UX Metrics - Day 1 notes
UX Strategy is how we’ll deliver better products and services
Eg sales team has a strategy, that focus all sales ppl, resources etc on selling, to contribute to business’ goal
Sales team measure their performance by… sales. but could use any of an infinte number of measurements. all others are interesting, and show progress. but only the closed sales truly help the business achieve its goals.
Senior leadership use metrics to decide what’s important to listen to. when sales metrics going well don’t need to look into details, but if metrics are down, they know they need to look in more detail.
all teams have numbers, sales have nos., marketing has nos., support has numbers.
UX doesn’t.. immature field. there aren’t industry standard numbers. have to come up with things that will help our management understand, where we are at, where we want to go and how far we’ve got to go
number out of context has no meaning. eg sales are £250m - has no meaning. may sound big, but depends on past performance and context.
Dept leadership teams have to tell a story about their function, and they use numbers to do this.
having the no.s tells orgs leadership when it is time to focus, something to focus on , something to ask questions about, something to solve
if we don’t give leadership metrics, they can’t see our progress, we can’t tell them stories. we won’t get prioritised. we become that ‘nice thing to have’ the ‘chrome’ on the end of the hard work of the process. so because we’re not prioritised they won’ come to us for solutions when other depts need help, won’t be invited into meetings where everyone else reviews the numbers.
without numbers, we are invisible.
i wish we had a seat at the table… this is the wedge to get that seat. the table is talking about the numbers
but they can’t be any numbers, they have to show the value of the work of ux.
have to capture imagination of exec leadership, show finance etc that it’s worth investing every penny in UX,
Measurement - Observable change or state
Metric - measurements that we track
OKRs - Objectives (goals) and Key Results (progress)
Persuasive UX metrics framework
UX outcomes - goals we’re trying to achieve by delivering great UX
UX - success metric - measures whether we’ve achieved the goal
DOn’t measure outputs.. eg no. of user test, no. of wireframes, etc
UX outcomes, what we bring to the org - we uniquely translate our metrics into things that focus on the user. eg often metrics are inward business focused. eg. number of policy renewals. ux metric looks at why that’s good for customer.
if we do a great job on our product/service/feature - how will we improve people’s lives?
that question drives everything in UX strategy - if we understand that question, we change the world - we are now make our work human centred.
The cornerstone of our strategy…
we’re going to make the organisation better by delivering improvements to people’s lives
Priority = (value / effort ) * confidence
value - to customer and business
to be looked at on Friday