We start by measuring the user experience with evidence rather than opinions.
But can UX really be measured?
By evaluating products with qualitative and quantitative methods, we gain access to a host of illuminating UX metrics.
Theres nothing like completing a UX project.
It takes an incredible amount of time, effort, and skill to travel from design problem to solution.
Now that the project is over, how do we track the results were trying to achieve?
Its a fair concern one that leads to a bigger topic.
How can UX designers measure success and prove that their work is worth the investment?
Understanding project and business goals is a good start, but theres more to it.
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To fully understand the effectiveness of UX design decisions, we must measure their impact.
Theres a lot going on there.
Lets pull out the important parts.
But wed be making a major omission.
Why measure usability?
When products arent satisfying or they make it hard to accomplish goals, users look elsewhere.
We use metrics to measure success so that we can refine products and impact users for good.
Task success rate
Task success rate is one of the most widely used and easily understood UX metrics.
It shows the percentage of participants that successfully complete a task and helpsdesignersidentify user experience issues.
As long as tasks have clearly defined goals, success rates can be measured.
Keep in mind, success rate doesnt explain how well users perform tasks or why they fail them.
Without clearly defined goals, its impossible to measure task success.
Task completion time
This metric measures the amount of time it takes a user to complete a task.
Due to varying factors, different users will have different completion times for the same task.
In general, the less time a user spends on a task, the better the UX.
Task completion graphs show the amount of time it takes different users to perform various actions.
Measuring retention is an excellent way to understand the long-term usefulness of a product.
Conversion rate
Conversion rate measures the percentage of users who perform a desired action.
Desired actions link to product goals and cover everything from completing a registration process to making a purchase.
Its important to note that percentages can be misleading.
For example, a website may experience a spike in traffic due to a marketing campaign.
Even if sales increase, the sites conversion rate could plunge because of the increased traffic.
Error rate
The error rate identifies the percentage of bad entries made by users.
Its calculated by dividing the number of errors by the number of attempts made.
High error rates indicate usability problems.
As with other UX metrics, its crucial to define what erroneous actions are.
Satisfaction
Customer satisfaction measures users overall fulfillment levels, and it can be tracked in various ways.
By monitoring social media, companies gain access to unfiltered user sentiments.
(Kon Karampelas)
7.
The Customer Experience Index.
HEART by Google
In 2010, the Google Research Team developed aframeworkto measure the success of products and features.
The frameworks user-focused metrics form an easy-to-remember acronym.
For each category in the HEART framework, there must be clearly defined goals, signals, and metrics.
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