You'll learn: How to develop a quantitative framework for measuring UX ROI How to use UX ROI as a strategic alignment tool with CX and other internal customer teams Best practices and lessons learned

1. TA L E S O F D E V E LO P I N G A U X
RO I I N “ E N T E R P R I S E L A N D ”
( H AV E F U N STO R M I N G T H E C A ST L E )
ADP
JD Buckley
Principal, UX Strategy & Research
ADP, AVS Innovation Center

2. • Chapter 1: Welcome To “Enterpriseland”
• Chapter 2: The Story Line (Parts 1 - 9)
• Chapter 3: Our Travels in Enterpriseland (and what we learned along the way)
• Chapter 4: Mostly Dead is Still Partly Alive
• Epilogue: Q/A
Table of Contents

3. Chapter 1: Welcome to Enterpriseland

4. A D P U X | M A R C H , 2 0 1 7
“The classic story
within a story”

5. A D P U X | M A R C H , 2 0 1 7

6. PA S A D E N A U X | D E C E M B E R 2 0 1 6

7. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”
product team 2
product team 3product team 1
product team 4
product team 5

8. PA S A D E N A U X | D E C E M B E R 2 0 1 6
UX team
company politics

9. A C A
ACA, health
compliance,
SUI, tax credits, wage
garnishments, FIT,
FUTA

10. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”
senior
vice president

11. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”
product management

12. PA S A D E N A U X | D E C E M B E R 2 0 1 6
business units client services engineering

13. PA S A D E N A U X | D E C E M B E R 2 0 1 6
frustrated payroll practitioner

14. ?

15. # A D P U X | O C T O B E R , 2 0 1 7
Dec 16, 2016
redesign release
Sept 30, 2016
redesign release
announcement

16. Chapter 2: The Storyline

17. 1. Clarification of a Representative Audience
2. Establish Company KPI’s
3. Establish UX Metrics
4. Identify Top Task
5. Benchmark the User Experience
6. Map UX Metrics to Company KPI’s
7. Create a Plan to Improve
8. Understand How Changes in Designs Impact Company KPI’s
9. Compute An ROI
10. Perform a Periodic UX Audit
Developing a comprehensive UX Measurement Plan includes the following steps:
https://measuringu.com/ux-measurement/

18. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”

19. PA S A D E N A U X | D E C E M B E R 2 0 1 6
UX research team

20. Prt 1: Meeting the Main Characters

21. PA S A D E N A U X | D E C E M B E R 2 0 1 6

22. Prt 2: Learning the Native Tongue

23. PA S A D E N A U X | D E C E M B E R 2 0 1 6As You Wish

24. Prt 3: Searching for the Six Fingered Man

25. PA S A D E N A U X | D E C E M B E R 2 0 1 6
UX team

26. PA S A D E N A U X | D E C E M B E R 2 0 1 6

27. Prt 4: Telling the Users Story

28. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND” UX research team
stakeholders

29. Employment Tax Tasks & Process Steps
Step 1 Step 2 Step 3 Step 4 Step 5
Data visualization - by: Kristy Lee
Data visualization - by: Kristy Lee

30. Completion Rates
Completion rates were calculated based on correct answers to a validation question
74% 63% 63% 19% 56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Quarter Tax Report Transmit Payroll Tax Add Jurisdiction Agency Notice Progress Amendment Package
Completion rate for the Task 4 is statistically lower than the other 4 tasks
Error bars represent 90% confidence intervals | N = 25
When asked what was difficult about this task -
the most common response was that the
menus and the wording were difficult to
understand and didn't provide clear guidance
Task 1 Task 2 Task 3 Task 4 Task 5

31. Prt 5: Making Alliances

32. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND” CFO
customer
experience
UX

33. Prt 6: “Hello. My Name is Inigo Montoya”

34. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”
I dedicated my life to the
study of fencing, so the
next time we meet, I will
not fail. I will go up to the
six-fingered man and say,
"Hello. My name is Inigo
Montoya. You killed my
father. Prepare to die."

35. MAP “DESIGN PRINCIPLES” TO TOP TASKS
P U R P O S E F U L
P R O C E S S S T E P S
TA S K 1
R E L I A B L E P R O A C T I V E
P R O C E S S S T E P S
P R O C E S S S T E P S
TA S K 4
TA S K 6
TA S K 3
TA S K 2
TA S K 9

36. ANSWER KEY QUESTIONS
WHY?
HOW?
WITH WHO?
WHEN?

37. Prt 7: Stable Boy to Dread Pirate Roberts

38. PA S A D E N A U X | D E C E M B E R 2 0 1 6
“ENTERPRISELAND”
picture

39. COMPANY-WIDE METRICS
BRAND AWARENESS
BRAND CREDIBILITY
UX MEASUREMENT & ROI PLAN - UX INNOVATION
UX TEAM INNOVATION
METRICS
PATENTS FILED
CONFERENCE SPEAKING
ARTICLES PUBLISHED
DESIGN-THINKING TRAINING

40. Prt 8: Rescuing The Princess

41. PA S A D E N A U X | D E C E M B E R 2 0 1 6

42. ATTITUDE METRICS
TOP TASKS
COMPANY-WIDE METRICS
+
NPS
SALES GROWTH
CALL CENTER VOLUME
RETENTION
UPSELL
UX MEASUREMENT & ROI PLAN - UX METRICS
TASKS & ATTITUDE
METRICS
UX METRICS
BENCHMARK
TASKS & ATTITUDE
METRICS
REDESIGN
VS

43. ASSUMPTIONS: BENCHMARK VS. REDESIGN
Information
JonDelina Buckley 2017

45. Prt 9: The Never Ending Story

46. picture of ending w/ grandfather and grandson
As You Wish

47. # A D P U X | M A R C H , 2 0 1 7
Chapter 3: Our Travels in Enterpriseland
(and what we learned along the way)

48. PA S A D E N A U X | D E C E M B E R 2 0 1 6
problems of unusual size

49. PA S A D E N A U X | D E C E M B E R 2 0 1 6
UX research team
research environment

50. PA S A D E N A U X | D E C E M B E R 2 0 1 6
redesign release date

51. PA S A D E N A U X | D E C E M B E R 2 0 1 6
the cliffs of insanity
UX research team
https://www.reddit.com/r/EarthPorn/comments/3fhebq/the_cliffs_of_moher_ireland_oc_2560x1709/

52. The Cliffs of Insanity
UX research team
https://www.reddit.com/r/EarthPorn/comments/3fhebq/the_cliffs_of_moher_ireland_oc_2560x1709/
world-wide ransom-ware attack

53. PA S A D E N A U X | D E C E M B E R 2 0 1 6
UX research team
other projects

54. PA S A D E N A U X | D E C E M B E R 2 0 1 6
me
UX research team

55. Mostly Dead is Slightly Alive

56. 1. Clarify representative audience
2. Identify customer tasks
3. Define UX metrics
4. Benchmark the current experience
5. Compare redesign to the benchmark
6. Connect to company KPI’s

57. PA S A D E N A U X | D E C E M B E R 2 0 1 6

58. PA S A D E N A U X | D E C E M B E R 2 0 1 6

59. The End

60. Epilogue: Q/A

61. REFERENCES
©1987 The Princess Bride Limited
Goldman, William. "The Princess Bride: S. Morgenstern's Classic Tale of True Love and
High Adventure. The "Good Parts" Version, Abridged.". (New York, New York),
Harcourt Brace Jovanovich, September 1973, Pg. 308, (BK), 0151730857
https://alistapart.com/article/what-really-matters-focusing-on-top-tasks
https://measuringu.com

62. JONDELINA BUCKLEY
Twitter: #UXGIRL
Linkedin: linkedin.com/in/jondelina-buckley-0631a9