Frictionless Scorecard for Liberty Mutual
Designers solve problems—which aren’t always defined in a creative brief. My years in consulting have taught me to constantly look for new ways to address organizational challenges by unifying people around different methods, practices, and behaviors.
Developing the Frictionless Scorecard methodology was an opportunity to enlist UX Research and leadership, in order to better quantify the intangible impact of good experience.
My role:
Initiate & advocate for opportunity
Proof-of-concept
Methodology design with UX Research
Pilot testing with UX Research
Proliferation strategy
Details:
2019–2020 for Liberty Mutual
Measuring sentiment
One of the hardest concepts to explain is the correlation between ALL experience being good and improving business KPIs. In my experience, most Agile environments skew towards focusing the part of the UX that is most directly tied to the KPI.
The logic, for example, looks like this: “in order to increase quote starts, we’re going to do A/B tests on the quoting component”. Thus de-prioritizing other much-needed improvements across the user experience.
How might we quantify emotions/feelings?
What we know, in user experience, is that the cumulative impact of good/bad experiences shape the perception of the brand, which immediately influences whether or not a person decides to transact. The message: a frustrated customer that doesn’t favor your brand isn’t as likely to transact—no matter how you test your call-to-action button.
In order to address user experiences more holistically, our UX team needed a way to speak the same language as the Product Owners—through data.
I worked with executive leadership and our UX Research team, to initiate and lead efforts towards creating a new methodology that evaluates ALL experiences—called the “Frictionless Scorecard”.
It’s a great example of initiating and leading from where you are. Liberty Mutual afforded me the space to bring entrepreneurial thinking into the context of a large organization, with the resources to support it. It was a sweeping effort that included:
Creating a methodology to measure, track and improve the emotional engagement across our digital experiences
Used Nielsen Norman Group heuristics to developed a series of categories
Created a severity scale as our grading system, to signal priority
Created a template to visualize findings as easy-to-scan data
Coached designers, squads, and stakeholders to use the Scorecard as a prioritization and story-writing tool during sprint planning
The Frictionless Scorecard is used in our moderated user testing practices, as well as for benchmark testing. It adds to the already great UX Research work being done, and gives us a framework to visualize positive/negative moments for our users. In addition, it also broadens the organizational understanding that improving ALL user experience will improve business KPIs .