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Oder kurz gesagt, den ROI von UX zu ermitteln und so UX-Design besser argumentieren und verkaufen zu können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>So komplex sich das nun anhören mag, ist es aber eigentlich gar nicht. Ganz im Gegenteil. Im Grunde ist es fast schon idioteneinfach. Auf jeden Fall theoretisch. In diesem Beitrag geb ich euch ein paar Werkzeuge und Metriken in die Hand, genauer gespoilert, das Google HEART Framework, auf Basis dessen ihr euch selbst für eure Websites, Produkte oder Services ein passendes Metriken-Set erarbeiten könnt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>The Business Value of Design\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>2018 erschien die Studie von der Unternehmensberatung McKinsey \u003Ca href=\"https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>„The Business Value of Design“\u003C/strong>\u003C/a>, in welcher in einem Zeitraum von fünf Jahren 300 Unternehmen untersucht wurden, um herauszufinden, welchen wirtschaftlichen Erfolg Design für diese Unternehmen hat.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Unter Design versteht man in dieser Studie allerdings nicht das digitale Pinselschwingen und Aufhübschen von Oberflächen, sondern das Verankern von Designarbeitsweisen und -mindset in interne Prozesse, die Unternehmensstrategie sowie in Führungs- und Managementebenen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Die Studie fand heraus, dass designgeriebene Unternehmen – also jene, die Design zum essenziellen Bestandteil ihrer gesamten Wertschöpfungskette gemacht haben, bis zu einer doppelten Umsatzsteigerungsrate erwirtschaften als jene Unternehmen, die dies nicht tun oder können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Gleichzeit wurde aber auch ans Tageslicht gebracht, dass die untersuchten Unternehmen es als ihre größte Schwäche im Design-Bereich sehen, dass sie es nicht schaffen, Design-Metriken zu erarbeiten und so Design-Arbeit nicht quantifizieren können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Ein weitere Studie von McKinsey unter dem Titel \u003Ca href=\"https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/are-you-asking-enough-from-your-design-leaders\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>„Are you asking enough from your design leaders?“\u003C/strong>\u003C/a>, die 2019 folgte, bohrte noch tiefer in das Untersuchungsgebiet und kam unter anderem zum Schluss, dass 66% der CEOs nicht wirklich verstehen, was ihre Senior Designer eigentlich wirklich machen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Und so gibt es nur 14% aller Unternehmen in der McKinsey Design Index Datenbank die es verstehen, Design-Arbeit in Metriken darzustellen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Das Problem – Gap zwischen Business und Design\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Das bedeutet, dass es bei aller Reife einen dennoch großen Gap zwischen Business und Design gibt. Und solange Design-Arbeit mit Argumenten wie „moderner, „schöner“, „intuitiver“, „besserer Flow“ oder „empathischerer Zugang“ verkauft wird, wird man spätestens auf C-Level Ebene, wo am Ende des Tages meistens dann doch die Frage überwiegt „Wie steigere ich die Profitabilität meines Unternehmens“, den Geldhahn nicht locker bekommen. \u003Cstrong>Den Menschen, die nur Business sprechen, muss also verdeutlicht werden, dass das was wir „Kreative“ machen, entweder Umsatz steigert oder Kosten einspart.\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Wie können wir das schaffen?\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wir haben dazu zwei Optionen:\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>Option 1\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wir warten auf die Business-Leute, bis sie von selbst den Wert von guter Designarbeit gelernt und verstanden haben.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>Option 2\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wir beschleunigen das Ganze, indem wir verstehen und lernen, den Wert unserer Arbeit wirtschaftlich kommunizieren zu können. Wir lernen, wie wir UX Design messen und den Business Value für Business-Leute sichtbar machen` können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Die Antwort: UX Benchmarking\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>UX-Benchmarking ist das Messen und Quantifizieren von UX-Design bzw. das Sichtbarmachen des Business Values von User Experience in Metriken, Zahlen, KPI’s sowie auch strategischen Argumenten & Insights.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Diese Metriken ermöglichen es, den ROI zu ermitteln, indem die Metriken in KPIs konvertieret werden.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Mit diesen KPIs kann wiederum der Link zu „Umsatz erhöhen“ oder „Kosten senken“ hergestellt werden.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>UX Benchmarking ist somit der „Missing Link“ zwischen Design & Business.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Wie funktioniert UX-Benchmarking?\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wie wir bereits wissen, ist UX-Design ein Prozess – empathisch, iterativ und analytisch. Ohne hier ein großes Fass aufzumachen und komplexe Prozessdiagramme aufzuzeichnen, mit Double Diamonds zu jonglieren und denjenigen, denen Double Diamonds nicht genug sind, das Triple Diamond nachzufeuern, beschränke ich mich gern bei meiner Definition des UX-Design-Prozesses ganz einfach auf „Bauen, Messen, Lernen > Besser Bauen“. Ich weiß, das deckt kein ganzes Power-Point-Blatt, um mehr gehts im Grunde aber nicht. It’s that simple, deal with it.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-wc\">\u003Cdiv class=\"ckeditor-grid-col wide-center col-xsmall-12 col-medium-8 col-medium-offset-2\">\u003Cfigure role=\"group\" class=\" wp-block-image size-large is-resized\">\n\u003Cdiv alt=\"UX-Design Prozess nach Liechtenecker\" data-entity-type=\"media\" data-entity-uuid=\"5613437a-d4c4-431a-bdc1-af52619e1b4a\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=rjxB9SS6 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=6o7Q_8mq 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1440\" height=\"376\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=IFYvRwrE 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=LQ_pZKXS 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1024\" height=\"268\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=cXOj54eZ 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=CGaYVHdu 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"195\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=Yl-EHsUw 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=rTPsc8Dc 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"125\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=eYb58Hjs 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.webp?itok=mwjy6KJ6 2x\" type=\"image/webp\" width=\"1620\" height=\"423\">\n                  \u003Cimg loading=\"lazy\" width=\"1890\" height=\"494\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/image.png.jpg?itok=mwjy6KJ6\" alt=\"UX-Design Prozess nach Liechtenecker\" title=\"image\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\n\u003Cfigcaption>UX-Design Prozess ala Liechtenecker\u003C/figcaption>\n\u003C/figure>\n\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Messen und Lernen\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wir sehen uns nun \u003Cstrong>„Messen & Lernen“\u003C/strong> an, denn das ist genau der Teil, wo UX-Benchmarking passiert. Was ist mit Messen und Lernen also genau gemeint?\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Messen und Lernen bezeichnet den Test oder Live-Betrieb und die Aufzeichnung von Erkenntnissen und Ergebnissen in Form von Stories oder Daten in regelmäßigen Abständen sowie das Vergleichen und Interpretieren.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch3>Warum Ziele definieren\u003C/h3>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Um überhaupt messen zu können, ob etwas Erfolg hat, braucht man zuerst ein definiertes Ziel, das man auch erreichen möchte. Daher ist es unabdingbar, dass bereits in der Konzeption zielorientiert gearbeitet wird.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Anfangs wird man immer zu hören bekommen, das Ziel sei es, mehr Besucher zu bekommen, mehr Abschlüsse zu erzielen, mehr Conversions usw.. \u003Cstrong>ABER:\u003C/strong> Was verbirgt sich dahinter genau? Was genau ist für mich eine Conversion? Das muss herausgearbeitet werden.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Nehmen wir als Beispiel eine Website. Bei einer Website ist das erste wovon die meisten immer reden die Sitemap. Niemand über User Stories oder Use Cases. Auch eine Website ist dazu da Bedürfnisse zu stillen. Jede Seite hat ihren Zweck und ihr Ziel. Es ist kein stupides Template-Gerüst, das man mal einfach so aufbaut und dann mit Content befüllt. So wird niemand etwas erreichen. Daher immer sauber und ordentlich Research machen und User Stories erarbeiten: Wer sind die User, was sind ihre Probleme und Ziele und warum sind sie das? Ebenso die Ziele des Unternehmens.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Weiß man die genauen Ziele, die erreicht werden sollen, können gezielt Lösungen dafür gebaut werden und ebenso Metriken dafür entwickelt und definiert werden, um messen zu können, ob eine Lösung die Ziele am Ende des Tages auch wirklich erfüllt oder oder nicht.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch3>Wie wird gemessen?\u003C/h3>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Um durch UX Benchmarking UX Design messen und den Business Value sichtbar machen zu können, muss etwas gemessen werden. Damit ich etwas messen, vergleichen und daraus Erkenntnisse ziehen kann, brauch ich in meinem Prozess Messpunkte. Logischerweise mindestens zwei. Denn, wie soll ich Metriken aufstellen und daraus etwas ableiten können, wenn nichts da ist? Dazu sind Research und Analysen und mehrere laufende Testings, vor dem Go-Live oder danach während dem Continuous Improvement, erforderlich. So setzen wir die Messpunkte. Sehr wichtig ist, dass die Metriken, wenn sie mal aufgestellt wurden, dieselben bleiben. Ändert man diese laufend und wechselt herum, helfen auch mehrere Messpunkt nichts, da so keine Vergleiche mehr gezogen werden können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Messen kann man alles, allerdings ist unser Ziel nicht, noch mehr Daten anzuhäufen, mit denen keiner etwas anfangen kann, sondern wertvolle Informationen als mögliche Grundlage für Entscheidungen zu generieren.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Diese Abfolge skizziert die Herangehensweise von UX-Benchmarking:\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 1: Definiere dein Ziel\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Welches Verhalten willst du bei den Usern erreichen? Du willst zum Beispiel, dass sie Ihre Kontaktdaten auf der Website hinterlassen und letztlich Kunden werden.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 2: Definiere das Verhalten zum Ziel\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>An welchem Verhalten der User siehst du, dass du dein Ziel erreicht hast? Sie laden zum Beispiel ein Whitepaper herunter oder vereinbaren einen Beratungstermin.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 3: Definiere die Metrik zum Verhalten\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Woran kannst du dieses Verhalten messen? Im Beispiel mit den Kontaktdaten könntest du das Abschicken des Kontaktformulars erfassen oder die Anzahl der Whitepaper Downloads.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 4: Setze den ersten Messpunkt\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Mit Usability Testings inkl. Tiefeninterviews, Umfragen oder Auslesen von Analytics kann der erste Messpunkt gesetzt werden. Ebenso ist es möglich, sich am Mitbewerb zu bedienen und zum Beispiel zu sagen, N26 kriegen die Online-Kontoeröfnung in acht Minuten hin, wir wollen schneller sein.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 5: Mach deine Designarbeit\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Zeit für die Arbeit – Time to get things done.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 6: Setze einen neuen Messpunkt\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Jetzt gilt es, die Arbeit zu überprüfen. Die Metriken werden erneut erhoben.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 7: Interpretiere die Erkenntnisse\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Nun werden die Metriken aus den Messpunkten vergleichen und daraus Erkenntnisse gezogen. Diese sind die Grundlage für weitere Entscheidungen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 8: Kalkuliere den ROI\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Die Metriken werden in KPIs umgewandelt, um die Erkenntnisse monetär darzulegen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Schritt 9: Mach weiter mit Schritt 5 > Designarbeit\u003C/strong>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Eine weitere Iteration beginnt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Das Google HEART Framework\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Das \u003Ca href=\"https://research.google/pubs/pub36299/\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>Google HEART Framework\u003C/strong>\u003C/a> gibt es eigentlich schon seit 5 Jahren. Aber hey, vor 5 Jahren hat in unseren Gebieten noch keiner gewusst, was UX überhaupt ist bzw. jeder hat geglaubt, UX sind Button-Hover-Effekte und Grafik-Porno. 2015 also darüber zu schreiben etwas zu messen was noch keiner versteht hätte nicht viel gebracht, jetzt aber ist die Zeit reif dafür 😉\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wozu also nun dieses Framework. Das Google HEART Framework wurde von Kerry Rodden, Hilary Hutchinson und Xin Fu von Google entworfen und ist eine hervorragende Ausgangsbasis, um sich ein passendes Set an nützlichen Metriken zu überlegen und zu erarbeiten und damit für all jene eine optimale Startanleitung, die damit ihre Struggles haben.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Das Framework zeigt, wie man grundsätzlich fünf verschiedene UX-Aspekte messen kann, welche Signale es beispielsweise gibt, auf die man „hören“ kann, die zeigen ob die Ziele dieser jeweils fünf Aspekte erreicht werden und mit welchen konkreten Metriken diese Signale quantifiziert werden können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>HEART\u003C/strong> steht für \u003Cstrong>H\u003C/strong>appiness, \u003Cstrong>E\u003C/strong>ngagement, \u003Cstrong>A\u003C/strong>doption, \u003Cstrong>R\u003C/strong>etention und \u003Cstrong>T\u003C/strong>ask Success und jeder dieser Begriffe stellt einen messbaren UX-Aspekt dar.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Sehen wir uns das im Detail an. Der Einfachheit halber bezeichnen wir nachfolgend Websites, Software, Services, Apps und der gleichen als „Produkt“.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Happiness\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Der Aspekt Happiness untersucht, wie die User das Produkt generell empfinden. Macht es ihnen Spaß? Ist es hilfreich und leicht zu handhaben?\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Signale\u003C/strong>\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Folgende Signale zeigen beispielhaft, dass User mit dem Produkt zufrieden sind:\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Teilnahme an Umfragen\u003C/li>\u003Cli>Gute Bewertungen und Feedbacks\u003C/li>\u003Cli>User empfehlen das Produkt anderen weiter\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Metriken\u003C/strong>\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Folgende mögliche Metriken können verwendet werden um die Signale zu messen:\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Anzahl der 5-Sterne Bewertungen\u003C/li>\u003Cli>Ease-of-use Ratings\u003C/li>\u003Cli>Net Promoter Score\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Engagement\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Engagement zeigt, dass User das Produkt über einen längeren Zeitraum hinweg interessant finden und gerne nutzen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Signale\u003C/strong> für Engagement\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>User verbringen mehr Zeit mit dem / in dem Produkt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Metriken\u003C/strong> für Engagement Signale\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Time-on-Task/Feature\u003C/li>\u003Cli>Sitzungsdauer\u003C/li>\u003Cli>Anzahl wiederkehrender Sitzungen\u003C/li>\u003Cli>Conversion-Rate (Käufe, Uploads, Downloads und weitere Interaktionen)\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Adoption\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Neue User sind vom Nutzen des Produkts überzeugt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Signale\u003C/strong> für Adoption\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Produkt wird heruntergeladen und genutzt.\u003C/li>\u003Cli>User eröffnen einen Account.\u003C/li>\u003Cli>User nutzen neue Features.\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Metriken\u003C/strong> für Adoption Signale\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Anzahl Downloads\u003C/li>\u003Cli>Anzahl Registrierungen\u003C/li>\u003Cli>Nutzungsrate des neuen Features\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Retention\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Bestehende User kommen zurück und verschreiben sich dem Produkt länger.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Signale\u003C/strong> für Retention\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>User verlängern ihre Abos.\u003C/li>\u003Cli>User kaufen das Produkt wieder.\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Metriken\u003C/strong> für Retention Signale\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Abwanderungsrate\u003C/li>\u003Cli>Aboverlängerungsrate\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Task Success\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>User können ihr Ziel (ihre Arbeit, ihr Bedürfnis) mit dem Produkt schnell und leicht erreichen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Signale\u003C/strong> für Task Success\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>User schließt seine Aufgabe ab.\u003C/li>\u003Cli>User findet den Download.\u003C/li>\u003Cli>User kann den Kauf ohne Probleme abschließen.\u003C/li>\u003Cli>Es gehen wenige Hotline-Calls oder Service-Tickets ein.\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch4>\u003Cstrong>Metriken\u003C/strong> für Task Success Signale\u003C/h4>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 standard-list\">\u003Cul>\u003Cli>Time-on-Task\u003C/li>\u003Cli>Error-Rate\u003C/li>\u003Cli>Anzahl Hotline-Calls\u003C/li>\u003Cli>Anzahl Service-Tickets\u003C/li>\u003C/ul>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Man muss sich nicht auf alle Aspekte konzentrieren, sondern man soll sich jeweils das rauspicken, was für einen selbst passt, das zum Messziel führt und interessant ist.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Hier das Ganze nochmals in tabellarischer Form von \u003Ca href=\"https://clevertap.com/blog/google-heart-framework/\" target=\"_blank\" rel=\"noreferrer noopener\">Emily Bonnie\u003C/a> dargestellt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cdiv alt=\"Google Heart Framework skizziert von Emily Bonnie\" data-langcode=\"de\" data-entity-type=\"media\" data-entity-uuid=\"9fb66df3-e103-4320-a6da-59057d805af0\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=1bU5eCN_ 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=xlnGYHk- 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1440\" height=\"1270\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=MWqpy3YW 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=rPUL6QqU 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1024\" height=\"903\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=FWW9hRyg 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=qJOU3cnV 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"657\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=YLpDE333 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=ddrUabye 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"423\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=yyw5Xviw 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.webp?itok=E07T6TY2 2x\" type=\"image/webp\" width=\"1620\" height=\"1429\">\n                  \u003Cimg loading=\"lazy\" width=\"1755\" height=\"1548\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Google_HEART_Framework.png.jpg?itok=E07T6TY2\" alt=\"Google Heart Framework skizziert von Emily Bonnie\" title=\"Google_HEART_Framework\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Was heißt das nun für die Praxis?\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Schauen wir uns nun ein paar konkrete Beispiele an. In der folgenden Tabelle haben wir verschiedene Beispielprodukte und wollen uns auf den Aspekt „Task Success“ konzentrieren.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wir formulieren zugleich noch konkreter was uns genau interessiert, indem wir genau definieren, welcher Task uns dabei speziell interessiert. Da diese Formulierung für uns schon Signal genug ist, brauchen wir keine eigene Definition von Signalen mehr.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-w100\">\u003Cdiv class=\"ckeditor-grid-col x-wide-100 col-xsmall-12 is-style-stripes\">\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"table\">\u003Cthead>\u003Ctr>\u003Cth>Produkt\u003C/th>\u003Cth>Was will ich herausfinden?\u003C/th>\u003Cth>Metriken\u003C/th>\u003Cth>Methoden\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Smart-Home-App\u003C/strong>\u003C/td>\u003Ctd>Das Setup der Smart-Home-Installation über die App funktioniert\u003C/td>\u003Ctd>Time-on-Task,\u003Cbr>Success Rate,\u003Cbr>Single Ease Question (SEQ)\u003C/td>\u003Ctd>Usability-Testings inkl. Tiefeninterview,\u003Cbr>Analytics\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>E-Commerce Website\u003C/strong>\u003C/td>\u003Ctd>Kunden verwenden die 1-Click-Purchase Funktion\u003C/td>\u003Ctd>Anzahl der Käufe über die neue Click-Funktion,\u003Cbr>Net Promoter Score,\u003Cbr>Anzahl der sich wiederholenden Nutzungen pro Kunde\u003C/td>\u003Ctd>Analytics\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>Mobile Banking App\u003C/strong>\u003C/td>\u003Ctd>Der neue Prozess zum Updaten der Kontaktinformationen funktioniert\u003C/td>\u003Ctd>Completion Rate,\u003Cbr>Error-Rate,\u003Cbr>Anzahl Support Calls\u003Cbr>Anzahl Service Tickets\u003C/td>\u003Ctd>Analytics,\u003Cbr>Daten vom Customer Support\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>Browser-Based Logistik Software\u003C/strong>\u003C/td>\u003Ctd>Sendungen können mit dem neuen Design schneller erfasst werden als mit dem alten\u003C/td>\u003Ctd>Time-on-Task\u003C/td>\u003Ctd>Usability-Testings inkl. Tiefeninterview,\u003Cbr>Analytics\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Das Beispiel ist um die Spalte „Methode“ erweitert und zeigt uns, wie wir die Metriken erheben können, mit denen wir das was wir herausfinden wollen quantifizieren können.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Erkenntnisse Interpretieren\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Die Metriken wurden erhoben. Mehrmals während des Product Lifecycles. Zeit Vergleich zu ziehen und Erkenntnisse zu gewinnen. Diese Erkenntnisse sind schließlich die Grundlage für weitere Entscheidungen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Nehmen wir dazu das Beispiel der Smart-Home-App her und sehen uns die Metriken an.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-w100\">\u003Cdiv class=\"ckeditor-grid-col x-wide-100 col-xsmall-12 is-style-stripes\">\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"table\">\u003Cthead>\u003Ctr>\u003Cth>Metrik\u003C/th>\u003Cth class=\"has-text-align-right align-right\">Vor dem Redesign\u003C/th>\u003Cth class=\"has-text-align-right align-right\">Nach dem Redesign\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Durchschnittliche Time-on-Task\u003C/strong>\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">10.26\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">10.32\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>Durchschnittliche Success Rate\u003C/strong>\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">75%\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">95%\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>Durchschnittlicher SEQ (1 sehr schwer – 7 sehr einfach)\u003C/strong>\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">4.9\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">6.3\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>\u003Cstrong>Durchschnittliche Anzahl Support Calls pro Tag\u003C/strong>\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">30\u003C/td>\u003Ctd class=\"has-text-align-right align-right\">10\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Was können wir rauslesen? Das Redesign des Setup-Prozesses hat diesen zwar nicht wirklich schneller gemacht (Time-on-Task, jedoch passieren deutlich weniger Fehler (Success Rate), die User finden den neuen Prozess um einiges leichter als vorher und die Anzahl der Support Calls konnten weitaus reduziert werden. \u003Cstrong>Fazit:\u003C/strong> Das Redesign war auf jeden Fall ein Erfolg.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>ROI berechnen\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Jetzt interessiert uns noch, was das alles kostentechnisch bedeutet. Wir versuchen die Metriken auf KPIs umzulegen. Durch unser Redesign ist der Prozess für unsere User viel einfacher geworden, die Anzahl der Fehler deutlich zurückgegangen und dadurch auch die Anzahl der Support Calls durchschnittlich pro Tag um 20 weniger geworden.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Nehmen wir – vereinfacht gesagt – an, ein Support Call kostet das Unternehmen 50 €.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Für einen Zeitraum von 30 Tagen hätten wir damit:\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Vor dem Redesign: 30 Tage x 30 Calls x 50 € = 45.000 €\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Nach dem Redesign: 30 Tage x 10 Calls * 50 € = 15.000 €\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Fazit:\u003C/strong> Das Redesign hat also dazu beigetragen, dass monatlich im Support-Bereich 30.000 € Euro eingespart werden können. Der CEO wird dich lieben.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Entscheidungen fällen und weiter gehts\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Spätestens jetzt sollte genug an Informations- und Zahlenmaterial da sein, um einerseits dir als Designer einen kleinen Gehaltsbonus zu spendieren ;), und andererseits, um auf Basis der Findings und Interpretationen fundierte Entscheidungen für die nächste Design-Iteration zu treffen.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Schlusswort\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>So Ladies & Gentlemen, ich hoffe, euch das Thema UX-Benchmarking mit diesen vereinfachten Darstellungen und Beispielen näher gebracht haben zu können. Ihr solltet nun eine erste Idee haben, wie ihr es angehen könnt, ein passendes Metriken-Set für eure Produkte aufzusetzen und wie ihr den Wert eurer Designarbeit auch monetär argumentieren könnt.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Es ist wichtig, sehr sehr wichtig, dass wir Designer endlich lernen, den Wert unserer Arbeit wirtschaftlich kommunizieren und argumentieren zu können und die Lücke zwischen Design und Business schließen. Dass wir lernen wie wir mit Mit UX Benchmarking UX Design messen und den Business Value sichtbar machen können. Denn mittlerweile ist klar, Design ist essenziell für den Erfolg von Unternehmen, und es sollte nicht länger nötig sein, dass wir unsere Arbeit krampfhaft verteidigen müssen, weil wir bei denen, die nur Zahlen sprechen, nicht richtig andocken können. In diesem Sinne: Lasset uns messen, so wie das Google Heart Framework uns zu messen gelehrt hat.\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>Weiterführendes Lesematerial\u003C/h2>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Nielsen Norman Group „7 Steps to Benchmark Your Product’s UX“: \u003C/strong>\u003Ca href=\"https://www.nngroup.com/articles/product-ux-benchmarks/\">https://www.nngroup.com/articles/product-ux-benchmarks/\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Invision App Blog Artikel „Estimate the ROI of Design Work“: \u003C/strong>\u003Ca href=\"https://www.invisionapp.com/inside-design/estimate-roi-design-work/\">https://www.invisionapp.com/inside-design/estimate-roi-design-work/\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>McKinsey Studie „Are you asking enough from your design leaders?“: \u003C/strong>\u003Ca href=\"https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/are-you-asking-enough-from-your-design-leaders\">https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/are-you-asking-enough-from-your-design-leaders\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>McKinsey Studie „The Business Value of Design“: \u003C/strong>\u003Ca href=\"https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design\">https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Whitepaper zu UX Measurements und Google Heart Framework: Measuring the User Experience on a Large Scale: User-Centered Metrics for Web Applications:\u003C/strong> \u003Ca href=\"https://research.google/pubs/pub36299/\">https://research.google/pubs/pub36299/\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Animiertes Tutorial zum\u003C/strong> \u003Cstrong>Google Heart Framework:\u003C/strong> \u003Ca href=\"https://www.dtelepathy.com/ux-metrics/#signals\">https://www.dtelepathy.com/ux-metrics/#signals\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>\u003Cstrong>Page Artikel „Das ist Design Wert“:\u003C/strong> \u003Ca href=\"https://page-online.de/branche-karriere/das-ist-design-wert-positionieren-verhandeln/\">https://page-online.de/branche-karriere/das-ist-design-wert-positionieren-verhandeln/\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>","Lerne wie du UX-Design messen und mit Metriken und KPIs den Impact von UX-Design auf den Business Value sichtbar machen kannst.",{"__typename":186,"id":187,"excludeFromScreenreader":13,"mediaImage":188,"name":194,"path":197,"status":20},"MediaImage","789",{"__typename":189,"url":190,"width":191,"height":192,"alt":193,"title":194,"size":195,"mime":196},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2020/10/blog_ux-benchmarking_titelbild-scaled.jpg",2560,1156,"Titelbild 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