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Measuring the user experience
and the product value
October 2nd 2019, Milan
Ilaria Mauric
Head of design
@ilariamauric
Giovanni Puliti
Agile coach and Trainer
@giovannipuliti
It’s undone
when it’s done.
It’s undone
when it’s done.
It’s undone
when it’s done.
It’s done when it’s done.
(aka “it works for me”)
Extended lifecycle
BUSINESSPROFITS
Development Introduction Growth Maturity Decline
TIME
from
backlog compiler
from “it’s done
when it’s done”
to
product strategist
to “create something
useful and valuable”
We need to measure
in a different way.
Direct external measurements
Indirect internal measurements
Indirect internal
measurements
Indirect internal measurement
Maintenance VS Dev
Indirect internal measurement
Lead time, cycle time, etc.
NUMBEROFACTIVITIES
DAYS, WEEKS, SPRINTS
Backlog
Requirements gathering
Development
Test
Deploy
No… I gave up by now…. When I call I’m
kept on hold, no one ever answers.
I don’t find you in the list…..
Did you call to reschedule your appointment?
We are here to answer every morning.
I don’t doubt it… but I hold indefinitely
and sometimes I got dropped.
You tell me if there’s another service
available every morning for 4 hours….
I don’t think that’s a metric….
Direct external
measurements.
Getting out of the
building.
Measuring the user experience and the product value
489 €
~650 €
Measuring the user experience and the product value
B2 C
B2 B2 C
B2 Health Service (C)2 U
More a KPI than a User?
‣ Patients per room
‣ Staff-to-patient ratio
‣ Bed or room turnover
‣ Patient Waiting-Times By Process Step
‣ Time Between Symptom Onset & Hospitalisation
‣ Average Insurance Claim Processing Time & Cost
‣ …
Source: https://www.clearpointstrategy.com/25-healthcare-metrics-kpis/
Define which data you want to use.
Define how to use them.
Be open to review them.
What do we need?
exploratory
WHY
innovation
evaluative
HOW
maintenance
SolutionProblem
Qualitative design research
Through live observation, face-to face interviews and stories,
it aims to understand user’s behaviours, motivations, needs, pains,
emotions and real contexts.
Quantitative design research
Through numbers and graphs,
it gives a picture of the magnitudo of the “nitty-gritty” facts,
their distribution, their frequency, their tendency.
Qualitative
design research
Quantitative
design research
Measuring UX in a scrum team, by Mr. David Travis at BAD Conference 2019
1
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
1
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
FEEDBACK
1
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
FEEDBACK
2
VISION,

USER NEEDS,

OPPORTUNITIES
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
FEEDBACK
2
VISION,

USER NEEDS,

OPPORTUNITIES
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
FEEDBACK
FEEDBACK
3
VISION,

USER NEEDS,

OPPORTUNITIES
ITERATIVE 

PRODUCT 

DEVELOPMENT
BACKLOG
DELIVERED

VALUE
MEASURE
Framing a problem:
We believe that improving the product water resistancy
will help patients using it when swimming or training.
KPI: product usage over summertime
today: -40% - goal: same as winter 💪
Testing a solution:
As a T1D patient I want to edit carbos so that
I can correct them in case I forgot something I ate
KPI: ratings and reviews on the App Store
today: 1,8 - goal: 2 💪
Measuring the user experience and the product value
References
[ITA] Product ownership e misurazione del valore del
prodotto
http://bit.ly/ABD19POUX
Quantitative versus Qualitativa Usability Testing
https://www.nngroup.com/articles/quant-vs-qual/
[BOOK] Observing the User Experience (2012)
https://www.amazon.it/Observing-User-Experience-
Practitioners-Research/dp/0123848695
Thank you! 👋
Thanks to our sponsor
Diamond
PLATINUM
Gold
silver
media
community
Intersection conference by

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Measuring the user experience and the product value