Translating Knowledge into Innovation Dynamics

Investments in user experience (UX) methods offer business and economic benefits, such as cost reduction through process optimisation and increased revenue through developing high-quality products. However, demonstrating the return on investment (ROI) in UX remains challenging due to a need for uniformity in methods and approaches. A framework approach could help overcome the limitations in defining and measuring the impact of UX on ROI. This paper examines the importance of incorporating UX into marketing, product development, and brand identity-building processes. The research aims to propose an empirical method for measuring ROI in UX and defining frameworks for mapping how UX impacts ROI. The research involved interviewing mainstream UX companies in Italy to collect data on ROI in UX through KPIs and metrics submitted via email. The study focused on Italian SME companies and was conducted between April 2022 and September 2023. The research revealed that incorporating UX practices into app, website, and system design can give businesses a competitive advantage. The study identified metrics for measuring ROI in UX and defined frameworks for a strategy mapping how UX impacts ROI. The proposed framework focuses on KPIs and metrics adaptable to different UX projects and presents case studies that highlight the economic value of UX in corporate communication.