Measurement in UX is quantifying your users' observations and opinions. It helps to reduce the uncertainty about how user-friendly the product is. The more accurately we describe the observations, the more accurate the improvements
“I strive for two things in design: simplicity and clarity.”
– Lindon Leader
Besides these two, you should also strive for effective ways to measure your design, analyze it and grow your business.
Referring to a well-known Usabilla’s book “The Complete Guide to User Experience Metrics” we’ve come up with a small summary of the most important things you should know about it. So, let’s discuss what types of UX metrics there are, why they should be measured, and how they may help improve the product you’re designing. Let’s go!
You can’t ignore them because every success is measurable. Your design success is not an exception here. Design solves business problems, which is quite a measurable sphere. In business is all about profits. What can be easier to measure than your income, right?
All products marketed online have a specific value in the face of Google as the hugest marketplace. It applies its own KPIs to what you place there to check if your designed products are beneficial to online buyers. That’s how things are going on. That’s why to survive in these jungles; you should know & apply the UX metrics.
User Experience (UX) is part of a broader ecosystem which is called Customer Experience (CX). UX primarily focuses on the design & usability of a website, application, or any other product.
Cool UX means that the users can solve their problems or fully fulfill their needs without too much difficulty. This leads to greater user satisfaction, higher conversion rates, and fewer bugs and business costs.
But before you improve your products, you need to understand their current state. There are two types of UX metrics for this: behavioral and relational.
Relational metrics focus on how users think about your product, while behavioral ones focus on their direct interactions with it. Over time, these measurements will help you track and compare the quality of your UX.
Now we will break down the difference between the two types of these UX metrics. We’ll see how to collect data for them, and how and when to use them.
Mind that there may be a range of behavioral metrics. This list will provide those of them that will help you measure and track changes in the quality of user experience:
As it goes the metric is for defining the number of pages the user has visited on your website.
The percentage of time when users can use your site or application (meaning, when the site is not down and the application does not slow).
The response time is how long it takes before pressing a button that triggers an action.
The number of unique active users of the site or application calculated in a week.
Revenue generated by a website, app, or product.
This is one of the key usability metrics: how long it took for the user to complete the task on the website, via an app.
The number of completed tasks as divided by the total number of attempts.
How many times do the users enter incorrect information.
It defines how often users may give up on performing tasks, such as filling out payment details or completing their order, etc.
Collecting the data for behavioral metrics is very easy, especially without involving an interviewer or observer in the process automatically. Data for them is collected in web analytics and application analytics, based on user sessions on the website, search history, bug tracking, etc.
This research may also be accomplished during the other studies: observation, A / B testing, eye tracking, usability tests, etc.
All these metrics are essential. However, they do not give a complete picture or understanding of why you are getting these or those results. And this is where relational metrics come in handy.
Relational metrics measure what people tend to say and how they feel about using your product. They are no less important than behavioral ones. Here is a small list of them:
This is a popular metric for UX researchers and designers. It is based on a survey about the experience of using a site or product. It also consists of 10 questions, which must be answered with a score of 1 to 5.
This metric will not go into detail, and it is not easy to calculate. But it has already become the industry standard. Calculating is difficult.
It is often essential to be aware of the overall level of user satisfaction with your product or website – in everything from features to function. Measure UX satisfaction using the CSAT – Customer Satisfaction Index.
Typically, the CSAT is based on a scale of 1 – very dissatisfied – to 5 – very satisfied. To calculate the percentage of happy users, divide the total number of satisfied users (who hit 4 or 5) by the total number of respondents and multiply by 100.
This metric is already associated with site reviews or online feedback. It’s not even some kind of special scale or a set of questions. It’s simple: “How would you rate the experience of using our product?” – and the rate is attributed in the form of stars or emojis.
To make this metric useful, add open-ended questions for the users to provide the complete response.
The ease of use/ease of task metric is one of the most commonly used by UX designers. Remember that measuring user experience helps improve product satisfaction and audience loyalty. Many UX professionals prefer SUS for this purpose, but the most common question about ease of use will be helpful too. For example, they may be the same as in the CES (Consumer Effort) metric usage.
In the case the users tend to advise your product, app, or site based on their user experience, your UX is quite possibly good. This metric is the most relational because a high NPS, as a rule, indicates an overall positive attitude towards the brand. Many people consider the Consumer Loyalty Index to be the primary UX metric. Still, it is better to use it carefully and realize that this number alone will not be enough for you to make any final decisions.
Measurement in UX is quantifying your users’ observations and opinions. It helps to reduce the uncertainty about how user-friendly the product is. The more accurately we describe the observations, the more accurate the improvements if you need some.
When the design changes in the process of development, does the number of user errors decrease? Did the user complete the task in less time? Have their attitudes towards the product improved? It’s easier to define all that with the help of metrics.
Though, they don’t tell you what to do or change the interface. But by doing research, you may quickly find out which interface element caused confusion and errors. And all due to effective ways to measure your design analyze it and grow your business as a result.
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