{"id":6030,"date":"2019-01-21T07:00:29","date_gmt":"2019-01-21T13:00:29","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=6030"},"modified":"2019-06-12T20:50:31","modified_gmt":"2019-06-13T01:50:31","slug":"can-design-be-measured-design-metrics-for-data-driven-organizations","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2019\/01\/can-design-be-measured-design-metrics-for-data-driven-organizations\/","title":{"rendered":"Can Design Be Measured? Design Metrics for Data-Driven Organizations"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">Sales. Orders. Average Order Value. Churn.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">What do all of these things have in common? They are all examples of metrics that companies obsessively measure.<\/p>\n\n\n\n<p>What&#8217;s a critical metric that <a href=\"https:\/\/www.mckinsey.com\/business-functions\/mckinsey-design\/our-insights\/the-business-value-of-design\">more than half of companies<\/a> aren\u2019t tracking? Design.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1145\" height=\"725\" src=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/06\/designishowbusiness.png\" alt=\"\" class=\"wp-image-6490\" srcset=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/06\/designishowbusiness.png 1145w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/06\/designishowbusiness-150x95.png 150w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/06\/designishowbusiness-768x486.png 768w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/figure><\/div>\n\n\n\n<p>Design <em>can<\/em> be measured. <\/p>\n\n\n\n<p>In fact, design must be measured because design has a direct impact on the bottom line.<\/p>\n\n\n\n<p>Design is more than just colorful pixels or breathtaking photography. Design is how business is done. Whether intentional or accidental, <em>everything<\/em> is designed.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What business policies, protocols, or systems create customer problems today? <\/li><li>How quickly do you triage or resolve customer problems? <\/li><li>What type of people do you hire and values do you prioritize? What training do employees receive to ensure they talk to and treat customers in the desired manner?<\/li><\/ul>\n\n\n\n<p>Designed. Designed. Designed. It&#8217;s all designed.<\/p>\n\n\n\n<p>Measuring design (and then activating on the insights) ensures your company\u2019s products or services incrementally improve\u2014further driving higher ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Measure Design by Measuring Customer Effort<\/h2>\n\n\n\n<p>Below, I share a list of ways to measure design, but first I want to talk about the No. 1 design metric companies should activate: CES.<\/p>\n\n\n\n<p>CES (customer effort score) measures how well the design reduces or eliminates customer problems.<\/p>\n\n\n\n<p>In their extensive research, Gartner discovered that <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/effortless-experience-explained\/\">CES more accurately predicts customer loyalty<\/a> than NPS (net promoter score) and CSAT (customer satisfaction). It turns out frustrations outweigh (and may even erase) delights.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When Design Decisions Create Customer Problems <\/h2>\n\n\n\n<p>Unfortunately, not all design solutions serve customers&#8217; needs. Using design to solve business problems rather than customer problems can backfire.<\/p>\n\n\n\n<p>Here&#8217;s an example: <\/p>\n\n\n\n<p>Over Christmas break, my family stayed at a waterpark resort. My expectations were high\u2014we had stayed at this same resort last year and had a phenomenal experience.<\/p>\n\n\n\n<p>But this time was noticeability different. From start to finish, I was either frustrated or disappointed in our experience.<\/p>\n\n\n\n<p>Here&#8217;s one example:<\/p>\n\n\n\n<p>My husband pre-checked in from home by paying the balance on our room. When our room was ready\u2014about 3 hours before the \u201cofficial\u201d check-in, he received a text message.<\/p>\n\n\n\n<p>Upon arriving at the resort front entrance, I jumped out of the car to make my way to the \u201cpre-check\u201d line and grab our hotel key.<\/p>\n\n\n\n<p>Instead of the short-cut line I expected like at Target or the airport, there was a mob of people in the lobby and one long, winding line to check-in. I texted a photo of the line to my husband to let him know that he should park the car.<\/p>\n\n\n\n<p>Next, getting into our room was also a bad experience. The front desk clerk had written the wrong room number on our itinerary so we spent several frustrating minutes trying to get into our room. <\/p>\n\n\n\n<p>Luckily, a housekeeper was working across the hall and unlocked our door. Inside, it was immediately clear \u201cour\u201d room was, in fact, <em>not<\/em> ready. <\/p>\n\n\n\n<p>Without this housekeeper, we would\u2019ve likely headed back to the front desk to get new room keys to try again\u2014not knowing the room number was the actual problem.<\/p>\n\n\n\n<p>What a way to start our vacation. And now here I am, telling you.<\/p>\n\n\n\n<p>This series of unfortunate events got me thinking\u2026 what was even the point of their \u201cpre-check\u201d option? The resort obviously gets financial value (a room paid in full), but they didn\u2019t design any value for me, the customer. I still had to hand over my credit card at the front desk\u2014so literally no time was saved. <\/p>\n\n\n\n<p>As for the wrong room number, is there a simple solution to prevent  human errors, such as transposed numbers or illegible handwriting?<\/p>\n\n\n\n<p>Let\u2019s try this again:<\/p>\n\n\n\n<p>After observing the constant mobs of people in the lobby, it&#8217;s clear the check-in process is a customer problem and business problem. While interviewing several parents, several express high levels of stress managing \/ entertaining their children while waiting to check-in.<\/p>\n\n\n\n<p>What if families could <em>bypass<\/em> the front desk altogether? That is, allow customers to check-in, choose their room and any upgrades, and unlock their hotel door <a href=\"https:\/\/www.forbes.com\/sites\/samsungbusiness\/2014\/12\/22\/ditch-the-hotel-key-card-and-grab-a-smartphone-instead-2\/#708fa2b25ee3\">from their smartphone<\/a>?<\/p>\n\n\n\n<p>Rather than processing <em>transactions<\/em>, hotel staff are now freed up to create <em>experiences<\/em>. CES goes down, NPS goes up, profits increase due to incremental revenue from self-serve upgrades, and customer loyalty improves.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">14 More Ways to Measure Design<\/h2>\n\n\n\n<p>In addition to CES, here other design metrics to consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CSAT<\/strong> &#8211; Customer Satisfaction<\/li><li><strong>SEQ<\/strong> &#8211; Ease of Use<\/li><li><strong>SUPR-Q<\/strong> &#8211; Overall User Experience<\/li><li><strong>SUS<\/strong> &#8211; Overall Usability<\/li><li><strong>Task Completion Rate<\/strong><\/li><li><strong>Time on Task<\/strong><\/li><li><strong>True Intent<\/strong> &#8211; Ability to Complete Tasks<\/li><li><strong>Traditional Web Metrics<\/strong> (e.g., CTR, conversion rate)<\/li><\/ul>\n\n\n\n<p>You could also consider measuring the <strong>cost of design operations<\/strong> (AKA design ops), such as time and expense wasted on abandoned products or reworking products\u2014due to badly defined requirements.<\/p>\n\n\n\n<p>You may even be able to <strong>tie design efforts<\/strong> directly to <a href=\"http:\/\/juneux.com\/blog\/2019\/01\/28-reasons-to-invest-in-ux-research\/\">business metrics<\/a>, such as lower customer churn rates or fewer returns.<\/p>\n\n\n\n<p>In addition to tracking design metrics, conduct UX research to ensure design decisions meet customers\u2019 needs:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Top Task Analysis<\/h4>\n\n\n\n<p>What are customers most frequent tasks or use cases for your product or website? Is your product or website aligned?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Usability Study<br><\/h4>\n\n\n\n<p>Are customers able to successfully complete their top tasks? For transactional tasks that should be as quick and painless as possible, how long does it take customers to complete them?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Tree Test<br><\/h4>\n\n\n\n<p>Are customers able to successfully find information or products within your system or website navigation?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Emotion Scale<br><\/h4>\n\n\n\n<p>How do customers feel while completing a specific task? Ask customers to indicate how positively or negatively they feel without having to commit to specific emotion labels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Related Articles<\/h2>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2020\/04\/can-empathy-be-measured\/\">Can Empathy Be Measured?<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\">4 Tips for Measuring Customer Problems<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/can-design-be-measured-design-metrics-for-data-driven-organizations\/\">Can Design Be Measured? Design Metrics for Data-Driven Organizations<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2017\/04\/how-to-tie-cx-to-revenue\/\">How to Tie CX to Revenue<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2016\/12\/categorize-dashboard-interview-findings-into-themes\/\">Redesigning Your Analytics Dashboard: Categorize Dashboard Interview Findings into Themes<\/a><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-button is-style-squared\"><a class=\"wp-block-button__link has-background has-bright-blue-background-color\" href=\"http:\/\/juneux.com\/blog\/contact\/\">Contact June UX<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sales. Orders. Average Order Value. Churn. What do all of these things have in common? They are all examples of metrics that companies obsessively measure. What&#8217;s a critical metric that more than half of companies aren\u2019t tracking? Design.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-6030","post","type-post","status-publish","format-standard","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can Design Be Measured? Design Metrics for Data-Driven Organizations - June UX<\/title>\n<meta name=\"description\" content=\"Good design has a direct impact on the bottom line. Measuring design (and then activating on the insights) ensures your company\u2019s products or services incrementally improve\u2014further driving higher ROI. Discover 14 ways to measure design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/can-design-be-measured-design-metrics-for-data-driven-organizations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can Design Be Measured? Design Metrics for Data-Driven Organizations - June UX\" \/>\n<meta property=\"og:description\" content=\"Good design has a direct impact on the bottom line. Measuring design (and then activating on the insights) ensures your company\u2019s products or services incrementally improve\u2014further driving higher ROI. 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