How will we know if we’ve succeeded?

There’s more to measuring success than analytics. There. I said it. How can we define success in a way that doesn’t restrict design? I’ll share some observations on challenges, pitfalls and…success, using examples of measuring experience design at Vodafone.

Transcript

1. How will we know if weʼve
   succeeded?
   

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2. Measuring experience
   design...
   

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3. Measuring experience
   design...
   web analytics
   usability testing
   online surveys
   Net Promoter Score
   sales
   A/B + multivariate testing
   

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4. Measuring experience
   design...
   ... is challenging
   

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6. “People arenʼt clicking on our
   homepage banner so we need to
   redesign it”
   Brief:
   “The aim is to increase the click
   through rate of the homepage
   banner by 5%”
   Is this success...?
   * May not be the actual percentage
   

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7. How can we talk about the design
   request in a userʼs context?
   

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8. thatʼs Marco
   

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9. ʻAs Marco I want to get the best phone
   deal so that I donʼt miss out.ʼ
   

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10. “Marco can clearly understand
    Vodafone's phone plans so that
    he can select the right plan for
    his needs”
    persona
    rating scale
    

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12. “As Judd I want to be able to
    be able to express how my
    design will be used by real
    customers so that the people
    I work with understand what
    will make the experiences we
    create succeed.”
    

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13. Thanks
    Judd Garratt
    judd.garratt@vodafone.com.au
    http://www.flickr.com/photos/83346641@N00/4407661873/
    http://www.flickr.com/photos/41754875@N00/436142370/
    http://www.flickr.com/photos/41754875@N00/183356975/
    http://www.flickr.com/photos/54873481@N00/2102643703/
    http://www.flickr.com/photos/10934572@N00/3452249758/
    http://www.flickr.com/photos/42191644@N00/5490949613/
    http://www.flickr.com/photos/41754875@N00/3551386206/
    http://www.flickr.com/photos/41754875@N00/2376601734/
    http://www.flickr.com/photos/83346641@N00/4378606832/
    References
    

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