A great challenge facing businesses today is the overabundance of data and how to use it to take action. UX researchers must have a level of business savvy to craft actionable recommendations that transcend design and impact key business goals. Understanding business needs starts with your first conversation, where it becomes the foundation for your study and develops throughout every communication and phase, right up until you deliver your findings, recommendations, and next steps. Without tying business goals to research, your research becomes unusable, and could jeopardize its perceived value. During this talk, you will gain a framework for approaching the study, tips, and best practices developed from hundreds of studies with Fortune 500 clients. Our advice will ensure your insights are usable, actionable, and demonstrate the ROI of your research.

1. 1
Does this sound familiar?
“What’s the ROI of UX Research?”
“We don’t have time for research.”
“You can’t learn enough from 6 people.”
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http://www.branchingpoints.com/wp-content/uploads/2013/02/commercialization-big.png
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3. We’re not here to prove the value of UX
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4. We’re here to help you learn how to
communicate its value!
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5. 5
From Insights to Impact:
Demonstrating the ROI of UX Research
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6. Dorie Rosenberg & Beth Lingard
Introduction
Who we are
Why we have the authority
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7. 7
What you’ll gain
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Aligning research with business needs and goals
Demonstrating the value of your insights
Socializing the ROI of your work
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8. Aligning Research to Business Goals
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Understand business needs
http://www.inc.com/paul-schoemaker/5-ways-to-know-what-your-customer-wants.html
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10. http://www.kazzledazz.com/wp-content/uploads/2014/01/Past-Present-Future-neon-sig-2.jpg
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11. What is the customer’s experience when shopping on flash sale sites?
SALE
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12. Educating Your Stakeholders
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13. 13
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity #UXvalue

14. 14
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Recap discussion
● Document goals
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15. 15
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Re-state goals
● Align recruit
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16. 16
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Re-state goals
● Align questions
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17. 17
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Re-state goals
● Align questions
!
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18. 18
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Re-state goals
● Filter insights and
recommendations
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19. 19
Kickoff Recruit Sessions Analysis Socialize
Every touchpoint is an opportunity
● Re-state goals
● Show impact
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to set expectations
http://blog.avatier.com/wp-content/uploads/2013/05/educate.jpg
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Education to Set Expectations
Expectation of
Outcome
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Education to Set Expectations
Outcome
Expectation of
Outcome
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23. 23
Education to Set Expectations
Outcome
Expectation of
Outcome
Disappointment
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24. Informed clients create strong advocates for research
http://www.royalgazette.com/storyimage/RG/20110527/ISLAND03/705279995/AR/0/AR-705279995.jpg&Logo=/images/rglogo1.gif&LogoXPos=0&LogoYPos=290&maxw=630&maxh=350
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25. Reporting Your Results
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http://americanpreppersnetwork.com/wp-content/uploads/2012/11/5623339500_e6d430498d_o.jpg
Tie Observations and Recommendations to Business Goals #UXvalue

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg
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Misstep: Overreporting

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg
Misstep: Recommending changes
that can’t be made
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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg
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● Misstep: Sharing known insights

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http://www.ashypnotherapy.com/wp-content/uploads/2012/01/endofrope.jpg
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Misstep: Providing irrelevant
recommendations

31. Defining Your Success Metrics
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Measuring Success
http://www.inc.com/ilya-pozin/6-ways-to-measure-the-success-of-any-project.html
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33. http://3.bp.blogspot.com/-BzDwhshs5Vw/TsM35iYLb3I/AAAAAAAAFFQ/bRgJ1WlJOVg/s320/wand.png
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34. When should you have the metrics conversation? As soon as your find out something is being built. List of metrics you can pull from.
Defining metrics early, often, and in collaboration with others
Determine Your Framework For Measuring UX Success
https://latimesphoto.files.wordpress.com/2011/09/la-0923-pin05.jpg
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35. How do we establish accurate measurement with our user
experience and the impact UX has on our business?
http://www.siemens.com/innovation/apps/pof_microsite/_pof-spring-2011/_img/images/050_media_container1.jpg
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Setting Benchmarks and Aligning with Business Goals
AnswerLab’s UXimpact™ Score Components
Conversion Index Brand Index User Experience Index
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Setting Benchmarks and Aligning with Business Goals
Conversion
Index
Brand
Index
UX
Index
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● Usability: How difficult is it to use your website?
● Utility: What function does your online business fulfill?
● Performance: How fast, stable, and/or secure is your site?
● Intelligence: Does your site get to know its users over time?
● Configure a Vehicle
● Visit a Dealer
● Ship Internationally
● Utilize Tools on Site
Automotive Global Logistics
● Technologically innovative
● Luxurious
● Customizable
● Efficient

38. Socializing Your Insights
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Socialize Insights
https://s-media-cache-ak0.pinimg.com/736x/3e/7b/72/3e7b7277d6cdc7d4fa63516e0be5cb1f.jpg
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40. Getting the word out
http://i.huffpost.com/gen/2620926/thumbs/o-MODCLOTH-570.jpg?6
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41. Now, It’s YOUR Turn
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http://www.relocatemagazine.com/media/images/2636_the-spotlight-is-on-shrinking-net-migration-but-increasing-skilled-immigration-is-key_2832.jpg
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Align research with business needs and goals
Demonstrate the value of your insights
Socialize the ROI of your work
#UXvalue

43. Your Trusted User Experience Research Partner
Dorie Rosenberg
UX Strategist
drosenberg@answerlab.com
@UXDorienne
Thank You!
Beth Lingard
Principal Researcher
beth@answerlab.com
@beth_lingard
For more resources, go to www.answerlab.com
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44. AnswerLab’s UX Maturity Model #UXvalue