Though Leardership
MEASURING EXPERIENCES
How to measure experiences?
Design Analytical Leadership.
Measure and manage design performance with the same rigor as revenues and cost! UX metrics tell the story of how your users experience your service. And can also tell how they are today compare to what we want them to be.
Measure and manage design performance with the same rigor as revenues and cost! UX metrics tell the story of how your users experience your service. And can also tell how they are today compare to what we want them to be.
Anything we can observe can become a measurement. Any measurements we track over time become metrics. It's as simple as that. — Jared Spool
How to Lead with UX Metrics?
Experience metrics are different from other business, sales, or marketing metrics because they measure something about people feeling, behavior, or attitudes. The right metrics will tell the story of how investing in UX enhancements will dramatically improve your users' experience. You can use UX metrics to tell a story about how a better experience is good for your business.
Identify
Metrics that tell the story of how your UX ideas will improve the lives of your users, customers, and employees.
Craft
A compelling story of the importance of better UX by combining clear qualitative and quantitative research findings.
Drive Change
Point out the damage that comes from delivering poor UX when you present metrics about how much it currently costs your organization.
Metrics that tell the story of how your UX ideas will improve the lives of your users, customers, and employees.
Craft
A compelling story of the importance of better UX by combining clear qualitative and quantitative research findings.
Drive Change
Point out the damage that comes from delivering poor UX when you present metrics about how much it currently costs your organization.
Leading vs Lagging
Covey and McChesney, in their book, The 4 Disciplines of Execution, make the distinction between metrics that are leading (looking forward) and lagging (looking backward). They emphasize the importance of management paying attention to leading metrics that are key drivers of lagging metrics.
For Sauro, when it comes to UX metrics it can be helpful to think of metrics not as just lagging (dependent) and leading (independent) but as a causal chain from lagging to leading, with metrics acting in intermediate steps and as both leads (inputs) and lags (outcomes).
Here is a way to think about leading and lagging measures in UX measurement:
Here is a way to think about leading and lagging measures in UX measurement:
UX Measures
Leading
Lagging
DESIGN INPUTS
DESIGN OUTCOMES
Intermediate Lag
Ultimate Lag
Secondary Lead
Primary Lead
Business metrics (profile/sale)
Renewal rates
New users/subscriptions
Recommendations/referrals
Product-Market Fit
«usiness-Model Fit
Novelty and Innovation
Renewal rates
New users/subscriptions
Recommendations/referrals
Product-Market Fit
«usiness-Model Fit
Novelty and Innovation
Study-base metrics
System Usability Scale (SUS)
Customer Effort Score (CES)
User Experience Questionnaire (UEQ)
NASA Task Load Index (NASA)
Usefulness & Ease-of-use rating
Problem-Solution Fit
System Usability Scale (SUS)
Customer Effort Score (CES)
User Experience Questionnaire (UEQ)
NASA Task Load Index (NASA)
Usefulness & Ease-of-use rating
Problem-Solution Fit
Task-base metrics
Usability problems
Error rates
Completion rates
Reliability
No Problem-Solution Fit
Usability problems
Error rates
Completion rates
Reliability
No Problem-Solution Fit
Features (of lack thereof)
UI problems
Consistency problems
Poor brand atitude and appeal
No Market-Opportunity Fit
UI problems
Consistency problems
Poor brand atitude and appeal
No Market-Opportunity Fit
This schema wants to illustrate that finding and fixing UI problems in a usability test (Primary Lead) will improve completion rates on tasks (Secondary Lead), which in turn improves SUS scores (Intermediate Lag), leading to more product usage (Ultimate Lag).
Effectiveness + Efficiency + Satisfaction = Usability Score
What is the anatomy of an experience?
As mentioned in the article Why Measure Experiences an experience is not just about usability. Usability is just a single, one-dimensional property. An experience is rather a combination of factors.
An experience is a combination of hedonic and pragmatic properties.
- Pragmatic properties measures interactions and the perceived quality resulting from function derived from the digital product.
- Hedonic properties measure the perceived beauty and utility resulting from sensations derived from the experience of using a digital product.
The properties of these two factors are what measure the quality of an experience. Pragmatic metrics are responsible to measure the effectiveness of the digital product by quantifying the accuracy and completeness with which users achieve specified goals and tasks. As well as the efficiency of a digital product by quantifying the resources expended in relation to the accuracy and completeness with which users achieve goals and tasks. Hedonic metrics are responsible for measuring the usefulness and acceptability of the use of a digital product.
- Pragmatic properties measures interactions and the perceived quality resulting from function derived from the digital product.
- Hedonic properties measure the perceived beauty and utility resulting from sensations derived from the experience of using a digital product.
The properties of these two factors are what measure the quality of an experience. Pragmatic metrics are responsible to measure the effectiveness of the digital product by quantifying the accuracy and completeness with which users achieve specified goals and tasks. As well as the efficiency of a digital product by quantifying the resources expended in relation to the accuracy and completeness with which users achieve goals and tasks. Hedonic metrics are responsible for measuring the usefulness and acceptability of the use of a digital product.
Ease of use is usually one of the biggest differentiators in the customer experience. If people don't find your product easy to use, they aren't going to be very satisfied or loyal.
Users acquire goods and services based on two basic behaviors:
(1) accomplish affective (hedonic) gratification (from sensory attributes)
(2) instrumental, utilitarian reasons (pragmatic).
Users acquire goods and services based on two basic behaviors:
(1) accomplish affective (hedonic) gratification (from sensory attributes)
(2) instrumental, utilitarian reasons (pragmatic).
Hedonic
Perceived Usefulness - the degree to which a user believes that a computer system enhances his job performance.
Perceived Ease of Use - the degree to which a user beliefs that the system use is effortless.
Perceived Ease of Use - the degree to which a user beliefs that the system use is effortless.
Appeal
Pragmatic
Perceived Functional Beauty - the degree to which an object is as suitable for its purpose and beautiful at the same level. If it is suitable but doesn't look good, it's just "fitness for function" and may not delight the user.
Measuring usability is to assess to each extent a product is being used with effectiveness, efficiency, and satisfaction in a specified context of use.
Perceived Usability - the degree to which a user perceives the quality of the use of white spaces, the readability of the font, how balanced is the visual elements, and how clean and clear is the layout and interaction.
MEASURES USABILITY
- Pragmatic quality
- Ergonomic quality
- Perceived usability
- Task-oriented performance
- Instrumental product quality
- Ability to find products or information
MEASURES ATTITUDES
- Study-oriented performance
- Hedonic quality
- Non-instrumental quality
- Attitudes towards visual appearance, trust and credibility
MEASURES USABILITY + ATTITUDES*
*Users' beliefs, ideas, and opinions
- Appealingness of a product. And it is affected by both pragmatic and hedonic aspects of user experience.
- Perception of ease of use, usefulness and satisfaction
*Users' beliefs, ideas, and opinions
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