When working at improving the user experience it is easy to get stuck focusing on design details or usability performance on a few key tasks. While this is no doubt critical, it makes it more difficult to see the big picture of the overall experience.
The Bentley University Experience Center presents a new scorecard approach to measure overall experience, created and developed by Heather Wright Karlson and Marissa Thompson. Collecting usability, emotional experience, design and brand experience data together provides an opportunity to get a clearer picture of the overall experience.
In this webinar, Bill Albert, Executive Director of the Bentley User Experience Center will demonstrate how this experience scorecard can be used to answer four important questions that many organizations struggle to have clarity on:
- What matters most about the experience to our customers?
- Which aspects do we need to improve?
- What is the overall experience like for our customers?
- How do we compare to our competition?
The Development of an Experience Scorecard
- Here is another thought leader advocating that NPS and CSAT scores are not enough to measure the quality of the experience.
- Scorecards are pretty standard business strategy artefacts, so I really like the approach on providing the big picture in one place, in a format that business leaders are familiar with.
- That said, scorecards can become overwhelming the more data points one decides to track. I really appreciate the lean — and low cost! — take they are taking here.
- From a data visualization perspective, any artefact is only as useful as to the conversations it helps facilitate and — more importantly — the changes it helps drive.
About Bill Albert
Bill Albert is Executive Director of the Bentley University User Experience Center. Albert brings more than 20 years of experience in UX research, design and strategy to his role leading the center. He has expertise in qualitative and quantitative user research methods, service design and user experience strategy.
Albert has published and presented his research at more than 50 national and international conferences, including keynotes at UX Hong Kong (which I had the pleasure to speak in 2012), UX India, and Ergo Design (Brazil).
He co-authored with Tom Tullis the book Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics. He also co-wrote (with Tom Tullis and Donna Tedesco) the book Beyond the Usability Lab: Conducting Large-Scale Online User Experience Studies in 2010. Albert is Co-Editor in Chief of the Journal of Usability Studies.
About Heather Wright Karlson
Heather Wright Karlso is a UX Researcher using a variety of qualitative and quantitative research methods to peel apart experiences,reveal user needs, and develop better solutions. Passionate about designing new ways to collect and report data to improve the design of products, interfaces, services, and the overall experience that users have.
About Marissa Thompson
Marissa Thompson is a User Experience Designer and Researcher with a passion for making an impact and solving difficult problems. She has exceptional design skills and a strong sense of aesthetics including typography, design principles, style guides, visual hierarchy, graphic design, and attention to detail. She has experience in design thinking methods including design sprints, agile, and scrum. She can produce wireframes, sketches, architecture diagrams, personas, journey maps, and high-fidelity prototypes.
Recommended Reading on Experience Scorecard
- Albert, W., Tullis, T., & Tedesco, D. (2010). Beyond the usability lab: Conducting large-scale online user experience studies. Oxford, England: Morgan Kaufmann.
- Tullis, T., & Albert, W. (2014). Measuring the user experience: Collecting, analyzing, and presenting usability metrics (2nd ed.). Morgan Kaufmann.
- Doerr, J. (2018). Measure what matters: How Google, Bono, and the gates foundation rock the world with okrs. Portfolio.