A Strategic Approach to Metrics for User Experience Designers
Journal of Usability Studies, Volume 6, Issue 2, February 2011, pp. 52 - 59
Abstract
User experience (UX) designers asked to justify return-on-investment (ROI) for UX activities often rely on published ROI studies and UX metrics that do not address decision makers’ concerns. With a little knowledge of business strategy and metrics and an understanding of their own value to an organization, UX practitioners can (a) identify the financial and non-financial metrics and goals that drive change in their organizations, (b) draw a clear picture for decision makers of the connection between their value and the company’s goals, and (c) demonstrate a positive return on investment in UX activities.
Practitioner’s Take Away
This article discussed four aspects of metrics and strategy:
- Traditional measures of return on investment (ROI) in UX activities often are not connected to the concerns of business executives.
- UX practitioners can use metrics strategically by identifying business objectives that drive company action and by making explicit their own contribution to those objectives.
- Balanced Scorecard (BSC) is a well-articulated approach to understanding how to describe strategy and metrics. UX practitioners can use the BSC approach for direction on how to align their activities to company goals.
- Metrics are not the only way to illustrate ROI on UX activities—many companies are touting design and design process as the solution to many business problems, not just user experience.
Article Contents
- Introduction
- A Strategic Approach to Business Metrics: The Balanced Scorecard
- An Application of Strategy to UX Metrics
- The Trouble With Metrics
- Thoughts on Design Thinking
- References
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A Strategic Approach to Metrics for User Experience Designers