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The value of UX
- 1. How to measureand communicate the value of UX. Start time: 9.00pm UAE GST Duration: 30 mins THE VALUE OF UX Haymkarran S Bhalla Design Head MENA Lollypop Design @haymkarran
- 2. I hired abunch of UX designers in the past. I later realised, they only made my not-so-useful product more usable, and not credible. -Anonymous client “ Identifying & communicating the value of UX 1 @haymkarran
- 3. What I willcover... Understanding the business, product profiles & TAM Creating a solid case to invest in CX CX strategy for cross-functional team Goal setting for CX ROI. Identifying & communicating the value of UX 2 @haymkarran
- 4. Understanding the business Deepenyour business acumen, to better your UX design outcomes. @haymkarran
- 5. Identifying & communicatingthe value of UX 4 @haymkarran Understanding the business Stakeholder mapping TAM, SAM and SOM. Business vision and mission Stakeholder interviews Product and field roadmapping Workshopping activities Formal and informal communication channels A collaborative design process }
- 6. User Experience CollaborativeDesign Loop C-suite Product owners Program managers Research Ops Design Ops Dev Ops Researchers Designers Developers SEO Marketing ... ... Shared understanding Collective responsibility Sailing and anchoring Benchmarking Explore & define Diverge & converge Test & validate No silos Identifying & communicating the value of UX 5 @haymkarran
- 7. Documenting a sustailableCX ROI model Identify, Measure and set SMART goals. @haymkarran
- 8. Identifying Areas of focus KPIs UXRmethods Postmortems UX costs Impact analysis Severity/ Priority CSAT, SUS, CES Measuring Problem identification and measuring: @haymkarran Identifying & communicating the value of UX 7
- 9. Where Areas to lookat What Benchmark with KPIs How Benchmark with XR E-commerce Brick-&-mortar v.s. online Business model canvas Sail boats with all heads Conversion strategy Engagement strategy Onboarding strategy Order fullfillment strategy Marketing strategy Cross sales strategy Inventory turns per catelog Platform IA & navigation Scores - CSAT, SUS, etc. RICE measuring model Cart abandonment rate Fast loading times Fast checkout Out of stock rate Average time to sell On-shelf availability Customer lifetime value Customer acquisiton costs Click through rates CSATs New orders Returning orders Average order size 1 on 1’s - sync check Group interviews Contextual enquiry CA reports & analytics Personas & Journey map Service blueprints KPI People to speak to Catalog managers Store staff Technology heads C-suite Marketing & SEO legal eg. Output of analysis: UX costs, roadmap themes @haymkarran Identifying Problems Identifying & communicating the value of UX 8
- 10. Research observation Channelsleveraged Business impact UX costs (expense occured due to bad design) Seller Central Analytics Customer Surveys Database team bad brand loyalty bad brand recall Increase detractors vs advocates. loss of conversion loss of sale loss of subscriptions On an average, 200 customers cancel their cart purchases per day. 100 new customers daily do not validate their email address. Average cart value per user = USD 50 200 customers x USD 50 = USD 10,000 daily loss. @haymkarran Measuring Problems: Identifying UX Costs Identifying & communicating the value of UX 9
- 11. Step 1 Document currentsituation Step 2 Preview CX fueled benefits Step 3 Calculate CX investments Step 4 Create a CX ROI model Customer retention Promoter advocacy Reduced CAC Reduced UX costs Faster onboarding Faster conversions Higher conversions Increased market share UX costs Declining revenues Shrinking market shares Frustrated customers Shrinking app dowloads Growing CAC High attrition rate CX initiative timeline Service blueprinting Stakeholder mapping Project & product plans Roadmapping OPEX/ CAPEX RACI matrix CX improvement projections List assumptions Risk handling and mitigation Forward thinking Baseline low/ north star high Personas & Journey map Service blueprints @haymkarran Documenting a CX ROI Model Setting up a solid case to invest in CX. Sample Forrester Report Identifying & communicating the value of UX 10
- 12. Product Profiling Identify, Measureand set SMART goals. @haymkarran
- 13. ProductClaim ProductPicture ProductDescriptionProductUseCase ProductBenefit UserBenefit CustomerBenefit CompetitiveContext Demand Validationactivities Boundaryconditions @haymkarran Productprofiling Identifying&communicatingthevalueofUX 12
- 14. TAM, SAM &SOM Total Addressable Market Serviceable Addressable Market Serviceable Obtainable Market @haymkarran
- 15. @haymkarran Credits to TopTal SOM SAM TOM Target Market (TG)? Identifying & communicating the value of UX 14
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- 17. Identify problems identifying featuresets Identifying& communicating the value of UX 16 @haymkarran
- 18. Shared understanding siloed learnings Identifying& communicating the value of UX 17 @haymkarran
- 19. Measure everything delivery everything Identifying& communicating the value of UX 18 @haymkarran
- 20. Lead by influence leadby designation Identifying & communicating the value of UX 19 @haymkarran
- 21. @haymkarran A big thankyou to you all. :) Haymkarran S Bhalla Design Head MENA Lollypop Design https://haymkarran.design @haymkarran Identifying & communicating the value of UX