Anna Bek

Anna Bek
  • UX/UI manager at Transaction Services Group (TSG)
  • Auckland, New Zealand

Anna has a strong background in user-centred design, visual design, interaction design and information architecture. She possesses a Master’s degree in Art, Psychology and Software Development. Currently, Anna is the UX/UI Manager at a global transactional services company in the Health industry.

TALK

How to measure the experience (UX ROI)

Everybody knows how UX is important for the organisation, right? But why am I surprised every time I’m hearing the question - ‘Why do we actually need UX in this project? It just slows things down. OR it would be nice to have but, we don’t have time for that.’ In an ideal world, yes, that wouldn’t be the case. But this is not always true.

UX is definitely making the difference, so many global companies have already realised that. So why don’t we follow their example and we’ll start creating the history? There is a misconception that experience is something unmeasurable. But there are actually so many ways you can do it.

How to talk with the business in the same language and actually use numbers to your benefit. Knowledge of what is the impact that design has on business and understanding of ROI, measurements, KPIs and When, How and What to use can help you to have this conversation. Business is investing money and wants to see the result. What is the business value of the design?

Also, it is so important to understand what we are doing is worth it; to identify how success will look like at the beginning of the project and tracking against that. This is a great aspect for continuous learning, tracking the improvement, highlighting the value and having a focused conversation based on real data, not on opinions and assumptions. This is always hard to start, but everything begins with baby steps.