Case Study: From ROI to Rollout – Building a Scalable UX Optimization Framework

By Philip Burgess - UX Research Leader

Summary

Philip Burgess led the creation and implementation of a structured UX research and optimization framework that translated user insights into measurable business outcomes. By connecting ROI modeling with a repeatable rollout process, this initiative empowered global teams to prioritize high-impact UX improvements, accelerate experimentation, and drive millions in revenue.

Challenge

Nu Skin’s digital teams needed a way to scale UX research across markets while ensuring that every initiative was tied to business value. The challenge was to:

• Quantify the financial impact of UX improvements

• Prioritize initiatives based on ROI potential

• Create a repeatable rollout process for global adoption

Strategic Framework

1. ROI Modeling

• Developed a proprietary ROI calculator to estimate revenue impact from UX improvements

• Modeled conversion rate lift scenarios (e.g., 5%, 10%, 20%) to forecast gains ranging from $78M to $312M annually

• Used baseline analytics data to validate assumptions and align stakeholders

2. Prioritization Matrix

• Created a decision-making framework to evaluate UX opportunities based on effort vs. impact

• Mapped usability issues to business KPIs—conversion, cart abandonment, bounce rate, support volume

• Enabled data-driven prioritization across teams and regions

3. Rollout Process Steps

Outlined a clear, repeatable process for executing UX research and optimization initiatives:

Step	Description
1. Identify Opportunity	Use analytics, heatmaps, and user feedback to spot friction points
2. Estimate ROI	Apply the ROI calculator to forecast financial impact
3. Design & Test	Create prototypes and run A/B or usability tests
4. Validate & Iterate	Analyze results, refine designs, and retest if needed
5. Roll Out Globally	Deploy winning solutions across markets with localized adjustments
6. Monitor & Optimize	Track KPIs post-launch and feed insights into future cycles

4. Enablement & Governance

• Created templates, dashboards, and training materials to empower teams

• Established governance protocols to ensure consistency and quality

• Fostered cross-functional collaboration between UX, Product, Analytics, and Engineering

Results

• Accelerated Time-to-Impact: Reduced rollout timelines by 40% through standardized processes

• Revenue Growth: Enabled initiatives that contributed to $4.8M in incremental revenue in 6 months

• Global Scalability: Framework adopted across all regions, supporting 160+ UX projects

• Team Empowerment: Increased UX maturity and autonomy across product teams

Strategic Impact

This initiative transformed UX research from a tactical function into a strategic growth engine. By linking every design decision to ROI and embedding a repeatable rollout process, Philip enabled Nu Skin to scale experimentation, reduce friction, and deliver user-centered experiences that drive business success.