Kimberly-Clark Professional Division + UserTesting

Yuan was looking for a measurement framework that allowed her to cascade organizational goals, down to product goals, and ultimately to translate those into meaningful measures of UX. That way there would be alignment across stakeholders on how UX can impact the overall business and how that would be operationalized. 

Enter UserZoom’s QXscore.

UserZoom’s QXscore is a standard for measuring user experience that aligns to strategic business KPIs and identifies tactical areas to improve UX health. It quantifies users’ attitudes and behaviors into a single score that can be used to track progress over time, relative to competitors, or across multiple lines of business, digital properties and products. This makes it easy for business leaders to evaluate UX performance while providing digital experience stakeholders with insights into how to improve. 

In Yuan’s case, the team measured progress over time with the QXscore -- before and after the redesign. This allowed them to take into account specific user behaviors that impacted sales and support costs, along with attitudinal measures like ease of use. The end result was a single metric that the team shared with stakeholders to track and prove how the changes in UX from the redesign impacted business outcomes. 

Yuan’s team was able to collect the kind of data that comprise the QXscore with UserZoom’s UX Insights platform. UserZoom has capabilities to do task-based usability testing and record task success rates and time on task, as well as collect questionnaire responses afterward for the attitudinal measures. Only UserZoom’s platform has capabilities to measure what users say and feel and what they do -- at scale -- in a single solution. 

The UX Design team had evidence of impact with the QXscore measures taken before and after the redesign. For example, as a result of the redesign, the QXscore revealed that the team had increased the task success rate by 19% and reduced the time on task by 36%.

They were able to translate those findings into annual cost savings on customer support and communicate the impact of UX on business outcomes across the organization. Moreover, because of the specificity of the QXscore calculation, they could diagnose areas of improvement, prioritize features for development, and further research to support it.

Now, Yuan and her team prioritize their work better and have more confidence in communicating their impact across the company.