Measure: Optimize the Experience
As you send your new product or service into the world, look to see what works well. By watching carefully, you will find new ways to improve the experience. If you want to see how your new experience is performing, you must measure across channels and touchpoints.
During the measure phase, focus on two stages. Start by defining your success metrics. Once you know what you want to measure, find an approach for measurement that works for you and your team.
Define the Success Metrics
As you approach your measurement strategy, bring forward those future state journey maps that you created during the design phase. Take a look at those key touchpoints and moments of truth that you previously identified. These will serve as the basis for your review.
As you assess each individual touchpoint or moment of truth, think about how you can measure what happened, how your users felt and the result of that interaction. These measures are known as description, perception and outcome metrics respectively. Once you have identified each of these metrics, pull them together into a measurement approach. This approach will help you assess the new product or service in a holistic way after you launch.
When working with a large team, host a workshop to confirm your measurement approach. Based on your own situation, you can tackle this workshop one of two ways. You can use this workshop to assess each touchpoint together. Or, you can assess these yourself and baseline your recommendations with the team. Either way, you want to gain team support for your target measures and set goals together for performance over time.
Measure the Experience
Now that you know what you want to measure, you must collect the data and monitor the new product or service in the wild. Take a look at those metrics you noted to see what you are already measuring today. You may find that you have some measurement gaps. For complex projects, consider noting these gaps in a formal metric gap analysis for team review.
Next, decide how you want to handle these metrics gaps. A few questions to consider:
- Is this a brand new metric?
- Can we modify an existing measure to capture this new information?
- If we can’t change an existing measure, how else can we capture this metric?
- Do we have any constraints that prevent us from measuring this today?
As you create your measurement plan, confirm how your project metrics will be monitored. Then, describe your key performance indicators along with your approach for data collection. Finally, show how you plan to report your findings back to the team. You must ensure that your team follows performance against these selected indicators after it is released.
Learn More About Measurement
Thanks to your measurement plan, you’ve started a cycle of learning. Learning cycles do not have a beginning and an end. Rather, they support continuous experience improvement. Each time you release a new product or service, you learn something new about your users, your company, the marketplace and the state of your user experience.
If you want to learn more about measurement, here are a few recommendations.
- Measuring the User Experience, 2nd Edition by William Albert and Thomas Tullis
- Practical Analytics for User Experience: How Analytics Can Help You Understand Your Users by Michael Beasley
Wrap Up & Return To Strategy Playbook
For your company to thrive, you must enrich your experience through this ongoing cycle of learning that is rooted in the pulse of your user. Your experience strategy must evolve to accommodate changes in business direction, user expectations and marketplace demands. When any of these variables shift, your experience strategy must shift in turn.
As you find new ways to improve your experience through this cycle of learning, use this playbook to bring them to life.