Kristin Skinner and Kamdyn Moore: “A Deep Dive Into Value and Outcomes”
DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA
http://www.designopssummit.com
6. “How is your organization measuring
the value of DesignOps and/or
ResearchOps?”
source: 2019 DesignOps Summit Survey
We asked:
7. The most common sentiment around
answering our question about
measuring value...
¯_(ツ)_/¯
8. 62% either weren’t
sure or hadn’t quite
figured it out yet.
source: 2019 DesignOps Summit Survey
9. Limited time or resources
The most common barriers reported:
Involving the right people or teams
Lack of proven value
source: 2019 DesignOps Summit Survey
17. Why is the activity
of measuring value
equally as difficult?
18. Every org has unique constraints
The most common reasons:
Bound by where your org is in its DesignOps journey
Conflict between what we need to measure vs what
we’re able to measure
source: 2019 DesignOps Summit Survey
Misconceptions about measurement
There is no industry standard within DesignOps
19. “Companies that link non-financial
measures and value creation stand a
better chance of improving results.”
- The True Measures of Success, Harvard Business Review
21. Measures are focused on what customers care about
Some best practices for measuring Design:
Measures are wrapped around the product design process
Measurement techniques mixed methods and domains
Measurement follows a framework, not a fixed set of metrics
Measurement spans journeys and dimensions of an experience
22. Google Heart Framework
• small set of key objectives that
the team agrees on
• goals may be product-level or
task-level
• focus on how design
improvements will help the user
experience
GOALS SIGNALS METRICS
• map goals to lower level signals
• how might success or failure of
the goal manifest in user
behavior or attitudes?
• what signals will be most
sensitive to changes in the
design?
• selected metrics for your chosen
signals
• metrics that can be obtained and
tracked over time or in focused
tests
source: Kerry Rodden, the HEART framework for UX Metrics
Makes time and space for measurement throughout the product design process
23. • a solution agnostic statement
• not about the company winning
• you can explain it to a friend who
doesn’t work in tech
• explains the why of what’s
happening, not just the what
• is emotional and social
What problem are we
trying to solve for
people?
How do we know this is a
real problem?
How will we know if
we’re successful?
• qualitative and quantitative
evidence that this is a worthwhile
problem to solve, e.g.
• analytics data
• qualitative research
• dogfooding and beta tests
• qual and quant evidence, e.g.
• more people joining groups
• people sharing more feedback
than before
• uptick in feature use
• customers who use a feature
level feel better than those
who don’t
source: Julie Zhuo, the NextWeb Conference
Facebook Framework
Teams use frameworks and mixed methods to think through the right UX measures for each product and service
25. The 8 Types of Measures for DesignOps
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey
26. Design Management and Operations
Recruiting
Retention
Recognition
Role Definition
Employee experience
Levels/Career Paths
Performance Reviews
Compensation
“Talent Brand”
Planning/Prioritization
Schedules
Budgets
Headcount
Measurement Tools
Facilities
Policies
Staffing
Agencies/Contractors
Better Designers More Effective TeamsHappier Designers
Design People Design Practice Design Platform
Professional development
Skills building
Training/education
Content development
Methodology / process
descriptions
Internal Events
By Kristin Skinner. Please use it, please attribute it. Thanks.
30. 1. Find 2-3 people in your row or behind/around you
and we want you to imagine you’re on a team together.
2. Brainstorm a problem or focus area that you as a
group want to tackle based on your desired outcome
Group activity:
31. The 8 Types of Measures for DesignOps
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.
32. Go back to menti.com
Enter code: 61 77 16
What did you discover?
33. The 8 Types of Measures for DesignOps
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.
34. Identify a core set of tactics
and tools for measuring value
ourgoalfor
todaywas: