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 Improvement Jamie Barnett Head of Gaming 3rd 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 2010 What 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 2010 Why is customer experience important? “80% of companies believe they deliver a ‘superior experience’ to their customers but only 8% of their customers agree” - Bain & Co

5. 5 © Foviance 2010 Why 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 2010 What does this look like in online gaming?

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

9. Expert audits

10. Focus groups

12. Web analytics tool

14. Feedback through site

15. Social media

16. Competitor benchmarking

22. Foviance UX Measurement Framework: ACUP 11 © Foviance 2010 Awareness Conversion Usage Performance Products, services, channels, functionality Propensity to buy, feeling of trust and security, ability to complete simple tasks, language sites Engagement, cross-sell Speed, efficiency, value, entertainment, multichannel experience

23. UX Measurement Framework Development 12 © Foviance 2010 Business Objectives What are key business initiatives of the business? What does the business need to measure and why? What data do stakeholders need to support their decisioning? How do people want to access the data? What support to stakeholders need from UX professionals within the business?

24. UX Measurement Framework Development 13 © Foviance 2010 Business Objectives Align UX Measurement Framework objectives with Business Objectives Consider a model such as ACUP UX Framework Measurement Objectives

25. UX Measurement Framework Development 14 © Foviance 2010 Business Objectives UX Framework Measurement Objectives Understand differences between the business objectives and the current capabilities from a UX perspective Data and Technology Audit

26. UX Measurement Framework Development 15 © Foviance 2010 Business Objectives UX Framework Measurement Objectives Vision Objectives Strategy Metrics Timescales Data and Technology Audit UX Measurement Framework Development

27. UX Measurement Framework Development 16 © Foviance 2010 Business Objectives UX Framework Measurement Objectives Data and Technology Audit UX Measurement Framework Development Implementation

28. UX Measurement Framework Development 17 © Foviance 2010 Business Objectives UX Framework Measurement Objectives Data and Technology Audit With key stakeholders UX Measurement Framework Development Implementation Review

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