Why Benchmark Your UX?
Why does benchmarking matter in UX?
To gauge the performance of your digital product, you are likely to engage in user research. This process provides insights into a range of factors, such as usability, appeal, product/feature fit, and brand experience. You might also have users evaluate your competitors’ products to understand how your product compares. For a more comprehensive analysis, you should consider benchmarking your product’s User Experience (UX). This approach can yield additional data points and offer a fresh perspective on the performance of your product versus best-in-class alternatives.
What is a benchmark?
The Oxford Dictionary defines ‘benchmark’ as ‘a standard point of reference against which things may be compared or assessed.’ In the field of UX, defining a standard point of reference can be challenging, as user needs and objectives vary across different experiences. A success metric in one context, such as swift task completion on a shopping app, may not hold the same value in a different context like a news site, where the aim is to encourage users to stay and engage with articles or videos. Furthermore, even on platforms with similar user goals, business objectives may differ. For instance, if your aim is to encourage customers to pick-up items in-store rather than opt for delivery, the Key Performance Indicators (KPIs) would need to be tailored accordingly.
Five questions benchmarking can help answer:
1. What is the current baseline performance of our UX?
2. How have our UX metrics evolved over time with various changes and enhancements?
3. How do the various user experiences within our portfolio compare?
4. How effectively does our UX cater to different user groups?
5. How does our UX stack up against our direct competitors and best-in-class performers?
What metrics should you use?
When benchmarking UX, it’s beneficial to use metrics that measure a site’s performance against user expectations and goals. A variety of metrics such as SUS, SUPR-Q, UEQ, SUMI, and WAMMI can be utilized to allow users to assess their experiences after interacting with a product.
At Ipsos, we employ our unique proprietary score that assesses more than just functional aspects like usability and learnability. We’ve incorporated elements such as product fit, design appeal, and inspiration, all while keeping our assessment survey concise to mitigate user drop-out due to questionnaire fatigue. By using a standardized, validated metric for the UX of digital products like websites and apps, we can effectively compare scores across different experiences.
How we created benchmarks at Ipsos
We’ve conducted task-based testing on over 129 websites and apps across 15 industries, with users assessing the experience based on five UX factors that are highly correlated with increased Net Promoter Scores (NPS), a higher likelihood of product use, and a positive impact on brand equity. These five factors are:
1. Operability — the site or app’s functionality
2. Learnability — the ease of understanding the site or app
3. Product fit — the site or app’s ability to meet user needs
4. Inspiration — the level of engagement provided by the site or app
5. Design Appeal — the aesthetic quality of the site or app
We have developed model fit curves using these scores, allowing us to benchmark future sites and apps against a diverse range of experiences across various industries. Moreover, we’ve gleaned valuable insights from top-performing sites and apps, identifying the critical elements of user experience that captivate users and foster repeat use.
Which competitors should you benchmark against?
Surprisingly, your direct competitors may not always be the best benchmark. While it might be instinctual to test your sites against direct competitors in your industry, benchmarking proves most effective when comparing your experience to best-in-class performers. If you operate in an industry with well-established UX standards, such as e-commerce or video-streaming, benchmarking against direct competition can be beneficial. However, if your industry is behind in UX research and design, benchmarking against those businesses might not provide the most valuable insights. Instead, it could be more informative to see how your experience stacks up against top-tier sites and apps like Amazon, Hulu, and Adidas.
What do some of the best-in-class experiences show us?
Learnability and operability are always crucial factors in delivering a superior user experience. Amazon exemplifies this by maintaining consistent layouts across all product pages, ensuring that users can instinctively locate the ‘Buy Now’ button or delivery options. Amazon’s easy-to-use filters aid users in quickly finding their desired items, and clear navigation allows users to effortlessly return to previously browsed items throughout their shopping journey.
Streaming services like Hulu, Disney+, and Netflix illustrate how brands can excel in the areas of inspiration and product fit. Their predictive search functionality helps users find their preferred shows and music, while simultaneously offering related results that can aid in the discovery of new options. These platforms also excel at curating lists and personalizing recommendations, which users can fine-tune by making their own selections and adjusting the recommendation engines. Additionally, the extensive variety of content offered by these services ensures users can find appealing options at any time and for any occasion.
Lastly, design is a critical factor in crafting a positive user experience. Renowned brands like Disney+, Adidas and AppleTV have mastered this aspect by seamlessly integrating their well-known brand assets, tone, and style into their apps without hampering usability. The judicious use of color, balanced with ample white space, and the careful selection of images and videos can foster a connection with the user, setting positive expectations for the brand.
Key Takeaways
Benchmarking can provide a wider perspective on the performance of your UX. By comparing your product to a diverse set of competitors and industry-leading experiences, you can establish improvement targets and track your progress as you implement revisions and enhancements. However, it’s crucial to select the right competition for benchmarking to truly elevate your UX. Also, remember that while usability is important, it alone may not guarantee a standout user experience.
