As consumers are faced with an increasing number of choices in the marketplace, UX has become a key differentiator. In this paper we described the UX assessment program at Intel that moves beyond the traditional technical validation and assessments of usability toward a multi-method approach to better understanding and managing key differentiators involving end-user value propositions.

Over the past five years, Intel has been developing internal expertise in the areas of social science including human factors, experimental psychology, and ethnography. One of the key results is an increased focus on the end-user value produced by a platform approach and a focus on understanding and advancing the user experience.

In this paper, one of Intel's approaches to UX assessment was outlined that highlights the roll of emotions, attitudes, thoughts, and perceptions across the usage lifecycle as well as product development lifecycle. A process was outlined to set measurable UX goals beyond technical validation or usability goals early. Setting explicit UX milestones at key gates in the development lifecycle allows the bigger picture UX to be assessed and checked against set goals, and provides useful visibility of the UX to key stakeholders. The data, both quantitative and qualitative in nature, are used to inform the development of platforms, guide future platforms, create demand, and provide answers to co-travelers regarding unique end-user benefits associated with the platform vision.

By increasing visibility through explicit UX goal setting and measurement across stages of development, not only is UX emphasized as an important organizational objective, but strategies and resources can be better channeled to ensure user-centered design processes are prioritized appropriately relative to other business demands.