The relevant UX metrics for your product

The appropriate UX metrics come from discovering users’ behaviors. It helps to find complicated functionality, under-read content and supports reaching customers’ goals. Also, it’s critical to measure things that influence users.

These factors have a big impact on user experience: useful, accessible, findable, usable, credible, valuable and desirable. For instance, accessibility. This means a lot for users with disabilities. 19% of people have a disability in the US and this number is higher in less developed countries.

Prepare the ground for applying UX metrics

UX metrics allow exploring challenging issues before a client leaves your product. These metrics bring you an insight whether your strategy is working well.

Keep in mind that only UX metrics don’t lead to the right conclusions. Gain a story that will emphasize a problem to improve a design.

Nikita Ormonov, UI/UX Designer at Eleken, describes the challenge with overwhelming data from client’s website https://topvet.net/. The different versions of designs helped to understand key needs of the customers. Also, it allowed solving this problem and brought client’s satisfaction. This approach involved our experience and ability to meet customer’s demands with understanding the story.

You need to start measuring the user experience with goals. Provide customized surveys to check whether clients reach their purposes. When customers get questions with a scale of 1–10, you’ll receive more feedback. Mix this analytics and QA results to improve user experience. QA provides insight into what refinings have to be implemented first. QA results will explain the “why” behind struggling metrics.

Your goal is gathering UX metrics to fix problems before clients become frustrated. This data will positively influence long-term product decisions.

Use Google’s HEART framework

Google framework includes these metrics:

  • Happiness: Is your user satisfied?
  • Engagement: Does your interface seem interesting?
  • Adoption: Is your interface intuitive?
  • Retention: Do your users tend to stay on the website?
  • Task success: Can they successfully fulfill the tasks?

For example, data about how clients are engaging with a product is very valuable. It involves tasks performed by users or their visits as well.

Spread metrics involve pageviews, uptime, a number of unique users and latency. Uptime is the percentage of time the app or website is accessible to clients. Latency is the time required for data to move from one location to another.

Also, you need to create a number of possible signals. Be as concrete as possible when relating them to the purposes you’ve reached. Recognizing pain points may help you create great product. This is much quicker way than paying attention to the positive things. For instance, iFly50.com is a website with 50 travel destinations. In some destinations, you need to hold for a few seconds a button to view more photos. This is very confusing for users.

Good example is elastic scrolling on iOS. When the user reaches the end of the webpage, increased friction appears. It indicates that scrolling is no longer available.

Each user metric from HEART framework has to be connected to a purpose. Identify key goals before setting your UX framework. Recognize appropriate goal signals that will emphasize, whether the purpose is reached. The last stage is transforming signals into measurements.

Remember that clients aren’t the best judge. Sometimes, you need to achieve business goals rather than pleasing everyone. For instance, The Facebook Like button made frustrated many users. However, this feature helps Facebook to capture valuable data.

Apply other UX metrics as well

Efficiency

UX teams have to know how long it takes to perform key tasks. It includes entering payment information, customizing a profile, sending a support ticket. The whole onboarding process needs to be measured as well. Use this data to decrease the number of steps for a specific task and free up users. Metrics of efficiency may be very valuable after adding a design update.

Usability

Check whether users understand app’s hints and can use functionality appropriately. For example, improve usability when customers often rely on search navigation.

How Google refines UX

Google provides cross-platform promotion to increase user engagement. They motivate users of a desktop app to start using their mobile products. Google greatly motivates clients to switch from a mobile browser-based product. It bring a greater product experience.

Another way Google boosts user engagement is aligning the integration between their products. Successful implementations of other products into Gmail brings a growth in engagement.

Google uses techniques to onboard new users as well. Also, these approaches help to reduce initial friction of guessing. They use helpful messages for platform adoption. It applies different kinds of modals for new feature releases. For instance, they use comfortable reminder about the new feature. For example, news about Calendar feature was placed where you can adopt it.

Apply tools

  • Usabilitytools help to navigate a website from the user’s perspective. It brings an analytics where and why people leave an app or a website.
  • Woopra allows understanding the users by diving deeper into the user interaction.
  • Usabilla pays attention to the customers’ experience and their feelings. It focuses on capturing visual user feedback by asking to place points and notes on top of the design.
  • Poldaddy helps to create the surveys.
  • TryMyUI delivers videos about the users’ experience to understand them better.
  • Loop11 refines usability through scenario-based tests.
  • Attensee allows users to choose landing pages and fits for pre-launch optimization.
  • Silverback is aimed to record screen activity from Mac users.

Conclusion

Align UX metrics with your company’s goals and strategy. You need not only to gather a feedback and gain statistics. Look for the story why users have frustrations. You can mix QA results with analytics from tech tools such as apps.

Check whether your clients understand the hints on your website. Onboard new users and decrease initial friction of guessing.

Let’s make your product awesome together — work@eleken.co