{"id":9004111223367406,"date":"2022-06-01T12:35:19","date_gmt":"2022-06-01T16:35:19","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/?post_type=resources&p=9004111223367406"},"modified":"2022-11-01T17:03:52","modified_gmt":"2022-11-01T21:03:52","slug":"two-tools-to-leverage-ux-metrics-for-internal-buy-in-and-product-success","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/design\/two-tools-to-leverage-ux-metrics-for-internal-buy-in-and-product-success\/","title":{"rendered":"2 Tools to Leverage UX Metrics for Internal Buy-in and Product Success"},"content":{"rendered":"

How can we seize the opportunity for metrics magic as designers?<\/span><\/p>\n

User experience metrics can be leveraged to not just build better products, but also to <\/span>gain organizational buy-in<\/span><\/a> for the work UX teams do.\u00a0<\/span><\/p>\n

When we correlate certain qualitative goals with a quantifiable outcome, metrics can address common challenges and build buy-in for the value of UX.<\/span><\/p><\/blockquote>\n

Metrics can help you <\/span>create a story around the impact and value<\/span><\/a> UX brings to a cross-functional team, and they present opportunities to quantify that impact. This can be very compelling to stakeholders across disciplines.\u00a0<\/span><\/p>\n

Common Challenges for UX Teams<\/strong><\/h2>\n

It\u2019s not unusual to see resistance within an organization to integrating a new UX team or fully embracing what UX capabilities. At a networking event, I spoke with a group of tech leaders from finance, ecommerce, and fashion about some of the obstacles we\u2019ve seen UX designers face. Some themes from our discussion emerged:<\/span><\/p>\n

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  • Design is additive, it rarely happens on its own in a business environment. Design without specific functionality is also known as art. This presents two problems for UX teams: the perception that it would be fine to create products without design and the challenge of directly attributing product success to good design.\u00a0<\/span><\/li>\n<\/ul>\n

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    • UX design is focused on users at the end of the consumption chain, whereas a lot of traditional business KPIs are more closely connected to customers or organizations. In B2B applications, the concept of a customer (like Nike) and a user (like Jennifer) are rarely the same entity. This makes it hard for UX to demonstrate impact, because your results are pointing to something different.\u00a0<\/span><\/li>\n<\/ul>\n

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      • People often like to say that \u201cdesign is a process, and it\u2019s never really done.\u201d That\u2019s not the most inspiring way to think about the work; how do you know when you\u2019re done <\/span>enough<\/span><\/i>? How do you know what to go back to and how to prioritize your time? When design starts to feel like a riddle or a never-ending puzzle in people\u2019s minds, they might not want to participate anymore.\u00a0<\/span><\/li>\n<\/ul>\n

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        • UX work, at first glance, is not easily quantifiable. We emphasize things like confidence, satisfaction, happiness. Those are subjective concepts that can be really tough to assign numbers to.\u00a0<\/span><\/li>\n<\/ul>\n

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          Thankfully, when we have a way to correlate certain qualitative goals with a quantifiable outcome, metrics can address common challenges and build buy-in for the value of UX. Good UX leads to better products and better relationships with users and customers, so it\u2019s key to get your organization excited about your work.\u00a0<\/span><\/p>\n

          The two tools I\u2019ll highlight here have been valuable to me as a UX leader at an engineering-driven organization, but they can be useful in many contexts.\u00a0<\/span><\/p>\n

          \"Check<\/p>\n