What are UX Metrics?
- ✅ UX Metrics are quantifiable (can be turned into a number) & observable (can be seen)
- ✅ Reveal interactions between a user and the product in 3 main aspects: 1. Effectiveness (ability of user to complete the task)2. Efficiency (amount of steps / time required to complete task)3. Satisfaction (ease of completing the task)
Resources:
- Measuring the User Experience by Thomas S. Tullis & Bill Albert, PhD https://www.sciencedirect.com/book/9780124157811/measuring-the-user-experience
Why are UX Metrics Important?
- For setting a baseline (if it's a new feature) and for comparison (against future design iterations).
- For assurance that you are on track to meeting the product KPIs
- For bringing visibility to the UX impact through the ROI from design enhancements.
Resources:
- The ROI of UX – Some Basic Metrics by Interaction Design Foundation https://www.interaction-design.org/literature/article/the-roi-of-ux-some-basic-metrics
3 Quantitative UX Metrics commonly used to track:
✅ Task success rate:
- What it is: % of users who complete a task.
- Important pointers: Clear definition of what is considered success & failure, use a scoring system.
- Why is it important: It measures effectiveness. For example, in an e-commerce, if the user is not able to checkout an order, this will eventually result in the decrease of revenue for the company.
Resources:
How to Measure the Task Success by Bootcamp (Sophie) https://bootcamp.uxdesign.cc/how-to-measure-the-task-success-ca3146adaf5d
Success Rate: The Simplest Usability Metric by Jakob Nielsen & Raluca Budiu
✅ Time on Tasks:
- What it is: Time taken to complete a task
- Important pointers: Inform the user to complete the task as soon as possible but do not mention that they are being timed. This minimizes the user's pressure from knowing they are timed.
- Why is it important: It measures efficiency & is especially important for features used repeatedly. For instance, if it’s an internal tracking tool used by merchants to upload product details multiple times a day, reducing the time taken for users to complete this task can lead to long-term cost savings.
Resources:
- How to Measure UX Performance with Behavioral Metrics https://uxboost.com/how-to-measure-ux-performance-with-behavioral-metrics/#:~:text=Time%2Don%2DTask&text=Usually%20communicated%20as%20the%20final,users%20(see%20diagram%20below)
✅ Satisfaction:
- What it is: Ease of completing the task
- Important pointers: Complement metrics with qualitative interviews to observe customer expressions and attitudes, offering deeper insights into their experience.
- Why is it important: It gauges satisfaction and usability, showing how well the product fulfills user needs and expectations.
Resources:
- Task Based Usability Test by Useberry https://www.useberry.com/templates/task-based-usability-test/
- System Usability Scale (SUS) https://www.usability.gov/how-to-and-tools/methods/system-usability-scale.html
- Measuring System Usability Scale - (SUS) https://uiuxtrend.com/measuring-system-usability-scale-sus/#google_vignette
#ux #metrics
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