Shifting from outputs to outcomes.
- Outputs are the end products of being productivity.
- They’re about getting things done.
- Outcomes are the results of the outputs.
- What change can we detect?
Understanding the difference between outputs and outcomes are important in measurement
- We can measure both, but measuring outputs is just measuring work, not the reason for the work
The organization’s leadership is often interested in business outcomes
- A business outcome looks like “Increase annual policy renewals by 15%”
- They state an outcome they’d like to see (or have seen) in terms of something important to the business
Business outcomes are inward facing
- They don’t talk about the experiences our users are having (or could have)
- If we want to set UX goals, we want to move past business outcomes
UX Outcomes talk about the user’s experience
- They answer the question: “If we do a fantastic job on our design, how will someone’s life be improved?”
- UX outcomes talk about the experiences of our users.
UX outcomes are a user-centered goal for our design
- We can use them to figure out what the business outcomes could be
- For example, “if our users feel their kids are safer when driving, how will that affect our annual policy renewals?”
- We back into the business outcomes.
If we have solid UX outcomes, they become the objectives in our OKRs
- We can use the business outcomes as the key results.
Shifting Our Team Goals to be UX Outcomes
The Challenge of Identifying UX Success Metrics
The Making of an Organization-Changing UX Strategy
Proactive UX Design: A Big Leap Requiring Baby Steps