Understand the value of UX

1. How to measure and 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 a bunch 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 will cover...
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
Deepen your business acumen,
to better your UX design outcomes.
@haymkarran

5. Identifying & communicating the 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 Collaborative Design 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 sustailable CX
ROI model
Identify, Measure and set
SMART goals.
@haymkarran

8. Identifying
Areas of focus
KPIs
UXR methods
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 look at
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 Channels leveraged 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 current situation
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, Measure and set
SMART goals.
@haymkarran

13. ProductClaim ProductPicture ProductDescription ProductUseCase
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

16. Final thoughts
@haymkarran

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
lead by 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