Telling your UX Metrics Story: Moving from UX Insights to product changes with the 21st Century Metrics Model

2019 Talk


Highest Paid Person’s Opinion. HiPPO! HiPPOs often make many design decisions within organizations, despite the best efforts by designers and other UX professionals. This means that UX insights often do not become product changes. 

We’ve completed and analyzed two massive surveys of a total of ~3,500 professionals across American enterprises, and identified a key problem around communicating UX insights to business leaders. 
In response to this, we’ve developed, implemented, and seen impact from: a four-level framework to connect UX to traditional business metrics – called the 21st Century Metrics Model. In this talk, I’ll frame the challenge, present the model, and share examples of success stories implementing this framework to drive business impact from Netflix and a large health insurance company. 
Key takeaways include: (1) Make informed decisions about metrics you gather; (2) Visualize the vaguely linear relationship among UX and other business metrics; (3) Make a precise and defensible case about how your work affects key business metrics; (4) Earn influence to shape the prioritization of these metrics; and (5) lead more high-quality, impactful design/research within your organization. 

About the speaker(s)

Asha Fereydouni is a Senior UX Researcher and Research Partner at UserZoom, where he’s grown the UX capacity of a range of customers including, Kaiser Permanente, Facebook, McKesson, and the New York Times. He serves on the organizing committee of SF Design Week, and holds a MS in the Social Science of the Internet from the University of Oxford. He has presented for the Oxford Internet Institute, UXPA International Conference, the Association of Registered Graphic Designers, the Information Architecture Conference, and the HowTheLightGetsIn Festival, among others. His writing has been published by UX Magazine, the San Francisco Chronicle, and Salon.