What does it mean for a user experience to "perform"?

People tend to think of UX as a quality of using the product. Anyone who uses the product experiences its innate "UX."

For this reason, UX performance is often measured and judged by how effectively it creates the right sentiment(s). A few common UX metrics are:

  • Sentiment analysis
  • NPS scores
  • Friendlier support tickets
  • Positive comments

The thing is: UX has a real impact on revenue β€” it is driver of progress along theΒ user's timeline.

None of the sentiment-metrics are actual feedback loops where you're saying, "We think people are desiring X outcome. We think that making the changes to our offering will result in a better/more effective path to getting to X outcome and we intend to be able to see an uplift in the success rate of that."

In Value Paths, and specifically in Performance Valuation, the goal is measure the number of people who actually succeed at attaining the business's key Beneficial Outcome. You're not judging UX based on how it is engaged with. Instead, you're judging it by how effectively it moves people along the timeline. The more people make progress along the path, the more engagement (and ultimately) revenue they are able to create for the business.

There is a tremendous amount of ambivalence that our industry has toward measuring UX performance in these terms. Which is difficult to understand, especially because the data (like the number of people who make it to a Beneficial Outcome) is just sitting there.

From: VPP Episode 04 (14.27)