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MEASURING EXPERIENCES
What are the right UX metrics for my product?
This article helps you choose the right metrics for each situation or application and show you how to use them to produce reliable, actionable results without breaking your budget.
The first step to choosing the right UX metrics is understanding your organization's objectives for your digital solution.
The first step to choosing the right UX metrics is understanding your organization's objectives for your digital solution.
How good is my UX?
Designers have the power to use UX metrics to communicate to businesses how good their UX is or isn't. They can assess it on 4 levels:
Marketing-Opportunity Fit
Measuring Brand Attitude Perception, Appeal, and Convenience
Problem-Solution Fit
A Measuring Error Rates, Reliability, and Completion Rates
Product-Market Fit
Usage Rates, Usefulness, and Ease-of-use rating
Business-Market Fit
Renewal Rates, Sense of Novelty, and Innovation
Measuring Brand Attitude Perception, Appeal, and Convenience
Problem-Solution Fit
A Measuring Error Rates, Reliability, and Completion Rates
Product-Market Fit
Usage Rates, Usefulness, and Ease-of-use rating
Business-Market Fit
Renewal Rates, Sense of Novelty, and Innovation
How to choose the right UX Metric?
Metrics are the signals that show whether our UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of our own site or application or those of competitors, and setting targets. Most metrics are marketing-oriented, not experience-oriented. The below metrics are a scheme to counter this trend.
As mentioned in my previous post How to Measure Experiences, I organized UX metrics according to Hedonic and Pragmatic properties, or both. But usability is not a single, one-dimensional property. If we want to measure usability we have to measure both.
Usability is attitude (hedonic) plus action (pragmatic).
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.
Usability is attitude (hedonic) plus action (pragmatic).
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.
Effectiveness and efficiency are best measured by so-called objective data, which means behaviour data such as error rates or the time needed to complete a task.
This data can be collected during a standardised experiment:
This data can be collected during a standardised experiment:
ISO 9241
Task-based Evaluation
The measurement of satisfaction is more difficult, because satisfaction is the user's subjective reaction to the interaction with the product:
Study-based Evaluation
Usability is the extent to which a product can be used with effectiveness, efficiency, and satisfaction in a specified context of use.
Pragmatic
Pragmatic dimension resulting from function derived from product or service performance.
10 of the most essential usability metrics
Completion Rates
Usability Problems
Test Level Satisfaction
Average Time on Task
Task Level Satisfaction / Feature Usage
Errors Count
Expectation
Page Views/Clicks
Conversion Rate
Single Usability Metric
Hedonic
Hedonic dimension resulting from sensations derived from the experience of using products
10 of the most essential psychometric metrics
Emotion & affection
Fun & Enjoyment
Appealingness
Novelty & Innovation
Stimulation
Convenience
Satisfaction Rating
Pleasure
Usefulness & Ease-of-use Rating
Reliability
What UX Metric Should I Use?
You must choose depending on whether it is a task-based evolution or a study-based evolution. Within each approach, there are two possible courses of action.
What to Measure?
Comparison to the direct competitors in the market
Test if a product has sufficient user experience quality standards
Determine areas of improvement
Continuous improvement by measuring the current or new version of the user experience
Study-based Study
Task-based Study
This decision tree provides you with the help you need to choose the right UX metric. I guide you through the decision process so that you may find the right metrics for your situation. Any feedback is welcome!
Task-based Study
Within a Task-based study, you can choose to continuously improve your product or service by measuring the user experience of a new version or improvement.
As I mentioned in my post Why Measuring Experiences you can measure it after the use of the new version or improvement or over time to understand if this new version has an impact on retention levels between new and old users, for example.
To do so, you can choose between some of these UX measurements tools:
As I mentioned in my post Why Measuring Experiences you can measure it after the use of the new version or improvement or over time to understand if this new version has an impact on retention levels between new and old users, for example.
To do so, you can choose between some of these UX measurements tools:
Within a Task-based study, you can also plan to test the current quality of your user experience. You can plan UX metrics to measure the whole product or service or just a new feature for example.
To do so, you can choose between some of these UX measurements tools:
To do so, you can choose between some of these UX measurements tools:
Study-based Study
Within a Task-based study, you can choose to determine areas of improvement for your product or service.
To do so, you can choose between some of these UX measurements tools:
To do so, you can choose between some of these UX measurements tools:
Last but not least, within a study-based study, you can also plan to run a comparison test to see where you stand regarding your competitors and market.
To do so, you can choose between some of these UX measurements tools:
To do so, you can choose between some of these UX measurements tools:
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