Thanks, Josh — both for the comment and reading. Rogers’ theory looked into behavioral issues and while we normally think of an innovation as a technology or tangible entity, it can often simply be some new process or behavior we must adopt. UX changes the organizational development process and requires employees to change the way they approach product development. Since it is often something new in the organization, I think that makes measuring the benefits much more important. Once UX becomes established in an organization, it probably isn’t any more important than measuring the results of another team. I can see how it would certainly be of longterm importance in agency or consulting work.