This document discusses challenges in assessing the value of user experience (UX) work for businesses. It notes that UX professionals often discuss problems within their own frame of reference rather than representing user and business priorities. The document advocates using Simon Sinek's "Golden Circle" framework to articulate the "Why" by linking UX goals like convenience and effectiveness to business priorities like revenue, costs and loyalty. It also suggests using both qualitative and quantitative methods like analytics and business cases to bridge the gap between these values. The overall message is that UX professionals need to better understand and convey user and business needs to demonstrate the value of their work.

1. © Creuna
IN NEED
OF A WHYA S S E S S I N G T H E V A L U E O F U X
By Morten Barkholt, Senior UX Consultant

2. © Creuna
MORTEN
BARKHOLT
S E N I O R U X C O N S U L T A N T
U X S T R A T E G Y
S E L F S E R V I C E T O O L S
I N T E R A C T I O N D E S I G N
I N S I G H T F R A M E W O R K S

3. Aarhus
Helsinki
Oslo
Gothenburg
Copenhagen
Stockholm
© Creuna
A G E N C Y T Y P E
Full Service Digital Agency
S I Z E & W E I G H T
340+ visionary people.
6 offices in all 4 Nordic countries.
Largest agency of our kind in The
Nordic Region.
B I R T H D A Y
Born digital 1st April 2001

4. © Creuna
THE SITUATION
WE HAVE A PROBLEM
ASSESSING THE WHY OF UX
PRINCIPLES TO CONSIDER
AGENDA

5. IT’SNOTABOUTCHANGINGUX
BEFORE WE GET STARTED
OURJOBSARESOVERYDIFFERENT
GENERALIZATIONSWILLHAPPEN

7. Leaders within Customer Experience
Management outperform the market
with 25 percentage points.1
EXCELLENT CUSTOMER EXPERIENCE IS A PROVEN DIFFERENTIATOR
© Creuna
2) 2014 study from Watermark Consult
Forrester research confirm the strong
relationship between customer experience
and measures of loyalty.2
1) Based on Forrester Research, Creuna research and methodology

8. ANDYETWEARESTILLSTRUGGLING
“SELLINGUX”?
WIREFRAMES
INTERVIEWS
PERSONAS
CUSTOMER JOURNEYSTONE OF VOICE
SKETCHING
USER TESTING
USER TESTING
DESIGN THINKING
USER INSIGHTS

9. USER
EXPERIENCE
BUSINESS
PRIORITIES
RELATIONSHIPS
ARE COMPLICATED

10. RELATIONSHIPS
ARE COMPLICATED
USER
EXPERIENCE
BUSINESS
PRIORITIES

13. We should not make it possible to
de-scope all of the creative stuff
It is impossible to get it done if
there is no “pull” from the customer
They do not understand the
value of our process and work
“
“
“

14. UX
PARADIGM
BUSINESS
STRATEGY
COMPETITOR
LANDSCAPE
USER
CONTEXT
FROM UX
TO UX
WE TOO OFTEN DISCUSS AND
SOLVE PROBLEMS WITHIN OUR
OWN FRAME OF REFERENCE

15. UX
PARADIGM
BUSINESS
STRATEGY
COMPETITOR
LANDSCAPE
USER
CONTEXT
FROM UX
TO UX
WE TOO OFTEN DISCUSS AND
SOLVE PROBLEMS WITHIN OUR
OWN FRAME OF REFERENCE

16. UX
PARADIGM
BUSINESS
STRATEGY
COMPETITOR
LANDSCAPE
USER
CONTEXT
FROM UX
TO UX
WE TOO OFTEN DISCUSS AND
SOLVE PROBLEMS WITHIN OUR
OWN FRAME OF REFERENCE

17. http://www.pd4pic.com/donkey-mule-pack-animal-stubborn-stupid.html

18. © Creuna
Are we truly representing the users if we
cannot convey their value to the business?

20. My goal is to help and guide the users.
the business will benefit from that!
“

21. THEIMPORTANCE
OFAWHY
SIMON SINEK’S GOLDEN CIRCLE
WHAT
HOW
WHY

22. WHAT
HOW
WHY
SHAPING NEW AND IMPROVED USER
EXPERIENCES
METHODS: RESEARCH,
SKETCHES, TESTING, ETC.
?

23. WHAT
HOW
WHY
SHAPING NEW AND IMPROVED USER
EXPERIENCES
METHODS: RESEARCH,
SKETCHES, TESTING, ETC.
CONVIENIENCE, EFFECTIVENESS,
EMOTION, QUALITY ETC.

24. WHAT
HOW
WHY
USER
EXPERIENCE
BUSINESS
PRIORITIES
CONVENIENCE
EFFECTIVENESS
QUALITY
DISERABILITY
REVENUE
COST OUT
LOYALTY

25. WHAT
HOW
WHY
USER
EXPERIENCE
BUSINESS
PRIORITIES
CONVENIENCE
EFFECTIVENESS
QUALITY
DISERABILITY
REVENUE
COST OUT
LOYALTY

26. WHAT
HOW
WHY
USER
EXPERIENCE
BUSINESS
PRIORITIES
QUANTITATIVEQUALITATIVE
CONVENIENCE
EFFECTIVENESS
QUALITY
DISERABILITY
REVENUE
COST OUT
LOYALTY

27. © Creuna
BRIDGING THE GAP BETWEEN QUALITATIVE
AND QUANTITATIVE VALUES CAN BE TRICKY

28. © Creuna
We want to be a natural part of the scuba diving community by providing
inspiring content and relevant services across all digital channels
Support
the brand
Drive sales and
retail traffic
Increase
loyalty
KPI’s
Goals
Value
Digital
vision
MWB’s
Content
pieces
shared
>120 sec.
50/100 60/100
<15%
40/100
Time
spent
on-site
Bounce
rate
<20
Cross-
sales
eCom
turnover
Dealer
look-ups
User
satisfaction
(NPS)
Newsletter
sign-ups
Usage of
digital tools
>10K €
80/100 60/100
>20
40/100
>10% >100
50/100 60/100
>5%
40/100
>30

29. KPI-framework
Ecosystem mapping
Analytics
Business cases
Competitor analysis
ROADMAPS
http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-ux-with-the-experience-canvas/
ASSESSING THE “WHY” THROUGH METHODS

31. ALWAYSCONSIDERCONTEXT&FOCUS
Specific features are at times less important than strategic potentials
TALKING UX VALUE
BETHEEXPERTOFWHATYOUDO
Minimize complexity - Don’t always explain how you build the house
UTILIZETERMS&DATA
Applying field specific terms can smoothen and drive communication
APPLYVALUEFOCUSEDMETHODS
Looking beyondour standardtoolset can make a big difference

32. © Creuna
Morten Barkholt, Senior UX Consultant
morten.barkholt@creuna.dk
www.linkedin.com/mortenbarkholt
THANKS!