ux strat europe 2017: barbara koop: “metrics for evaluating the impact of ux strategy”
TRANSCRIPT
how to make UX countbecome a super hero
Amsterdam
2
The Brand
3
Factsheet of a love brand
4
Factsheet organisation
what is the main goal of your company?
42
4243
8
user realtor
The user and realtor
42
so.. what’s the problem?
..and you can’t drive outcomes!
data is an outcome!
The W-model of data driven learning
Listen
Interpret
PredictRespond
Monitor
Listen
Interpret
Predict Respond
Monitor
Listen
What
Interpret
Why
Predict
WhenRespond
Wow
Monitor
Well
The W-model of data driven learning
Listen
What
Interpret
Why
Predict
WhenRespond
Wow
Monitor
Well
The W-model of data driven learning
Listen
What
Interpret
Why
Predict
WhenRespond
Wow
Monitor
Well
The W-model of data driven learning
Analytics
Qualitative
Quantitative
Listen
What
Interpret
Why
Predict
WhenRespond
Wow
Monitor
Well
The W-model of data driven learning
Gap!
so.. what does this mean for our business?
..and you can’t drive outcomes!
revenue is an outcome!
41 shades of blue?
change image?
different houses?
larger?
icons?
different animation?
colorscheme?
Soft KPI’s:
Customer loyaltySatisfaction
Usability
Brand perception
insights you are probably gathering
Conversion Product page conversion Funnel analysis Basket abandonment Bounce rates Leads Subscribers to newsletters Unique visitors Returning visitors Page views per visit Visit to order ratio Load time Registrations Session length Time on page Referring pages/links
The classics
Recognition Rate Reported expectations and performance Facial reaction Number of back presses Gap satisfaction Work-flow matches mental model or not
User Tests
SEM keyword value SEO positioning Changes in SERP results/rankings Top entry pages Number of keywords triggering results for your site Number of clicks to your site from keywords Google trends Inbound links (back link discovery) Percentage share of each engine Branded vs non-branded searches Affiliate links Affiliate fees
SEO stuff
Call/customer contact centre Average call length Support vs sales calls Inbound vs outbound calls Web generated calls (unique number on website) Web fulfilled information calls
Support
Social media Facebook referrals Incoming Twitter links Facebook sends/shares/mentions Facebook likes Facebook fans Facebook fan rates Tweets Retweets @s on Twitter Twitter followers Twitter follow rate
Social media
Comscore Hitwise Alexa Compete
3rd party
Net Promoter Score ASQ PDF: After Scenario Questionnaire (3 Questions) NASA-TLX : NASA’s task load index is a measure of mental effort (5 Questions) SMEQPDF: Subjective Mental Effort Questionnaire UMEPDF : Usability Magnitude Estimation SEQ PDF: Single Ease Question SUS: System Usability Scale or sometimes the Single usability score
Scales
how can you put these to action?
who will win?
Do you want to seduce or feed your customer?
3636
Define which behaviors drive your soft KPI’s and track these in a dashboard
Bundle the predictors to an impact factor for each KPI, so you can see growth and success in each goal
Bundle the KPI’s into a general measure of company success
Conversion rate (on a journey level)
Average conversion worth
Uplift of pageviews
Drop of drop-off
Drop of helpdesk calls
Growth in usage
Accounts
Costumer lifetime value
Spend per visit
Spend of budget
Net promotor score
Brand perception
Traffic related to certain touch points
Revisit rate
Adoption rate of new features
Social media outings
Acquisition costs
Journey impact factor
# converting visitors or % uplift
EUR or leads
# of % uplift
# of % drop
# of % drop
# users, # times, % growth
#
# or % or EUR
average spend of % uplift
Leads, EUR
Exit survey
#usage directly after release
Hashtags, webcare
Effort to find/bind customers
Example
Spend per visit increase
Match with mental model
NPS score
Standardize to a scale of 1 to 5
Benchmark and define targets
…they don’t add up!
customer happiness impact factor
customer happiness impact factor
“This project will impact the CHIF with…”
“We did not make the right choices last quarter, as the CHIF went down”
"This will be better for the customer, it will increase the CHIF by … because it will have an effect on [factors]"
