This document discusses developing a UX measurement framework to support continuous improvement. It proposes using a framework called ACUP (Awareness, Conversion, Usage, Performance) to align UX metrics with business objectives. It also recommends conducting a data and technology audit to understand current capabilities and gaps, then developing the framework in collaboration with stakeholders with objectives, strategies, metrics, timelines and an implementation and review process. The goal is to provide a coherent story about customer experience across the business to guide decision-making.

1. UX Measurement Strategy of Continuous ImprovementJamie BarnettHead of Gaming3rd May 2011

2. “Foviance is a customer experience consultancy to the world's leading brands. We can help you deliver seamless cross-channel capability across the web, telephone, TV and print, focusing on delivering measurable benefits.We use that knowledge to deliver an experience that delights customers and ensures commercial success.”

3. 3© Foviance 2010What shall I be looking at today?What does best practice User Experience look like?How can we manage UX on a large scale?How do businesses manage UX across products, channels and geographies?How can we apply UX measurement to support a strategy of continuous improvement

4. 4© Foviance 2010Why is customer experience important?“80% of companies believethey deliver a ‘superiorexperience’ to theircustomers but only 8% oftheir customers agree” - Bain & Co

5. 5© Foviance 2010Why is customer experience important?“84% of people who’ve had a bad customer experience tell others”“87% of people who’ve had a bad customer experience have stopped doing business with that company”- Right Now Customer Experience Report 2008

6. 6© Foviance 2010What does this look like in online gaming?

7. 7© Foviance 2010An old saying…“If you don’t measure it, you can’t manage it…”...but what to measure and how?

8. 8© Foviance 2010How can we measure customer experience?User ResearchUsability evaluations

9. Expert audits

10. Focus groups

11. Technologies include eye tracking, EEG etc.Web AnalyticsUnderstand behaviour on the site from a user perspective

12. Web analytics tool

13. May support other UX initiatives such as MVTCustomer InsightsCustomer survey

14. Feedback through site

15. Social media

16. Competitor benchmarking

17. ComplaintsTransactional DataCustomer management systems

18. Other transactional data etc.9© Foviance 2010What do we see?User ResearchSignificant problem has been identified

19. Significant new development to the siteWeb AnalyticsLittle recognition of web analytics as a function

20. Little understanding of the value web analytics can deliver to the business Customer InsightsVery good in gaming

21. Data from different sources difficult to gather into coherent storyTransactional DataCollected and managed in silos10© Foviance 2010What do we see?“Most people use data the way a drunkard uses a lamp post, more for support than illumination”Mark TwainSo how can we achieve this?Amethod of encapsulating the customer experience across the business in one coherent story that can be articulated and acted upon by key stakeholdersUX MeasurementFramework

22. Foviance UX Measurement Framework: ACUP11© Foviance 2010AwarenessConversionUsagePerformanceProducts, services, channels, functionalityPropensity to buy, feeling of trust and security,ability to complete simple tasks, language sitesEngagement, cross-sellSpeed, efficiency, value, entertainment,multichannel experience

23. UX Measurement Framework Development12© Foviance 2010Business ObjectivesWhat are key business initiatives of the business?What does the business need to measureand why?What data do stakeholders needto support their decisioning?How do people want to access the data?What support to stakeholders need fromUX professionals within the business?

24. UX Measurement Framework Development13© Foviance 2010Business ObjectivesAlign UX Measurement Framework objectives with Business ObjectivesConsider a model such as ACUPUX Framework Measurement Objectives

25. UX Measurement Framework Development14© Foviance 2010Business ObjectivesUX Framework Measurement ObjectivesUnderstand differences between the business objectives and the current capabilities from a UX perspectiveData and Technology Audit

26. UX Measurement Framework Development15© Foviance 2010Business ObjectivesUX Framework Measurement ObjectivesVisionObjectivesStrategyMetricsTimescalesData and Technology AuditUX Measurement Framework Development

27. UX Measurement Framework Development16© Foviance 2010Business ObjectivesUX Framework Measurement ObjectivesData and Technology AuditUX Measurement Framework DevelopmentImplementation

28. UX Measurement Framework Development17© Foviance 2010Business ObjectivesUX Framework Measurement ObjectivesData and Technology AuditWith key stakeholdersUX Measurement Framework DevelopmentImplementationReview

29. 18© Foviance 2010What will the UX Measurement Framework Deliver?