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Notes for the live video call with Jared Spool

Shifting from outputs to outcomes.

  • Outputs are the end products of being productivity.
  • They’re about getting things done.
  • Outcomes are the results of the outputs.
  • What change can we detect?

Understanding the difference between outputs and outcomes are important in measurement

  • We can measure both, but measuring outputs is just measuring work, not the reason for the work

The organization’s leadership is often interested in business outcomes

  • A business outcome looks like “Increase annual policy renewals by 15%”
  • They state an outcome they’d like to see (or have seen) in terms of something important to the business

Business outcomes are inward facing

  • They don’t talk about the experiences our users are having (or could have)
  • If we want to set UX goals, we want to move past business outcomes

UX Outcomes talk about the user’s experience

  • They answer the question: “If we do a fantastic job on our design, how will someone’s life be improved?”
  • UX outcomes talk about the experiences of our users.

UX outcomes are a user-centered goal for our design

  • We can use them to figure out what the business outcomes could be
  • For example, “if our users feel their kids are safer when driving, how will that affect our annual policy renewals?”
  • We back into the business outcomes.

If we have solid UX outcomes, they become the objectives in our OKRs

  • We can use the business outcomes as the key results.

How do we test the assumption that people that don't talk to us aren't complaining to someone else?

Notes & Resources


  • Baseline current process, outcomes: how do you know it's painful? what's the unit of measurement? time, steps, frequency of interaction.