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1. 1 UX STRAT CONFERENCE 2019
Quantify the impact of user experience design
DATA INFORMED
EXPERIENCE DESIGN

2. 2 UX STRAT CONFERENCE 2019
HELLO THERE!
Background: Interaction designer
Experience: Service designer and design thinking
facilitator
Currently: Customer journey expert at BinckBank
Task: integrate a customer centered way of working
supported by qualitative (users research) and
quantitative (journey analytics) data analysis
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3. 3 UX STRAT CONFERENCE 2019
WHAT
Quantify user experience design:
Use data to support UX design interventions and define
their return of investment.📊 & 🎯

4. 4 UX STRAT CONFERENCE 2019
WHY
Understand the impact of UX on business and learn
how to communicate and manage it
Engage with stakeholders (especially those in ties)
Fully align company context and objectives with the
desired user experience provided to customers
🤓 ) 🎉

5. 5 UX STRAT CONFERENCE 2019
HOW
We will create a user experience dashboard for an air
carrier with different business challenges.
The dashboard will include the following elements:
+ User journey: the customers’ story
💘 UX Goals: the experience we want to offer them
🔎 Signals: the customers’ behavior to observe
📊 Metrics: the data we need to collect
⏱ KPIs: the indicators of success
💸 ROI: the financial impact
* Best result is achieved by working with stakeholders (like
our friends in ties )" ) to bring different perspectives on
the table
✏ 📋 📊

6. 6 UX STRAT CONFERENCE 2019
HOW
Google H.E.A.R.T. Framework
To define the UX goals, we will use the Google H.E.A.R.T.
framework, to build a UX vision around 5 factors:
Happiness: The measure of attitude or satisfaction of
users engaging with a service.
Engagement: The measure of how much users interact
with service (regularity of use over a period of time).
Adoption: The number of new users acquired over a
certain time frame.
Retention: Engagement of your existing users for a
defined amount of time and have them come back.
Task success: The time spent on given tasks or the
percentage of completion of a task once begun.
https://storage.googleapis.com/pub-tools-public-publication-data/pdf/36299.pdf

7. 7 UX STRAT CONFERENCE 2019
BUSINESS CHALLENGES
• Increase conversion,
• Increase customer satisfaction,
• Decrease customer servicing costs,
• Increase upsell and cross-sell
💰 🧮 🤑

8. 8 UX STRAT CONFERENCE 2019
EXAMPLE
Journey
(Specific MoT)
Decide what to
bring and prepare
bags.
UX Goal
(Task success)
‘Give clear support
to our customers
to make sure they
comply to baggage
requirements.’
Signals
(Behavior)
Travelers have
‘compliant’ bags,
Travelers bring
current number of
bags.
Metrics
(Data to measure)
№ travelers
stopped at the gate
№ of bags to be
loaded in the
aircraft hold
KPI
(success target)
No bags stopped at
the gate per flight
Reduce boarding
delay of 50%
ROI
(business impact)
Reduced servicing
and operating
costs.
+ 💘 🔎 📊 ⏱ 💸

9. 9 KeuzenTool Pilot
LET’S START!
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🤳 💌 🎉