Bill Albert, Heather Wright Karlson

Seeing the Big Picture: The Development of an Experience Scorecard

Key Learnings

  • Learn the value of seeing the big picture through an overall experience scorecard.
  • Learn about different ways to measure and visualize the overall experience with a digital product.
  • Learn how leverage an experience scorecard within your organization to drive change.

When working at improving the user experience it is easy to get stuck focusing on design details or usability performance on a few key tasks. While this is no doubt critical, it makes it more difficult to see the big picture of the overall experience. We will be introducing a new approach to measure the overall experience. Collecting usability, emotional experience, design, and brand experience data together provides an opportunity to get a clearer picture of the overall experience.

We will be introducing a new scorecard taking into account four critical aspects of an experience: usability, emotional experience, design, and brand. Furthermore, the experience score will be tailored to what matters most to each individual. The result is an experience scorecard that is both comprehensive and personalized, with data collected in a lean, budget friendly way. We will demonstrate how this experience scorecard can be used to answer important questions that many organizations struggle to have clarity on.

1) What is the overall experience like for our customers?

2) What matters most about the experience to our customers?

3) What aspects do we need to improve?

4) How do we compare to our competition?

Date: Thursday, January 1st

Bill Albert

Executive Director, Bentley University

Bill Albert is Executive Director of the Bentley University User Experience Center. Albert brings more than 20 years of experience in UX research, design, and strategy to his role leading the center. He has expertise in qualitative and quantitative user research methods, service design, and user experience strategy. Some of his recent clients include: Philips Healthcare, American Express, Hearst Media, ESPN, TD Bank, Ericsson, and HubSpot. Prior to joining Bentley, Albert was Director of User Experience at Fidelity Investments, and Senior User Interface Researcher at Lycos.

Albert has published and presented his research at more than 50 national and international conferences, including keynotes at UX Hong Kong, UX India, and Ergo Design (Brazil). He co-wrote (with Tom Tullis) the first book on usability metrics, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics (first edition 2008, second edition 2013). He also co-wrote (with Tom Tullis and Donna Tedesco), Beyond the Usability Lab: Conducting Large-Scale Online User Experience Studies in 2010. Albert is Co-Editor in Chief of the Journal of Usability Studies.

Albert has been awarded prestigious fellowships through the University of California Santa Barbara and the Japanese Government for his research in human factors and spatial cognition. He received his BA and MA degrees from the University of Washington (Geographic Information Systems) and his PhD from Boston University (Spatial Cognition). He completed a post-doc at Nissan Cambridge Basic Research (affiliated with the MIT Media Lab).

Heather Wright Karlson

UX Consultant, Bentley University

Heather is passionate about using a variety of formative and summative research methods to improve technology, services, and products. From interviews and usability studies, to ethnography, wireframes, and prototypes, Heather’s work has informed and improved the design of systems, interfaces, products, and services leading to better experiences across industries.

She has worked with a wide range of stakeholders including: financial services, e-commerce, education, medical, transportation, retail, insurance, and technology to improve both customer facing and  internal facing systems. When identifying and communicating areas for improvement to clients she is focused on articulating a narrative and making actionable recommendations to help clients reach their UX goals. Previous clients have spanned across industries and included TIAA, Biogen Idec, TJX, Boston Scientific, Citizens Bank, Keurig Green Mountain, Drinkworks among others.

Heather holds a Master of Science in Human Factors in Information Design from Bentley University, a Master of Education in Curriculum and Instruction from the University of Massachusetts, and a Bachelor’s of Arts in Individualized Study from the Gallatin School at New York University.

Heather is a member of the User Experience Professionals Association and BostonCHI, and the Boston area chapter of SIGCHI. In addition to client projects, Heather’s research interests include usability and the aging population and well as UX research tools. Look for her on twitter @uxheat.

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