formula number of people who complete [task] / number of site visitors * 100% = conversion rate (%) ! Cost of UX initiative / average basket size (£) OR estimated new basket size = number of converting customers needed From UX Matters ‘How to Calculate the ROI of UX Using Metrics’ - http://www.uxmatters.com/mt/archives/2012/07/how-to-calculate-the-roi-of-ux-using-metrics.php
  104. 104. 04 Conversion rate 10 minutes What we know: The re-design is going to cost £100,000. 1 out of 100 visitors currently convert, an average basket size is £40, there are 10,000 visitors per day. 1. How many customers need to convert to make up the cost? = 2500 2. How many days would it take to cover the redesign cost? = 25 3. If the conversion rate increases to 0.05% how long would it take? = 5 days 4. Without changing the basket size, what would the conversion rate have to be to bring in the cost in 10 days? = 0.025 (2.5%) www.flickr.com/photos/pinkpurse/5355919491
  105. 105. 5. Questions
  106. 106. Any questions? www.flickr.com/photos/perolofforsberg/6691744587
  107. 107. A few
 final words... www.flickr.com/photos/martinteschner/4569495912
  108. 108. Measuring UX isn’t 
 an exact science www.flickr.com/photos/snre/6946913449
  109. 109. It needs to be seen in conjunction with insights… IImage via Shutterstock
  110. 110. …the experience 
 & business as a whole 
 From Adaptive Path - The Anatomy of an Experience Map http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  111. 111. The site knows me 
 & what I 
 want Delight Identify key points for experience goals Hygiene Feel good …& tied with 
 experience goals & business objectives 
 Awareness Consideration Purchase Post purchase
  112. 112. Understanding those we work with & 
 how we communicate with them go a long way Image via Shutterstock
  113. 113. If clients (or someone else) don’t get it,
 there is generally something to be improved in how we work with them & present our work www.flickr.com/photos/martinteschner/4569495912
  114. 114. Thank you @annadahlstrom | anna.dahlstrom@gmail.com www.annadahlstrom.com

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