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The Role of Metrics in UX Strategy

Leveraging the Power of UX Data to Create Better Designs and Drive Innovation

Bill Albert User Experience Center, Bentley University

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How do we create great design?

How do we know it?

Qualitative Quantitative

Att

itu

des

B

ehav

iors

What is the problem and how

big is it?

Why is it a problem and how to fix it?

What are people doing?

What do people think?

UX Research Framework

Discovery Design Evaluate Validate

UX Process

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Discovery

Personas

• Factor Analysis

• Cluster Analysis

• Quantitative Validation

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Competitive Benchmark

• UX wins (and losses)

• Insight into “why”

• Start design process efficiently

• Drive future design efforts

Design & Evaluation

Design and Evaluation

Tree Tests Tree Tests

• Measure intuitiveness of IA

• Success and Directness

• Compare IA’s

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Measuring Preferences

• Comparing design treatments

• Terminology and content

• Importance of functionality

• Navigation choices

Metrics from the Lab

• Performance metrics

• Self-report metrics

• Scorecards

• Physiological metrics

Average Expectation and Experience Ratings

by Task

1

2

3

4

5

6

7

1 2 3 4 5 6 7

Average Expectation Rating

Avg

. E

xp

eri

en

ce R

ati

ng

Promote Don’t Touch It

Big Problems Opportunities

Difficult Easy

Dif

ficu

lt

Easy

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Validation

Unmoderated UX

• Lots of people, quickly

• Tons of UX metrics

• Competitive landscape

• Predictor

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Post-Launch Metrics

• Voice of Customer

• A/B or Multivariate Testing

• Analytics

• Social Networks

Tips

Moving Forward

UX Metrics & Innovation

• Innovative design comes from research

• Put insights into perspective

• Sanity check

Myths / Excuses

• I already know the user

• Too expensive

• Too hard to measure

• Were moving too fast

Keys to Success

• Right metrics, right time

• Triangulation

• Numbers (confidence)

• Align with business goals

• Actionable results

Bill Albert User Experience Center, Bentley University

walbert@bentley.edu www.bentley.edu/uxc

@UXMetrics | @BentleyUXC