Back to all posts

5 UX KPIs You Need To Track

We love to measure things. It is our way to understand how good or bad something is. Although numbers don’t tell the whole story, they help evaluate the situation in a quick and easy manner. But can we measure user experience? Actually we can.

Although user experience efforts are directed toward improving the quality of user interactions and increasing overall satisfaction, which are qualitative outcomes, however, there is a need to quantify those efforts and measure their progress. UX KPIs are those measurements.

UX METRICS

What is KPI?

Key Performance Indicators, also known as KPI, are quantifiable measurements that help an organization define and track the progress toward its goals.

KPIs that reflect the progress toward user experience related goals can be referred to as UX KPIs.

Main UX KPIs

User experience metrics are a bit different than metrics used in sales, marketing or finance, because they reflect human behavior and attitude. This kind of information is a bit difficult to turn into numbers, but on the other hand UX KPIs provide great insight into the size and magnitude of usability issues and help easily track their changes through time.

UX design teams may choose to use two types of UX KPIs: quantitative and qualitative.

Quantitative UX KPIs

  1. Task success rate
  2. Time on task
  3. Use of search vs. navigation
  4. User error rate
  5. System Usability Scale (SUS)

Qualitative UX KPIs

  1. Reported expectations and performance
  2. Overall satisfaction

Let’s go through each of the metrics and see how we can measure them.

1. Task Success Rate

Also known as task completion rate, task success rate is the percentage of correctly completed tasks by users. This is probably the most commonly used performance metric that reflects how effectively users are able to completing certain tasks. As long as the task has a clearly defined goal or end point, such as completing a registration form, buying a certain product, etc we can measure the success rate. So before collecting data, it is important to define what constitutes success.

Task success rate

Although this metric says nothing about why users fail, it is a useful statistic.

It is also important to track the first-time users’ success rate and then track the progress: how the rate changes through time, when users gain more experience with the service. This will give you an understanding of system’s learnability, which is another indicator of user experience success. The higher task success rate, the better.

2. Time on Task

Time on task is sometimes referred to as task completion time or task time. This metric is basically the amount of time it takes the user to complete the task, expressed in minutes and seconds. Time on task data can be analyzed and presented in different ways, but the most common way is to present the average time spent on each task.

This can be a useful metric for diagnosing problems. But the time-on-task metric gives more insight in a dynamic view, when comparing the same metric for different iterations.

Generally, the smaller time-on-task metric, the better user experience.

3. Use of Search vs. Navigation

This is a valuable metric for evaluating the efficiency of information architecture and navigation. Usually when users try to find something through navigation and get lost, search is their final option.

So this metric can be tracked the following way. E.g. we can set up a usability task to find and purchase an item on an ecommerce website and track how many users used search and how many used navigation.

Navigation

4. User Error Rate

Generally errors are a useful way of evaluating user performance. Errors can tell you how many mistakes were made, where they were made while interacting with the product, how various designs produce different frequencies and types of errors, and overall how usable something really is. Errors and usability issues are very closely related and even referred to as the same thing. Though usability issues are practically the source of user errors.

And by saying error we mean “user’s mistake,” e.g. entering web address in the IP address field. But again you need to clearly define what action constitutes a failure and whether partial failure is calculated as an error.

Error rate can be calculated in a few different ways depending on the number of error opportunities in a task and on what exactly you need to measure (e.g. a web form has as many error opportunities as there are fields in the form).

1. If the task has one error opportunity or there are many error opportunities but you would like to track only one of them, e.g. password field, the error rate calculation is as follows;

Error occurrence

2. If there are multiple error opportunities per task, you may want to track the average error occurrence rate for all users;

Task error rate

Example: Five users have performed an online credit card payment. The task has seven error opportunities. Each of the users has made this many mistakes accordingly: 2, 4, 1, 2 and 3.

The average error occurrence rate for the online credit card payment task would be

(2+4+1+2+3)/7×5= 0.34 x 100 = 34%

5. System Usability Scale (SUS)

This is one of the most widely used tools for assessing the perceived usability of a product by a user. But this KPI is based on user survey and cannot be calculated simply based on statistical data. It requires user participation and can be used as a part of usability testing. SUS is a way to quantify the qualitative data, like user’s perceived satisfaction of the product. It consists of 10 statements to which users rate their level of agreement on a five-point scale.

Qualitative KPIs

Qualitative information is generally more difficult to collect and as a rule it is more valuable and informative than raw numbers. So qualitative UX KPIs require communication with actual users through usability testing, contextual user interviews, at the very least user surveys.

This is much more time-consuming, requires more effort and cannot be measured with numbers. However, this kind of information has great value for any organization.

But out of the ocean of information you may get after a contextual user interview (think aloud protocol), you need to focus more on reported expectations and how users felt about the actual performance, as well as their overall satisfaction from using the service.

The System Usability Scale, discussed above, could also be a useful tool in the effort to quantify qualitative data.

Final Thoughts

UX KPIs are a great way to showcase the progress to shareholders and team members who are not necessarily UX professionals and numerical data is more comprehensible and easy to digest. With the help of UX metrics we are able to quantify that progress and calculate actual ROI of the usability changes performed the UX team, which is otherwise impossible.

Depending on the type of product or service, each team may choose to track different set of metrics and even define new, more specific KPIs that will help measure product UX more effectively. As long as those metrics are quantifiable and useful, you can go for them.

This article was originally posted at:
https://designmodo.com/ux-kpi/

Can we take you from stuck to unstuck?

We'd love to hear from you

Call to action (CTA)

A call to action is a marketing term that refers to a prompt that invokes a response leading to a sale. When referring to a call to action (CTA) in the digital design world we usually mean the interactive element that leads to the next step in the experience - something that needs to be clicked or tapped.

User testing

User testing refers to a technique used in the design process to evaluate a product, feature or prototype with real users. There are several reasons why you might want to undergo usability testing, the most common is that it allows the design team to identify friction in a user experience they are designing, so that it can be addressed before being built or deployed.

WYSIWYG

WYSIWYG (pronounced WIZ-ee-wig) is an acronym for "What You See Is What You Get". It helps identify an an interface that allows user input resulting in an output that is rendered in a similar way. For example; a word processor application interface might resemble a piece of paper,so when printed the user can see how the output will appear.

Content Management System

A content management system (CMS) is an tool that allows a website editor/administrator to manage the content that is displayed. Websites are made of HTML and CSS to create pages. Pages can be hard-coded but would require technical development skills to make changes. A CMS usually allows a person without coding knowledge to amend existing and add new content to a website using a WYSIWYG interface.

Responsive Web Design

Responsive web design refers to a web page that dynamically adapts its layout to fit the size and orientation of the device on which it is viewed. A responsive design allows for a more optimised user experience across desktop and laptop computers as well as smartphones and tablets of varying sizes.

User Stories

User stories allow the functionality of a product or service to be expressed as written descriptions of an experience as seen from the users perspective. The writing of user stories creates a list of design and development tasks to complete in order to create any required functionality.

User Interface

A user interface (UI) is a conduit between human and computer interaction - the space where a user will interact with a computer or machine to complete tasks. The purpose of a UI is to enable a user to effectively control a computer or machine they are interacting with, and for feedback to be received in order to communicate effective completion of tasks.

Personas

A persona in UX Design is the characterisation of a user who represents a segment of your target audience. On a project you might create any number of personas to be representative of a range of user needs and desires. The solutions you design must answer these needs in order to deliver value to your target audience.

Card sorting

A great, reliable, inexpensive method for discovering patterns in how users would expect to find content or functionality. Card sorting is used to test the taxonomy of data with a group of subjects, usually to help inform the creation of the information architecture, user flow, or menu structure on a project.

Brainstorming

A technique used to generate ideas around a specific topic. Often done in groups, but can be done individuals. The process usually involves writing down all ideas around a topic onto paper, a whiteboard or stickies often implying some kind of association.

Minimum Viable Product

An MVP is a product that has the minimum set of features to prove the most essential hypothesis for a product. Businesses building a new product can create a Minimum Viable Product to prove that an idea is viable and warrants further investment. A further benefit being that the next stage of development can be informed by feedback obtained from testing that MVP.

Sitemap

A sitemap is a diagrammatic representation of a hierarchical system. It usually depicts the parent-sibling relationship between pages in a website, showing how sub pages might be arranged underneath their parent groupings. This arrangement forms a map of the site.

User journey

A user journey represents a sequence of events or experiences a user might encounter while using a product or service. A user journey can be mapped or designed to show the steps and choices presented as interactions, and the resulting actions.

Prototype

A prototype is draft representation built to test ideas for layout, behaviour and flow in a system. Prototypes are an indispensable tool for resolving a large number of potential issues in a concept or business before too many resources are deployed to put a design into production.

Wireframes

A Wireframe is a visual schematic that conveys a basic level of communication, structure and behaviour during the design of a system. Wireframes are low-fidelity designs that bypass including a detailed user interface or visual design, conveying just enough to get across the core idea.

Usability

To say something is usable is a qualitative statement about how easy that thing is to use. Usability is an assessment of how learnable a system is and how easy a user finds it to use. The usability of a system or product is a key factor in determining whether the user experience is a good one.

Information Architecture

Information architecture is the design and organisation of content, pages and data into a structure that aids users understanding of a system. A more organised system enables users to more easily find the information they require and complete the intended tasks.

UI Design

User Interface Design is the discipline of designing software interfaces for devices, ideally with a focus on maximising efficiency, responsiveness and aesthetics to foster a good user experience.

UX Design

The practice of User Experience (UX) Design is the coming together of many specific design related disciplines to improve the usability, responsiveness, uptake and aesthetics of a product or service.

User Experience

A general term that covers all aspects of a user's participation while engaging with something that has been designed. Usually when talking about User Experience in the digital design field it refers to the interactions, reactions, emotions and perceptions while using an app, service, website or product.

Got a problem to solve with your service? 

We'd love to hear about it. We can add value to any business that has a digital product/offering.

Book a FREE 30 min consultation

You can also call +44(0)20 3653 1310 or email us

Book a FREE 30min consultation