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Summary
At our September Enterprise Experience Community call, we host a double-header of topics — “UX metrics that matter” and “The future of our conference”. First, we have Jack Moffett, well-known design leader currently at Boeing, in a conversation about identifying and advocating for measurable user experience for enterprise apps and services.
Key Insights
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UX metrics teams serve as internal service organizations helping product teams define, collect, and act on user data.
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Leadership often fixates on target scores like NPS, but focusing on improvement trends from current baselines is more productive.
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Diagnostic metrics establish where you are; predictive metrics guide investment and feature development decisions.
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Triangulating multiple data sources and metrics, quantitative and qualitative, provides deeper understanding than single measures.
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User success metrics differ from usage or adoption metrics; success means users achieve their goals, not just increased usage.
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UX research and analytics must be integrated early and continuously in agile workflows, working ahead of development sprints.
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There is a socio-political dimension to data where cultural attitudes impact how metrics are received and acted upon.
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UX influence requires persuasive storytelling and connecting design impact directly to business objectives like revenue or compliance.
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Enterprise UX is evolving from focusing solely on designers to including cross-functional roles like marketing, sales, and QA.
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Leadership often understands the value of UX but lacks concrete tools and processes to operationalize and scale it effectively.
Notable Quotes
"It’s less productive to set a fixed goal like 85 NPS than to focus on improving from where we are now and track the trend."
"Success is not delivering software, success is whether users can actually do what the product helps them do."
"You can’t just pick one metric; you have to triangulate multiple data points to learn what to do next."
"Collecting the data is great, but making it actionable and prioritizing changes based on it is the real challenge."
"The analytics team isn’t yet deeply involved in roadmap prioritization but aims to influence teams to do so."
"UX has become equated to UI by many, but UX is the whole product and the entire user experience ecosystem."
"We have to influence both up and across the organization—c-suite and cross-functional peers—to show UX value."
"There’s a cultural aspect to handling metrics; negative scores can lead to blame or learning depending on mindset."
"Embedding metrics and analytics in product development plans needs to be baked in at key points, not an afterthought."
"Distributing design into the organization is more effective for business outcomes than just increasing designer headcount."
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