Dr. Peer covers how experienced practitioners can accomplish bringing Universal Measures to their organizations by creating their eXperience Score, determine their story, and crafting their executive dashboard and product scorecards.

1. CREATING YOUR DASHBOARD &
UNIVERSAL MEASURES WITH USERZOOM
– THE DEEP-DIVE HOW-TO
Dr. Andrea Peer | UserZoom

2. Quick Housekeeping
• Control panel on the side of your screen if you
have any comments during the presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for future viewing
• All attendees will receive a copy of the
slides/recording
• Continue the discussion using #uzwebinar
Let’s make sure you’re all set up for the webinar!

3. Agenda
Recap on Universal Measures
WEBINAR SPEAKER
Dr. Andrea Peer
Onboarding Customer Success
Manager at UserZoom
Contact Info
eXperience Score as a KPI
eXperience Score Step-By-Step
Phase 2 and Phase 3
Q&A
1
2
3
4
5

4. Universal Measures Recap

5. 1. Create your eXperience score
2. Determine the story you want to tell with the score to
grow experience practice for your organization
3. Create your executive dashboards and product
scorecards to ensure the experience score is front and
center and it supports the story you are driving
4. Analyze the relationship between your eXperience
score and other business KPIs.
Universal Measures Program
Phase 1
Phase 2
Phase 3

6. 1. Create your eXperience score
2. Determine the story you want to tell with the score to
grow experience practice for your organization
3. Create your executive dashboards and product
scorecards to ensure the experience score is front and
center and it supports the story you are driving
4. Analyze the relationship between your eXperience
score and other business KPIs.
Universal Measures Program
Phase 1
Phase 2
Phase 3

7. 1. Create your eXperience score
• Determine your intended experience goal
• Determine your eXperience Score algorithm
• Create your task library in UserZoom
• Add data to your eXperience Score calculator
Universal Measures Program
Phase 1

8. How does your organization
define & measure the ideal
experience with your product(s)
or service(s)?

9. What is your
eXperience
Score?
Your experience score is the indicator
that your product and service is having
the desired experience outcome.

10. Define Your Experience Goal
What is the intended experience
with your product and service?
What can people do? See? Know?
What and how can people achieve?
How can people be? Feel? Understand?

11. Define Your Experience Goal
Experience indicators
Task
completion
Time on
Task
Satisfaction
Ease of Use SUS
SUPRQ
SUM
Journey
Metrics
Classic Measures

12. Define Your Experience Goal

13. Define Your Experience Goal

14. Define Your Experience Goal

15. Define Your Experience Goal
2 More Common Hedonic Measures
• Self Efficacy Theory
• Empowerment Theory

16. Create your experience score
Pick at least 1
measure in
each cell

17. UserZoom eXperience score
Underlying Philosophy of the UserZoom eXperience Score
UZ ROI
1. We want users using our product as our core business
2. To get users using our product, the user first has to be
confident with their use of the tool. Then they have to feel
this tool will help them do their job better.

18. UserZoom eXperience score
Pick at least 1
measure in
each cell Task Completion/
Success
Ease of Use
Prec. DIY
Confidence
Empowerment
NPS
future

19. UserZoom eXperience score
Final eXperience
Score - x%
Empowerment
x%
Avg Task
Completion
x%
Avg Ease of
Use
x%
System Scores Task Scores
EXAMPLE
Confidence
x%
Prec DIY
x%
NPS
x%

20. UserZoom Universal Measures
Task Level
Ease of Use
Perception of DIY
Task Success
*Task success will be determined on a study-by-study basis. Will be a pass/fail scale.

21. UserZoom Universal Measures
System Level
Confidence
Empowerment

22. What is a eXperience Score?
System Scores
Final eXperience
Score - 63%
Joy Factor
1
45%
Joy Factor
2
80%
Joy Factor
3
65%Another
EXAMPLE
Avg Task
Completion
60%
Task Scores

23. What is a eXperience Score?
System Scores
Final eXperience
Score - 53%
SUPRQ
40%
Avg Task
Completion
60%
Confidence
60%
Task Scores
Another
EXAMPLE

24. UserZoom eXperience score
Pick at least 1
measure in
each cell Task Completion/
Success
Ease of Use
Prec. DIY
Confidence
Empowerment
NPS
future

25. UserZoom eXperience score
Final eXperience
Score - 61%
Empowerment
50%
Avg Task
Completion
60%
Avg Ease of
Use
60%
System Scores Task Scores
EXAMPLE
Confidence
40%
Prec DIY
60%
NPS
30%

26. Create Your Universal Measure Study in UserZoom
First a shout out…John Romadka on our PS team
• Demo
• Create Study
• Add eXperience Score questions – task and system level
• Change export variable name
Range Calculations (https://store.office.com/en-us/app.aspx?assetid=WA103996219&ui=en-US&rs=en-
US&ad=US&appredirect=false)

27. Immediate Considerations
• Can I weight variables in my algorithm that are more important?
• How many variables are too many?
• What if a variable isn’t relevant to my research method?
Tactical Questions
• Do I have to change my scales?
• How do you do the calculation?
eXperience Score Questions

28. Long Term Considerations
• Can I change my variables over time?
• Do I report one score across all of my products or per product?
• Do all my products have the same variables?
• What is a good growth goal for my eXperience Score?
eXperience Score Questions

29. 1. Create your eXperience score
2. Determine the story you want to tell with the score to grow
experience practice for your organization
3. Create your executive dashboards and product scorecards to
ensure the experience score is front and center and it supports
the story you are driving
4. Analyze the relationship between your eXperience score and
other business KPIs.
Universal Measures

30. Common Stories for Executive Dashboards
- The black box of dev story
- The pre prod investment story
- The post prod baseline and gap story
- The portfolio opportunity story
- The full spectrum story
- The user data powerhouse story
- The experience investment vs value story
What story do you want to tell?

31. 1. Create your eXperience score
2. Determine the story you want to tell with the score to grow
experience practice for your organization
3. Create your executive dashboards and product scorecards to
ensure the experience score is front and center and it supports
the story you are driving
4. Analyze the relationship between your eXperience score and
other business KPIs.
Universal Measures

32. Creating your Executive Dashboard
& Product Scorecards
2 Types of Dashboards
Executive UX Dashboard Product UX Scorecard
Purpose: Show impact of UX on
org and highlight UX win/work
Target Audience: Senior
Leadership
Frequency: Monthly or quarterly
Purpose: Show result of UX effort
for a specific product line
Target Audience: Development
team leaders/PMs/POs/etc.
Frequency: Bi-Monthly, Monthly

33. Executive Dashboard
• Let’s deep dive on an executive dashboard that works for your organization. Let’s craft
the story you want to tell to your executives.
• What connection can we make to your analytics dataset?
• What connection is important to make to your key business measures?
• What other reports in the business do we need to connect to?
• Determine the process/channel to serve the dashboards to your internal stakeholders
• Determine frequency
Product Scorecard
• Let’s deep dive on a product scorecard that works for your organization. Let’s craft the
story you need to tell for development and product teams.
• Evaluate PDLC process and systems you can integrate with (ie: Jira, Rally)
• Determine the process/channel to serve the dashboards to your internal stakeholders
• Determine frequency based on PDLC integration strategy
Creating your Executive Dashboard & Product Scorecards

34. 34
Experience Scorecard - Quarterly Report (Q1 2016)
ROI Impact
20 product lines, 5 personas impacted
Prior to Development
53 Severe impact discoveries found and 60% of the
discoveries addressed
20 Moderate impact discoveries found and added to the UX
backlog
Post Development (Beta)
3 Severe impact discoveries found and addressed
2 Moderate impact discoveries found and added to the UX
backlog
Post Development (Full Prod)
5 Severe impact discoveries found and added to backlog for
next sprint
7 Moderate impact discoveries found and added to the UX
backlog
UX Performance
Cadence: 1 research engagement per design sprint
Avg Field Time: 5 hours
Avg Participants per Study: 32
Persona Representation: 10% Bob, 50% Julie, 40% Chip
Research Conversation: 40%
Avg
SUS
+15%
Avg Sat
+10%
UX Score
75%

35. 35
Product Selector
Still at the will of consumer knowledge.
Improvement over No/Building/Good selector.
In the Product Selector Modal...
84% prefer 'Average' (over ‘Typical’)
What Product Selector Does Well…
39% said “Average + ‘9/10’ normalizes the experience”
Device Selection
Ease of Adding Device: Desktop 6.5, Mobile 6.1
Satisfaction. w/ Device Presentation:
Desktop 5.7, Mobile 5.5
Cost Awareness
How clear is payment 1? Avg: 5.8
How clear is payment 2? Avg: 6.2
Experience Scorecard - Project
Product: Page communicates value
proposition but is a bit top heavy.
Cart Concept: The productX performs well
with minimum usability issues.
Client Call: Agreeable at first; comfort
reduces when paired with Product.
Page Ratings
(x/7)
85 Non Customer prospects: 60 Desktop | 25 Mobile
What’s Next
Suggestion: The main difference between product X
and Y are abc. Make those two points bold or bring
them out more by shortening sentences into smaller
fragments.
→ A/B Test results indicate design A recommended
over design B as more value measures are favorable
with design A. Pull xxx from design B as a secondary
recommendation.
45
%
20
%
20
%
15
%
Completely OK
Warranted
Makes me
uncomfortable
Wouldn’t do this at all
How do you feel about being
asked for a XYZ?
5.7 5.5 5.1 4.9
Info Satisfaction
Clarity of info
Trust
Likelihood to Click
“Start Shopping”
1
2
3
4
5
6
7
UX Score
60%

36. 1. Create your eXperience score
2. Determine the story you want to tell with the score to grow
experience practice for your organization
3. Create your executive dashboards and product scorecards to
ensure the experience score is front and center and it supports
the story you are driving
4. Analyze the relationship between your eXperience score and
other business KPIs.
Universal Measures

37. Connecting your eXperience
Score to Business KPIs
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
Task
completion
Time on
Task
Satisfaction
Ease of Use SUS
SUPRQ
SUM
Journey
Metrics

38. Connecting your eXperience
Score to Business KPIs
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
eXperience Score

39. Connecting your eXperience
Score to Business KPIs
System Produced indicators
Experience indicators
NPS
eXperience Score
“R = 0.6”
“eXperience Score of 70% will increase NPS by 1 point”

40. Connecting your eXperience
Score to Business KPIs
System Produced indicators
Experience indicators
eXperience Score
“R = 0.8”
“eXperience Score of 74% will increase CTA Engagement by 5 points”
CTA Engagement

41. Connecting your eXperience
Score to Business KPIs
Financial Indicators
Experience indicators
Return On
Investment
“R = 0.65”
“eXperience Score of 82% will increase ROI by x amount”
eXperience Score

42. Universal Measurement Investment

43. • Executive leadership
• Small amount of time at meetings/forums where executives reports on
product investment/impact are evaluated
• Long term – some minor infrastructure investments to make the
measures more easily available
• Product Managers
• Incorporate the universal measures metric into your current product
success tracking
• Bring UX into the PDLC – process modifications
• UX Strategist / Leaders
• Champion the effort – education, demonstrate, negotiate
Investment to Create your Universal Measures

44. • UX Researchers
• Consistently bring the experience score measures into your practice
• Establish task libraries for quick access
• Collect and analyze the experience scores to serve up to the forums
where the experience score is shared
• UX Designers
• Collect and analyze the experience scores to serve up to the forums
where the experience score is shared
• Incorporate experience score language when evaluating designs
Investment to Create your Universal Measures

45. • Development Teams
• Establish checkpoints for experience score investment
• Long term - Minor modifications in ticket tracking system
• UserZoom tracking code into code base
• Digital Analytics Teams
• URL alignment
• Segment alignment
• Sharing of analytics data for correlation studies
Investment to Create your Universal Measures

46. Business executives
• 1 experience measure to track for all lines of business
• Establish experience score goals for all lines of business
• 1 experience measure that is related to your ROI measures
• Quickly see impact of UX investment with the executive dashboard
Product managers
• 1 experience measure to track with each major product iteration
• Establish experience score goals for your product
• Helps determine product experience investment decisions with a consistent
view of investment and value
• 1 experience measure that is related to the success measures of the product
What do Universal Measures mean for…

47. UX Strategist / Leaders
• Provides a consistent way to measure UX across lines of business
• 1 experience measure to track for all lines of business
• Establish experience score goals for all lines of business
• 1 experience measure that is related to your ROI measures
• Quickly show impact of UX investment and tell your UX maturity story
UX Research and Designer
• Provides a consistent way to show research results across lines of business
• 1 experience measure to track for all lines of business
• Helps determine investment decisions based on research findings
• Support UX debt tracking technique to increase adoption of research
What do Universal Measures mean for…

48. Development Teams
• Quickly determine what UX research is a must-act-upon find
• 1 experience measure to track and try to achieve
• Consistent way to approach UX
• Supports efforts to establish a consistent way to incorporate UX into
products
Digital Analytics Teams
• 1 experience measure to track for all lines of business
• Establish experience score goals for all lines of business
• Correlate your experience measure to your analytics measures
• Identify experience measure as a leading indicator for analytics measures
• Experience cost savings prior to large scale A/B testing
What do Universal Measures mean for…

49. eXperience Score
• Reduces the fuzziness out of the abstract concept of experience
• Defines what experience means for your product(s) and service(s)
• Provides 1 score for experience that your organization can track
The Story
• Strategy to grow experience practice within your organization
Executive Dashboard & Product Scorecard(s)
• Makes experience research actionable
Universal Measures Summary

50. Q&A Session
Type your questions into the chat panel

51. THANK YOU
FOR JOINING TODAY’S WEBINAR!
Discover our upcoming webinars: userzoom.com/webinar
Connect with Dr. Andrea Peer: https://www.linkedin.com/in/andreapeer/
marketing@userzoom.com US HQ: 866-599-1550