While it’s obvious to us UX practitioners that any products or applications should focus on the needs and wants of the users, this type of mindset is not automatic in most profit-driven private organizations. As a result, we sometimes struggle with proving the value of users’ voice as a business priority. In this session, we share our experience of creating an NPS program at a Fortune 20 company in the U.S.. While the Net Promoter Score is not a UX metric in the traditional sense, using it strategically as an indicator of user experience has helped us build a growingly more user-centric culture at our organization. We will talk about our journey, share our tips and recommendations, and mostly things we thought could help you based on our lessons learned.

1. 1
The Net Promoter Score – What can
NPS Tell You About Your User
Experience?
Judy (Xueshu) Chen & Danielle Smith
UXPA International, Puerto Rico 2018

2. 2
Meet Judy and Danielle
Xueshu (Judy) Chen
UX Researcher
Danielle Smith
Senior Director
Experience Research & Accessibility at Express
Scripts

3. 3
Introducing
Express Scripts…

4. 4
We make prescription drugs
safer and more affordable.

5. 5
I will discuss…
A practical framework of using Net Promoter Score (NPS) as a
beacon metric to build a user-centric culture at Express Scripts.
And... to establish an Experience Quality Monitoring (Listening)
System through Voice of the Customer that helps uncover UX
related concerns and to fuel ideas for roadmap planning.

6. 6
Here is the plan…
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research &
AccessibilityNPS at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ’Quick’ Start Guide

7. 7
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research &
AccessibilityNPS at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ‘Quick’ Start Guide

8. 8
How likely are you to recommend
[Company] to a friend or family
member?
Net Promoter Score (NPS) = % Promoters (9s and 10s) - % Detractors (0s
through 6s) (-100 to 100) by Fred Reichheld
Correlated to satisfaction; improvements drive revenue up to 18
months out.
Detractors PassivesPromoters
0 1 2 3 4 5 6 7 8 9 10
Extremely
likely
Not at all
likely

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NPS is
NOT just a
rating.

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It’s a primer to
engage the user into
more follow up
questions.
What can we do to improve?
Why?

11. 11
How likely are you to recommend
[Company] to a friend or family
member? (0 to 10)
What can we do to improve?
Why?
NPS is…
NPS Rating +
Verbatim Comments

12. 12
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research &
AccessibilityNPS at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ‘Quick’ Start Guide

13. 1313
EXPERIENCE
RESEARCH &
ACCESSIBILITY
Discover DeliverValidate
NPS
Experience
Quality
Monitoring
through VOC
ACCESSIBILITY USER
RESEARCH
JOURNEY
MAPPING
DATA SCIENCE &
OPTIMIZATION

14. 14
Experience Quality Monitoring – How?
Two types of feedback
1. Relationship (rNPS): Responses from a customer after some
time has elapsed to see how likely they would be to
recommend the company to someone else and why
2. Experience (tNPS): Collection of feedback from customers
immediately after particular experiences, transactions or
touchpoints (actionable UX feedback)

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NPS != User
Experience
When…
NPS == User
Experience
When...
When does tNPS “measure”
UX?
• Used jointly with comments to
discover problems and pain
points within UX
• Used only as a rating

16. 16
NPS != User
Experience
When…
NPS == User
Experience
When...
When does NPS “measure”
UX?
• Used jointly with comments to
discover problems and pain
points within UX
• Phrased specifically and in
context with a particular touch
point
• Phrased broadly for an
entire company/experience
• Used only as a rating
Based on your recent interaction with
[X], how likely are you to recommend
[Company] to a friend or family
member?
How likely are you to recommend
[Company] to a friend or family
member?

17. 17
NPS != User
Experience
When…
NPS == User
Experience
When...
When does NPS “measure”
UX?
• Used jointly with comments to
discover problems and pain
points within UX
• Phrased specifically and in
context with a particular touch
point
• Phrased broadly for an
entire company/experience
• Collected amongst a large
enough sample of users
• Collected only with 5
users
• Used only as a rating

18. 18
NPS != User
Experience
When…
NPS == User
Experience
When...
When does NPS “measure”
UX?
• Used jointly with comments to
discover problems and pain
points within UX
• Phrased specifically and in
context with a particular touch
point
• Phrased broadly for an
entire company/experience
• Collected amongst a large
enough sample of users (X%
traffic)
• Collected only with 5
users
• Used to correlate with more
direct measures of UX (such as
task performance)
• Used to assess Lower-level
design elements
• Used only as a rating

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NPS, CSAT or CES
1. Net Promoter Score (NPS): How likely are you to
recommend [Company] to a friend or family member?
(11-point)
2. Customer Satisfaction (CSAT): How would you describe
your overall satisfaction with this product? (5-point)
3. Customer Effort Score (CES): The company made it easy
for me to handle my issue. (7-point)

20. 20
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research &
AccessibilityNPS at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ‘Quick’ Start Guide

21. 21
Experience Measurement & Management
By gathering various types of experience feedback, we promote
unbiased views into the values, needs, and abilities of our
audiences.
What’s visible to (select) member:
• User Research: early research during digital product design and development
• NPS Surveys: continuous monitoring of user feedback post-launch
A/B Testing & Analytics
User Research & Usability Testing
NPS Data &
Analytics Mining
Opinion Surveys &
Interviews
Accessibility Requirements
Assessment & Evaluation
NPS Program

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How did we (the UX Team) end up
with NPS and what are we doing
with this business metric?
Since NPS is a digestible metric already
adopted by our business, we use it to craft
our overall experience. Here is how…

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10,000
10,000 comments a
month
We read them
all!

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Collecting
Feedback

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Collecting
Feedback
Self-selected
Feedback
Invitational
Feedback

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Researchers
(human readers)
Reporting
Dashboard
Collecting
Feedback
Understanding
Feedback

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Customer
Service
Researchers
(human readers)
Thematic
Analysis
(mapped to dev’s product
areas)
Reporting
Dashboard
Collecting
Feedback
Understanding
Feedback
Turning
Feedback into
Insights

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Customer
Service
Researchers
(human readers)
Thematic
Analysis
(mapped to dev’s product
areas)
Reporting
Dashboard
Collecting
Feedback
Understanding
Feedback
Feedback
Prioritization
(planned sprint or backlog)
Turning
Feedback into
Insights
Making it Real

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A “Day” in the Life of
Comments
Comments submitted
via website/app
Customer
Service
Researchers
(human readers)
Thematic
Analysis
(mapped to dev’s product
areas)
Reporting
Dashboard
Collecting
Feedback
Understanding
Feedback
Feedback
Prioritization
(planned sprint or backlog)
Turning
Feedback into
Insights
Making it Real Close the Feedback
Loop

30. 30
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research & AccessibilityNPS
at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ‘Quick’ Start Guide

31. 31
In one release, we were asked to
place “Logout” under “Account” (we
did, after usability testing)

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Members were concerned about
where “Logout” was, and they spoke
up
“A month ago I would have picked
10. Today I could not find logout!
No search block! I think you made I
think you made changes not user
friendly.”
“Maybe it's there and I
cant find it but I'm
looking for a "Log Out"
option on the website “
“1. You changed the web page lay out. A. you hide the
logout buition. why is in under accounts not on the top of all
paged ? B. it was hard to fine the feed back page and does
not say if we (I) will get an answer…”
Detractors PassivesPromoters
0 1 2 3 4 5 6 7 8 9 10

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Based on the comments, team
worked on making the change,
and…

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We let members know! -
closing the loop
Dear XXX,
We wanted to let you know that we have made
a change to the site based on your feedback.
You spoke up and told us that the logout
button was not easy to find. Our design and
engineering teams worked on moving it where
it's more visible and now the change is live.
Thank you for the feedback and we are pleased
that we could make this change for you. We are
also thrilled to have dedicated members like
you who play an integral part in our efforts to
continuously improve every member's digital
experience.
We invite you to go and take a look at our site
that you helped improve; if you have any
additional feedback, do let us know by replying
to this email.
“WOW! Cool! Great
consumer
relations! Thanks,”
“thank you.win win for us
all”
“I was excited to see the change.
Thank you for listening. I am grateful
for such a caring company that tries to
satify patients needs.”
“Awesome job! Thanks so much
for listening to my concern and
implementing the change.
Couldn't have worked out any
better. Very much appreciated!
Take care!”
“Thank you Looks great
!”

35. 35
1. What is the Net Promoter Score (NPS)?
2. Measuring: NPS == User Experience?
3. Experience Research & AccessibilityNPS
at
Express Scripts
4. Driving change to UX, how? Did it work?
5. DIY: A ‘Quick’ Start Guide

36. 36
Step
01
Step
02
Step
03
Step
04
Collect Feedback
Channels: website, mobile
app
Type: self-selected,
invitational (random
sampling/event-driven)
Social: social media,
consumer
review sites
Choose your metric (KPI)
NPS, CSAT, CES?
Understand
Feedback
What are the users’
talking about?
Turn Feedback into
Insights
Why are users talking
about this?
How impactful is this to
UX?
How do we fix/improve
this?
Make it Real…
and Keep your
users in the loop
DIY Quick Start Guide

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• NPS is more of a customer success metric as opposed to
performance metric.
• Transactional surveys provide in-the-moment, area-specific
feedback, and Relational surveys demonstrate customer’s overall
brand perception.
• NPS is a growth focused loop.
• We focus on recent customer feedback, including scores, verbatim
comments to identify challenges or opportunities, we ask for hands
from all teams coming up with solutions.
Framing NPS

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Any Questions?

39. 39
Q: Can I have the slides?
A: Yes! judychenuxpa@gmail.com
Q: Where can I find you?
A: Search with keywords “NPS Judy Chen
Express Scripts” :-
Q: How can I learn more about NPS?
A: I have readings to recommend!