Bill Albert

Executive Director, Bentley University User Experience Center

Seeing the Big Picture: The Development of an Experience Scorecard

18 mins
Design Systems, Research, Methods, and Processes


About The Speaker

Bill Albert is Executive Director of the Bentley University User Experience Center. Albert brings more than 20 years of experience in UX research, design, and strategy to his role in leading the center. He has expertise in qualitative and quantitative user research methods, service design, and user experience strategy. Some of his recent clients include Philips Healthcare, American Express, Hearst Media, ESPN, TD Bank, Ericsson, and HubSpot. Prior to joining Bentley, Albert was Director of User Experience at Fidelity Investments and Senior User Interface Researcher at Lycos.

Albert has published and presented his research at more than 50 national and international conferences. He co-wrote the first book on usability metrics, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics. He also co-wrote, Beyond the Usability Lab: Conducting Large-Scale Online User Experience Studies. Albert is Co-Editor in Chief of the Journal of Usability Studies.

Albert has been awarded prestigious fellowships through the University of California Santa Barbara and the Japanese Government for his research in human factors and spatial cognition. He received his Ph.D. from Boston University (Spatial Cognition). He completed a post-doc at Nissan Cambridge Basic Research (affiliated with the MIT Media Lab).

Seeing the Big Picture: The Development of an Experience Scorecard

When working at improving the user experience it is easy to get stuck focusing on design details or usability performance on a few key tasks. While this is no doubt critical, it makes it more difficult to see the big picture of the overall experience. We will be introducing a new approach to measure the overall experience. Collecting usability, emotional experience, design, and brand experience data together provides an opportunity to get a clearer picture of the
overall experience.

We will be introducing a new scorecard taking into account four critical aspects of an experience: usability, emotional experience, design, and brand.

Furthermore, the experience score will be tailored to what matters most to each individual. The result is an experienced scorecard that is both comprehensive and personalized, with data collected in a lean, budget-friendly way. We will demonstrate how this experience scorecard can be used to answer important questions that many organizations struggle to have clarity on:

1) What is the overall experience like for our customers?
2) What matters most about the experience to our customers?
3) What aspects do we need to improve?
4) How do we compare to our competition?

Key Takeaways


Audience members will gain an appreciation for the value of an overall
experience scorecard within their organization. An experience scorecard is a
powerful visualization in the form of a dashboard that executives can use to
monitor and track the user experience of their products and services relative to
their competitors.


Audience members will learn about different dimensions of the user
experience, including usability, emotional engagement, brand, design, and
content. They will see the value of each of these aspects, and how they
contribute to the overall experience.


Audience members will learn about the process for developing an experience
scorecard within their organization, including setting up a technical platform that
is easy to use and budget friendly. They will also learn about the importance of
measuring the user experience based on what tasks are most relevant and what
aspects of the experience people care the most about.

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