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Does this sound familiar?

“What’s the ROI of UX Research?”

“We don’t have time for research.”

“You can’t learn enough from 6 people.”

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http://www.branchingpoints.com/wp-content/uploads/2013/02/commercialization-big.png

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We’re not here to prove the value of UX

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We’re here to help you learn how to communicate its value!

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From Insights to Impact:Demonstrating the ROI of UX Research

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Dorie Rosenberg & Beth Lingard

Introduction Who we are Why we have the authority

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What you’ll gain

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Aligning research with business needs and goals

Demonstrating the value of your insights

Socializing the ROI of your work

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Aligning Research to Business Goals8

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Understand business needs

http://www.inc.com/paul-schoemaker/5-ways-to-know-what-your-customer-wants.html

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http://www.kazzledazz.com/wp-content/uploads/2014/01/Past-Present-Future-neon-sig-2.jpg

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What is the customer’s experience when shopping on flash sale sites?

SALE

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Educating Your Stakeholders12

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity #UXvalue

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Recap discussion● Document goals

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Re-state goals● Align recruit

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Re-state goals● Align questions

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Re-state goals● Align questions

!

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Re-state goals● Filter insights and

recommendations

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Kickoff Recruit Sessions Analysis Socialize

Every touchpoint is an opportunity

● Re-state goals● Show impact

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to set expectations

http://blog.avatier.com/wp-content/uploads/2013/05/educate.jpg

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Education to Set Expectations

Expectation of Outcome

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Education to Set Expectations

Outcome

Expectation of Outcome

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Education to Set Expectations

Outcome

Expectation of Outcome

Disappointment

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Informed clients create strong advocates for research

http://www.royalgazette.com/storyimage/RG/20110527/ISLAND03/705279995/AR/0/AR-705279995.jpg&Logo=/images/rglogo1.gif&LogoXPos=0&LogoYPos=290&maxw=630&maxh=350

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Reporting Your Results25

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http://americanpreppersnetwork.com/wp-content/uploads/2012/11/5623339500_e6d430498d_o.jpg

Tie Observations and Recommendations to Business Goals #UXvalue

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg

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Misstep: Overreporting

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg

Misstep: Recommending changes that can’t be made

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg

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● Misstep: Sharing known insights

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg

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Misstep: Providing irrelevant recommendations

Defining Your Success Metrics31

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Measuring Success

http://www.inc.com/ilya-pozin/6-ways-to-measure-the-success-of-any-project.html

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http://3.bp.blogspot.com/-BzDwhshs5Vw/TsM35iYLb3I/AAAAAAAAFFQ/bRgJ1WlJOVg/s320/wand.png

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When should you have the metrics conversation? As soon as your find out something is being built. List of metrics you can pull from.

Defining metrics early, often, and in collaboration with others

Determine Your Framework For Measuring UX Success

https://latimesphoto.files.wordpress.com/2011/09/la-0923-pin05.jpg

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How do we establish accurate measurement with our user experience and the impact UX has on our business?

http://www.siemens.com/innovation/apps/pof_microsite/_pof-spring-2011/_img/images/050_media_container1.jpg

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Setting Benchmarks and Aligning with Business Goals

AnswerLab’s UXimpact™ Score Components

Conversion Index Brand Index User Experience Index

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Setting Benchmarks and Aligning with Business Goals

Conversion Index

Brand Index

UXIndex

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● Usability: How difficult is it to use your website?● Utility: What function does your online business fulfill?● Performance: How fast, stable, and/or secure is your site?● Intelligence: Does your site get to know its users over time?

● Configure a Vehicle● Visit a Dealer

● Ship Internationally● Utilize Tools on Site

Automotive Global Logistics

● Technologically innovative● Luxurious

● Customizable● Efficient

Socializing Your Insights38

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Socialize Insights

https://s-media-cache-ak0.pinimg.com/736x/3e/7b/72/3e7b7277d6cdc7d4fa63516e0be5cb1f.jpg

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Getting the word out

http://i.huffpost.com/gen/2620926/thumbs/o-MODCLOTH-570.jpg?6

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Now, It’s YOUR Turn41

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http://www.relocatemagazine.com/media/images/2636_the-spotlight-is-on-shrinking-net-migration-but-increasing-skilled-immigration-is-key_2832.jpg

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Align research with business needs and goals

Demonstrate the value of your insights

Socialize the ROI of your work

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Your Trusted User Experience Research Partner

Dorie RosenbergUX Strategistdrosenberg@answerlab.com @UXDorienne

Thank You!

Beth LingardPrincipal Researcherbeth@answerlab.com@beth_lingard

For more resources, go to www.answerlab.com

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AnswerLab’s UX Maturity Model #UXvalue