Kristin Zibell

Show Business Results with the Right UX Metrics

Key Learnings

  • Identify and list their company and leadership’s goals → What the executives care about
  • Examine their own UX projects and match them to company goals → Why their projects matter to the business
  • Determine the right UX metrics that map to company goals and prepare to measure for results → What metrics UX show business results and how to measure
  • Communicate the impact of their work in a way that shows clear results → Share the results

The language of business is a language of numbers and results. What does that mean to the world of UX? Where we talk about usability and experience, executives – the people who sign our checks – care about growth, profit, and innovation. If we want to continue investment or to become leaders at our company, we need to show the impact of UX work on the business. Showing impact depends on the metrics we measure. Traditional usability metrics do not tell the full story of how UX contributes to a company’s success. UX researchers and designers need to identify UX metrics to show that their work leads to business results. In this session, we’ll answer the question, “What are the metrics that show if a UX leads to success for users and the business? We’ll go through a three-step process to identify your company’s goals and translate those goals into meaningful UX metrics for your projects. After this workshop, UX practitioners can measure their work in a way that shows results and speak the language of business.

Date: Thursday, October 14th
Time: 09:30 - 10:15
Location: HALL 1b


Kristin Zibell

Digital Experience Leader,

Kristin Zibell is a digital experience leader who strives to create experiences that make people successful. She has over 16 years of experience in all facets of UX – research, strategy, design, and product – that started with her first job as “webmaster” when the Web was two years old. Her portfolio of work includes Fortune 500 companies and startups alike. The well-known brands she’s worked with are Facebook, Google, FedEx, IBM, DellEMC, Nestle, MillerCoors (now InBev), Kraft (now Mondelez), and GE. Kristin has presented at SXSW Interactive, Forrester CX NYC and SF, and UXPA – Boston and published in UX Matters, UXPA Magazine, and the ACM Journal of Computer Documentation. Currently, she works as a Senior UX Researcher and Team Lead at AnswerLab as primary researcher with their client Facebook Messenger. Kristin is also an instructor with the University of California-Berkeley’s UX program.

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