Measuring The User Experience

Key Performance Indicators, or KPIs, are metrics used to measure the success of a specific aspect of a business. They can be used to help assess the effectiveness of a product or service, and to identify areas for improvement.

In UX research, KPIs can be used to evaluate the usability and effectiveness of a product, as well as to gauge the satisfaction of users.

To evaluate the usability and effectiveness of a product, UX researchers use a variety of methods to gather data about how users interact with the product. These methods can include usability testing, focus groups, and user interviews.

• Usability testing involves observing users as they perform specific tasks using a product, and collecting data about their performance. This can help researchers to identify any problems or challenges that users encounter, and suggest ways to improve the product’s usability.
• Focus groups involve bringing a small group of users together to discuss and provide feedback on a product. This can provide valuable insights into how users perceive and use the product, and can help researchers to identify areas for improvement.
• User interviews involve one-on-one conversations with individual users, in which researchers ask questions about the user’s experiences and opinions of a product. This can help researchers to gain a deeper understanding of user needs and preferences, and to identify any issues or challenges that users may be facing.

Using these and other methods can help to ensure that the product is effective and user-friendly and that it meets the needs and expectations of its intended users.

Key performance indicators (KPIs)

But what about KPIs!?

There are many different types of KPIs that can be used in UX research, depending on the specific goals and objectives of the business. Some common KPIs for UX research include:

1. Time on task: Time on task is a KPI that measures the amount of time it takes for a user to complete a specific task within a product or service. It is an important metric for UX researchers to consider, as it can provide insight into the efficiency and effectiveness of the product’s design. If users are able to complete tasks quickly and efficiently, the product is likely well-designed and user-friendly. On the other hand, if it takes users a long time to complete tasks, it may indicate that the product is confusing or difficult to use and there may be opportunities for improvement. By tracking time on task and identifying areas where users are spending more time than necessary to complete tasks, UX researchers can make recommendations for improving the product’s design and user experience.
2. Use of navigation Vs. Search: The use of navigation versus search is a KPI that compares how users find and access content within a product or service. Navigation refers to the use of menus, links, and other UI elements to move around within the product, while search involves the use of a search bar or other input field. By tracking the relative use of these two methods, UX researchers can understand user preferences and identify opportunities to improve the user experience. If users are primarily using search, it may indicate that the navigation is not intuitive or effective. On the other hand, if users are primarily using navigation, it may suggest that the search functionality is not well-designed or is not meeting user needs. Understanding the relative use of navigation versus search can help UX researchers to identify and address any issues that may be impacting the usability and effectiveness of the product.
3. User error rates: User error rate is a metric that measures the number of mistakes that users make while interacting with a product or service. By tracking user error rates, UX researchers can identify areas of the product’s design that are causing confusion or frustration for users, and make recommendations for improvement. To measure user error rate, UX researchers can observe users as they complete tasks and record instances of mistakes or errors. The lower the number of errors, the more effective and user-friendly the product’s design is likely to be. By tracking user error rates and identifying areas for improvement, UX researchers can help businesses to create products that are easy and intuitive to use, and that meet the needs and expectations of their intended users.
4. Drop-off rates: The drop-off rate is a KPI that measures the percentage of users who abandon a task or process before it is completed. This can include things like abandoning a purchase flow or leaving a website or app before reaching a desired destination. Drop-off rates can be an indication of problems with the product’s design or user experience and can help UX researchers to identify areas for improvement. To measure the drop-off rate, UX researchers can observe users as they interact with a product and record instances of abandonment. By making changes to the product’s design and re-testing, researchers can compare the drop-off rates before and after the changes, and determine if the changes had a positive impact on user behavior. The goal is to reduce drop-off rates by improving the usability and effectiveness of the product.
5. Conversation rates: Conversion rate is a KPI that measures the percentage of users who complete a specific action or goal within a product or service. This can include things like making a purchase, filling out a form, or completing a task. Conversion rates are an important metric for UX researchers to consider, as they can provide insight into the effectiveness of the product’s design and user experience. To measure conversion rate, UX researchers can observe users as they interact with the product and record instances of successful completion of a specific action or goal. By tracking the conversion rate and comparing it across different research studies, researchers can determine the impact of changes to the product’s design on user behavior. In general, a higher conversion rate is an indication of a well-designed and user-friendly product.
6. System usability scale: The System Usability Scale (SUS) is a tool used to measure the usability of a product or service. It consists of a questionnaire that asks users to rate their level of agreement with a series of statements about the usability of the product. These statements can be positive (e.g. “I found the product easy to use”) or negative (e.g. “I found the product unnecessarily complex”) and users are asked to rate their level of agreement on a scale from “strongly disagree” to “strongly agree.” By analyzing the responses to the questionnaire, UX researchers can gauge the overall usability of the product and identify areas for improvement. The SUS is a quick and reliable way to assess the usability of a design and can be used to track changes and improvements over time.
7. Net Promoter Score: The Net Promoter Score (NPS) is a metric that measures user loyalty to a product or service. It is calculated by asking users to rate the likelihood that they would recommend the product to a friend or colleague on a scale of 0 to 10. Users who give a rating of 9 or 10 are considered “promoters” and are likely to be loyal to the product and recommend it to others. Users who give a rating of 7 or 8 are considered “passives,” and may not be as likely to recommend the product. Users who give a rating of 0 to 6 are considered “detractors” and may be unhappy with the product or may not be loyal to it. To calculate the NPS, the percentage of detractors is subtracted from the percentage of promoters. A positive NPS indicates that users are satisfied with the product and may be loyal to it, while a negative NPS may indicate issues with the product’s design or user experience that need to be addressed.

Net Promoter Score

By tracking and analyzing these and other KPIs, UX researchers can gain valuable insights into how users interact with a product and how it can be improved. For example, if the conversion rate for a website is low, UX researchers might investigate the reasons why and look for ways to improve the user experience to increase the conversion rate.

In addition to tracking and analyzing KPIs, UX researchers may also use a variety of other methods to gather data about how users interact with a product, including usability testing, focus groups, and user interviews. By using a combination of these techniques, UX researchers can gain a deep understanding of user needs and preferences, and use this knowledge to design products and services that are more effective and satisfying for users.

Overall, KPIs play an important role in UX research by helping businesses to understand how well their products and services are performing, and to identify opportunities for improvement. By tracking and analyzing key performance indicators, UX researchers can help businesses to create products and services that are more user-friendly, effective, and successful.

For additional information on these topics, you may find the following links useful:

Measuring the User Experience by Bill Albert & Tom Tullis