To stay relevant and avoid disruption through advances in technology or globalization, more and more organizations have embraced user-centered design and UX research methods. Thus, after years of fighting for a seat at the decision-making table, it is becoming more common for UX professionals to find one there. Still, executives often ask UX teams to quantify the value and return on investment (ROI) of their UX efforts. While calculating the ROI of User Experience can be challenging for consumer products and services, it can be truly daunting in enterprise organizations.
This series of articles will describe our journey of discovery in learning how to measure the ROI of User Experience at a large, Fortune-500 company that develops human capital management software and services.
The company had made the decision to invest in several innovation centers throughout the US. Observing the adoption of User Experience in other large enterprises such as IBM, General Electric, Capital One, Honeywell, Philips, and JPL, they came to believe that user-centered design was an essential component of the innovation equation. Therefore, they established our UX team just over three years ago. Read More
What do I mean by value? The value of a UX design or digital project equates with the impact the project makes.
“Impact is the tangible change that research provides—be it in policy, business, industry, or society.”—Oxford University e-Research Centre
Given the ubiquity of technology in our lives, there has, until recently, been a surprising lack of work to assess the digital impact of User Experience. To determine the success of a Web site, we turn to data on conversions and analytics that indicate user behavior, but what about the wider impact? What is its lasting value? This kind of value is impossible to describe in purely quantitative terms.
In this article, I’ll present a robust approach to measuring the digital impact of projects, using a framework that I developed: the Digital Impact Framework (DIF). The DIF can answer specific questions about a project’s impact. It is also a strategic tool that decision makers can use in planning and prioritizing the appropriate goals and objectives, which can actually generate the identified impacts. Read More
User Experience is about solving problems in real people’s lives and helping people to attain their goals. UX professionals deal with users’ painpoints, investigate how to eliminate them, and design solutions for them.
Users, customers, agencies, and companies should be aware of the many important benefits of a user-centered approach to design. These benefits actually materialize only once people have used a product or service. They can extend broadly to other people and communities. The tools that people choose to use can impact many others. Thus, it is very important that experience outcomes engender positive feedback. Often, company slogans say, “We want to change the world,” but the products they create don’t reflect that idealism. The work UX professionals do and the value we contribute can help our companies to attain that goal. Read More