egr live 2011 ux measurement strategy presentation

UX Measurement Strategy of Continuous Improvement

Jamie BarnettHead of Gaming

3rd May 2011

Foviance is a customer experience consultancy to the world's leading brands.

We can help you deliver seamless cross-channel capability across the web, telephone, TV and print, focusing on delivering measurable benefits.

We use that knowledge to deliver an experience that delights customers and ensures commercial success.

“”

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What shall I be looking at today?

What does best practice User Experience look like?

How can we manage UX on a large scale?

How can we apply UX measurement to support a strategy of continuous improvement

How do businesses manage UX across products, channels and geographies?

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Why is customer experience important?

“80% of companies believethey deliver a ‘superior

experience’ to theircustomers but only 8% oftheir customers agree”

- Bain & Co

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“84% of people who’ve had a bad customer experience tell

others”

“87% of people who’ve had a bad customer experience have

stopped doing business with that company”

- Right Now Customer Experience Report 2008

Why is customer experience important?

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What does this look like in online gaming?

Registration to download

Finding games Betslip

Downloading client software

ID and payments Moving money between channels

Poor translation (Int’l sites)

Relevance of content (Int’l

sites)

Inappropriate communications

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“If you don’t measure it, you can’t manage it…”

An old saying…

...but what to measure and how?

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User Research Usability evaluations Expert audits Focus groups Technologies include eye tracking,

EEG etc.

Web Analytics Understand behaviour on the site

from a user perspective Web analytics tool May support other UX initiatives

such as MVT

Customer Insights Customer survey Feedback through site Social media Competitor benchmarking Complaints

Transactional Data Customer management systems Other transactional data etc.

How can we measure customer experience?

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User Research Significant problem has been

identified Significant new development to the

site

Web Analytics Little recognition of web analytics as

a function Little understanding of the value

web analytics can deliver to the business

Customer Insights Very good in gaming Data from different sources difficult

to gather into coherent story

Transactional Data Collected and managed in silos

What do we see?

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“Most people use data the way a drunkard uses a lamp post, more

for support than illumination”Mark Twain

What do we see?

UX MeasurementFramework

A method of encapsulating the customer experience across the business in one coherent story that can be articulated and acted upon by key stakeholders

So how can we achieve this?

Foviance UX Measurement Framework: ACUP

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Awareness

Conversion

Usage

Performance

Products, services, channels, functionality

Propensity to buy, feeling of trust and security,ability to complete simple tasks, language sites

Engagement, cross-sell

Speed, efficiency, value, entertainment,multichannel experience

UX Measurement Framework Development

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Business Objectives What are key business initiatives of the business?

What does the business need to measureand why?

What data do stakeholders needto support their decisioning?

How do people want to access the data?

What support to stakeholders need fromUX professionals within the business?


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Business Objectives

UX Framework Measurement Objectives

Align UX Measurement Framework objectives with Business Objectives

Consider a model such as ACUP


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Business Objectives


Data and Technology Audit

Understand differences between the business objectives and the current capabilities from a UX perspective


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Business Objectives



UX Measurement Framework DevelopmentImplementation

Review

With key stakeholders

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What will the UX Measurement Framework Deliver?

Betslip Inappropriate communications

Relevance of Content (Int’l sites)

ID and payments Downloading client software

Poor translation (Int’l sites)

Moving money between channels

Finding games Registration to download