With the Balance Scorecard system, an organization can align and manage its key corporate objectives. The User Experience Balance Scorecard maps the user experience process and skills to customer satisfaction and financial growth. At a high level, a User Experience Balance Scorecard might look something like that shown in Figure 2.
Figure 2—A high-level User Experience Balance Scorecard
| PERSPECTIVE | USER EXPERIENCE STRATEGY |
| FINANCIAL | Increase revenue. | Reduce costs. |
| CUSTOMER | Increase conversions, retention, and wallet share. | Reduce cycle time, training, and support. |
| PROCESS | Create an attractive, friendly, and easy customer experience through research, iterative design, validation, and usability testing. |
| EMPLOYEE | User Researcher | Information Architect | Visual Designer | Interaction Designer | Usability Engineer |
Notice that the customer objectives of increasing conversions, retention, and wallet share map to increasing revenue and reduced cycle time; reducing training and support costs maps to the financial objectives of reducing costs. Depending on an organization’s overall strategy, you could break down the User Experience Balance Scorecard like that shown in Figure 3.
Figure 3—Objectives in a User Experience Balance Scorecard
| PERSPECTIVE | USER EXPERIENCE STRATEGY | ||
| FINANCIAL | Enable revenue growth. | Improve customer wallet share. | Increase productivity. |
| CUSTOMER | Establish product leadership and innovate through research and analysis of target-market segmentation to determine current needs and anticipate future needs. | Improve customer intimacy through iterative design reviews with target customers. | Improve quality of user experience. |
| PROCESS | Research and analysis | Interactive prototyping | Usability evaluation |
| EMPLOYEE | Research Analyst | Information Architect, Visual Designer, and Interaction Designer | Usability Engineer |
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