Enhancing User Experience Through Data Trails and Metrics
Andrea Thompson, a Sr. User Experience Manager at The Home Depot, highlights the importance of measuring and analyzing user experience metrics to understand and improve customer interactions. By investigating data trails from various touchpoints, such as customer sign-ups, interactions with associates, and use of digital solutions, teams can identify areas of improvement and enhance overall user experience. The article emphasizes the significance of collecting and validating both quantitative and qualitative metrics over time, while collaborating with cross-functional partners to create an integrated User Experience Network.
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Presentation Transcript
UX METRICS Andrea Thompson The Home Depot Sr. User Experience Manager, CUA, CXA, Servant Leader A Game Changer!
As we create and enhance experiences, how do we know we ve impacted people s XP in a positive way? Agenda What are we currently measuring? UX Metrics/Data Storytelling What are we working towards? UX OKRs? UX Strategic Influence: Have we validated the intended impact?
Lets pause and reflect on potential Data trails in our User s XP What are we currently measuring in the experiences of Primary, secondary and tertiary users?
Is there a data trail when a customer signed up to receive a product monthly? texted your Company? called Customer Service? signed up for autopay? have made a transaction in store vs online? used multiple tools before or after the new XP because there s a gap? Called the Customer Reservations line? referred a friend Left a 1 out of 5 star rating
Is there a data trail when an associate did not know how to use a new digital solution? received too many customer calls is unable to fulfill a customer s purchase is unable to refund an auto payment? was unaware of the customer s update to their reservation used multiple company tools internally? doesn t know who their loyalty customers are Has countless in person customer interruptions
Common Research Methods Quantitative Qualitative Are we intentionally and consistently collecting user experience metrics? Are Qual & Quant metrics being validated over a period of time across multiple data points?
What story does your Users Data Footprint capture about their XP? Are we connecting the data footprint trail to other cross-functional experiences? Build an XP Network with Cross-Functional Partners to discover relative friction points: Online Analytics Data Analysts GA Analysts IT Developers Call Center Representatives Face-to-Face Associates who help our Users
What are the most important insights to learn during research? Use the right method and measure the right thing. Create an intentional research plan for the experience. What is the outcome you are looking for the research to accomplish? Which UX Research method will work best for the scenario needed? We can minimize cognitive bias using data and not anecdotal stories but real world measurements Which research metric will capture accurate insights?
What are we working towards? Have we identified the Experience s Vision, Strategy, Measures of Success?
Research Plan UX Metrics UX OKRs Intentionally use the right methods and measure the right things. Impactful UX Metrics will start with a baseline and a target goal. Define target outcomes learned from Discovery /Research. Measure What Matters: OKRs: The Simple Idea that Drives 10x Growth by John Doerr Eg. Its difficult to measure impact without a baseline to compare it to. Note: Remember to include methods to capture UX OKRs UX Strategic Metric Staples Capture creditable Before & After UX Metrics, Empower Partners with XP Value Add.
Eg. Key Result: Customer satisfaction has increased when the Customer Call Center s complaint volume has decreased UX OKRs - Moonshots from 5,550 airline reservation complaints per day to less than 250 complaint calls per day O (Object = Goal) S.M.A.R.T Goals S Specific by 2023 end of Q4 M Measurable A Attainable R Relevant T - Timebound
Did we validate the intended impact? How do we know the experience s strategic goals were accomplished?
Areas of Focus Guiding Principles Aspirations UX Strategy Blueprint Template Measurements Challenges Activities
Minimize Cognitive Bias by Using Data. Not Simply anecdotal Stories but Real World XP Metrics. As UX Practitioners, we typically engage in an UCD iterative design process but are we measuring the UX impacts that we are making? Reservation Confirmed How do we know that we have improved an experience for people as intended? Baggage Check Flight Check-in By opinion, intuition or is it based on creditable UX Research Metrics?
UX Metrics Tracked: Baseline to Intent Measure Ease of Use SUS(System Usability Scale Measure User Satisfaction SEQ (Single Ease Question) WCAG (Accessibility Evaluation) Self Reported 1-5 Rating Scale TOT (Time on Task) NPS (Net Promoter Score) UXUM-LITE Coding Feedback Usability Test Sentiment Analysis SUM (Single Usability Metric)
In Person Call Center Social Media Texting Word of Mouth Reviews Ratings Mobile Apps Online How do we know the XP is seamless, frictionless & valuable? Have we connected the XP Data Footprint, are we looking beyond our testscript?
Thank you for using UX Metrics to strategically create better people experiences! An experience has only been improved when the impact to the experience has been measured!
