Metrics that capture the value, meaning, and impact of a user’s experience, often through indirect quantitative measurements. The metrics add a layer of accountability for designs and the business, which provides perspective to better shape the scope of a solution. If used effectively, it legitimizes good design by demonstrating how different designs can lead to different outcomes (better outcomes).
When to Use
- To guide decision making later in the design process.
- Review previously documented problem statement and jobs to be done to extract the user’s goals and problem you’re attempting to solve.
- Determine what change in user behavior or opinion would indicate you’ve been successful in your goals. There may be multiple signals for each of your goals.
- Determine how to measure the size of any change in user behavior or opinion. This could be through surveys or logs analysis.
Directional UX Metric Categories
- Task Success
- Operational Costs
- User’s Emotional State
- Behavior based. Focus on behavior to tell what’s happening in the user’s experience. Avoid non-behavioral metrics, like customer satisfaction or Net Promoter referral attitudes.
- Key to the business. There are five basic areas that are easy to tie KPIs to: (1) increasing revenues, (2) decreasing costs, (3) increasing marketshare, (4) increasing revenue from existing customers, and (5) increasing shareholder value. An effective metric is tied to one or more of these.
- Performance indicators. A good metric predicts important change in the business.
- Unique. Generic metrics produce generic results. Focus on metrics that match the context and the user of your design solution.
- Easy to measure. Consider how the metric will be measured. It can require effort but the easier to measure the more effective the metric.
- Be skeptical by considering counter-metrics. A counter-metric attempts to look at the whole picture.
- Document metrics that tell the entire story rather focus on a specific moment. Ex. Increased conversion on a single page, only to have the user leave immediately on the next page.
Created by: Joe Steinkamp | Last updated by: Joe Steinkamp