How Kimberly-Clark measures UX and demonstrates business outcomes

By partnering with UserZoom, Kimberly-Clark’s Professional division developed a framework for measuring UX on its B2B website that aligned to strategic business outcomes.

The $3 billion business adopted a single score to easily demonstrate and communicate the impact of UX across the business, identified areas to improve, and are now regularly evaluating and managing UX performance. 

19%

Increased task-success rate

36%

Reduced time on task

Support costs

Reduced annual costs for $3B business

Measuring the impact of UX at scale  

Yuan Zhou, Global UX Design Lead at Kimberly-Clark, was on a mission to tie the impact of UX directly to the company’s bottom line. With a major redesign planned for one of the company’s digital properties geared to business buyers, she wanted to ensure that the team not only had a way to measure improvements but also to learn how to further optimize.

Good UX design is meant to be invisible, so Yuan was struggling - like many fellow UX professionals - with how to measure the impact of major design changes over time and easily communicate the results effectively with key stakeholders across her organization. 

Most of the metrics her team was tracking, such as website analytics and NPS surveys, weren’t meaningful measures of UX. NPS is an attitudinal measure of loyalty and doesn’t incorporate how users actually behave. While site analytics account for how users behave, many factors outside of the experience may impact analytics and those statistics don’t help identify what those factors are and how to improve them.

To get a holistic measure specific to the impact of UX on key business metrics, you need a score that incorporates both what users are doing and how they feel about your site, product, or feature. Most commonly used ways to measure UX rely only on attitudes -- what users say and feel -- OR only on behaviors -- what users do.

Partnering with UserZoom to build a UX measurement framework 

Yuan was looking for a measurement framework that allowed her to cascade organizational goals, down to product goals, and ultimately to translate those into meaningful measures of UX. That way there would be alignment across stakeholders on how UX can impact the overall business and how that would be operationalized. 

Enter UserZoom’s QXscore.

About Kimberly-Clark

Kimberly-Clark (NYSE: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries. Headquartered in Dallas, Texas with approximately 46,000 employees worldwide, Kimberly-Clark portfolio of brands includes Huggies, Kleenex, Kotex, Cottonelle, and Viva, among others. The Professional line of business accounts for $3 billion of revenue.

Industry

Household & Personal Products

Region

United States

We used UserZoom’s QXscore to create a framework for a single UX metric score.

Yuan Zhou

Global UX Design Lead

UserZoom’s QXscore is a meaningful, easily understood standard for measuring user experience that aligns to strategic business KPIs and identifies tactical areas to improve UX health. It quantifies users’ attitudes and behaviors into a single score that can be used to track progress over time, relative to competitors, or across multiple lines of business, digital properties and products. This makes it easy for business leaders to evaluate UX performance while providing digital experience stakeholders with insights into how to improve. 

In Yuan’s case, the team measured progress over time with the QXscore -- before and after the redesign. This allowed them to take into account specific user behaviors that impacted sales and support costs, along with attitudinal measures like ease of use. The end result was a single metric that the team shared with stakeholders to track and prove how the changes in UX from the redesign impacted business outcomes. 

Yuan’s team was able to collect the kind of data that comprise the QXscore with UserZoom’s UX Insights platform. UserZoom has capabilities to do task-based usability testing and record task success rates and time on task, as well as collect questionnaire responses afterward for the attitudinal measures. Only UserZoom’s platform has capabilities to measure what users say and feel and what they do -- at scale -- in a single solution. 

We can easily track and improve how UX research can impact business outcomes.

Yuan Zhou

Global UX Design Lead

Translating UX insights into measurable business outcomes

With the QXscore measures taken before and after the redesign, the UX Design team had their evidence of impact. For example, as a result of the redesign, the QXscore revealed that the team had increased the task success rate by 19% and reduced the time on task by 36%. They were able to translate those findings into annual cost savings on customer support and communicate the impact of UX on business outcomes across the organization. Moreover, because of the specificity of the QXscore calculation, they were able to diagnose areas of improvement, prioritize features for development, and further research to support it.

Now, Yuan and her team not only prioritize their work better, but they also have more confidence in communicating their impact across the company. 

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