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Measuring UX: A Designer's Point of View

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Lennart Overkamp
Lennart Overkamp

During UX Camp NL 2017, on the 23rd of September in Eindhoven, I posed a question to the audience: (how) should we measure user experience? A difficult topic, as I soon found out. The result was a fruitful discussion with designers and developers, and an opportunity to share my point of view with the attendees. My thanks to the organising committee of UX Camp NL for a great event, to the audience for their attention and challenging questions, and of course to those that inspired me for their input!

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Measuring UX A Designer’s Point of View Lennart Overkamp @OverkampLennart September 23rd, 2017
Lennart Overkamp Insights-driven Interaction & Service Designer at Mirabeau @OverkampLennart loverkamp@mirabeau.nl
We are Mirabeau, a full-service digital agency. We focus on helping our clients provide their customers with the best possible experience. We combine design, research and technology to create top-notch digital solutions centred around customer needs and behaviour. About Mirabeau
Measuring UX A Designer’s Point of View Lennart Overkamp @OverkampLennart September 23rd, 2017
Interaction Designer
User Experience Designer
Service Designer
Strategy Designer
I have a dream, that one day, people will understand how fundamentally wrong this is.
User Experience
Customer Experience
Employee Experience
Employee Experience
What is an experience?
“an episode, a chunk of time that one went through [...] sights and sounds, feelings and thoughts, motives and actions [...] closely knitted together, stored in memory, labelled, relived and communicated to others.” Prof. Dr. Marc Hassenzahl
“an episode, a chunk of time that one went through [...] sights and sounds, feelings and thoughts, motives and actions [...] closely knitted together, stored in memory, labelled, relived and communicated to others.” Prof. Dr. Marc Hassenzahl
“an episode, a chunk of time that one went through [...] sights and sounds, feelings and thoughts, motives and actions [...] closely knitted together, stored in memory, labelled, relived and communicated to others.” Prof. Dr. Marc Hassenzahl
“an episode, a chunk of time that one went through [...] sights and sounds, feelings and thoughts, motives and actions [...] closely knitted together, stored in memory, labelled, relived and communicated to others.” Prof. Dr. Marc Hassenzahl
How do you currently measure experience?
Key Performance Indicators (KPIs)
It’s all quantitative!
Customer Acquisition Cost (CAC) How is this measuring a customer’s experience?
Customer Lifetime Value (CLV) But why do people buy your stuff?
Conversion Rate Why do people not buy your stuff?
Satisfaction It really just indicates valence – positive or negative
Net Promotor Score (NPS) The most abused of them all
“[…] managers often assume that the more satisfied customers are, the more loyal they will be. But, like others before us […], we find little relationship between satisfaction and loyalty.” Matthew Dixon, Karen Freeman, & Nicholas Toman (via HBR)
Actions Feelings Thoughts
“The goal of user research is to form an empathic understanding of all dimensions of user experience: attitudes (what the person is thinking, his opinions and way of making sense of the world), behaviour (the person’s actions and automatic responses) and emotions (what the person is feeling in the context, his state of mind).” Emanuela Cozzi Schettini, Creative Consultant at Mirabeau
(How) should we measure experience?
Qualitative assessment Quantitative measurement
Thick data Big data
• Shadowing • Interviews • Contextual inquiry • Guerrilla user testing • Recording • Diaries • Immersion Qualitative assessment
Use KPIs (new and traditional), wisely. Quantitative measurement
Hassenzahl’s AttrakDiff
Qualitative assessment Quantitative measurement
But wait, what about ROI?
“Traditional ROI-evaluation methods often fall short in assessing the full value, speed and likelihood of success of these technologies. An alternative way […] is to take the venture capitalists’ approach: probe, sense and experiment.” Pepijn Sol, Business Strategist at Mirabeau
Measure across the entire journey, not just individual touch points.
Involve your employees!
Have an ‘Insights Engine’.
“We are in in the business of making people happy. And what a great business it is!” Karl Gillis, ‘Conversion Comedian’
How likely are you to recommend me as a speaker to your friends and colleagues? J K L
Measuring UX: A Designer's Point of View

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