Important KPI’s of UX design.
Learning about KPI’s in UX gives you proper acceptance and understanding of the User Experience design of your product. There are a lot of KPI’s that you can use to translate the success of the product. Here I’m going to list the seven important ones.
Note: The source of this information is from the learning of UX in the testingblog.com site. They do have a really good guide that can help you monitor your UX techniques. Here’s a link to their guide.
Why KPI’s?
Not all data that has been gathered is important and useful. But how do you know that? Some of them can be vanity metrics that can make you feel good but do not actually measure success.
Now, KPI’s include the important ones ( As in the name: There is the word key in it ). KPIs translate the success factors of your project, product, or company into numbers, bringing successes and failures to light.
Types of KPI’s
They are mainly of two types. Behavioral and Attitudinal.
Behavioral KPI’S: Behavioural KPIs express in numbers what a user is effectively doing and how they interact with a product or website.
Attitudinal KPI’s: How users feel, what they say before, during, or after using a product, and how this affects brand perception.
As mentioned before, there are 7 important one that I am going to discuss today. Here they are
Behavioral:
Task success rate
Time-on-task
User error rate
Search vs navigation
Attitudinal:
System Usability Scale (SUS)
Customer satisfaction (CSAT)
Net Promoter Score (NPS)
These are the 7 important KPI's that stand above all. Now we shall go through each of them.
The seven most important UX KPIs
Behavioral
Task success rate: Typically, a group of representative users is given a set of realistic tasks with a clear definition of task success. Users perform this task and we measure how successful they are in doing so.
Time-on-task: For most task-based studies, where the user's goal is to get something done as efficiently as possible, shorter task times are better. Users want their tasks to get finished as soon as possible. So comparing task time of various features is really important.
User error rate: The user error rate (UER) is the number of times a user makes a wrong entry. The UER gives you an idea of how clear and user-friendly your website is. Eg: The number of mistakes the users have made when they were asked to do a particular task. The error rate is usually measured in two ways.
Error occurrence rate: If a task only allows one potential error (or there are several and you only want to measure one of them), this is the metric to use.
Error Rate: The number of errors a user has performed in a task is measured by this metric. To detect multiple errors.
Search vs Navigation: If a user does not manage to reach their destination via the navigation, then the search function is usually the next logical step. In many cases, the less the search function is used, the better the customer experience. Measuring what the users are preferring is the main objective of this KPI.
Attitudinal
System Usability Scale (SUS): This is a tool with which you can measure the usability of the product. The scale consists of a 10-point questionnaire with five possible answers each, ranging from strongly agree to strongly disagree.
You want to measure the usability values of your website. Using the questionnaire results, you can calculate the ‘SUS’ score (0 to 100), which averages 68. Therefore, if your website scores below 68, it will typically have serious flaws and will need to be optimized.
Net Promoter Score (NPS)
Net Promoter Score (NPS) is a survey you can include at the end of your UX tests. NPS helps you measure loyalty based on one direct question: How likely is it that you would recommend this Product / Service to others. This works on a scale of 1- 10. If the user selects form 9–10, then they are loyal enthusiasts who would recommend your product. 7–8 are called passive, they are likely to stay but not so sure about it. 0–6 are unhappy people who don’t want to see your product ever again.
Customer satisfaction (CSAT)
The CSAT is another attitudinal UX KPI that expresses customer satisfaction in a convenient metric. Users/testers are asked: How satisfied are you with (website, product, service, etc.)? From a convenient scale to measure this can also help in deciding what users you can gain from the product.
Now with the data received from these KPI’s you can now analyze this data and create beautiful experiences.
