One of the biggest challenges we see in teams using Glare is not just collecting UX metrics, but mapping them to business outcomes in a way that drives real change.
→ Start with user needs,
→ Capture user outcomes,
→ Measure product outcomes,
→ Link to business outcomes,
→ Align with business goals.
But here’s the hard part: how do you quantitatively show that user research, especially things like satisfaction, comprehension, or completion rates, lead to measurable business results?
Have you found ways to correlate specific metrics like:
Another way to think about this is to map them out as a linear flow.
For example, in the graph below we break the gathered and expected metrics for a Search Result Page in the following ways:
→ Start with user needs: Here we highlight a primary user need across the 5 categories. This helps the team align on the pieces that require validation. → Capture user outcomes: Our User Outcome metrics are gathered from remote survey testing in Helio. These UX Metrics measure the increase in attitudinal and behavioral metrics. → Measure product outcomes: Product Outcomes are measured with analytics. For a Search Result Page, we’ll be looking at metrics that align toward a positive browse, search, or discovery experience. → Link to business outcomes: Business outcomes in an ecommerce experience, like in our example, will measure cart abandonment, purchases, and subscriptions. → Align with business goals: Business goals will be closely aligned to finances. They may appear to overlap with Business Outcomes, but often are further refined.
My post today builds on this thinking and looks deeper into the relationships.
To account for how teams actually work, I’m suggesting that teams are starting with a user outcome before they understand if the user need is even valid.
Likewise, stakeholders often try to define the outcomes they want before setting a business goal.
