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Download the Essential Experience Canvas

A canvas that helps you to easily convert experience into metrics. Align with strategy, business goals and measure what really matters in design work.

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Key Experience Indicators Canvas

Here are three things that will help you to measure designed experiences

— In a nutshell

This Canvas will help you to keep on track of the work that actually bring you good business results. It helps you bring visibility to your teams about what works, the effort everyone should be focusing on, and the business outcomes.

Experiences cannot be measured by straight-forward metrics.  A mix of business strategy, creativity and customer-centricity is required. The result is worth the while: alignment, focus and visibility to success causes and outcomes.


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The elements

There are three elements to consider in this canvas:

1 Measuring the experience of your customer. That will inform you about what drives success. Ideally, this is well connected to your strategy.

2 Measure the efforts that create that specific experience.

3 Measure the output — your output, usually your business goals.

Image by Alex Motoc
Key Experience Indicators

Measure experience

Here we need to identify your the experience your customers value the most. You usually identify that by talking to your best customers.


Now, you need to turn the experience they report ot you — the reason they love you — into something you can measure.

Let's see an example: a car rental service. Think of a car rental service that customer love because they are hassle-free. The value of your experience is the ease and speed of the service. Your measurable experience: the time, in minutes, from the website visit until the keys are with the customer.

Note some authors consider that a North Star metric. It was widely developed by Sean Ellis. But I think combining other factors may be best.

Measure effort


Which efforts you make will deliver this most valued experience to customers?


In the car rental service example, we may ask which efforts are speeding up the delivery of keys to customers. An easy to use website? Paperless processes? Well distributed physical shops?

Still in the car rental example, this may help you consider innovating: should you hire drivers that deliver cars, so that the process happens faster?

Image by Clay Banks

Measure outcomes

This is the easiest part. Management teams focus on outcomes: revenue, usually. 

Team leads should consider outcomes, but focus on the efforts that generate those outcomes.

Service designers should consider outcomes and efforts, but focus on ensuring the experience the best customers are getting is

a. measurable

b. aligned with the company strategy.

The experience the customers are getting should always be an expression of the company strategy. Sounds intuitive? Good. It's not what more-often-than-not happens in practice.

In conclusion



Measuring experience, effort and outcomes will break silos and create a virtuous cycle where services are continuously evaluated and redesigned, aligning strategy, team efforts and outcomes.

Download the Key Experience Indicators Canvas

Use this canvas for solo work or workshops, when you need to align strategy, focus in work and outcomes. This canvas will help you to:

  • Align strategy with tactical focus

  • Break silos so that teams will focus towards the same direction

  • Measure the input that generates good outcomes

  • Measure the effort that generates good outcomes

  • Measure outcomes

Free PDF file. No sign up required.