ROI in UX Design: Preliminary Evidence from Interviews with Industry Professionals

• Gessé Evangelista UFSCar
• Luciana Zaina UFSCar

DOI: https://doi.org/10.5753/washes.2026.23925

Resumo

Measuring business outcomes in UX Design is essential for establishing design as a strategic practice within organizations. However, despite growing interest in demonstrating UX value, this measurement remains poorly structured in professional practice. This paper investigates the characteristics of business outcome measurement in UX Design, focusing on the metrics adopted, the perceived relevance of this practice, and the main challenges involved. We conducted semi-structured interviews with ten UX professionals from different organizations and analyzed the data through open coding and thematic analysis. The findings show that professionals perceive measurement not only as a way to assess financial return, but also as a strategic mechanism for legitimizing UX, supporting prioritization, and communicating value to stakeholders. Participants reported combining financial and behavioral metrics, while relying mainly on operational tools rather than formal ROI frameworks. The main barriers identified were organizational and cultural, including lack of structure, limited recognition of UX, and difficulties in isolating the impact of design on business outcomes. As a practical contribution, we summarize four actionoriented recommendations to support more mature and data-driven UX measurement practices.

Palavras-chave: User eXperience (UX), Return on Investment (ROI), UX Measurement, Business Impact

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