Overview

This Standard is about evaluating the experience of customers, audiences or visitors. This could be in any type of organisation where customer, audience or visitor experience is central to the success of the organisation. This could be, for example, in relation to learning, diversity, enjoyment or engagement or in activities such as exhibitions, events, online activities or performance.

It includes identifying objectives of area being evaluated, selecting relevant evaluation methods and success criteria, gathering and analysing information, analysing and recording results, communicating findings and using the results of evaluations in future work.

This standard is for anyone who is responsible for evaluating user experience in an organisation where customer, audience or visitor experience is key.

Performance criteria

You must be able to:

  1. consult with relevant colleagues and other stakeholders to identify aims and objectives for visitor, customer or audience experience for the activity or area being evaluated
  2. identify evaluation methods suitable to visitors, customers or audiences
  3. identify information types and frequency of collection that will provide suitable and valid data for evaluations
  4. develop realistic success criteria, schedules and budgets for evaluations
  5. tailor the level of detail according to the purpose and use of evaluations
  6. identify any relevant information already gathered and available that can contribute to evaluations
  7. determine who has the relevant skills and experience to be involved in the delivery of evaluations
  8. provide sufficient information at appropriate times to those involved to enable them to carry out their role
  9. gather appropriate amounts and types of information at agreed intervals line with identified evaluation methods
  10. analyse and quantify the results of evaluations to give clear and accurate findings
  11. record findings in appropriate formats, including the qualitative and quantitative data required to support them
  12. distribute and communicate findings to relevant people across the organisation and to interested stakeholders
  13. review the suitability of evaluation methods and make recommendations for future improvements
  14. ensure future activities are developed and informed by the results and findings of evaluations

Knowledge and understanding

You need to know and understand:                       

  1. the importance of continual evaluation of customer, audience or visitor experience in relation to future activities
  2. how to identify relevant colleagues and stakeholders for the area you are evaluating
  3. the organisation's objectives and the aims of the project or work area
  4. how to design and plan evaluation for different audiences
  5. the value of different sources of information
  6. how to collect information and store data
  7. the pros and cons of different methodologies of data collection
  8. how to assess whether an information collection method is suitable and valid
  9. the format and use of success criteria
  10. the influence of organisational activities and priorities on schedules and budgets
  11. the skills, knowledge and experience required to deliver evaluations, the benefits and disadvantages of using internal colleagues or external specialists and how to identify and recruit consultants
  12. how to consult with different customers, audiences and visitors including those with special needs
  13. how to record the results of evaluations
  14. how to interpret qualitative data and statistics
  15. who should be provided with the results of evaluations and how to present and disseminate information to others
  16. how to ensure that future activities are informed by results and findings from evaluations