1.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Find the Right Metrics for
UX ROI
Identifying the Best Data to Show
the Business Value of Design
Kristin Zibell

2.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
“Needs to be simple and usable”
“Great customer experience”
“Easy and intuitive”
“Make it fun and engaging”
“It’s all about the design”

3.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Yes, but what specifically does that mean?
How will you know if the UX makes a
difference?
“Needs to be simple and usable”
“Great customer experience”
“Easy and intuitive”
“Make it fun and engaging”

4.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
And how do these translate
to your company’s business?
“Needs to be simple
and usable”
“Great customer
experience”
“Easy and intuitive”
“Make it fun and
engaging”
Efficiency?
Customer satisfaction?
Customer satisfaction?
Loyalty?

5.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
1. Why the right measurement
matters
• “What is measured gets
improved.”
• “Management is doing
things right. Leadership is
doing the right things”
Peter Drucker

6.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
It’s about focus

7.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
• What your company cares about, is what you care
about.
• Quantifiable results that show how design helps the
business achieve its goals
• Critical to show the return on the design investment
• Not always in terms of revenue ($) or cost savings ($),
dependent on corporate strategy
Some things to remember

8.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Business Goals
• Growth: New markets, new ways to market, new
products, new products to new markets, and
acquisition to increase revenue
• Profitability & Efficiency: Faster, cheaper, better
to increase profit
• Customer Service & Retention: Happier
customers are loyal and valuable over time

9.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
These are strategies
• Quality
• Innovation
• Speed to market
• Everyday low prices
• Design

10.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
What business goal does Alphabet
(Google’s parent co) care about?
“Our excellent results represent a terrific start to
2017, with revenues up 22% versus the first quarter
of 2016 and 24% on a constant currency basis.
We clearly continue to benefit from our ongoing
investments in product innovation and have great
momentum in our new businesses across
Alphabet," said Ruth Porat, CFO of Alphabet.

11.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
How about Verizon?
“Our first-quarter results again demonstrated that
customers value a high-quality network experience,”
said Chairman and CEO Lowell McAdam.
“To build on our loyal customer base and the third-
party recognition we have received for network
leadership, we extended our wireless and fiber
network capabilities, began offering an unlimited
pricing option and expanded our opportunities in new
markets. We’re executing on strategies to capture
future growth and create long-term shareholder value.”

12.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
What are your company
goals?
• Growth: New markets, new ways to market, new
products, new products to new markets, and
acquisition to increase top line
• Profitability & Efficiency: Faster, cheaper, better
to increase bottom line
• Customer Service & Retention: Happier
customers are loyal and valuable over time
Pause for Reflection

13.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
2. How to Find the Right Metrics
For UX
• Top down approach
• Marketing and product
• Using existing models of
customer journey mapping

14.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Business Goal
Marketing/
Product Goal
UX Goal and
Strategy
UX Metric
Growth
Aquire New
Customers
Profitability
Increase
Purchases
Efficiency
Save Time and
Money
Customer Service
Increase customer
satisfaction
Retention Engagement

15.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Business Goal Marketing/Product Goal UX Goal and Strategy UX Metrics
Growth New Customers
Welcome new users
Content strategy
Conversion Rate/Task
Completion Rate
Profitability Increase Purchases Facilitate one action
Conversion Rate/Task
Completion Rate
Efficiency Save Time and Money
Do more in less time
(recall, autofill,
predictive)
Time on Task
Utilization (of all who
could use it, are they?)
Customer
Service
Increase customer satisfaction
Satisfy and delight,
right info/actions at right
time
Satisfaction Rate
NPS
Retention Engagement
Facilitate next action
Rewards
Conversion Rate/Task
Completion Rate
Number of Return Visits
Return Rate

16.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Slack biz goal: Growth
What should UX do to reflect growth? How measure?

17.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
“PayPal finally revealed their master plan: "Pay with Venmo," which
would allow customers to use Venmo at retailers, and pay for
merchandise on their phones instead of using cash or credit cards.”
“Venmo: Its Business Model and Competition | Investopedia”
Venmo Biz Goal: Growth and Profit
What should UX do to reflect this focus? How measure?

18.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
What is one way your UX needs to
deliver on company business goals?
Pause for Reflection
How would you quantifiably measure it?

19.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
“These users aren’t representative of our users.”
“8 users is all you need”
“Is this statistically significant?”
“It was the marketing, not the ux that made the
difference”
“This data contradicts my political goals at the
company so I will dismiss it.”

20.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
3. How & When to Measure
“These users aren’t
representative of are users”
“8 users is all you need”
“Is the statistically
significant?”
“what’s the delta?”
“It was the marketing, not the
ux that made the difference”
right population
right method
right sample size
right measurement

21.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Who You Measure Matters
• Personas (product: user roles)
• Target audience (marketing i.e. influencers vs
decision makers)
• Segments/cohorts (large data sets with a common
factor -i.e. new visitors/returning visitors)
• n=30 (otherwise it’s directional and informative)

22.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
How and When to Measure What
Phase of project Sample Size Question to answer Technique
Innovation/
Discovery
8-12
What’s going on with the users
and market?
Interviews
Competitive UX Analysis
Survey
Analytics Analysis
Discovery/
Redesign
30>
What problems and solutions do
my users have? What’s current
performance?
Interviews
Survey
Analytics Analysis
Definition and
Design
8
Is this idea/design valid for my
users? Is it going in the right
direction?
Usability Testing
Survey
Launch 30>
Does the design meet business
goals?
Survey
Analytics Analysis
Post-Launch/
Optimization
8
What needs to be fine-tuned/
fixed? and WHY?
Usability Testing
Analytics Analysis

23.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Benchmarking & Prioritization
• Come up with UX goals and metrics that match business
goals at beginning of project, review with boss to align
• Reprioritize anything that does not meet a business goal
• For each metric, find the current data for the last 90 days -
> that’s a benchmark
• Get to know how to do quantitative data analysis and
make friends with your analytics team

24.
kristinzibell.com | @kristinzibell | ©Kristin Zibell, 2017
Thank you
For the content of this presentation in narrative form,
visit kristinzibell.com —> Approach