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The ROI of UX Design 
Unpacking and measuring the impact of UX design 
Werner Janse van Rensburg 
Co-founder, ISOflow
Four Parts: 
1 The Art of Measuring 
2 Data Types 
3 Metrics 
4 Case Studies
Part 
1 
The Art of Measuring 
(the short version)
Image: http://www.turbosquid.com/3d-models/3d-ruler-model/371813
1664: Seconds-Pendulum. Distance 
for a half-rotation in 1 second 
Image: http://en.wikipedia.org/wiki/History_of_the_metr...
1789: Decimal system introduced. Almost time 
too (2014-10-03.427 or 42.7% of a day) 
Source: http://en.wikipedia.org/wiki...
1792–98: One ten-millionth of the distance from 
the Earth's equator to the North Pole (at sea level). 
Dunkirk to Barcelo...
1799: Mètre des Archives 
(Platinum Bar) 
Source: http://en.wikipedia.org/wiki/History_of_the_metre
Meter standard engraved in 
marble in 16 locations in Paris 
Image: http://fr.wikipedia.org/wiki/M%C3%A8tre
The public was educated 
on these new standards 
Image: http://en.wikipedia.org/wiki/History_of_the_metric_system
1875: BIPM and the International 
Prototype Meter (Platinum-Iradium) 
Image: http://en.wikipedia.org/wiki/History_of_the_m...
1927: 7th BIPM General Conference: 
The unit of length is the metre, defined by the distance, 
at 0°, between the axes of ...
1960: Krypton standard 
and the interferometer. 
Later used laser, in 1975. 
Source: http://en.wikipedia.org/wiki/History_...
The length of the path 
travelled by light in vacuum 
during a time interval of 
1/299,792,458 of a second 
,, 
,, 
1983: ...
Why am I telling you all this? 
We can all 
use a ruler 
We can all 
measure UX
Three defining characteristics: 
• A user is involved 
• That user is interacting with a 
product, system, or really anyth...
Automatic External Defribulators 
• Used by untrained persons in public settings. 
• Four devices tested by 64 users (16 p...
Why is this 
important 
for us?
Part 
2 
Data Types
ISO 9241-11:1998 (Usability) 
The extent to which a product can 
be used by specified users to 
achieve specified goals wi...
UX Metrics reveals something about: 
• Effectiveness 
– “Being able to complete a task” 
• Efficiency 
– “The amount of ef...
Approach: Formative Summative 
Image: http://portandfin.com/spaghetti-with-mango-roasted-peppers-basil/
Qualitative Data 
• Deals with descriptions 
• Data can be observed but not 
measured 
• Colors, appearance, beauty, 
smel...
• Comprehensive look 
at UX Metrics 
• Practical Approach 
• Help you make the 
right decisions 
• Examples 
• Relevant to...
Helps to answer critical questions: 
• “Will the users recommend the product? 
• Is this new product more efficient to use...
It’s not the things we don’t know 
that gets us in trouble, it’s the 
things we do know that ain’t so. 
,, 
,,
To Assume 
is to make an 
ass out of u and me.
Types of Data 
Nominal Ordinal Interval Ratio 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd ...
Nominal Data 
– Just a grouping 
– Fruit / Gender / Eye Color 
– Type of Car 
– Statistics: 
• 45% of users are female 
• ...
Ordinal Data 
– Ordered data 
– Intervals not meaningful 
– Order from best to worse 
– Rate this site 
 Poor  Fair  Go...
Interval Data 
– Differences meaningful 
– There’s no natural 0 
– Temperature, Dates 
– System Usability Scale (SUS) 
– S...
Ratio Data 
– Similar to interval data 
– With an absolute 0 
– E.g. Time, Age, Weight, Height 
– Zero has inherent meanin...
Descriptive Statistics 
• Describes the data, without saying anything 
about the larger population 
• Most common measures...
Measures of Central Tendency 
• Mean / Average 
• Sum / # of items 
• 243/10 = 24.3 
• Median 
• Middle number when ordere...
Participant 
Task Time 
(Seconds) 
P1 11 
P2 18 
P3 12 
P4 29 
P5 10 
P6 53 
P7 16 
P8 14 
P9 22 
P10 58 
Measures of Vari...
Confidence Intervals 
• Confidence Level: 95% 
• Want to be 95% Certain 
• Willing to be wrong 5% of 
time (Alpha) 
• Most...
Part 
3 
Metrics 
(and how to render results)
Categories: 
• Performance Metrics 
• Issue Based Metrics 
• Self Reported Metrics 
• Behavioral and Physiological Metrics...
Performance Metrics 
• Task Success 
• Time on Task 
• Errors 
• Efficiency 
• Learnability 
UX
Column / Bar Graphs 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
Line Graphs 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
Stacked Bar / Column Graphs 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
Issue-Based Metrics 
• Severity 
• Frequency 
• By Category 
• By Task 
UX
Pie or Donut Charts 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
Self-Reported Metrics 
• Rating Scales 
• Ease of Use 
• System Usability Scale 
• Satisfaction 
• Open Ended Questions 
U...
Scatterplots 
Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
Source: http://ebusinesshow.blogspot.com/2011/02/third-weekly-task-usability-evaluation.html 
62.5%
Behavioral and Physiological 
Metrics 
• Eye Tracking 
• Emotion & Stress 
UX
Image: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
Image: http://mashable.com/2014/05/19/tobii-glasses/
Image: https://www.flickr.com/photos/56422507@N07/5827330051/
Live Website Data 
• Basic Web Analytics 
• Click-Through Rates 
• Drop-Off Rates 
• A/ B Tests 
UX
Image: http://www.thesearchagents.com/2012/04/how-to-create-a-mobile-marketing-dashboard-in-google-analytics/
Part 
4 
Case Studies
(Gains – Cost) 
Cost 
ROI =
Every $1 invested in usability 
returns between $10 and $100. 
,, 
,, 
IBM, Cost-Justifying Usability
And if we don’t… 
There’s training, support and maintenance costs. 
Costs associated with fixing problems increase: 
• $1 ...
We don’t always measure $ 
Intranet E-commerce App 
Websites 
(Content / 
Marketing) 
Productivity 
Time saved 
x 
hourly ...
10% 
Of project budget 
The cost of 
usability: 
Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Retur...
Benefits from usability 
160% 
72 
Usability Metrics 
2.6x 
Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (...
Benefits from usability 
109% 
72 
Usability Metrics 
2.1x 
With 8 outliers excluded
Only one metric, before & after: 
• Conversions 
• Request for Quote 
• Sales 
• Reservations 
• Help desk calls 
• Newsle...
Improvement in Usability Metrics 
Metric 
Average Improvement 
Across Web Projects 
Sales / conversion rate 87% 
Traffic /...
Ways to double your business 
B = V x C x L 
B = amount of business done by the site 
V = unique visitors coming to the si...
Skilled-user 
Performance 
Error- 
Avoidance
More users, bigger cost impact 
• Guest Checkout 
• One Click Purchase 
• User Ratings
Investment would increase further 
• Competition 
• Return on Investment 
• Changing Audience 
• Internationalization 
Sou...
Eurostar 
• Usability & IA 
• New booking features 
• New Brand Identity 
• Market-leading experience 
• Six-month timefra...
Eurostar 
• Issues resolved: 
– Error Messages 
– Confusing Language 
– Confirmation Pages 
– User Accounts 
– HTML Issues...
100+ 
Issues
70+ 
Issues
High-fidelity
Adobe Kuler 
• Color Theme Sharing Site 
• Comment Engagement low 
• Unconventional Display 
Metric: 
# of Comments 
Befor...
Familiarity does not necessarily 
breed contempt in Web design. 
Unless a feature offers entirely 
new functionality or mu...
In closing…
Tools, tools, tools… 
Remote Usability Testing: 
• http://www.optimalworkshop.com/c 
halkmark.htm 
• http://ethn.io/ 
• ht...
Tools, tools, tools… (more) 
ClickTracking: 
• http://www.labsmedia.com/clickheat 
/index.html 
• http://www.clicktale.com...
Keys to success 
to help you with your UX measurements 
• Make Data Come Alive 
• Don’t Wait to be Asked to Measure 
• Mea...
Image: http://fr.wikipedia.org/wiki/M%C3%A8tre
Thanks! 
Werner Janse van Rensburg 
@wernerjvr 
@isoflow 
www.isoflow.co.za
The ROI of UX Design
The ROI of UX Design
The ROI of UX Design
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The ROI of UX Design

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Unpacking and measuring the impact of UX design. A talk presented at the inaugural UX South Africa Conference on 3 September 2014.

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The ROI of UX Design

  1. 1. The ROI of UX Design Unpacking and measuring the impact of UX design Werner Janse van Rensburg Co-founder, ISOflow
  2. 2. Four Parts: 1 The Art of Measuring 2 Data Types 3 Metrics 4 Case Studies
  3. 3. Part 1 The Art of Measuring (the short version)
  4. 4. Image: http://www.turbosquid.com/3d-models/3d-ruler-model/371813
  5. 5. 1664: Seconds-Pendulum. Distance for a half-rotation in 1 second Image: http://en.wikipedia.org/wiki/History_of_the_metric_system Source: http://en.wikipedia.org/wiki/Seconds_pendulum
  6. 6. 1789: Decimal system introduced. Almost time too (2014-10-03.427 or 42.7% of a day) Source: http://en.wikipedia.org/wiki/History_of_the_metre
  7. 7. 1792–98: One ten-millionth of the distance from the Earth's equator to the North Pole (at sea level). Dunkirk to Barcelona, by Méchain & Delambre. Image: http://www.examiner.com/slideshow/hurricane-arthur-speaks-math-as-well-as-weather
  8. 8. 1799: Mètre des Archives (Platinum Bar) Source: http://en.wikipedia.org/wiki/History_of_the_metre
  9. 9. Meter standard engraved in marble in 16 locations in Paris Image: http://fr.wikipedia.org/wiki/M%C3%A8tre
  10. 10. The public was educated on these new standards Image: http://en.wikipedia.org/wiki/History_of_the_metric_system
  11. 11. 1875: BIPM and the International Prototype Meter (Platinum-Iradium) Image: http://en.wikipedia.org/wiki/History_of_the_metre
  12. 12. 1927: 7th BIPM General Conference: The unit of length is the metre, defined by the distance, at 0°, between the axes of the two central lines marked on the bar of platinum–iridium kept at the Bureau International des Poids et Mesures and declared Prototype of the metre by the 1st Conférence Générale des Poids et Mesures, this bar being subject to standard atmospheric pressure and supported on two cylinders of at least one centi-metre diameter, symmetrically placed in the same horizontal plane at a distance of 571 mm from each other. ,, Define Source ,,
  13. 13. 1960: Krypton standard and the interferometer. Later used laser, in 1975. Source: http://en.wikipedia.org/wiki/History_of_the_metre
  14. 14. The length of the path travelled by light in vacuum during a time interval of 1/299,792,458 of a second ,, ,, 1983: Speed of light
  15. 15. Why am I telling you all this? We can all use a ruler We can all measure UX
  16. 16. Three defining characteristics: • A user is involved • That user is interacting with a product, system, or really anything with an interface • The users’ experience is of interest, and observable or measurable Source: http://www.usernomics.com/iaa_aed_2003.pdf Image: http://defibuk.co.uk
  17. 17. Automatic External Defribulators • Used by untrained persons in public settings. • Four devices tested by 64 users (16 per device). • Two devices were successful 100% of the time. • 9 / 16 (56%) and 4 / 16 users (25%) FAILED on the remaining two devices Source: http://www.usernomics.com/iaa_aed_2003.pdf Image: http://defibuk.co.uk
  18. 18. Why is this important for us?
  19. 19. Part 2 Data Types
  20. 20. ISO 9241-11:1998 (Usability) The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. ,, ,, ISO 9241-11:1998 Ergonomic requirements for office work with visual display terminals (VDTs) -- Part 11: Guidance on usability
  21. 21. UX Metrics reveals something about: • Effectiveness – “Being able to complete a task” • Efficiency – “The amount of effort required to complete the task” • Satisfaction – “The degree to which the user was happy with his or her experience while performing the task” Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  22. 22. Approach: Formative Summative Image: http://portandfin.com/spaghetti-with-mango-roasted-peppers-basil/
  23. 23. Qualitative Data • Deals with descriptions • Data can be observed but not measured • Colors, appearance, beauty, smells, tastes etc. • Qualitative > Quality Quantitative Data • Deals with numbers • Data which can be measured • Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages etc. • Quntitative > Quanitity • Gold frame • Smells Old / Musty • Nice Texture • Brush Strokes • Masterful • Art: 100 x 140cm • Frame: 120x160cm • Weight: 8.5kg • Surface: 14,000cm2 • Cost: $3m Image: http://www.artchive.com/meninas.htm Source: http://regentsprep.org/regents/math/algebra/AD1/qualquant.htm
  24. 24. • Comprehensive look at UX Metrics • Practical Approach • Help you make the right decisions • Examples • Relevant to many products and technologies
  25. 25. Helps to answer critical questions: • “Will the users recommend the product? • Is this new product more efficient to use than the current product?” • How does the user experience of this product compare to the competition? • What are the most significant usability problems with this product? • Are improvements being made from one design iteration to the next?” • … as well as avoid wrong assumptions. Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  26. 26. It’s not the things we don’t know that gets us in trouble, it’s the things we do know that ain’t so. ,, ,,
  27. 27. To Assume is to make an ass out of u and me.
  28. 28. Types of Data Nominal Ordinal Interval Ratio Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  29. 29. Nominal Data – Just a grouping – Fruit / Gender / Eye Color – Type of Car – Statistics: • 45% of users are female • 25% preferred apples • 200 users had blue eyes Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition Image: http://citysportsblog.com/city-sports/fruit-how-much-is-too-much/
  30. 30. Ordinal Data – Ordered data – Intervals not meaningful – Order from best to worse – Rate this site  Poor  Fair  Good  Excellent – Statistics: • 40% rates this site “Good” • 68% Prefer Option A • Rated 28th on IMDB Top 250 28 56 Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition Image: http://www.imdb.com/chart/top
  31. 31. Interval Data – Differences meaningful – There’s no natural 0 – Temperature, Dates – System Usability Scale (SUS) – Statistics: • Increase / decrease in usability (%) • Averages / Standard deviation Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition Image: http://envirodailyadvisor.blr.com/2013/05/tips-for-safe-mercury-cleanup/ & https://www.iconfinder.com
  32. 32. Ratio Data – Similar to interval data – With an absolute 0 – E.g. Time, Age, Weight, Height – Zero has inherent meaning (Absence of Age / Weight) – Or no time remaining – Statistics: • Twice as fast or half as slow Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition Image: http://www.softwareag.com/ & https://www.iconfinder.com
  33. 33. Descriptive Statistics • Describes the data, without saying anything about the larger population • Most common measures used: – Central Tendency – Variability – Confidence Intervals Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  34. 34. Measures of Central Tendency • Mean / Average • Sum / # of items • 243/10 = 24.3 • Median • Middle number when ordered from small to large. Half of values are above, half below. • 17 (between 16 & 18) Participant Task Time (Seconds) P1 11 P2 18 P3 12 P4 29 P5 10 P6 53 P7 16 P8 14 P9 22 =AVARAGE function P10 58 =MEAN function Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  35. 35. Participant Task Time (Seconds) P1 11 P2 18 P3 12 P4 29 P5 10 P6 53 P7 16 P8 14 P9 22 P10 58 Measures of Variability • Range • Range = Max - Min • 58-10 = 48 • Variance • 303.8 • Standard Deviation • Square root of the variance • 17.4 Seconds =MAX and =MIN functions =VAR and =STDEV functions Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  36. 36. Confidence Intervals • Confidence Level: 95% • Want to be 95% Certain • Willing to be wrong 5% of time (Alpha) • Most commonly used: • Confidence 99%, 95%, 90%) (Alpha 1%, 5%, 10%) • E.g. 1% for AED tests Mean Checkout Time (Seconds) (Error Bars Represent 90% 140 120 100 80 60 40 20 =CONFIDENCE(alpha, stdev, sample size) 0 Design A Design B Checkout Time (Seconds) confidence intervals) Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  37. 37. Part 3 Metrics (and how to render results)
  38. 38. Categories: • Performance Metrics • Issue Based Metrics • Self Reported Metrics • Behavioral and Physiological Metrics • Live Website Data
  39. 39. Performance Metrics • Task Success • Time on Task • Errors • Efficiency • Learnability UX
  40. 40. Column / Bar Graphs Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  41. 41. Line Graphs Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  42. 42. Stacked Bar / Column Graphs Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  43. 43. Issue-Based Metrics • Severity • Frequency • By Category • By Task UX
  44. 44. Pie or Donut Charts Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  45. 45. Self-Reported Metrics • Rating Scales • Ease of Use • System Usability Scale • Satisfaction • Open Ended Questions UX
  46. 46. Scatterplots Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  47. 47. Source: http://ebusinesshow.blogspot.com/2011/02/third-weekly-task-usability-evaluation.html 62.5%
  48. 48. Behavioral and Physiological Metrics • Eye Tracking • Emotion & Stress UX
  49. 49. Image: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
  50. 50. Image: http://mashable.com/2014/05/19/tobii-glasses/
  51. 51. Image: https://www.flickr.com/photos/56422507@N07/5827330051/
  52. 52. Live Website Data • Basic Web Analytics • Click-Through Rates • Drop-Off Rates • A/ B Tests UX
  53. 53. Image: http://www.thesearchagents.com/2012/04/how-to-create-a-mobile-marketing-dashboard-in-google-analytics/
  54. 54. Part 4 Case Studies
  55. 55. (Gains – Cost) Cost ROI =
  56. 56. Every $1 invested in usability returns between $10 and $100. ,, ,, IBM, Cost-Justifying Usability
  57. 57. And if we don’t… There’s training, support and maintenance costs. Costs associated with fixing problems increase: • $1 to fix in early analysis • $10 to fix in design • $100 to fix in a prototype • $1000 to fix after deployment Mantei and Teorey (1988)
  58. 58. We don’t always measure $ Intranet E-commerce App Websites (Content / Marketing) Productivity Time saved x hourly cost of employees Revenue Drop-off rates Conversion Rates Customer Satisfaction Increased Feature use Visitors Pageviews Customer Loyalty Sales Impact
  59. 59. 10% Of project budget The cost of usability: Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  60. 60. Benefits from usability 160% 72 Usability Metrics 2.6x Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  61. 61. Benefits from usability 109% 72 Usability Metrics 2.1x With 8 outliers excluded
  62. 62. Only one metric, before & after: • Conversions • Request for Quote • Sales • Reservations • Help desk calls • Newsletter signups • Trial Signups • Time on Site • Reduced Exits • Traffic • Return Visitors • Feature Use • Comments • Customer Satisfaction • Task Time • Success Rate
  63. 63. Improvement in Usability Metrics Metric Average Improvement Across Web Projects Sales / conversion rate 87% Traffic / visitor count 91% User performance / productivity 112% Use of specific (desired) features 174% Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  64. 64. Ways to double your business B = V x C x L B = amount of business done by the site V = unique visitors coming to the site C = conversion rate 2000-2010 Conversion Decade L = loyalty 2010-2020 Loyalty Decade Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  65. 65. Skilled-user Performance Error- Avoidance
  66. 66. More users, bigger cost impact • Guest Checkout • One Click Purchase • User Ratings
  67. 67. Investment would increase further • Competition • Return on Investment • Changing Audience • Internationalization Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  68. 68. Eurostar • Usability & IA • New booking features • New Brand Identity • Market-leading experience • Six-month timeframe Metric: Online sales (12 mnths) Before: £110 million/year After: £136 million/year Ratio: 124% Improvement: 24% Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  69. 69. Eurostar • Issues resolved: – Error Messages – Confusing Language – Confirmation Pages – User Accounts – HTML Issues Metric: Online sales (12 mnths) Before: £110 million/year After: £136 million/year Ratio: 124% Improvement: 24% Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  70. 70. 100+ Issues
  71. 71. 70+ Issues
  72. 72. High-fidelity
  73. 73. Adobe Kuler • Color Theme Sharing Site • Comment Engagement low • Unconventional Display Metric: # of Comments Before: 6 / day (Average) After: 37 / day (Average) Ratio: 617% Improvement: 517% Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  74. 74. Familiarity does not necessarily breed contempt in Web design. Unless a feature offers entirely new functionality or much improved intuitive use, it is often better to stick with a conventional delivery. ,, ,, Source: Nielsen, J., Berger, J.M., Gilutz, S., Whitenton, K. (2012) Return on Investment (ROI) for Usability 4th Edition
  75. 75. In closing…
  76. 76. Tools, tools, tools… Remote Usability Testing: • http://www.optimalworkshop.com/c halkmark.htm • http://ethn.io/ • http://www.feedbackarmy.com/ • http://fivesecondtest.com/ • http://www.keynote.com/ • http://www.loop11.com/ • http://www.trymyui.com/ • http://usabilitytools.com/ • http://www.usabilla.com/ • http://www.userlytics.com/ • http://www.usertesting.com/ Offline Usability Testing: • http://silverbackapp.com/ • http://www.techsmith.com/camtasia. html • http://www.techsmith.com/morae.ht ml A/B Testing: • http://www.adobe.com/africa/soluti ons/testing-targeting.html • http://useartisan.com/ • http://www.globalmaxer.com/ • http://optimizely.com/ • https://vwo.com/ Source: http://uxpin.com/upload/ux-design-for-startups-marcin-treder.pdf
  77. 77. Tools, tools, tools… (more) ClickTracking: • http://www.labsmedia.com/clickheat /index.html • http://www.clicktale.com/ • http://www.crazyegg.com/ • http://usabilitytools.com/features-benefits/ click-tracking/#tool-description • http://www.userzoom.com/ Eye Tracking: • http://eyetrackshop.com/ Session Recording: • http://www.userzoom.com/ • http://www.ghostrec.com/ • http://mouseflow.com/ • http://www.openhallway.com/ • http://www.tealeaf.com/ • http://usabilitytools.com/features-benefits/ visitor-recording/#tool-description • http://userreplay.co.uk/ Source: http://uxpin.com/upload/ux-design-for-startups-marcin-treder.pdf
  78. 78. Keys to success to help you with your UX measurements • Make Data Come Alive • Don’t Wait to be Asked to Measure • Measurement is Less Expensive Than You Think • Plan Early • Benchmark Your Products • Explore Your Data • Speak the Language of Business • Show Your Confidence • Don’t Misuse Metrics • Simplify Your Presentation 10x Source: Tullis, T. & Albert, B. (2008). Measuring the User Experience, 2nd Edition
  79. 79. Image: http://fr.wikipedia.org/wiki/M%C3%A8tre
  80. 80. Thanks! Werner Janse van Rensburg @wernerjvr @isoflow www.isoflow.co.za

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