Telling Your UX Metrics Story - The 21st Century Metrics Model

Presented by Asha Fereydouni & Kuldeep Kelkar
Highest Paid Person’s Opinion. HiPPO! HiPPOs often make many design decisions within organizations, despite the best efforts by designers and other UX professionals. This often results in failed re-designs and unused research reports.


Asha and Kuldeep share a powerful framework also featured by UX Magazine, UXPA International and UserZoom, that connects design/UX metrics to product, enterprise and financial metrics to help you make a precise and defensible case for your work.


Takeaways include:
- Learn about what business-metrics are key within your organization
- Make informed decisions about metrics you gather
- Visualize the vaguely linear relationship among UX and other business metrics
- Make a precise and defensible case about how your work affects key business metrics
- Earn influence to shape the prioritization of these metrics, and lead more high-quality, impactful design/research within your organization


About Asha Fereydouni

Asha is a UX Researcher at UserZoom, where he works with a range of clients including, Kaiser Permanente, Facebook, McKesson, and the New York Times. He serves on the organizing committee of San Francisco Design Week and holds a MS in the Social Science of the Internet from the University of Oxford. He has written for UXPA Magazine, the San Francisco Chronicle, and Salon.


About Kuldeep Kelkar

Kuldeep is Senior Vice President of UX Consulting and Professional Services at UserZoom. He has more than 15 years of UX research, design, and engineering experience within large enterprises, and has written and spoken about related topics at major conferences around the world, including the annual UXPA and SigCHI conferences. Prior to UserZoom, he was Head of UX at TATA Consultancy Services and Director of UX Design and Research at PayPal, where he worked for nearly a decade.