Aparna, one of the content marketers at WowMakers, is a barely five feet tall, tiny, chatty, emotional being who found her love and home, both in words. She loves to explore new opportunities with a warm smile and a happy heart. UX and technical writing are her newfound favorites. Apart from art, she has a thing for fashion, cooking, memories, and anything aesthetic. Also, the easiest way to please her is a hand-written letter and a nice beach view.
UX Design 7 min read
KPIs to measure the success of UX design
What are UX KPIs?
Key Performance Indicators (KPIs) are quantitative factors that help us determine a company’s success or failure.
They vary according to projects and thus should be measured individually. For example, in marketing, the KPIs could be conversion rates or the number of quality leads.
Unlike the other KPIs, UX KPIs convert human feelings, emotions, and opinions into numbers. They measure, compare, and track the user experience of a website or app to design them in the best possible way.
Two types of UX KPIs
#1 Behavioral UX KPIs
Behavioral UX KPIs are metrics that help us understand what people are doing and how they are using a particular product or service.
- Task success rate
- Search vs navigation
- User error rate
#2 Attitudinal KPIs
Attitudinal UX KPIs are metrics that help us understand what users feel before and after using a particular product or service and how they perceive the brand.
Why should we measure UX KPIs?
Analytics tools can tell you what is happening, but not why it is happening. Relying on the wrong KPIs can make your product suffer. Hence, it is always important to find out the relevant KPIs for your brand.
Let us see the main reasons that push us to measure the UX KPIs.
- Stakeholder management:
Communicating your ideas on UX designs with your stakeholders can be a real pain when you don’t have relevant facts and figures on your side to prove your point. Right UX KPIs make it much easier to put forward your ideas and arguments.
- UX benchmarking:
Knowing where you stand in the UX journey is necessary to take up the right steps forward. Determining and following the right KPIs helps in saving time and money. UX KPIs also help in benchmarking your data against that of your competitors.
- Early warning system:
Analyzing bulky and large data can be quite difficult. With the help of the right UX KPIs, important information can be retrieved quickly and thus allows one to take the necessary steps to cover up any drawbacks that may occur.
Difference between KPI and ROI
KPI (Key Performance Indicator) and ROI (Return On Investment) are success measuring metrics of companies.
The figures that we choose ourselves to convert the success of a project into tangible figures. It is relevant to each employee of an organization, from the customer support teams to the CEOs.
A financial indicator that tells us how successful a project is when compared to the investment. For example, an investment with a profit of $250 at a cost of $500 would have an ROI of 50%.
Major KPIs to measure the UX success
KPIs are decided based on the objectives an organization wishes to achieve. Having set the end goals, KPIs help to work backward from them.
KPIs to measure the success of UX can be divided into three main categories:
- KPIs for tracking the success
- KPIs for collecting user feedback
- KPIs for optimizing UX
1. KPIs for tracking the success
The major KPIs for tracking success are:
- Average Time on Task
It is usually an absolute number that tells us the amount of time a user takes to complete a specific task. The lesser the average time on task, the better the UX.
It can be made more specific by dividing this time further into two categories namely: the average length of task completion on the first attempt and the average length of task competition on repeated attempts.
- Task Completion Rate
Also called the ‘task success rate’, it is the percentage of users who complete each step in a user flow. Measuring the completion rate of tasks that have a specific start and end is comparatively easier.
Though this metric won’t allow us to detect a problem, it helps in understanding areas where the users face troubles.
- Error Occurrence Rate
It is the metric that tracks how often users make mistakes while doing a specific task. It helps in understanding the user’s pain points and thereby come up with better UX designs and solutions.
- Adoption Rate
The metric shows the number of new users gained over a specific period. Measuring the adoption rate of a new product helps in understanding the growth of the product among the users.
- Retention Rate
Retention rate measures the percentage of long-term users of a product. Based on a product’s lifecycle, the retention rate can be measured on a weekly, monthly, or yearly basis.
It is calculated by comparing the daily active users against the daily new users. An analysis of retention rate helps in understanding which feature needs to be prioritized.
2. KPIs for collecting user feedback
KPIs for collecting user feedback is also called ‘attitudinal KPIs’ because it tells us how a user feels about a particular product or service.
Following are the KPIs for collecting user feedback:
- Net Promoter Score (NPS)
It is a satisfaction metric that tells how likely a customer is to recommend a product or service to his friends or colleagues. Answers are represented on a scale measuring from zero to ten, where zero indicates not likely and ten indicates extremely likely.
- Customer Satisfaction (CSAT)
It is similar to NPS and measures how satisfied a customer is with a product or service. Provided with five options to indicate the satisfaction quotient, the score is measured out of 100 and is displayed in a percentage format.
CSAT could be collected through user interviews, online surveys, or pop-ups. Measuring CSAT at various stages of the customer journey helps in getting a more accurate understanding of your business.
- System Usability Scale (SUS)
SUS consists of a questionnaire that helps in understanding how useful a product is to the customers and whether it serves its purpose or not. It was first created by John Brooke in 1986. The questionnaire can be either sent online or the users can be interviewed on the same.
SUS is easy to administer and can be used on small sample sizes. However, it does not answer your ‘why’ questions.
3. KPIs for optimizing UX
Following the best practices in UX nudges the behavioral and attitudinal KPIs in the right direction.
Given below are some of the most important KPIs for optimizing UX.
- Appropriate Onboarding Flow
A good start defines the rest of your path. A smooth and easy onboarding process complements the rest of the customer journey. The initial process can be made easier by simplifying registration and implementation.
- Intuitive Interface
User experience is beyond the satisfaction of customers while using a product or service. It is also about the value they infer from it. The right user interface and information architecture make the learning experience better and easier for the customers.
- Single Sign-On Capabilities
A single sign-on feature allows users to access multiple tools from one account. This makes the entire process easier for users with less frustration, less password management, and fewer password reset requests.
- White-Label integrations
White labeling is a user-friendly alternative to offsite portals and third-party logins. Instead of sending users to a third-party page, white labeling creates a seamless experience for the users while keeping them within your brand.
- Mobile-friendly designs
Designing products that work seamlessly across different devices and screen sizes is a must. Users tend to have a positive experience if they can access your platform anytime, from anywhere.
- Scalable Systems
Digital products are designed in a way to cope up with increasing user demands. Offering capabilities for collaboration and cross-platform synchronization allow multiple users to access shared information. This is more helpful for B2B audiences and remote workers, especially in situations like the pandemic where almost everyone works from home.
Google’s HEART framework
The HEART framework was developed by Google to measure UX satisfaction in a part or whole website. Before beginning with the HEART framework, a goal should be set for the site.
Following are the elements of the HEART framework:
- H – Happiness
- Gathered through questionnaires.
- Calculates user’s attitude, satisfaction, and perceived ease of use.
- E – Engagement
- Measures the involvement of a user with a site.
- Includes shares, visits per week, uploads, etc.
- A – Adoption
- Measurement of user acquisition.
- Includes new user purchases, subscriptions, upgrades, etc.
- R – Retention
- Measures how many existing users renew their subscriptions, repeat purchases and return over time.
- T – Task success
- Similar to Task Completion Rate.
- Measures profiles completed, upload times, and search result success.
Keeping in pace with the competitors is a task. Choosing and following the right UX KPIs will aid the process. Constant monitoring along with determining what works and what does not helps in retaining existing customers while attracting new ones.
They say it’s better late than never. So, set up your goal, choose the right KPIs and follow your master plan towards success.