The UX field is slowly maturing, moving out of the testing labs and pushing around pixels, towards defining and implementing UX strategy. Product Management is starting to see how UX and design strategy are critical components in design and innovation.
While metrics are a very important part of any UX strategy, they are often used incorrectly, at the wrong time, or in very limited ways.
In this presentation at ConveyUX 2014, Bill Albert gives some examples of how to use UX metrics in a powerful and efficient way as part of a larger UX strategy. He also touches on common pitfalls and limitations with some common UX metrics.
The presentation gives the audience an appreciation of how critical metrics are part of any UX strategy, and how to leverage the power of UX data in designing great user experiences and driving product innovation.
The Role of Metrics in a UX Strategy
About Bill Albert
Bill Albert is the 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.
Recommended Reading on The Role of Metrics in a UX Strategy
- 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.
