This document discusses supercharging corporate dashboards with UserZoom. It begins with polls to understand the audience. It then discusses the current state of user research, including common organizational models and goals to grow the practice. It defines three types of dashboards - individual research engagements, product scorecards, and executive dashboards. Product scorecards provide consistent reporting of UX measures to product teams. Executive dashboards do the same for leadership. The document outlines a vision for UserZoom to be a single place for all dashboard data and describes plans to provide this capability starting in 2017.

1. Supercharge your
Corporate Dashboards
Andrea Peer, Ph.D. | Director of Onboarding | January 18, 2017

2. Quick Housekeeping
• Chat box is available if you have questions
• There will be time for Q&A at the end
• We will be recording the webinar for future
viewing
Additional information about these feature can
be found in the UserZoom Support Center

3. Focus Today
Current State of the Union
Individual Research Engagements
3 Types of Reporting
Andrea Peer
apeer@userzoom.com
+1 (719) 661-8440
The UserZoom Vision
Wrap Up
Executive Dashboards
Product Scorecards

4. Let’s start with a poll
What is your role?

5. Let’s start with a poll
Do you use UserZoom today?

6. Let’s start with a poll
Do you have a single place where UX data is presented to stakeholders AND
those stakeholders can access is later?

7. What is the current state of the union for user research?

8. Current State of the Union
What should we
design/build?
UX research answers one of two questions.
Did we design it
right?

9. Current State of the Union
Portfolio Concept Prototype Alpha Beta Prod
• Strategic
focus
• Big picture
• Business risk
• Innovation
• R&D
• Longitudinal
• Quasi
strategic but
have to get
to tactical
• Design
iterations
focused
• More tactical
focus to feed
dev
• Feel the need
for speed
• Small group
of loyal
customers
focused
• Major risks
identified
• The
gatekeepers
• Larger group
of loyal
customers or
target
users/regions
• Monitor risks
• Continuous
improvement
• Looking for
gaps
• Intercept
strategy
• Marketing
integration
UX research falls into one or more of these areas on the PDLC.

10. Current State of the Union
UX research usually looks like one of these models in organizations.
Shared Service for Org
• One central UX group that serves the organization
• Research requests usually come ad hoc from prod
teams.
• Sometimes UX team will determine their own work
based on strategic needs.
UX
Research
Prod
Team
Prod
Team
UX
Research
Prod
Team
Deeply Embedded with Dev
• Many UX people/groups that may collaborate but they all serve
different parts of the organization and can work independently
• Research requests come on a cadence that matches the
development cadence. Usually more tactical.

11. Current State of the Union
UX research usually looks like one of these models in organizations.
Shared Service with Embedded
• One central UX group that serves the leadership and support individual UX
researchers embedded with product teams.
• Research requests are more strategic in nature focused on big organization
wide questions.
• Central UX may act as consult to product UX.
Central
UX
Leadership
Team
Product
UX
Prod
Team
Designers

12. Current State of the Union
Irrespective of where in the PDLC you do research and what organization model
you follow for UX research, we are all trying to do the same thing…..
Grow UX research practice within
the organization.
Influence
Impact
Authority
Budget
Headcount

13. Current State of the Union
Guiding principles to grow UX research practice within the organization.
• Have a vision / value prop statement
• Establish a consistent UX measurement (ie: Universal Measures)
• Establish a consistent way to deliver UX data
• Penetrate into process (PDLC)
• Be the behavioral data powerhouse (cadence & rigor)
• Integrate with the experience data stack
• Make your awesome work known!

14. What do I mean with I say “Dashboard?”

15. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research engagement.
Sharing the findings with a small set
of internal stakeholders.
Light reporting, more about take the
data and run into dev.
Next level – Have a consistent UX
measure that you report on to help
stakeholders know what to prioritize
with the findings.
A consistent way to show UX research
data to the product team that is always
accessible to all members of the product
team and reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data in one view.
A consistent way to show UX research
data to leadership that is always
accessible and reports on items that are
important to established business KPIs.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data and business KPI data in one view.

16. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any stakeholder to
access, explore, and make data-driven decisions.

17. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any stakeholder to
access, explore, and make data-driven decisions.
Step 1: In 2017, UserZoom made a significant architecture Investment
Step 2: Dec 2017, provide MVP solution to clients to gain the value from the
architecture investment. à Tableau Web Data Connector
Step 3: 2018, make this value known in the UserZoom Manager.
Step 4: Date TBD, Voyage into the BI space with APIs.

18. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive Dashboards
Single user research engagement.
Sharing the findings with a small set
of internal stakeholders.
Light reporting, more about take the
data and run into dev.
Next level – Have a consistent UX
measure that you report on to help
stakeholders know what to prioritize
with the findings. Tie to analytics.
A consistent way to show UX research
data to the product team that is always
accessible to all members of the product
team and reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data in one view.
A consistent way to show UX research
data to leadership that is always
accessible and reports on items that are
important to established business KPIs.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data and business KPI data in one view.

19. UserZoom vs Dashboard 2017
• Support one place to find data
across research engagements
• Modify chart formats or
colors to align with brand
• Combine individual research
results with other data (ie:
web analytics)
• Show pivots
• Show qualitative video
results quickly
• Fast project summaries and
reporting
• Results reported from one
project only

20. UserZoom vs Dashboard 2017
Research Engagements need to show pivots
Example 1
• Segment factor 1
• Segment factor 2
Example 2
• Task 1 with design A
• Task 1 with design B
Example 3
• Study 1 – Pre
• Study 2 – Post
Dashboard
Experience
2017

21. UserZoom Tableau Web Data Connector
Research Engagements need to
show pivots
Example 2
• Task 1 with design A
• Task 1 with design B
Example 3
• Study 1 – Pre
• Study 2 – Post

22. UserZoom Tableau Web Data Connector
Research Engagements need
to show pivots
Example 1
• Segment factor 1
• Segment factor 2

23. UserZoom Tableau Web Data Connector
References
https://community.tableau.com/community/developers/web-data-connectors
https://www.tableau.com/about/blog/2015/8/connect-just-about-any-web-data-new-web-data-connector-42246

24. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive Dashboards
Single user research engagement.
Sharing the findings with a small set
of internal stakeholders.
Light reporting, more about take the
data and run into dev.
Next level – Have a consistent UX
measure that you report on to help
stakeholders know what to prioritize
with the findings.
A consistent way to show UX research
data to the product team that is always
accessible to all members of the product
team and reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data in one view.
A consistent way to show UX research
data to leadership that is always
accessible and reports on items that are
important to established business KPIs.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data and business KPI data in one view.

25. Let’s start with a story

26. The Story – The Matrix
The Organizational Structure
Me
5
Researchers
10
Designers
3
Web Analytics
Product
Team 1
Product
Team 2
Senior Leadership Team
User Experience & Product Analytics Team VP
Marketing
VP
Product
VP
Engineering
Product
Team 17
Engineering Team 1
Engineering
Team 17
Product Teams
PO Team 1 PO Team 2 PO Team 17
Data Science Team
Data Science Manager
Data Science 1 Data Science 10

27. The Experience Stack
Concept Dev Beta Production
What do we
design?
Did we
design it
right?
UX research
Marketing research
Customer data
Cost of
production/develop
ment
Quality measures
Sales
Transactions
Product usage data
Customer surveys
Call center data
Experimentals
Intercept surveysCTAs

28. We want to make data-driven product decisions
and
We have a ton of data from everywhere!

29. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

30. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

31. 1 Place Where all Data Can Live and Be Accessed by All Stakeholders
For the Matrix
Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data

32. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

33. Categorize Data by Exploratory and Critical
For the Matrix
Critical Transactions Exploratory Analytics
Critical transactions
are customer behaviors that directly
contribute to the vision, mission and
return on investment for the
company.
Exploratory analytics are queries that
can aid in design and business
decisions but have not yet been
recognized on the critical transaction
paths.
Realized Opportunity
Total Opportunity
% of Opportunity
Realized
Findings here are very
good to highlight areas for
design improvement

34. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

35. Establish the Intake and Reporting Process
For the Matrix
• Form to submit requests
• Backlog is visible to all
• Product Owners work with UX team to build their desired product scorecard
• UX interviews senior level leadership to build executive dashboards
• All UX research shown on the site in a consistent format
• Scorecard
• Report
• Tagged Videos
• Tagged Transcripts

36. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

37. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive Dashboards
Single user research engagement.
Sharing the findings with a small set
of internal stakeholders.
Light reporting, more about take the
data and run into dev.
Next level – Have a consistent UX
measure that you report on to help
stakeholders know what to prioritize
with the findings.
A consistent way to show UX research
data to the product team that is always
accessible to all members of the product
team and reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data in one view.
A consistent way to show UX research
data to leadership that is always
accessible and reports on items that are
important to established business KPIs.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data and business KPI data in one view.

38. Product Scorecard Components
• Product Owners work with UX team to build their desired product scorecard
• Some components they had to have
• Critical Analytics, Business KPIs, eXperience Score
• Some components they picked
• Exploratory Analytics, specific UX goals/measures
• Other data streams

39. Product Scorecard Components
The Experience Stack
Concept Dev Beta Production
What do we
design?
Did we
design it
right?
UX research
Marketing research
Customer data
Cost of
production/develop
ment
Quality measures
Sales
Transactions
Product usage data
Customer surveys
Call center data
Experimentals
Intercept surveysCTAs

40. Product Scorecard Components
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
eXperience Score
(Task Success, Ease of Use, Empowerment)
Call Center DataCustomer Data

41. Product Scorecard
For the Matrix
Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data

42. Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data
% UX Score
Data
representation
Product Usage by Product KPI
• Over time
• By segment
Task
Success
Ease of
Use
Empower-
ment
UX Story
Major UX Findings
Product Name
Feature | Feature | Feature | Feature
Use
Use
Use
Use
Use
Use
Use
Use
Use Use Use

43. Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data
% UX Score
UX Story
Major UX Findings
Data
representation
Product Usage by Product KPI
• Over time
• By segmentTask
Success
Ease of
Use
Empower-
ment

44. UserZoom Tableau Web Data Connector
3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive Dashboards
Single user research engagement.
Sharing the findings with a small set
of internal stakeholders.
Light reporting, more about take the
data and run into dev.
Next level – Have a consistent UX
measure that you report on to help
stakeholders know what to prioritize
with the findings.
A consistent way to show UX research
data to the product team that is always
accessible to all members of the product
team and reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data in one view.
A consistent way to show UX research
data to leadership that is always
accessible and reports on items that are
important to established business KPIs.
Next level – Have a consistent UX
measure that you track over time and
couple UX research data with analytics
data and business KPI data in one view.

45. Executive Dashboard
• Interviews to get the key dashboards on there
• Build the dashboards and iterate
• Some components they had to have
• Critical Analytics, Business KPIs, aggregate and all product eXperience Scores
• Some components they picked
• Exploratory Analytics, specific UX goals/measures aggregate
• Other data streams

46. Product Scorecard Components
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
eXperience Score
(Task Success, Ease of Use, Empowerment)
Call Center DataCustomer Data

47. Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data
% UX Score
UX Story
Major UX Activity
Data
representation
Task
Success
Ease of
Use
Empower-
ment
Key Initiatives
Initiative 1 Initiative 2 Initiative 3 Initiative 4
# # # #
$xM

48. The Approach
1. 1 place where all data can live and be accessed by all stakeholders
2. Categorize data by “Exploratory” and “Critical”
3. Identify the data needs intake and reporting process
4. Invest in the infrastructure to support synthesizing the experience stack
For the Matrix

49. What does it take to make this
happen in your organization?

50. UserZoom Tableau Web Data Connector
How do you actually make this happen in your organization?
User researcher doing user research
using UserZoom.
(Note: All methods are supported.)
Database support
Data base people that can do the
work or provide consult.
They have infrastructure knowledge
on your Tableau instance
1 2Required Required

51. UserZoom Tableau Web Data Connector
How do you actually make this happen in your organization?
Visual Designer
Someone to add cool visuals to your
dashboards and fit with your brand.
Helps deliver the story better.
3 4Next Level Next Level
Data Architect Support
These folks can pull multiple data sources together into one
view. They can help you tell a full story of all the data in your
experience stack. Data
source
Data
source
Data
source

52. Tableau Data Tables

53. Invest in the Infrastructure to Synthesize the Experience Stack
For the Matrix
1. The stuff that goes into products to track use
6. Transformation to business value foundation (ie: avg session duration calculation)
7. Transformation to business value meaning making
8. Transformation to business value predictive/causation
3. Core infrastructure – data ownership, residency, structures
10. Access – Visualization to insights (take action on insights)
2. Access – Raw data
9. Access – Visualization to fundamentals
4. Connecting data to the business context (ie: URL management, product awareness)
Collection
Meaning Making
Data management
Business Use
5. Implement the meaningful algorithms and standard definitions (ie: what constitutes an
active user)

54. ProdU Work Buckets - Starting
Project Reports
12%
AdHoc
15%
Data Infrastructure
36%
Security
3%
GA Management
3%
ProU Site Management
13%
Design
5%
Other
13%
PRODUCT UTILIZATION TIME TODAY

55. ProdU Work Buckets - Goal
Project Reports
40%
AdHoc
10%
Data Infrastructure
30%
Security
1%
GA Management
1%
ProU Site Management
10%
Design
5%
Other
3%
PRODUCT UTILIZATION TIME GOAL

56. ProdU Work Buckets
Project Reports AdHoc Data Infrastructure Security GA Management ProU Site Management Design Other
TODAY 13% 15% 36% 3% 3% 13% 5% 13%
2016 GLOAL 40% 10% 30% 1% 1% 10% 5% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% Allocation
ProdU Work % Allocation

57. Questions?