In this presentation (originally delivered at User Research London 2018), Dr Tim Dixon looks at the importance and value of adopting a Digital Impact Framework to measure your business’s holistic ROI beyond purely economic factors. For more from Tim on this subject, register now for his webinar on 25th July: https://attendee.gotowebinar.com/register/7402891234731986946

1. Measuring the Value of Digital
FRAMEWORK
IMPACT
DIGITAL

2. Introducing…
 Dr Tim Dixon, Senior UX Consultant
at Nomensa in Bristol (also LDN & AMS).
 Previously the digital lead in a socio-economic
research consultancy.
 PhD in Human Factors psychology.
 I love data!
Dr Tim Dixon @timdixon1980

3. This talk will touch on
 What is Impact?
 Why Impact Matters
 Digital Impact Framework

4. What is Impact?

5. © Copyright Nomensa Ltd. 5
“Impact is the tangible change that
research provides be it in policy, business,
industry or society.”
Oxford University e-Research Centre

6. Impact can be positive or negative

7. Impact is challenging to
accurately measure…

8. Traditional
Metrics…
 Net promoter score (NPS)
 Customer satisfaction (C-SAT)
 App store rating
 Cost per click

9. Inputs:
e.g. £
Outputs:
e.g. product/
report
Outcomes:
effects of
product/
report
Impacts knock-on
effects of
outcomes
Activities:
e.g. work done
Impact can be measured using a
logic model approach.
Also need to consider the ‘counterfactual’:
what would have happened anyway?

10. “One way of removing silos and
focusing on the entire business is
to leverage acquisition, behaviour
and outcome metrics.”
Avinash Kaushik (Google Marketing Evangelist), Occam’s Razor blog

11. Why Impact matters

12. Impact is
purpose at
scale
Ikigai: an Japanese
philosophy defining
an individual’s purpose

13. Impact is
purpose at
scale
Organisational value:
derived from shared
purpose

14. Impact is
purpose at
scale
Impact: provides a
measurable proxy for value,
experience.

15. “Impact is the measurable
long-term consequence of activity
that’s of lasting value.”
Dr Tim Dixon (Senior UX Consultant), Nomensa

16. Digital Impact
Framework

17. Four Value Drivers
of Digital Impact
Economic ProcessSocial/societal Innovation

18. DIF model

19. Four Value Drivers
of Digital Impact
Internal to organisationExternal to organisation
Economic ProcessSocial/societal Innovation

20. DIF model
External
Internal

21. Social/societal
• Improved experiences
• Attitude and behaviour changes
• Increased well-being
• Monitored sentiment changes
Innovation
• Novel product/service development
• Patent applications
• Spin-off projects or companies
• Widespread adoption of new process
Economic
• Increased sales/customer retention
• Direct & indirect turnover increase
• Funding applications/bids
• Net additional, Regional/national GVA
Process
• Improved staff experience
• Staff knowledge/skills increased
• Efficiencies generated within organisation
• Monetary savings from efficiencies
DIF metrics: project-specific

22. DIF worked example
External
(social, economic)
Inputs Activities Outputs e.g. Outcomes e.g. Impacts, e.g.
£5m Govt funding,£3m
private sector funding
Planning, ideation, design,
dev., training, launch of
resource; Discovery &
Development sprints
design iterations: sprints
50 jobs created for app and service20
training jobs
150x Indirect and induced FTE5x New
funding opportunities
Economic: £20m GVA;
CBR £1: £1.5
£5m new funds secured
5000x people aware of
new service (through online/ print
media)
2000x public being selected for early
surgery 5000x people sharing info
about service
Social: 1000x people positive posting
about hip surgery on SM500 people
increased life satisfaction scores
200x people trained
2x Process documents created
50x surgeons uptake of resource60%
surgeons increase confidence in
fulfilling surgery
Operational: Average waiting time
reduced by 2 daysCosts reduced due to
waiting times by £1.5m 40% staff
increase job satisf.
1x service developed
1x app working
10x NHS Trusts using service and
app1x spinoff service developed
Innovation: 1x Service mainstreamed
App standards rolled out

23. Chuck Robbins (CEO, Cisco Systems Inc.)
“It is imperative for us to consider how all
that we do makes an impact on the
world around us.”

24. Thanks!
I will be presenting an in-depth exploration of evaluating
digital impact in my upcoming webinar on 25th July,
please join me!
See www.nomensa.com for more details.

25. J o i n t h e w o r l d ’ s l e a d i n g a u t h o r i t i e s o n A I ,
U X a n d
D e s i g n a t I n t e r a c t L o n d o n
E a r l y B i r d t i c k e t s O N S A L E N O W
interactconf.com #InteractLDN

26. UX Strategy

27. UX Strategy
• Vision
• Roadmap
• Value proposition

28. Impact Strategy
• Vision
• Roadmap
• Value proposition
• Impact and outcome goals
• Outputs and activities
• Causal connection and
assumptions

29. Impact Strategy
• Vision
• Roadmap
• Value proposition
• Impact and outcome goals
• Outputs and activities
• Causal connection and
assumptions

30. DIF model

31. “I want to impact the world through futuristic yet affordable
technologies to make the world a better place.”
- Pranav Mistry (Global Senior Vice President: Research, Samsung)

32. Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
project to improve processes,
generate ideas?
What will be the knock-on
effects of efficiencies and
innovations?
External (social, economic) How might we reach new
audiences/stakeholders? What
might we do to generate money in
the local/national economy?
What will be the increased well-
being, positive sentiment? What
will be the GVA and
additionality of work?

33. Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
project to improve processes,
generate ideas?
What will be the knock-on
effects of efficiencies and
innovations?
External (social, economic) How might we reach new
audiences/stakeholders? What
might we do to generate money in
the local/national economy?
What will be the increased well-
being, positive sentiment? What
will be the GVA and
additionality of work?

34. Impact Strategy
Planning & Implementation Impact Assessment
Internal (innovation, process) What can be done within the
project to improve processes,
generate ideas?
What will be the knock-on
effects of efficiencies and
innovations?
External (social, economic) How might we reach new
audiences/stakeholders? What
might we do to generate money in
the local/national economy?
What will be the increased well-
being, positive sentiment? What
will be the GVA and
additionality of work?

35. DIF model